Marketing Ch 17

Front 1

Advertising

Back 1

-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.

Front 2

advertising agencies

Back 2

hired by many advertisers to create ad campaigns and to purchase media time and spce

Front 3

commercial zapping

Back 3

changing channels during commercials

Front 4

corporate image advertising

Back 4

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.

Front 5

corporate advocacy advertising

Back 5

announces a stand on some issue related to the firms operation, often one threatening the company's well-being.

Front 6

public service advertising (PSA-s)

Back 6

donated by the advertising industry to promote activities for some social good.

Front 7

direct-response advertising

Back 7

is intended to elicit immediate action, often a purchase. (on tv it asks for immediate calls to number on tv)

Front 8

classified advertising

Back 8

mainly in newpapers, promotes transaction for a singl eitem or seveice.

Front 9

business-to-business advertising

Back 9

promotes their products or servides directly to other firms.

Front 10

cooperative advertsing

Back 10

entails manufacturers contributing to local dealer or retailers advertising expense. The amount is based on the quantity of product the retailer purchases.

Front 11

heirarchy of effects

Back 11

explains the influence of advertising on consumers.
- also called the information processing model. (exposure, attention, comprehension, aceptance, retention)

Front 12

selective perception

Back 12

- can occur at any stage
- exposure varies when consumers change channels on commercial breaks.

Front 13

elaboration liklihood model

Back 13

a well known theory of persuasion, includes individual motivation and ability to elborate infor in ads as determinants of two different routes to persuaseion.

Front 14

objective claims

Back 14

describe product eatures or performance in measureable terms

Front 15

subjective claims

Back 15

not measureable often stress image inhancement and may include puffery which is simply some level of acceptable exageration.

Front 16

Expansion advertising

Back 16

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"

Front 17

comparative advertising

Back 17

relates a sponsored brand to a competitive brand on at least one product attribute.
- most effective at enhancing consumer attitudes about sponsoring brand.

Front 18

subliminal advertising

Back 18

rleated to ad messages presented at rate below thresholds of conscious awareness. Imbedding hidden messages .

Front 19

advertorial

Back 19

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.

Front 20

infomercial

Back 20

30 min ad that resembles a talk show or news program

Front 21

product placement advertising

Back 21

combines the efforts of marketers with movie makers

Front 22

cost per thousand (CPM)

Back 22

a common method to evaluate vehicles iwthin a specific medium
-formula: CPM=[(magazine page cost X 1000)/circulation].

Front 23

reach

Back 23

the number of different people or households exposed to an ad or campaign over a specified time period.

Front 24

frequency

Back 24

refers to the number of times a person or household is exposed to a communications vehicle

Front 25

pretesting

Back 25

done by evaluating consumer reactions through direct questioning and focus groups

Front 26

posttesting

Back 26

recall adn attitude tests adn inquiry evaluations to assess the effectiveness of an ad campaign.

Front 27

unaided recall tests

Back 27

presondents are questioned with no prompting about ads included in magazines (for magazine ads)

Front 28

aided recall tests

Back 28

subjects are given lists of ads and asked which they remembere adn read

Front 29

inquiry evaluation

Back 29

comes from the number of consumers responding to requests in an ad.

Front 30

sales effectiveness evaluations

Back 30

most stringent tests of advertising efficiency, they assess whether the advertising resulted in increased sales.

Front 31

corrective advertising

Back 31

it remedies misleading impressions or info in an ad.

Front 32

cause-related marketing (crm)

Back 32

"social advertising
- increasing with companies aligning themselves with a cause.

Front 33

public relations (pr)

Back 33

often used as a complement ot support advertising, personal sellign, and sales promotions for disseminating marketing communications.

Front 34

proative

Back 34

product release announcements statements m\by firms spokespeople, even sponsorship

Front 35

retroactive

Back 35

firms response to negative events and damaging publicity.

Front 36

Publicity

Back 36

the generation of informationby a company to the news media, has a narrower focius than public relations. news releases press conferences and feature articles.