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Advertising

Final Exam Review

TermDefinition
Instructional 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.
Competitive Advertising A form of advertising designed to influence demand for a specific brand.
Comparative Advertising A form of advertising that compares two or more specifically names or shown competing brands on one or more specific attributes.
Pioneering Advertising Style of advertising that stimulates demand in the introduction phase of a product life cycle.
Advertising Campaign A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.
Advertising Objective A specific communication task that a campaign should accomplish for a specified target audience during a specified period.
Unique Selling Proposition A desirable, exclusive, and believable advertising appeal selected as the theme for a campaign.
Medium (media) 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.
Major Advertising Mediums Newspapers, Magazines, Radio, Television, Outdoor Media, Internet - Alternative (car wraps, sign spinners)
Cooperative Advertising An arrangement in which the manufacturee and the retailer split the costs of advertising the manufacturer's brand.
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 during a specific period of time.
Frequency The number of times an individual is exposed to a given message during a specific period.
Media Scheduling Designation of the media, the specific programs/publications, and the insertion of dates of advertising. Either continuous, flighted, pulsing (combo of the previous 2), or seasonal.
Created by: knkeller
Popular Marketing sets

 

 



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