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Chapter 15

Essentials of Marketing

QuestionAnswer
What are specialists in planning and handling mass-selling details for advertisers? Advertising agencies
What are price reductions to firms in the channel to encourage them to advertise or otherwise promote the firm’s products locally? Advertising allowances
What are producers sharing in the cost of ads with wholesalers or retailers? Cooperative advertising
What is advertising that tries to sell a specific product? Product advertising
What is advertising that tries to promote an organization’s image, reputation, or ideas rather than a specific product? Institutional advertising
What is advertising that tries to develop primary demand for a product category rather than demand for a specific brand? Pioneering advertising
What is advertising that tries to develop selective demand for a specific brand rather than a product category? Competitive advertising
What is competitive advertising that aims for immediate buying action? Direct competitive advertising
What is competitive advertising that points out product advantages—to affect future buying decisions? Indirect competitive advertising
What is advertising that makes specific brand comparisons using actual product names or images? Comparative advertising
What is advertising to keep the product’s name before the public.? Reminder advertising
What are the various means by which a message is communicated to its target market? Advertising media
What is when an advertiser pays media costs only when a customer clicks on the ad that leads to the advertiser’s website? Pay-per-click
What are displays ads to a web user based on data collected from previous online behavior? Retargeting
What is the number of people who click on the ad divided by the number of people the ad is presented to? Click-through rate
Who are trusted or well-known figures who can sway attitudes or purchase decisions among a particular target market? Influencers
What is Copy thrust? What the words and illustrations of an ad should communicate.
What are ads to correct deceptive advertising? Corrective advertising
What is Trade promotion? Sales promotion aimed at intermediaries.
 

 



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