Chapter 17: Advertising, Public Relations, and Direct Response Flashcards Preview

Marketing 2210 > Chapter 17: Advertising, Public Relations, and Direct Response > Flashcards

Flashcards in Chapter 17: Advertising, Public Relations, and Direct Response Deck (42)
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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 promotes the benefits of a specific good or service.

4
Q

Advocacy advertising

A

A form of advertising in which an organization expresses its views on a particular issue or cause.

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

Advertising campaign

A

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

8
Q

Advertising objective

A

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

9
Q

Advertising appeal

A

A reason for a person to buy a product.

10
Q

Unique selling proposition

A

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

11
Q

Programmatic buying

A

Using an automated system to make media buying decisions in real time.

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 selection 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

Cord cutting

A

Discontinuing or never committing to a TV cable or satellite provider.

16
Q

Infomercial

A

A 30 minute or longer advertisement that looks more like TV talk show than a sales pitch.

17
Q

Mobile advertising

A

Advertising that displays text, images, and animated ads via mobile phones or other mobile devices that are data enabled.

18
Q

Advergaming

A

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

19
Q

Social gaming

A

Playing an online game that allows for social interaction between players on a social media platform.

20
Q

Media mix

A

The combination of media to be used for a promotional campaign.

21
Q

Cost per contact

A

The cost of reaching one member of the target market.

22
Q

Cost per click

A

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

23
Q

Reach

A

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

24
Q

Frequency

A

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

25
Q

Audience selectivity

A

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

26
Q

Media schedule

A

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

27
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.

28
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.

29
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.

30
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 purchased.

31
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.

32
Q

Sponsorship

A

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

33
Q

Cause-related marketing

A

A type of sponsorship involving the association of a for-profit company with a nonprofit organization; through the sponsorship, the company’s product or service is promoted, and money is raised for the nonprofit.

34
Q

Ambush marketing

A

When an advertiser attempts to position itself with an event but is not sanctioned as an official sponsor.

35
Q

Experiential marketing

A

A form of advertising that focuses on helping consumers experience a brand such that a memorable and emotional connection is formed between the consumer and the brand.

36
Q

Crisis management

A

A coordinated effort to handle all the effects of either unfavourable publicity or an unexpected unfavourable event.

37
Q

Direct-response broadcast

A

Advertising that uses television or radio and includes a direct call to action asking the consumer to respond immediately.

38
Q

Direct-response television (DRTV)

A

Advertising that appears on television and encourages viewers to respond immediately.

39
Q

Direct-response print

A

Advertising in a print medium that includes a direct call to action.

40
Q

Telemarketing

A

The use of telecommunications to sell a product or service; involves both outbound and inbound calls.

41
Q

Do Not Call List (DNCL)

A

A free service whereby Canadians register their telephone number to reduce or eliminate phone calls from telemarketers.

42
Q

Direct mail

A

A printed form of direct-response communication that is delivered directly to consumers’ homes.