Marketing Exam Chapter 16
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Chapter 16
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5 Terms
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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
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Institutional advertising
A form of advertising designed to enhance a company’s image rather than promote a particular product
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Product advertising
A form of advertising that touts the benefits of a specific good or service
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Advocacy advertising
A form of advertising in which an organization expresses its views on controversial issues or responds to media attacks
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Pioneering advertising
A form of advertising designed to stimulate primary demand for a new product or product category
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