Shared Flashcard Set

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Ch. 15-Advertising, Publicity, and Sales Promotion
N/A
13
Marketing
Undergraduate 3
11/28/2017

Additional Marketing Flashcards

 


 

Cards

Term
Advertising Allowances
Definition
Price reductions to firms in the channel to encourage them to advertise or otherwise promote the firm's products locally.
Term
Cooperative Advertising
Definition
Producers sharing in the cost of ads with wholesalers or retailers.
Term
Product Advertising
Definition
Advertising that tries to sell a specific product.
Term
Institutional Advertising
Definition
Advertising that tries to promote an organization's image, reputation, or ideas rather than a specific product.
Term
Pioneering advertising
Definition
Advertising that tries to develop primary demand for a product category rather than demand for a specific brand.
Term
Competitive Advertising
Definition
Advertising that tries to develop selective demand for a specific brand rather than a product category.
Term
Direct Type Advertising
Definition
Competitive advertising that aims for immediate buying action.
Term
Indirect Type Advertising
Definition
Competitive advertising that points out product advantages-to affect future buying decisions.
Term
Comparative Advertising
Definition
Advertising that makes specific brand comparisons using actual product names.
Term
Reminder Advertising
Definition
Advertising to keep the product's name before the public.
Term
Copy Thrust
Definition
What the words & illustrations of an ad should communicate.
Term
Advertising Agencies
Definition
Specialists in planning & handling mass-selling details for advertisers.
Term
Corrective Advertising
Definition
Ads to correct deceptive advertising.
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