Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
13 Cards in this Set
- Front
- Back
|
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 relates advertisements focusing on a common them, slogan, and set or 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
|
