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;
33 Cards in this Set
- Front
- Back
|
advertising response function
|
spending for advertising and sales promo 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 companys image rather than promote a particular product
|
|
|
product advertising
|
advertising that touts the benefits of a specific G/S
|
|
|
advocacy advertising
|
ad in which an org expresses its views on controversial issues or reponds to media attacks
|
|
|
pioneering advertising
|
ad designed to stimulate primary demand for a new product or product category
|
|
|
competitive advertising
|
ad designed to influence demand for specific brand
|
|
|
comparative advertising
|
ad that compares two or more specifically named or shown competing brands on one or more specific attributes
|
|
|
advertising campaign
|
serious of related ads focusing on a common theme, slogan, and set of ad appeals
|
|
|
advertising objective
|
specific communication task that a campaign should accomplish for a specified target audience during a specified period.
|
|
|
advertising appeal
|
reason for person to buy a product
|
|
|
unique selling proposition
|
a desirable, exclusive, and believable ad appeal selected as the theme for a campaign
|
|
|
medium
|
channel used to convey a message to a target market
|
|
|
media planning
|
series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost effectively communicate the messae to the target audience
|
|
|
cooperative advertising
|
arrangement in which manufacturer and retailer split the costs of advertising the manufac's brand
|
|
|
infomercial
|
thirty minute or longer advertisement that looks more like a television talk show than a sales pitch
|
|
|
advergaming
|
placing ad-messages in web based or video games to advertise a product, service, org, or issue
|
|
|
media mix
|
combo of media to be used for a promotional campaign
|
|
|
cost per contact
|
cost of reaching one member of target market
|
|
|
reach
|
# of target consumers exposed to a commercial at least once during a specific period, usually four weeks.
|
|
|
frequency
|
# of times an individual is exposed to a specific message during a specific period
|
|
|
audience selectivity
|
ability of an ad medium to reach a precisely defined market
|
|
|
media schedule
|
designation of the media, the specific publications or programs, and the insertion dates of advertising
|
|
|
flighted media schedule
|
media scheduling strat in which ads are run heavily every other month or every two weeks to achieve a greater impact w/ an increased freq and reach at those times
|
|
|
continuous media schedule
|
media scheduling strategy in which ads are run steadily thruout the advertising period; used for products in later stages of PLC
|
|
|
pulsing media schedule
|
scheduling strat that uses continuous scheduling thruout the year coupled w a flighted schedule furing the best sales periods
|
|
|
product placement
|
scheduling strat that involves getting a product, service, or company name to appear in a movie, tv show, radio program, magazine, newspaper, video game, video/audio clip, book or commercial for another product
*on internet *at special events |
|
|
seasonal media schedule
|
sched. strat that runs ads only during times of year when the product is most likely to be used
|
|
|
sponsorship
|
PR strat in which a company spends money to support an issue, cause, or event that is consistent w corporate objectives, such as improving brand awareness or enhancing corporate image
|
|
|
cause-related MKTG
|
type of sponsorship involving association of a for-profit company and a NonFP organization; the companies' Ps/Ss are promoted & money is raised for the nonprofit
|
|
|
crisis management
|
a coordinated effort to handle all the effects of unfavorable publicity or of another unexpected unfavorable event
|
|
|
3 categories of product advertising
|
1) pioneering
2) competitive 3) comparative *PRODUCTS PLACE IN PLC IS MAJOR DETERMINANT |
|
|
Developing an ad campaign
|
1) determine specifics goals/objections
2) identify products benefits 3) develop possible ad appeals 4) evaluate & select ad appeals 5) execute ad message 6) evaluate effectiveness of campaign |
|
|
Popular PR tools
|
1) new product publicity
2) product placement 3) consumer education 4) event sponsorship 5) issue sponsorship 6) internet web sites |
