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 thirty�minute or longer advertisement that looks more like a television talk show than a sales pitch
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
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
Flighting
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
Pulse
a media scheduling strategy that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods
Seasonal
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