Advertising, Public Relations, and Sales Promotion Flashcards Preview

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Flashcards in Advertising, Public Relations, and Sales Promotion Deck (45)
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1
Q

Advertising Response Function

A

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
Q

Institutional Advertising

A

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

3
Q

Product Advertising

A

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

4
Q

Advocacy Advertising

A

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

5
Q

Pioneering Advertising

A

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

6
Q

Competitive Advertising

A

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

7
Q

Comparative Advertising

A

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

8
Q

Advertising Campaign

A

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

9
Q

Advertising Objective

A

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

10
Q

Advertising Appeal

A

A reason for a person to buy a product

11
Q

Unique Selling Proposition

A

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

12
Q

Medium

A

The channel used to convey a message to a target market

13
Q

Media Planning

A

The series of decisions advertisers make regarding the section and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience

14
Q

Cooperative Advertising

A

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

15
Q

Infomercial

A

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

16
Q

Advergaming

A

Placing advertising messages in Web-based, mobile, console, or handheld video games to advertise or promote a product, service, organization, or issue

17
Q

Media Mix

A

The combination of media to be used for a promotional campaign

18
Q

Cost Per Contact (Cost Per Thousand or CPM)

A

The cost of reaching one member of the target market

19
Q

Cost Per Click

A

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

20
Q

Reach

A

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

21
Q

Frequency

A

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

22
Q

Audience Selectivity

A

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

23
Q

Media Schedule

A

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

24
Q

Continuous Media Schedule

A

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

25
Q

Flighted Media Schedule

A

A media scheduling 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

26
Q

Pulsing Media Schedule

A

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

27
Q

Seasonal Media Schedule

A

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

28
Q

Public Relations

A

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

29
Q

Publicity

A

An effort to capture media attention, often initiated through press releases that further a corporation’s public relations plans

30
Q

Product Placement

A

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

31
Q

Sponsorship

A

A public relations strategy in which a company spends money to support an issue, cause, or event that is consistent with corporate objective,s such as improving brand awareness or enhancing corporate image

32
Q

Crisis Management

A

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

33
Q

Sales Promotion

A

Marketing communications 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 lowing the price or by adding value

34
Q

Trade Sales Promotion

A

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

35
Q

Consumer Sales Promotion

A

Promotion activities targeted to the ultimate consumer market

36
Q

Trade Allowance

A

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

37
Q

Push Money

A

Money offered to channel intermediaries to encourage them to “push” products — that is, to encourage other members of the channel to sell the products

38
Q

Coupon

A

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

39
Q

Rebate

A

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

40
Q

Rebate

A

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

41
Q

Premium

A

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

42
Q

Loyalty Marketing Program

A

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

43
Q

Frequent Buyer Program

A

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

44
Q

Sampling

A

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

45
Q

Point Of Purchase (P-O-P) Display

A

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