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MARK 1115 Chapter 14
chapter 14
28
Marketing
Undergraduate 1
02/28/2014

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Term
advertising
Definition
Impersonal, one-way mass communication about a product or organization that is paid for by a marketer. p. 414, 436
Term
advertising appeal
Definition
A reason for a person to buy a product. p. 443
Term
advertising campaign
Definition
A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals. p. 441
Term
advertising objective
Definition
A specific communication task that a campaign should accomplish for a specified target audience during a specified period. p. 442
Term
advertising response function
Definition
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. p. 436
Term
advocacy advertising
Definition
A form of advertising in which an organization expresses its views on controversial issues or responds to media attacks. p. 439
Term
audience selectivity
Definition
The ability of an advertising medium to reach a precisely defined market. p. 454
Term
comparative advertising
Definition
A form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes. p. 440
Term
competitive advertising
Definition
A form of advertising designed to influence demand for a specific brand. p. 440
Term
continuous media schedule
Definition
A media scheduling strategy in which advertising is run steadily throughout the advertising period; used for products in the latter stages of the product life cycle. p. 456
Term
cooperative advertising
Definition
An arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer’s brand. p. 440
Term
cost per contact
Definition
The cost of reaching one member of the target market. p. 454
Term
crisis management
Definition
A coordinated effort to handle the effects of unfavourable publicity or of another unexpected, unfavourable event. p. 463
Term
flighted media schedule
Definition
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. p. 456
Term
frequency
Definition
The number of times an individual is exposed to a given message during a specific period. p. 454
Term
infomercial
Definition
A 10-to 30-minute or longer advertisement that looks more like a TV talk show than a sales pitch. p. 449
Term
institutional advertising
Definition
A form of advertising designed to enhance a company’s image rather than to promote a particular product. p. 439
Term
media mix
Definition
The combination of media to be used for a promotional campaign. p. 454
Term
media planning
Definition
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. p. 447
Term
media schedule
Definition
Designation of the media, the specific publications or programs, and the insertion dates of advertising. p. 456
Term
medium
Definition
The channel used to convey a message to a target market. p. 447
Term
pioneering advertising
Definition
A form of advertising designed to stimulate primary demand for a new product or product category. p. 439
Term
product advertising
Definition
A form of advertising that touts the benefits of a specific good or service. p. 439
Term
pulsing media schedule
Definition
A media scheduling strategy that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods. p. 456
Term
reach
Definition
The number of target consumers exposed to a commercial at least once during a specific period, usually four weeks. p. 454
Term
seasonal media schedule
Definition
A media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used. p. 456
Term
sponsorship
Definition
When a company spends money to support an issue, cause, or event that is consistent with corporate objectives, such as improving brand awareness or enhancing corporate image. p. 460
Term
unique selling proposition
Definition
A desirable, exclusive, and believable advertising appeal selected as the theme for a campaign. p. 443
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