Marketing Final Exam

Front 1

cooperative advertising

Back 1

An arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturers brand

Front 2

infomercial

Back 2

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

Front 3

advergaming

Back 3

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

Front 4

media mix

Back 4

the combination of media to be used for a promotional campaign

Front 5

cost per contact

Back 5

the cost of reaching one member of the target

Front 6

reach

Back 6

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

Front 7

frequency

Back 7

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

Front 8

audience selectivity

Back 8

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

Front 9

media schedule

Back 9

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

Front 10

continuous media schedule

Back 10

a media scheduling strategy in which advertising is run steadily throughout the advertising period; used for products in the latter stages of the product life cycle

Front 11

flighted media schedule

Back 11

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 12

pulsing media schedule

Back 12

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

Front 13

seasonal media schedule

Back 13

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