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Marketing Chapter 18

TermDefinition
advertising
institutional advertising
advocacy advertising
product advertising
pioneer advertising
competitive advertising tries to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands
comparative advertising compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics
reminder advertising advertising used to remind consumers about an established brand's uses, characteristics, and benefits
reinforcement advertising advertising that assures users they chose the right brand and tells them how to get the most satisfaction from it
advertising campaign the creation and execution of a series of advertisements to communicate with a particular target audience
target audience
advertising platform basic issues or selling points to be included in an advertising campaign
advertising appropriation
objective-and-task approach
percent-of-sales approach
competition-matching approach
arbitrary approach
media plan
cost comparison indicator
regional issues versions of a magazine that differ across geographic regions
copy the verbal portion of advertisements
storyboard
artwork
illustrations
layout the physical arrangement of an advertisement's illustration and copy
pretest evaluation of advertisements performed before a campaign begins
consumer jury a panel of a product's existing or potential buyers who pretest ads
posttest
recognition test
unaided recall test
aided recall test
public relations
publicity a new story type of communication about an organization and/or its products transmitted through a mass medium at no charge
news release
feature article
captioned photograph
press conference
Created by: lilready44
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