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Pioneering Advertising
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Competitive Advertising
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mktg ch 17

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QuestionAnswer
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 or more specifically named or shown competing brands on one or more specific attributes
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 the channel used to convey a message to a target market
Cost per Contract 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, usually four weeks
Frequency the number of times an individual is exposed to a given message during a specific period
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; on the internet; or
Created by: pjs1310
 

 



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