Chapter 17: Advertising, Public Relations, and Direct Response

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 promotes 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 a particular issue or cause.

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

Advertising campaign

Answer 7

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

Question 8

Advertising objective

Answer 8

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

Question 9

Advertising appeal

Answer 9

A reason for a person to buy a product.

Question 10

Unique selling proposition

Answer 10

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

Question 11

Programmatic buying

Answer 11

Using an automated system to make media buying decisions in real time.

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 manufacturer’s brand.

Question 15

Cord cutting

Answer 15

Discontinuing or never committing to a TV cable or satellite provider.

Question 16

Infomercial

Answer 16

A 30 minute or longer advertisement that looks more like TV talk show than a sales pitch.

Question 17

Mobile advertising

Answer 17

Advertising that displays text, images, and animated ads via mobile phones or other mobile devices that are data enabled.

Question 18

Advergaming

Answer 18

Placing advertising messages in Web-based or video games to advertise or promote a product, a service, an organization, or an issue.

Question 19

Social gaming

Answer 19

Playing an online game that allows for social interaction between players on a social media platform.

Question 20

Media mix

Answer 20

The combination of media to be used for a promotional campaign.

Question 21

Cost per contact

Answer 21

The cost of reaching one member of the target market.

Question 22

Cost per click

Answer 22

The cost associated with a consumer clicking on a display or banner ad.

Question 23

Reach

Answer 23

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

Question 24

Frequency

Answer 24

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

Question 25

Audience selectivity

Answer 25

The ability of an advertising medium to reach a precisely defined market.

Question 26

Media schedule

Answer 26

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

Question 27

Continuous media schedule

Answer 27

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 28

Flighted media schedule

Answer 28

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 29

Pulsing media schedule

Answer 29

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

Question 30

Seasonal media schedule

Answer 30

A media scheduling strategy that runs advertising only during times of the year when the product is most likely to be purchased.

Question 31

Product placement

Answer 31

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 32

Sponsorship

Answer 32

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

Question 33

Cause-related marketing

Answer 33

A type of sponsorship involving the association of a for-profit company with a nonprofit organization; through the sponsorship, the company’s product or service is promoted, and money is raised for the nonprofit.

Question 34

Ambush marketing

Answer 34

When an advertiser attempts to position itself with an event but is not sanctioned as an official sponsor.

Question 35

Experiential marketing

Answer 35

A form of advertising that focuses on helping consumers experience a brand such that a memorable and emotional connection is formed between the consumer and the brand.

Question 36

Crisis management

Answer 36

A coordinated effort to handle all the effects of either unfavourable publicity or an unexpected unfavourable event.

Question 37

Direct-response broadcast

Answer 37

Advertising that uses television or radio and includes a direct call to action asking the consumer to respond immediately.

Question 38

Direct-response television (DRTV)

Answer 38

Advertising that appears on television and encourages viewers to respond immediately.

Question 39

Direct-response print

Answer 39

Advertising in a print medium that includes a direct call to action.

Question 40

Telemarketing

Answer 40

The use of telecommunications to sell a product or service; involves both outbound and inbound calls.

Question 41

Do Not Call List (DNCL)

Answer 41

A free service whereby Canadians register their telephone number to reduce or eliminate phone calls from telemarketers.

Question 42

Direct mail

Answer 42

A printed form of direct-response communication that is delivered directly to consumers’ homes.