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36 Cards in this Set

  • Front
  • Back
-most associated with term "marketing"
- it is a marketing communications element that is persuasive, nonpersonal, paid for by an idientified spnsor, adn disseminated through mass channels of communication to promote the adoption of goods, services, persons, or ideas.
advertising agencies
hired by many advertisers to create ad campaigns and to purchase media time and spce
commercial zapping
changing channels during commercials
corporate image advertising
directed toward the general public or investors and stock holders, promotes an oranizations image and role in the community as a chorporate citizen, independant of any product or service.
corporate advocacy advertising
announces a stand on some issue related to the firms operation, often one threatening the company's well-being.
public service advertising (PSA-s)
donated by the advertising industry to promote activities for some social good.
direct-response advertising
is intended to elicit immediate action, often a purchase. (on tv it asks for immediate calls to number on tv)
classified advertising
mainly in newpapers, promotes transaction for a singl eitem or seveice.
business-to-business advertising
promotes their products or servides directly to other firms.
cooperative advertsing
entails manufacturers contributing to local dealer or retailers advertising expense. The amount is based on the quantity of product the retailer purchases.
heirarchy of effects
explains the influence of advertising on consumers.
- also called the information processing model. (exposure, attention, comprehension, aceptance, retention)
selective perception
- can occur at any stage
- exposure varies when consumers change channels on commercial breaks.
elaboration liklihood model
a well known theory of persuasion, includes individual motivation and ability to elborate infor in ads as determinants of two different routes to persuaseion.
objective claims
describe product eatures or performance in measureable terms
subjective claims
not measureable often stress image inhancement and may include puffery which is simply some level of acceptable exageration.
Expansion advertising
advertising for brands with high awareness and high penetration and is designed to increase usage by current customers
- its intended to encourage "substituion in use"
comparative advertising
relates a sponsored brand to a competitive brand on at least one product attribute.
- most effective at enhancing consumer attitudes about sponsoring brand.
subliminal advertising
rleated to ad messages presented at rate below thresholds of conscious awareness. Imbedding hidden messages .
a special advertising section iwth some nonadvertsing content included in magazines. . Typically sold as special deals to advertisors that would not normally advertise in that magazine.
30 min ad that resembles a talk show or news program
product placement advertising
combines the efforts of marketers with movie makers
cost per thousand (CPM)
a common method to evaluate vehicles iwthin a specific medium
-formula: CPM=[(magazine page cost X 1000)/circulation].
the number of different people or households exposed to an ad or campaign over a specified time period.
refers to the number of times a person or household is exposed to a communications vehicle
done by evaluating consumer reactions through direct questioning and focus groups
recall adn attitude tests adn inquiry evaluations to assess the effectiveness of an ad campaign.
unaided recall tests
presondents are questioned with no prompting about ads included in magazines (for magazine ads)
aided recall tests
subjects are given lists of ads and asked which they remembere adn read
inquiry evaluation
comes from the number of consumers responding to requests in an ad.
sales effectiveness evaluations
most stringent tests of advertising efficiency, they assess whether the advertising resulted in increased sales.
corrective advertising
it remedies misleading impressions or info in an ad.
cause-related marketing (crm)
"social advertising
- increasing with companies aligning themselves with a cause.
public relations (pr)
often used as a complement ot support advertising, personal sellign, and sales promotions for disseminating marketing communications.
product release announcements statements m\by firms spokespeople, even sponsorship
firms response to negative events and damaging publicity.
the generation of informationby a company to the news media, has a narrower focius than public relations. news releases press conferences and feature articles.