Chapter 17 - Advertising, Public Relations, and Sales Promotion

Question 1

Advertising response function

Answer 1

a phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns

Question 2

Institutional advertising

Answer 2

a form of advertising designed to enhance a company’s image rather than promote a particular product

Question 3

Product advertising

Answer 3

a form of advertising that touts the benefits of a specific good or service

Question 4

Advocacy advertising

Answer 4

a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks

Question 5

Pioneering advertising

Answer 5

a form of advertising designed to stimulate primary demand for a new product or product category

Question 6

Competitive advertising

Answer 6

a form of advertising designed to influence demand for a specific brand

Question 7

Comparative advertising

Answer 7

a form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes

Question 8

Advertising campaign

Answer 8

a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals

Question 9

Advertising objective

Answer 9

a specific communication task that a campaign should accomplish for a specified target audience during a specified period

Question 10

Advertising appeal

Answer 10

a reason for a person to buy a product

Question 11

Unique selling proposition

Answer 11

a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign

Question 12

Medium

Answer 12

the channel used to convey a message to a target market

Question 13

Media planning

Answer 13

the series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience

Question 14

Cooperative advertising

Answer 14

an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturers brand

Question 15

Infomercial

Answer 15

a thirty-minute or longer advertisement that looks more like a television talk show than a sales pitch

Question 16

Advergaming

Answer 16

placing advertising message in Web-based, mobile, console, or handheld video games to advertise or promote a product, service, organization, or issue

Question 17

Media mix

Answer 17

the combination of media to be used for a promotional campaign

Question 18

Cost per contact (Cost per thousand or CPM)

Answer 18

the cost of reaching one member of the target market

Question 19

Cost per click

Answer 19

the cost associated with a consumer clicking on a display or banner ad

Question 20

Reach

Answer 20

the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks

Question 21

Frequency

Answer 21

the number of times an individual is exposed to a given message during a specific period

Question 22

Audience selectivity

Answer 22

the ability of an advertising medium to reach a precisely defined market

Question 23

Media schedule

Answer 23

designation of the media, the specific publications or programs, and the insertion dates of advertising

Question 24

Continuous media schedule

Answer 24

a media scheduling strategy in which advertising is run steadily throughout the advertising period; used for products in the later stages of the product life cycle

Question 25

Flighted media schedule

Answer 25

a media scheduling strategy in which ads are run heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times

Question 26

Pulsing media schedule

Answer 26

a media scheduling strategy that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods

Question 27

Seasonal media schedule

Answer 27

a media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used

Question 28

Public relations

Answer 28

the element in the promotional mix that evaluates public attitudes, identifies issues that may elicit public concern, and executes programs to gain public understanding and acceptance

Question 29

Publicity

Answer 29

an effort to capture media attention, often initiated through press releases that further a corporation’s public relations plans

Question 30

Product placement

Answer 30

a public relations strategy that involves getting a product, service, or company name to appear in a movie, television show, radio program, magazine, newspaper, video game, video or audio clip, book, or commercial for another product; on the Internet; or at special events

Question 31

Sponsorship

Answer 31

a public relations strategy in which a company spends money to support an issue, cause, or event that is consistent with corporate objectives, such as improving brand awareness or enhancing corporate image

Question 32

Crisis management

Answer 32

a coordinated effort to handle all the effects of unfavorable publicity or another unexpected unfavorable event

Question 33

Sales promotion

Answer 33

marketing communication activities other than advertising, personal selling, and public relations, in which a short-term incentive motivates consumers or members of the distribution channel to purchase a good or service immediately, either by lowering the price or adding value

Question 34

Trade sales promotion

Answer 34

promotion activities directed to members of the marketing channel, such as wholesalers and retailers

Question 35

Consumer sales promotion

Answer 35

promotion activities targeted to the ultimate consumer market

Question 36

Trade allowance

Answer 36

a price reduction offered by manufacturers to intermediaries such as wholesalers and retailers

Question 37

Push money

Answer 37

money offered to channel intermediaries to encourage them to “push” products - that is, to encourage other members of the channel to sell the products

Question 38

Coupon

Answer 38

a certificate that entitles consumers to an immediate price reduction when the product is purchased

Question 39

Rebate

Answer 39

a cash refund given for the purchase of a product during a specific period

Question 40

Premium

Answer 40

an extra item offered to the consumer, usually in exchange for some proof or purchase of the promoted product

Question 41

Loyalty marketing program

Answer 41

a promotional program designed to build long-term, mutually beneficial relationships between a company and its key customers

Question 42

Frequency buyer program

Answer 42

a loyalty program in which loyal consumers are rewarded for making multiple purchases of a particular good or service

Question 43

Sampling

Answer 43

a promotional program that allows the consumer the opportunity to try a product or service for free

Question 44

Point of purchase (P-O-P) display

Answer 44

a promotional display set up at the retailer’s location to build traffic, advertise the product, or induce impulse buying