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Marketing

Advertising, Public Relations, and Sales Promotion

TermDefinition
Advertising Response Function 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.
Institutional Advertising A form of advertising designed to enhance a company's image rather than promote a particular product.
Product Advertising A form of advertising that touts the benefits of a specific good or service.
Advocacy Advertising A form of advertising in which an organization expresses its views on controversial issues or responds to media attacks.
Pioneering Advertising A form of advertising designed to stimulate primary demand for a new product or product category.
Competitive Advertising A form of advertising designed to influence demand for a specific brand.
Comparative Advertising A form of advertising that compares two of more specifically names or shown competing brands on one or more specific attributes.
Advertising Campaign A series of related advertisements focusing on a common theme, slogan, and set or advertising appeals.
Advertising Objective A specific communication task that a campaign should accomplish for a specified target audience during a specified period.
Advertising Appeal A reason for a person to buy a product.
Medium The channel used to convey a message to a target market.
Media Planning 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.
Infomercial A thirty-minute or longer advertisement that looks more like a television talk show than a sale pitch.
Media Mix The combination of media to be used for a promotional campaign.
Audience Selectivity The ability of an advertising medium to reach a precisely defined market.
Media Schedule Designation of the media, the specific publications or programs, and the insertion dates of advertising.
Public Relations The element in the promotional mix that evaluates public attitudes, identifies issues that may elicit public concern, and executes programs to gain public understanding and acceptance.
Product Placement 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.
Sales Promotion Marketing communication activities other than advertising, personal selling, and public relations, in which a short-term incentive motivates consumers or members of the distribution channel to purchase a good or service immediately.
Created by: kschuett11
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