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| A paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action now or in the future |
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| A section of the firm's overall marketing plan that explicitly outlines the objectives of the advertising campaign, how the campaign might accomplish those objectives and how the firm can determine whether the campaign was succesful |
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| The specification of the timing and duration of advertising |
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| In an advertisement, the backdrop, which is usually a single color |
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| The main text portion of an ad |
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| In an advertisement, the portion that identifies the sponsor of the ad |
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| Commercial activity in which businesses and charities form a partnership to market an image, a product, or a service for their mutual benefit. a type of promotional campaign |
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| A brand sponsored competition that requires some form of skill or effort |
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| Continuous Advertising Schedule |
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| Runs steadily throughout the year and therefore is suited to products and services that are consumed continually at relatively steady rates and that require a steady level of persuasive or reminder advertising |
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| Provides a stand discount to consumers on the final selling price of a specific item |
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| Efforts of two or more firms joining together to reach a specific target market |
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| A type of short term price reduction that can take place in several forms, such as a featured price a price lower than regular price. |
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| Aims to satisfy consumers' emotional desires rather than their utilitarian needs |
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| occurs when corporations support various activities usually in the cultural or sports and entertainment |
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| Flighting Advertising Schedule |
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| An advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising |
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| In an advertisement everything that appears on top of the background |
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| In an advertisement, large type designed to draw attention |
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| Used in a promotion to help consumers make purchase decisions by offering factual information and strong arguments built around relevant issues that encourage them to evaluate the brand favorably on the basis of the key benefits it provides |
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| Communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase |
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| institutional advertisements |
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| A type of advertisement that informs, persuades, or reminds consumers about issues related to places, politics, or an industry |
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| Additional sales caused by advertising |
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| Specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time |
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| Channels that are ideal for reaching large numbers of anonymous audience members |
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| The actual purchase of airtime or print pages |
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| The combination of the media used and the frequency of advertising in each medium |
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| The process of evaluating and selecting the media mix that will deliver a clear, consistent, compelling message to the intended audience |
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| Channels that are focused and generally used to reach narrow segments, often with unique demographic characteristics of interest |
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| Communication used to motivate consumers to take action |
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| Point-of-Purchase Display (POP) |
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| A merchandise display located at the point of purchase such as at the checkout counter in a grocery store |
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| the evaluation of an IMC campaign's impact after it has been implemented |
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| An item offered for free or at a bargain price to reward some type of behavior |
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| Assessments performed before an ad campaign is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do |
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| Inclusion of a product in nontraditional situations, such as in a scene in a movie or television program |
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| Product-focused advertisements |
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| Used to inform, persuade, or remind consumers about a specific product or service |
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| The organizational function that manages the firm's communications to achieve a variety of objectives |
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| Public Service Advertising (PSA) |
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| Advertising that focuses on public welfare and generally is sponsored by nonprofit institutions |
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| The legal exaggeration of praise, stopping just short of deception, lavished on a product |
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| Designed to get consumers to pull the product into the supply chain by demanding it |
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| Pulsing Advertising Schedule |
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| Combines the continuous and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods |
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| Designed to increase demand by motivating sellers to highlight the product, rather that the products of competitors, and thereby push the product to the consumers |
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| A consumer discount in which a portion of the purchase price is returned to the buyer in cash issued by the manufacturer |
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| Communication used to remind consumers of a product or to prompt repurchases, especially for products that have gained market acceptance and are int he maturity stage of their life cycle |
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| Special incentives pr excitement building programs that encourage the purchase of a product or service, such as coupons, rebates, contests, or free samples |
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| Offers potential customers the opportunity to try a product or service before they make a buying decisions |
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| The application of marketing principles to a social issue to bring about attitudinal and behavioral change among the general public or a specific population segment |
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| A form of sales promotion that offers prizes based on a chance drawing of entrants names |
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| Includes monitoring key indicators, such as daily or weekly sales volume, while the advertisement is running to shed light on any problems with the message or the medium |
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| Unique Selling Proposition (USP) |
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| a strategy of differentiating a product by communicating its unique attributes. Often becomes the common theme or slogan in the entire advertising campaign |
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| A marketing phenomenon that encourages people to pass along a marketing message to other potential consumers |
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