Marketing Chapter 16

Front 1

Advertising Response function

Back 1

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

Front 2

institutional advertising

Back 2

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

Front 3

product advertising

Back 3

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

Front 4

advocacy advertising

Back 4

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

Front 5

pioneering advertising

Back 5

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

Front 6

competitive advertising

Back 6

a form of advertising designed to influence demand for a specific brand

Front 7

comparative advertising

Back 7

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

Front 8

advertising campaign

Back 8

a series of relates advertisements focusing on a common theme, slogan, and set of advertising appeals

Front 9

advertising objective

Back 9

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

Front 10

advertising appeal

Back 10

a reason for a person to buy a product

Front 11

unique selling proposition

Back 11

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

Front 12

medium

Back 12

the channel used to convey a message to a target market

Front 13

media planning

Back 13

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

Front 14

cooperative advertising

Back 14

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

Front 15

infomercial

Back 15

a thirty-minute or longer advertisement that looks more like a television talk show than a sales pitch

Front 16

advertising

Back 16

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

Front 17

media mix

Back 17

the combination of media to be used for a promotional campaign

Front 18

cost per contract (cost per thousand or CPM)

Back 18

the cost of reaching one member of the target market

Front 19

cost per click

Back 19

the cost associated with a consumer clicking on a display or banner ad

Front 20

reach

Back 20

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

Front 21

frequency

Back 21

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

Front 22

audience selectivity

Back 22

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

Front 23

media schedule

Back 23

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

Front 24

continuous media schedule

Back 24

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

Front 25

flighted media schedule

Back 25

a media schedule 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 26

pulsing media schedule

Back 26

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

Front 27

seasonal media schedule

Back 27

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

Front 28

public relations

Back 28

the element in the promotional mix that evaluates public attitudes, identifies issues that may elicit public concern, and executes programs to gain public understanding and acceptance

Front 29

publicity

Back 29

an effort to capture media attention, often initiates through press releases that further a corporation's public relations plans

Front 30

product placement

Back 30

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

Front 31

sponsorship

Back 31

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

Front 32

crisis management

Back 32

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

Front 33

sales promotion

Back 33

the marketing communication activities, other than advertising, personal selling, and public relations, in which a short-term incentive motivates consumers or members of the distribution channel to purchase a good or service immediately, either by lowering the price or by adding value

Front 34

trade sales promotion

Back 34

promotion activities directed to members of the marketing channel, such as wholesalers and retailers

Front 35

consumer sales promotion

Back 35

promotion activities targeted to the ultimate consumer market

Front 36

trade allowance

Back 36

a price reduction offered by manufacturers to intermediaries such as wholesalers and retailers

Front 37

push money

Back 37

money offered to channel intermediaries to encourage them to "push" products - that is, to encourage other members of the channel to sell the products

Front 38

coupon

Back 38

a certificate that entitles consumers to an immediate price reduction when the product is purchased

Front 39

rebate

Back 39

a cash refund given for the purchase of a product during a specific period

Front 40

premium

Back 40

an extra item offered to the consumer, usually in exchange for some proof of purchase of the promoted product

Front 41

loyalty marketing program

Back 41

a promotional program designed to build long-term, mutually beneficial relationships between a company and its key customers

Front 42

frequent buyer program

Back 42

a loyalty program in which loyal consumers are rewarded for making multiple purchases of a particular good or service

Front 43

sampling

Back 43

a promotional program that allows the consumer the opportunity to try a product or service for free

Front 44

point of purchase (P-O-P) display

Back 44

a promotional display set up at the retailer's location to build traffic, advertise the product, or induce impulse buying