Marketing Chapter 15 : Advertisting And Public Relations

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Advertising Response Function

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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.

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Institutional Advertising

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

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Advocacy Advertising

Back 3

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

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Product Advertising

Back 4

A form for advertising that touts the benefits of a specific good or service.

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Pioneering Advertising

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

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Competitive Advertising

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

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Comparative Advertising

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

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Advertising Campaign

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

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Advertising Objective

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

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Advertising Appeal

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A reason for a person to buy a product.

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Unique Selling Proposition

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

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Medium

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The channel used to convey a message to a target market.

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Media Planning

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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.

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Cooperative Advertising

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

Front 15

Infomercial

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

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Advertising

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Place advertising messages in Web-based or video games to advertise or promote a product, service, organization, or issue.

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Media Mix

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The combination of media to be used for a promotional campaign.

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Cost Per Contact

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The cost of reaching one member of the target market.

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Reach

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The number of target consumers exposed to a commercial at least once during a specific period, usually for four weeks.

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Frequency

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

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Audience Selectivity

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The ability of an advertising medium to reach a precisely defined market.

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Media Schedule

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

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Continuous Media Schedule

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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.

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Flighted Media Schedule

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

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Pulsing Media Schedule

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

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Seasonal Media Schedule

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A media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used.

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Product Placement

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

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Sponsorship

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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.

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Cause-Related Marketing

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A type of sponsorship involving the association of a for-profit company and a nonprofit organization; through the sponsorship, the company's product or service is promoted, and money is raised for the nonprofit.

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Crisis Management

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