Marketing: Chapter 17

Front 1

Advertising Plan

Back 1

-section of the firms overall marketing plan that outlines:
-the objectives of the advertising campaign
-how the company will accomplish those objectives
-and how the firm will determine success

Front 2

Pull Strategy

Back 2

-designed to get consumers to pull the product into the supply chain by demanding it

Front 3

Push Strategy

Back 3

-designed to increase demand by motivating sellers, wholesalers, distributors, or sales people to highlight the product, rather than the products of competitors

Front 4

Informative Advertising

Back 4

-communication used to create and build brand awareness, with the ultimate goals of moving the consumer through the buying cycle to a purchase

Front 5

Persuasive Advertising

Back 5

-communication used to motivate consumers to take action

Front 6

Reminder Advertising

Back 6

-communication used to remind consumers of a product or to prompt repurchases

Front 7

Product Focused Advertisements

Back 7

-used to inform, persuade, or remind consumers about a product or service

Front 8

Institutional Advertising

Back 8

-used to inform, persuade, and remind customers about issues related to places, politics, or an industry

Front 9

Niche Media

Back 9

-channels that are focused and generally used to reach narrow segments, often with unique demographic characteristics

Front 10

Advertising Schedule

Back 10

-the specification of timing and duration of advertising

Front 11

Continuous Advertising Schedule

Back 11

-runs steadily throughout the year
-requires a steady level of persuasive advertising

Front 12

Flighting Advertising Schedule

Back 12

-advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising

Front 13

Pulsing Advertising Schedule

Back 13

-maintaining a base level of advertising but increasing advertising intensity during certain periods

Front 14

Headline

Back 14

-large type design to draw attention in an advertisement