Flashcards in Chapter 17: Advertising, Public Relations, and Direct Response Deck (42)
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.
A form of advertising designed to enhance a company's image rather than promote a particular product.
A form of advertising that promotes the benefits of a specific good or service.
A form of advertising in which an organization expresses its views on a particular issue or cause.
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 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.
Unique selling proposition
A desirable, exclusive, and believable advertising appeal selected as the theme for a campaign.
Using an automated system to make media buying decisions in real time.
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 marketer to optimally and cost-effectively communicate the message to the target audience.
An arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand.
Discontinuing or never committing to a TV cable or satellite provider.
A 30 minute or longer advertisement that looks more like TV talk show than a sales pitch.
Advertising that displays text, images, and animated ads via mobile phones or other mobile devices that are data enabled.
Placing advertising messages in Web-based or video games to advertise or promote a product, a service, an organization, or an issue.
Playing an online game that allows for social interaction between players on a social media platform.
The combination of media to be used for a promotional campaign.
Cost per contact
The cost of reaching one member of the target market.
Cost per click
The cost associated with a consumer clicking on a display or banner ad.
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 to a given message during a specific period.
The ability of an advertising medium to reach a precisely defined market.
Designation of the media, the specific publications or programs, and the insertion dates of advertising.
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.
Flighted media schedule
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.
Pulsing media schedule
A media scheduling strategy that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods.