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Chapter 16 Quiz

Select the Definition that corresponds to the displayed Term.
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1. point of purchase (POP) display




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2. competitive advertising




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3. cost per click




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4. advertising objective




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5. seasonal media schedule




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6. consumer sales promotion




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7. frequent buyer program




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8. media planning




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9. advertising appeal




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10. continuous media schedule




Select the Term that corresponds to the displayed Definition.
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11. a thirty-minute or longer advertisement that looks more like a television talk show than a sales pitch




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12. the combination of media to be used for a promotional campaign




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13. a form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes




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14. the channel used to convey a message to a target market




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15. money offered to channel intermediaries to encourage them to "push" products - this is, to encourage other members of the channel to sell the products




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16. designation of the media, the specific publications or programs, and the insertion dates of advertising




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17. a PR strategy that involves getting a product, service, or company name to appear in a movie, TV show, radio program, magazine, newspaper, video game, video/audio clip, book, or commercial for another product; on the Internet; or at special events




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18. a form of advertising designed to enhance a company's image rather than promote a particular product




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19. a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign




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20. an effort to capture media attention, often initiated through press releases that further a corporation's public relations plan





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