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placing advertising messages in Web–based or video games to advertise or promote a product, service, organization, or issue
advergaming
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a reason for a person to buy a product
advertising appeal
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a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals
advertising campaign
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a specific communication task that a campaign should accomplish for a specified target audience during a specified period
advertising objective
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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
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a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks
advocacy advertising
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the ability of an advertising medium to reach a precisely defined market
audience selectivity
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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
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a form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes
comparative advertising
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a form of advertising designed to influence demand for a specific brand
competitive advertising
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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
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an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer’s brand
cooperative advertising
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the cost of reaching one member of the target market
cost per contact
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a coordinated effort to handle all the effects of unfavorable publicity or of another unexpected unfavorable event
crisis management
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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
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the number of times an individual is exposed to a given message during a specific period
frequency
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a thirty—minute or longer advertisement that looks more like a television talk show than a sales pitch
infomercial
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a form of advertising designed to enhance a company’s image rather than promote a particular product
institutional advertising
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the combination of media to be used for a promotional campaign
media mix
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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
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designation of the media, the specific publications or programs, and the insertion dates of advertising
media schedule
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the channel used to convey a message to a target market
medium
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a form of advertising designed to stimulate primary demand for a new product or product category
pioneering advertising
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a form of advertising that touts the benefits of a specific good or service
product advertising
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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
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a media scheduling strategy that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods
pulsing media schedule
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the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks
reach
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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
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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
sponsorship
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a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign
unique selling proposition
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