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marketingchap17
| Question | Answer |
|---|---|
| advertising | a paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action, now or in the future |
| advertising plan | a section of the firm’s overall marketing plan that explicitly outlines the objectives of the advertising campaign, how the campaign might accomplish those objectives, and how the firm can determine whether the campaign was successful |
| pull strategy | designed to get consumers to pull the product into the supply chain by demanding it |
| push strategies | designed to increase demand by motivating sellers— wholesalers, distributors, or salespeople—to highlight the product, rather than the products of competitors, and thereby push the product onto consumers |
| informative advertising | communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase |
| persuasive advertising | communication used to motivate consumers to take action |
| reminder advertising | communication used to remind consumers of a product or to prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle |
| product-focused | advertisements used to inform, persuade, or remind consumers about a specific product or service |
| institutional advertisements | a type of advertisement that informs, persuades, or reminds consumers about issues related to places, politics, or an industry (e |
| public service advertising (PSA) | advertising that focuses on public welfare and generally is sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups; a form of social marketing |
| social marketing | the application of marketing principles to a social issue to bring about attitudinal and behavioral change among the general public or a specific population segment |
| unique selling proposition (USP) | a strategy of differentiating a product by communicating its unique attributes; often becomes the common theme or slogan in the entire advertising campaign |
| informational appeals | used in a promotion to help consumers make purchase decisions by offering factual information and strong arguments built around relevant issues that encourage them to evaluate the brand favorably on the basis of the key benefits it provides |
| emotional appeal | aims to satisfy cons media planning |
| media mix | the combination of the media used and the frequency of advertising in each medium |
| media buy | the actual purchase of airtime or print pages |
| mass media | channels that are ideal for reaching large numbers of anonymous audience members; include national newspapers, magazines, radio, and television |
| niche media | channels that are focused and generally used to reach narrow segments, often with unique demographic characteristics or interests |
| advertising schedule | the specification of the timing and duration of advertising |
| Headline | in an advertisement, large type designed to draw attention |
| body copy | the main text portion of an ad |
| continuous schedule | runs steadily throughout the year and therefore is suited to products and services that are consumed continually at relatively steady rates and that require a steady level of persuasive or reminder advertising |
| flighting | an advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising |
| pulsing | combines the continuous and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods |
| Background | in an advertisement, the backdrop, which is usually a single color |
| Foreground | in an advertisement, everything that appears on top of the background |
| branding | in an advertisement, the portion that identifies the sponsor of the ad |
| pretesting | assessments performed before an ad campaign; is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do |
| tracking | includes monitoring key indicators, such as daily or weekly sales volume, while the advertisement is running to shed light on any problems with the message or the medium |
| posttesting | the evaluation of an IMC campaign’s impact after it is has been implemented |
| lift | additional sales caused by advertising |
| puffery | the legal exaggeration of praise, stopping just short of deception, lavished on a product |
| public relations (PR) | the organizational function that manages the firm’s communications to achieve a variety of objectives, including building and maintaining a positive image, , and maintaining positive relationships with the media |
| cause-related marketing | commercial activity in which businesses and charities form a partnership to market an image, a product, or a service for their mutual benefit; a type of promotional campaign |
| event sponsorship | popular PR tool; occurs when corporations support various activities (financially or otherwise), usually in the cultural or sports and entertainment sectors |
| sales promotions | special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons, rebates, contests, free samples, and point-of- purchase displays |
| coupons | provides a stated discount to consumers on the final selling price of a specific item; the retailer handles the discount |
| deal | a type of short-term price reduction that can take several forms, such as a “featured price,” a price lower than the regular price; a “buy one, get one free”; or a certain %“more free” ; can involve a special financing arranget |
| premium | an item offered for free or at a bargain price to reward some type of behavior, such as buying, sampling, or testing |
| contest | a brand- sponsored competition that requires some form of skill or effort |
| sweepstakes | a form of sales promotion that offers prizes based on a chance drawing of entrants’ names |
| sampling | offers potential customers the opportunity to try a product or service before they make a buying decision |
| Loyalty programs | specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time |
| point-of-purchase (POP) | displays a merchandise display located at the point of purchase, such as at the check-out counter in a grocery store |
| rebates | a consumer discount in which a portion of the purchase price is returned to the buyer in cash; the manufacturer, not the retailer, issues the refund |
| product placement | inclusion of a product in nontraditional situations, such as in a scene in a movie or television program |
| cross-promoting | efforts of two or more firms joining together to reach a specific target market |
Created by:
Jylkasonga
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