Untitled Flashcards Set

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 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 designed 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 specific attributes.

advertising campaign

A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.

advertising objective

A specific communication task that a campaign should accomplish for a specified target audience during a specified 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 manufacturer 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 messages 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 used for a promotional campaign.

cost per contact (CPM)

The cost of reaching one member of the target market.

cost per click

The cost associated with a consumer clicking on a display or banner.

Ad reach

The number of target consumers exposed to a commercial at least once during a specific period, usually four weeks.

frequency

The number of times an individual is exposed to a given message during a specific period.

audience selectivity

The ability of an advertising medium to reach a precisely defined market.

media schedule

Designation of the media, the specific publications or programs, and the insertion dates of advertising.

continuous media schedule

A media scheduling strategy in which advertising is run steadily throughout the advertising period; used for products in the later stages of the product life cycle.

flighted media schedule

A media scheduling strategy in which ads are run heavily every other month or every two weeks to achieve a greater impact with increased frequency and reach at those times.

pulsing media schedule

A media scheduling strategy that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods.

seasonal media schedule

A media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used.

public relations

The element in the promotional mix that evaluates public attitudes, identifies issues that may elicit public concern, and executes programs to gain public understanding and acceptance.

publicity

An effort to capture media attention, often initiated through press releases that further a corporation’s public relations plans.

product placement

A public relations strategy that involves getting a product, service, or company name to appear in various media.

sponsorship

A public relations strategy in which a company spends money to support an issue, cause, or event consistent with corporate objectives.

crisis management

A coordinated effort to handle all the effects of unfavorable publicity or another unexpected unfavorable event.

sales promotion

Marketing communication activities other than advertising, personal selling, and public relations that motivate consumers or members of the distribution channel to purchase a good or service immediately.

trade sales promotion

Promotion activities directed to members of the marketing channel, such as wholesalers and retailers.

consumer sales promotion

Promotion activities targeted to the ultimate consumer market.

trade allowance

A price reduction offered by manufacturers to intermediaries such as wholesalers and retailers.

push money

Money offered to channel intermediaries to encourage them to 'push' products.

coupon

A certificate that entitles consumers to an immediate price reduction when the product is purchased.

rebate

A cash refund given for the purchase of a product during a specific period.

premium

An extra item offered to the consumer, usually in exchange for some proof of purchase of the promoted product.

loyalty marketing program

A promotional program designed to build long-term, mutually beneficial relationships between a company and its key customers.

frequent buyer program

A loyalty program in which loyal consumers are rewarded for making multiple purchases of a particular good or service.

sampling

A promotional program that allows the consumer the opportunity to try a product or service for free.

point of purchase (P-O-P) display

A promotional display set up at the retailer’s location to build traffic, advertise the product, or induce impulse buying.