Ch. 17 Marketing

placing advertising messages in Web–based or video games to advertise or promote a product, service, organization, or issue

a reason for a person to buy a product

a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals

a specific communication task that a campaign should accomplish for a specified target audience during a specified period

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

a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks

the ability of an advertising medium to reach a precisely defined market

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

a form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes

a form of advertising designed to influence demand for a specific brand

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

an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer’s brand

the cost of reaching one member of the target market

a coordinated effort to handle all the effects of unfavorable publicity or of another unexpected unfavorable event

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

the number of times an individual is exposed to a given message during a specific period

a thirty—minute or longer advertisement that looks more like a television talk show than a sales pitch

a form of advertising designed to enhance a company’s image rather than promote a particular product

the combination of media to be used for a promotional campaign

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

designation of the media, the specific publications or programs, and the insertion dates of advertising

the channel used to convey a message to a target market

a form of advertising designed to stimulate primary demand for a new product or product category

a form of advertising that touts the benefits of a specific good or service

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

a media scheduling strategy that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods

the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks

a media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used

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

a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign