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 the retailer split the costs of advertising the manufacturer's brand
infomercial
a 30-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
the cost of reaching one member of the target market
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
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
sponsorship
a public relations strategy in which 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
cause-related marketing
a type of sponsorship involving the association of a for-profit company and a nonprofit organization; through the sponsorship, the company's product or service is promoted, and money is raised for the nonprofit
crisis management
A coordinated effort to handle all the effects of unfavorable publicity or of another unexpected unfavorable event