MKT 337 Chapter 15 - Advertising and Sales Promotion
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20 Terms
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
tries to sell a product
institutional advertising
promotes an organization's image, reputation, or ideas rather than a specific product
pioneering advertising
tries to develop primary demand for a product category rather than 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
means making specific brand comparisons - using actual product names
reminder advertising
tries to keep the product's name before the public
advertising media
the various means by which the message is communicated to the target market
pay-per-click
where advertisers pay media costs only when a customer clicks on the ad that links to the advertiser's website
retargeting (behavioral retargeting)
displays ads to a web user based on sites he or she has previously visited
click-through rate
the number of people who click on the ad divided by the number of people the ad is presented to
copy thrust
what the words and illustrations should communicate
native advertising
advertising designed to not look like ads; it mimics the look and feel of the platform on which the ad appears
advertising agencies
specialists in planning and handling mass-selling details for advertisers
corrective advertising
ads to correct deceptive advertising
sales promotion
promotion activities - other than advertising, publicity, and personal selling - that stimulate interest, trial, or purchase by final customers or others in the channel
trade promotion
sales promotion aimed at intermediaries