MGKT Chapter 17 Advertising and Public Relations

  1. Advertising response function
    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
  2. institutional advertisng
    a form of advertisng designed to enhance a company's image rather than promote a particular product
  3. Product Advertising
    a form of advertising that touts the benefits of a specific good or service
  4. Advocacy Advertising
    a form of advertisign in which an organization expresses its views on controversial issues or responds to media attacks
  5. Pioneering Advertising
    a form of advertising designed to stimulate primary demand for a new product or product category
  6. Competitive advertising
    a form of advertising designed to influence demand for a specific brand
  7. Comparative advertising
    a form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes
  8. advertising campaign
    a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals
  9. advertising objective
    a specific communication task that a campaign should accomplish for a specified target audience during a specified period
  10. Advertising Appeal
    a reason for a person to buy a product
  11. Unique selling proposition
    a desirable, exclusive and believable advertising appeal selected as the theme for a campaign
  12. medium
    the channel used to convey a message to a target market
  13. Media Planning
    the series of decisions advertisers make regarding the selection and use of media allowing the mareketer to optimally and cost-effectivly communicate the message to the target audience
  14. Cooperative advertising
    an arrangement in which the manufacturer and the retailer split the cost of advertising the manufacturer's brand
  15. Informercial
    a thirty-minute or longer advertisement that looks more like a television talk show than a sales pitch
  16. Advergaming
    placing advertising messages in Web-baseed or Video games to advertise or promote a product service, orgainization, or issue
  17. Media Mix
    the combination ofmedia to be sued for apromotional campaign
  18. cost per contact
    the cost o reaching onemember of the target market
  19. reach
    the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks
  20. Frequency
    the number of times an individual is exposed toa given message during a specific period
  21. Audience Slectivity
    the ability of an advertsing medium to reach a precisely defined market
  22. Media Schedule
    designation of the media, the specific publications or programs, and the insertino dates of advertising
  23. Continuous Media Schedule
    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
  24. Flighted Media Schedule
    a media scheduling strategy in which ads are run heavily every other month or every two weeks, to achieve a greaterimpact with an increased frequency and reach at those times
  25. Pulsing Media Schedule
    a media scheduling strategy that usues continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods
  26. Seasonal Media Schedule
    a media scheduling strategy that runs advertising only during times of the year when the product is mostlikely to be used
  27. Product Placement
    a public relations strategy that involves gettinga 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
  28. Sponsorship
    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 coporate image
  29. Cause-related marketing
    a type of sponsorship involving the association of a for-profit company and a nonprofit organization, through the sponsorship, the company's products or service is promoted, and money is raised for the nonprofit
  30. crisis management
    a coordinated effort to handle all the effects of unfavorable publicity or of another unexpected unfavorable event
Card Set
MGKT Chapter 17 Advertising and Public Relations
Chapter 17 terms