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advertising response function
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institutional advertising
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Chapter 16
Exam 3
| Term | Definition |
|---|---|
| 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 touts the benefits of a specific good or service |
| advocacy advertising | a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks |
| 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 |
| comparative advertising | a form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes |
| 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 |
| 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 retailer split the costs of advertising the manufacturer's brand |
| infomercial | a thirty-minute or longer advertisement that looks more like a television talk show than a sales pitch |
| advergaming | placing advertising messages in Web-based or video games to advertise or promote a product, service, organization, or issue |
| media mix | the combination of media to be used for a promotional campaign |
| cost per contact (cost per thousand or CPM) | 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 used |
| public relations | 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 |
| publicity | an effort to capture media attention, often initiated through press releases that further a corporation's public relations plan |
| product placement | a PR strategy that involves getting a product, service, or company name to appear in a movie, TV show, radio program, magazine, newspaper, video game, video/audio clip, book, or commercial for another product; on the Internet; or at special events |
| sponsorship | a PR strategy in which a company spends money to support an issue, case, or events that is consistent with corporate objectives, such as improving brand awareness or enhancing corporate image |
| crisis management | a coordinated effort to handle all the effects of unfavorable publicity or another unexpected unfavorable event |
| sales promotion | the marketing communications activities, other than advertising, personal selling, and PR, in which a short-term incentive motivates consumers to buy a good or service immediately, either by lowering price or adding value |
| trade sales promotion | promotion activities directed to members of the marketing channel, such as wholesalers and retailers |
| consumer sales promotion | promotion activities targeted to the ultimate consumer market |
| trade allowance | a price reduction offered by manufacturers to intermediaries such as wholesalers and retailers |
| push money | money offered to channel intermediaries to encourage them to "push" products - this is, to encourage other members of the channel to sell the products |
| coupon | a certificate that entitles consumers to an immediate price reduction when the product is purchased |
| rebate | a cash refund given for the purchase of a product during a specific period |
| premium | an extra item offered to the consumer, usually in exchange for some proof of purchase of the promoted product |
| loyalty marketing program | a promotional program designed to build long-term, mutually beneficial relationships between a company and its key customers |
| frequent buyer program | a loyalty program in which loyal consumers are rewarded for making multiple purchases of a particular good or service |
| sampling | a promotional program that allows the consumer the opportunity to try a product or service for free |
| point of purchase (POP) display | a promotional display set up at the retailer's location to build traffic, advertise the product, or induce impulse buying |
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