Ch. 17 Marketing

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Ch. 17 Marketing
2011-05-01 17:14:21

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  1. placing advertising messages in Web–based or video games to advertise or promote a product, service, organization, or issue
  2. a reason for a person to buy a product
    advertising appeal
  3. a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals
    advertising campaign
  4. a specific communication task that a campaign should accomplish for a specified target audience during a specified period
    advertising objective
  5. 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
    advertising response function
  6. a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks
    advocacy advertising
  7. the ability of an advertising medium to reach a precisely defined market
    audience selectivity
  8. 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
    cause-related marketing
  9. a form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes
    comparative advertising
  10. a form of advertising designed to influence demand for a specific brand
    competitive advertising
  11. 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
    continuous media scheduling
  12. an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer’s brand
    cooperative advertising
  13. the cost of reaching one member of the target market
    cost per contact
  14. a coordinated effort to handle all the effects of unfavorable publicity or of another unexpected unfavorable event
    crisis management
  15. 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
    flighted media schedule
  16. the number of times an individual is exposed to a given message during a specific period
  17. a thirty—minute or longer advertisement that looks more like a television talk show than a sales pitch
  18. a form of advertising designed to enhance a company’s image rather than promote a particular product
    institutional advertising
  19. the combination of media to be used for a promotional campaign
    media mix
  20. 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
    media planning
  21. designation of the media, the specific publications or programs, and the insertion dates of advertising
    media schedule
  22. the channel used to convey a message to a target market
  23. a form of advertising designed to stimulate primary demand for a new product or product category
    pioneering advertising
  24. a form of advertising that touts the benefits of a specific good or service
    product advertising
  25. 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 at special events
    product placement
  26. a media scheduling strategy that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods
    pulsing media schedule
  27. the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks
  28. a media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used
    seasonal media schedule
  29. a public relations strategy inwhich 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
  30. a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign
    unique selling proposition