MGKT Chapter 17 Advertising and Public Relations

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

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

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

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

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

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

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

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

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

a reason for a person to buy a product

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

the channel used to convey a message to a target market

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

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

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

placing advertising messages in Web-baseed or Video games to advertise or promote a product service, orgainization, or issue

the combination ofmedia to be sued for apromotional campaign

the cost o reaching onemember of the target market

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

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

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

designation of the media, the specific publications or programs, and the insertino dates of advertising

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

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

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

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

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

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

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

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