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MKT 301 FINAL
| Question | Answer |
|---|---|
| Advertising | Any form of impersonal, paid communication in which the sponsor or company is identified. |
| Advertising Response Function | Explains why well-known brands can spend proportionately less on advertising than new brands can. |
| Advocacy Advertising | A way for corporations to express their views on controversial issues. |
| Pioneering Advertising | Intended to stimulate primary demand for a new product or product category. |
| Competitive Advertising | Goal is to influence demand for a specific brand; it is often used when a product enters the growth phase of the product life cycle. |
| Comparative Advertising | Compares two or more specifically named or shown competing brands on one or more specific product attributes. |
| Advertising Campaign | A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals that extends for a defined time period. |
| Advertising Objective | The specific communication task a campaign should accomplish for a specified target audience during a specified period of time. |
| Advertising Appeal | Identifies a reason a person should purchase a product. |
| Unique Selling Proposition | The dominant appeal for the campaign. It usually becomes the campaign slogan. |
| Medium | The channel used to convey a message to the target market. |
| Media Planning | The series of decisions advertisers make regarding the selection and use of media to communicate the advertising message to the target audience. |
| Cooperative Advertising | An arrangement in which the manufacturer and retailer split the costs of advertising the manufacturer's brand. |
| Infomercial | A thirty minute or longer advertisement. Infomercials are popular because of the cheap air time and the relatively small production costs. |
| Advergaming | When companies put ad messages in Web-based or video games to advertise or promote a product, service, organization, or issue. |
| Media Mix | The combination of media to be used for a promotional campaign. |
| Cost Per Contact | The cost of reaching one member of the target market. |
| Reach | The number of target consumers exposed to a commercial at least once over a period of time, usually four weeks. |
| Frequency | The intensity of coverage in a specific medium. Frequency is the number of times an individual is exposed to a brand message during a specific time period. |
| Audience Selectivity | The medium's ability to reach a precisely defined market. |
| Media Schedule | Designates the vehicles, the specific publications or programs, and the dates and times-must be set. There are three basic types of media schedules. |
| Continuous Media Schedule | Advertising runs steadily throughout the advertising period. |
| Flighted Media Schedule | The advertiser schedules ads heavily every other time period. (Such as every other month or every two weeks.) |
| Pulsing Media Schedule | Combines continuous scheduling with flighting, resulting in a base advertising level with heavier periods of advertising. |
| Seasonal Media Schedule | Used for products that are sold more during certain times of the year. |
| Product Placement | Strategy that involves getting a product, service, or 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. |
| Sponsorship | Occurs when a company spends money to support an issue, cause, or event that is consistent with corporate objectives. |
| Cause-Related Marketing | Involves the association of a for-profit company with a nonprofit organization. |
| Crisis Management | A coordinated effort to handle all the effects of unfavorable publicity or of another unexpected unfavorable event. |
| Consumer Sales Promotion | Targeted to the ultimate consumer market. |
| Trade Sales Promotion | Directed to members of the marketing channel, such as wholesalers and retailers. |
| Coupon | Certificate that entitles consumers to an immediate price reduction when they buy the product. |
| Rebates | Offer the purchaser a price reduction but the reward is not as immediate as the coupon and proof-of-purchase must be mailed in. |
| Premium | And extra item offered, usually with proof of purchase to the consumer. Frequent-buyer clubs and other loyalty programs offer premiums. |
| Loyalty Marketing Programs/Frequent Buyer Programs | Reward loyal consumers for making multiple purchases. Loyalty programs are designed to build long-term, mutually beneficial relationships between a company and its key consumers. |
| Sampling | A way to reduce the amount of risk a consumer perceives in trying a new product. |
| Point-Of-Purchase Display | Includes any promotion set up at the retailer's location to build traffic, advertise the product, or induce impulse buying. |
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