MKTG chapter 17

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