Marketing Chapter 17

Front 1

advertising response function

Back 1

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

Front 2

institutional advertising

Back 2

form of advertising designed to enhance a company's image rather than promote a particular product

Front 3

product advertising

Back 3

a form of advertising that touts the belief of a specific good or service

Front 4

advocacy advertising

Back 4

a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks

Front 5

pioneering advertising

Back 5

a form of advertising designed to stimulate primary demand for a new product or product category

Front 6

competitive advertising

Back 6

a form of advertising designed to influence demand for a specific brand

Front 7

comparative advertising

Back 7

a form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes

Front 8

advertising campaign

Back 8

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

Front 9

advertising objective

Back 9

a specific communication task that a campaign should accomplish for a specific target audience during a specific period

Front 10

advertising appeal

Back 10

a reason for a person to buy a product

Front 11

unique selling proposition

Back 11

a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign

Front 12

medium

Back 12

channel used to convey a message to a target market

Front 13

media planning

Back 13

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

Front 14

cooperative advertising

Back 14

an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand

Front 15

infomercial

Back 15

a 30 minute or more advertisement that looks more like a television talk show than a sales pitch

Front 16

advergaming

Back 16

placing advertising messages in web-based or video games to advertise or promote a product, service, organization, or issue

Front 17

media mix

Back 17

the combination of media to be used for a promotional campaign

Front 18

cost per contact (cost per thousand or CPM)

Back 18

cost or reaching one member of the target market

Front 19

cost per click

Back 19

the cost associated with a consumer clicking on a display or banner ad

Front 20

reach

Back 20

number of target consumers exposed to a commercial at least once during a specific period, usually 4 weeks

Front 21

frequency

Back 21

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

Front 22

audience selectivity

Back 22

the ability of an advertising medium to reach a precisely defined market

Front 23

media schedule

Back 23

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

Front 24

continuous media schedule

Back 24

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

Front 25

flighted media schedule

Back 25

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

Front 26

pulsing media schedule

Back 26

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

Front 27

seasonal media schedule

Back 27

a media scheduling strategy that runs advertising only during times of the year when the product is most likely used

Front 28

product placement

Back 28

a public relations strategy that involves getting a product, service, or company name to appear in a movie, television show, radio program, magazine, newspaper, video game, video or audio clip, book, or commercial for another product; on the internet, or at special events

Front 29

sponsorship

Back 29

a public relations strategy in which a company spends money to support an issue, cause, or event that is consistent with corporate objectives, such as improving brand awareness or enhancing corporate image

Front 30

crisis management

Back 30

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