mark test 4

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  1. any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor
  2. advertisements that focus on selling a product or service; forms include pioneering (informational), competitive (persuasive), and reminder
    product advertisements
  3. advertisements designed to build goodwill or an image for an organization, rather than promote a product or service
    institutional advertisements
  4. suggest to a consumer that he or she can avoid some negative experience through  the purchase and use of a product or service
    fear appeals
  5. suggest that a product will enhance attractiveness
    sex appeal
  6. implies that a product is more exciting than competitors
    humor appeals
  7. program-length (30-min) advertisements that take an eduacational approach to communication with potential customers
  8. when seasonal factors are unimportant, advertising is run at a continuous or steady schedule throughout the year
    continuous schedule
  9. periods of advertising are scheduled between periods of no advertising to reflect seasonal demand
    flighting schedule
  10. a flighting schedule is combined with a continuous schedule because of increases in demand, heavy periods of promotion, or introduction of a new product
    pulse schedule
  11. tests conducted before an advertisement is placed in any medium to determine whether it communicates the intended message or to select among alternative versions of the advertisement
  12. test conducted after the advertisement has been shown to the target audience to determine whether it has accomplished its intended purpose
  13. sales tools, such as coupons, sweepstakes, and samples, used to support a company's advertising and personal sellling efforts directed to ultimate consumers
    consumer-oriented sales promotions
  14. a consumer sales promotion that ises a brand-name product in a movie, video, television show, or commercial for another product
    product placement
  15. sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers
    trade-oriented sales promotions
  16. advertising programs by which a manufacturer pays a percentage of retaile's local advertising expense for advertising the manufacturer's products
    cooperative advertising
  17. methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost
    publicity tools
Card Set:
mark test 4
2012-06-27 13:34:26
mark 3336 16

uh marketing
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