Marketing Final Chapter 15

advertising agencies

specialists in planning and handling mass-selling details for advertisers

advertising allowances

price reductions to firms further along in the channel to encourage them to advertise or otherwise promote the firm’s products locally

cooperative advertising

involves producers sharing in the cost of ads with wholesalers or retailers

product advertising

trying to sell a product

instutional advertising

promotes an organizations image, reputation, or ideas rather than a specific product

pioneering advertising

tries to develop a primary demand for a product category rather than a demand for a specific brand

competitive advertising

tries to develop selective demand for a specific brand

direct competitive advertising

aims for immediate buying action

indirect competitive advertising

points out product advantages to affect future buying decisions

comparative advertising

making specific brand comparisons using actual product names or images

reminder advertising

tries to keep the products name before the public, or in the publics eyes

advertising media

various means by which the message is communicated to the target market

pay per click

advertising model where advertisers pay media costs only when a customer clicks on the ad that links to the advertisers website

retargeting

displays ads to a web user based on data collected from previous online behavior

click through rate

the number of people who click on the ad divided by the number of people the ad is presented to

influencers

trusted or well known figures who can sway attitudes or purchase decisions among a particular target market, to promote a brand

copy thrust

what the words and illustrations in an ad should communicate

corrective advertising

ads that correct deceptive advertising, like health warnings on cigarettes

trade promotion

sales promotion aimed at intermediaries