Mass Marketing Communications - Chapter 14

Question 1

advertising

Answer 1

any paid form of non-personal communication of ideas or products in the prime media e.g. posters, tv, internet

Question 2

advertising agency

Answer 2

an organisation that specialises in providing services such as media selection, creative work

Question 3

advertising message

Answer 3

the use of words, symbols, and illustrations to communicate to a target audience using prime media

Question 4

bonus pack

Answer 4

giving a customer extra quantity at no additional cost

Question 5

broadcast sponsership

Answer 5

a form of sponsorship where a tv or radio programme is the focus

Question 6

consumer pull

Answer 6

the targeting of consumers with communications (e.g. promos) designed to create demand that will pull the product into the distribution chain

Question 7

distribution push

Answer 7

targeting of channel intermediaries with communications (e.g. promos) to push the product into the distribution chain

Question 8

event sponsorship

Answer 8

sponsorship of a sporting or other event

Question 9

media vehicle

Answer 9

the choice of the particular newspaper, magazine, tv

Question 10

money-off promotions

Answer 10

sales promotions that discount the normal price

Question 11

premiums

Answer 11

any merchandise offered free or at a low cost as an incentive to purchase

Question 12

product placement

Answer 12

the deliberate placing of products and/or their logos in movies and tv, usually in return for money

Question 13

public relations (PR)

Answer 13

management of communications and relationships to establish goodwill and mutual understanding between an organisation and its public

Question 14

sales promotion

Answer 14

incentives to customers or the trade that are designed to stimulate purchase

Question 15

sponsorship

Answer 15

business relationship between a provider of funds, resources or services and an individual, event or org that offers in return some rights and association that may be used for commercial advantage

Question 16

strong theory of advertising

Answer 16

the notion that advertising can change peoples attitudes sufficiently to persuade people who have not previously bought a brand to buy it, desire and conviction precede purchase

Question 17

target audience

Answer 17

group of people at which an advertisement or message is aimed

Question 18

team sponsorship

Answer 18

sponsorship of a team e.g. football

Question 19

weak theory of advertising

Answer 19

notion that advertising can first arouse awareness and interest, nudge some consumers towards a doubting first trial purchase and then provide some reassurance and reinforcement; dire and conviction do not precede purchase