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

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Flashcards in Chapter 17: Advertising, Public Relations, and Direct Response Deck (42)
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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 advertising

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

3

Product advertising

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

4

Advocacy advertising

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

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

Advertising campaign

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

8

Advertising objective

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

9

Advertising appeal

A reason for a person to buy a product.

10

Unique selling proposition

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

11

Programmatic buying

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

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 marketer to optimally and cost-effectively communicate the message to the target audience.

14

Cooperative advertising

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

15

Cord cutting

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

16

Infomercial

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

17

Mobile advertising

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

18

Advergaming

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

19

Social gaming

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

20

Media mix

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

21

Cost per contact

The cost of reaching one member of the target market.

22

Cost per click

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

23

Reach

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

24

Frequency

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

25

Audience selectivity

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

26

Media schedule

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

27

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.

28

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.

29

Pulsing media schedule

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

30

Seasonal media schedule

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