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
Author
ndumas2
ID
90768
Card Set
MGKT Chapter 17 Advertising and Public Relations
Description
Chapter 17 terms
Updated