Chapter Sixteen: Advertising, Public Relations, and Sales Promotion Flashcards
Advertising Response Function
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
Institutional Advertising
A form of advertising designed to enhance a company’s image rather than promote a particular product
Product Advertising
A form of advertising that touts the benefits the benefits of a specific good or service
Advocacy Advertising
A form of advertising in which an organization expresses its views on controversial issues or responds to media attacks
Pioneering Advertising
A form of advertising designed to stimulate primary demand for a new product or product category
Competitive Advertising
A form of advertising to influence demand for a specific brand
Comparative Advertising
A form of advertising that compares two or more specifically named or shown competing brands on one or more specify attitudes
Advertising Campaign
A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals
Advertising Objectives
A specific communication tasks that a campaign should accomplish for a specified target audience during a specific period
Advertising Appeal
A reason for a person to buy a product
Unique Selling Proposition
A desirable, exclusive, and believable advertising appeal selected as the theme for a campaign
Medium
The channel used to convey a message to a target market
Media Planning
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
Cooperative Advertising
An Arrangement in which the manufacture and the retailer split the costs of advertising the manufacturer’s brand
Infomercial
a 30-minute or longer advertisement that looks more like a television talk show than a sales pitch
Advergaming
Placing advertising message in web-based, mobile, console or handheld video games to advertise or promote a product, service, organization, or issue
Media Mix
The combination of media to be use for a promotional campaign