Marketing Ch 13

Front 1

Product/Brand Placement

Back 1

marketing communication activity in which companies have their products embedded in movies, TV shows, and other entertainment vehicles

Front 2

Advertising

Back 2

non-personal communication an identified sponsor pays for that uses mass media to persuade or inform an audience

Front 3

Product Advertising

Back 3

an advertising message that focuses on a specific good or service

Front 4

Institutional Advertising

Back 4

an advertising message that promotes the activities, personality, or point of view of an organization or company

Front 5

Advocacy Advertising

Back 5

a type of public service advertising an organization provides that seeks to influence public opinion on an issue because it has some stake in the outcome

Front 6

Public Service Advertising (PSA's)

Back 6

advertising run by the media without charge for not-for-profit organizations or to champion a particular cause

Front 7

Advertising Campaign

Back 7

a coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time

Front 8

Limited-Service Agency

Back 8

an agency that provides one or more specialized services, such as media buying or creative development

Front 9

Full-Service Agency

Back 9

an agency that provides most or all of the services needed to mount a campaign, including research, creation of ad copy and art, media selection, and production of the final messages

Front 10

Corrective Advertising

Back 10

advertising that clarifies or qualifies previous deceptive advertising claims

Front 11

Puffery

Back 11

claims made in advertising of product superiority that cannot be proven true or untrue

Front 12

Creative Strategy

Back 12

the process that turns a concept into an advertisement

Front 13

Advertising Appeal

Back 13

the central idea or theme of an advertising message

Front 14

Unique Selling Proposition (USP)

Back 14

an advertising appeal that focuses on one clear reason why a particular product is superior

Front 15

Pretesting

Back 15

a research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they appear

Front 16

Media Planning

Back 16

the process of developing media objectives, strategies, and tactics for use in an advertising campaign

Front 17

Aperture

Back 17

the best place and time to reach a person in the target market group

Front 18

Banners

Back 18

internet advertising in the form of rectangular graphics at the top of bottom of Web pages

Front 19

Buttons

Back 19

small banner-type advertisements that can be placed anywhere on a Web page

Front 20

Permission Marketing

Back 20

e-mail advertising in which on-line consumers have the opportunity to accept or refuse the unsolicited e-mail

Front 21

Out-Of-Home Media

Back 21

a communication medium that reaches people in public places

Front 22

Place-Based Media

Back 22

advertising media that transmit messages in public places, such as doctors' offices and airports, where certain types of people congregate

Front 23

Branded Entertainment

Back 23

a form of advertising in which marketers integrate products into entertainment venues

Front 24

Advergaming

Back 24

brand placements in video games

Front 25

Media Schedule

Back 25

the plan that specifies the exact media to use and when to use it

Front 26

Advertising Exposure

Back 26

the degree to which the target market will see an advertising message placed in a specific vehicle

Front 27

Impressions

Back 27

the number of people who will be exposed to a message in one or more media vehicle

Front 28

Reach

Back 28

the percentage of the target market that will be exposed to the media vehicle

Front 29

Frequency

Back 29

the average number of times a person in the target group will be exposed to the message

Front 30

Gross Rating Points (GRPs)

Back 30

a measure used for comparing the effectiveness of different media vehicles; average reach X frequency

Front 31

Cost Per Thousand (CPM)

Back 31

a measure used to compare the relative cost-effectiveness of different media vehicles that have different exposure rates; the cost to deliver a message to 1000 people or homes

Front 32

Posttesting

Back 32

research conducted on consumers' responses to actual advertising messages they have seen or heard

Front 33

Unaided Recall

Back 33

a research technique conducted by telephone survey or personal interview that asks whether a person remembers seeing an ad during a specified period without giving the person the name of the brand

Front 34

Aided Recall

Back 34

a research technique that uses clues to prompt answers from people about advertisements they might have seen

Front 35

Attitudinal Measures

Back 35

a research technique that probes a consumer's beliefs or feelings about a product before and after being exposed to messages about it

Front 36

Sales Promotion

Back 36

programs designed to build interest in or encourage purchase of a product during a specified period

Front 37

Trade Promotion

Back 37

promotions that focus on members of the 'trade,' which include distribution channel members, such as retail salespeople or wholesales distributors, that a firm must work with in order to sell its products

Front 38

Merchandising Allowance

Back 38

reimburses the retailer for in-store support of the product

Front 39

Case Allowance

Back 39

a discount to the retailer or wholesaler based on the volume of product ordered

Front 40

Co-Op Advertising

Back 40

a sales promotion where the manufacturer and the retailer share the cost

Front 41

Trade Shows

Back 41

events at which many companies set up elaborate exhibits to show their products, give away samples, distribute product literature, and troll for new business contacts

Front 42

Promotional Products

Back 42

goodies such as coffee mugs, t-shirts, and magnets given away to build awareness for a sponsor; some freebies are distributed directly to consumers and business customers; others are intended for channel partners such as retailers and vendors

Front 43

Point of Purchase (POP) Displays

Back 43

in-store displays and signs

Front 44

Push Money

Back 44

a bonus paid by a manufacturer to a salesperson, customer, or distributor for selling its product

Front 45

Rebates

Back 45

sales promotions that allow the customer to recover part of the product's cost from the manufacturer

Front 46

Frequency Programs

Back 46

consumer sales promotion programs that offer a discount of free product for multiple purchases over time; also referred to as loyalty or continuity programs

Front 47

Premiums

Back 47

items offered free to people who have purchased a product

Front 48

Product Sampling

Back 48

distributing free trial-size versions of a product to consumers

Front 49

Public Relations (PR)

Back 49

communication function that seeks to build good relationships with an organization's publics, including consumers, stockholders, and legislators

Front 50

Public Relations Campaign

Back 50

a coordinated effort to communicate with one or more of the firm's publics

Front 51

Press Release

Back 51

information that an organization distributes to the media intended to win publicity

Front 52

lobbying

Back 52

talking with and providing information to government official in order to influence their activities relating to an organization

Front 53

Sponsorships

Back 53

PR activities through which companies provide financial support to help fund an event in return for publicized recognition of the company's contribution

Front 54

Publicity

Back 54

unpaid communication about an organization that appears in the mass media