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.
Institutional advertising
A form of advertising designed to enhance a company’s image rather than promote a particular product.
Product advertising
A form of advertising that promotes the benefits of a specific good or service.
Advocacy advertising
A form of advertising in which an organization expresses its views on a particular issue or cause.
Pioneering advertising
A form of advertising designed to stimulate primary demand for a new product or product category.
Competitive advertising
A form of advertising designed to influence demand for a specific brand.
Advertising campaign
A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.
Advertising objective
A specific communication task that a campaign should accomplish for a specified target audience during a specified period.
Advertising appeal
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.
Programmatic buying
Using an automated system to make media buying decisions in real time.
Medium
The channel used to convey a message to a target market.
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.
Cooperative advertising
An arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer’s brand.
Cord cutting
Discontinuing or never committing to a TV cable or satellite provider.
Infomercial
A 30 minute or longer advertisement that looks more like TV talk show than a sales pitch.
Mobile advertising
Advertising that displays text, images, and animated ads via mobile phones or other mobile devices that are data enabled.
Advergaming
Placing advertising messages in Web-based or video games to advertise or promote a product, a service, an organization, or an issue.
Social gaming
Playing an online game that allows for social interaction between players on a social media platform.
Media mix
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.
Reach
The number of target consumers exposed to a commercial at least once during a specific period, usually four weeks.
Frequency
The number of times an individual is exposed to a given message during a specific period.
Audience selectivity
The ability of an advertising medium to reach a precisely defined market.
Media schedule
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.
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.
Product placement
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.
Sponsorship
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.
Cause-related marketing
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.
Ambush marketing
When an advertiser attempts to position itself with an event but is not sanctioned as an official sponsor.
Experiential marketing
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.
Crisis management
A coordinated effort to handle all the effects of either unfavourable publicity or an unexpected unfavourable event.
Direct-response broadcast
Advertising that uses television or radio and includes a direct call to action asking the consumer to respond immediately.
Direct-response television (DRTV)
Advertising that appears on television and encourages viewers to respond immediately.
Direct-response print
Advertising in a print medium that includes a direct call to action.
Telemarketing
The use of telecommunications to sell a product or service; involves both outbound and inbound calls.
Do Not Call List (DNCL)
A free service whereby Canadians register their telephone number to reduce or eliminate phone calls from telemarketers.
Direct mail
A printed form of direct-response communication that is delivered directly to consumers’ homes.