Busy. Please wait.
Log in with Clever
or
show password
Forgot Password?
Don't have an account?  Sign up 
Sign up using Clever
or
Username is available taken
show password

Your email address is only used to allow you to reset your password. See our Privacy Policy and Terms of Service.

Already a StudyStack user? Log In

Reset Password
Enter the associated with your account, and we'll email you a link to reset your password.

Chapter 16 Test

Enter the letter for the matching Definition
incorrect
1.
pioneering advertising
incorrect
2.
comparative advertising
incorrect
3.
advertising response function
incorrect
4.
publicity
incorrect
5.
frequency
incorrect
6.
sampling
incorrect
7.
seasonal media schedule
incorrect
8.
trade allowance
incorrect
9.
sales promotion
incorrect
10.
media mix
incorrect
11.
coupon
incorrect
12.
product advertising
incorrect
13.
audience selectivity
incorrect
14.
crisis management
incorrect
15.
media planning
incorrect
16.
loyalty marketing program
incorrect
17.
cost per contact (cost per thousand or CPM)
incorrect
18.
media schedule
incorrect
19.
trade sales promotion
incorrect
20.
frequent buyer program
A.
a form of advertising that touts the benefits of a specific good or service
B.
the ability of an advertising medium to reach a precisely defined market
C.
a form of advertising designed to stimulate primary demand for a new product or product category
D.
promotion activities directed to members of the marketing channel, such as wholesalers and retailers
E.
a promotional program designed to build long-term, mutually beneficial relationships between a company and its key customers
F.
the cost of reaching one member of the target market
G.
a coordinated effort to handle all the effects of unfavorable publicity or another unexpected unfavorable event
H.
the marketing communications activities, other than advertising, personal selling, and PR, in which a short-term incentive motivates consumers to buy a good or service immediately, either by lowering price or adding value
I.
a promotional program that allows the consumer the opportunity to try a product or service for free
J.
a certificate that entitles consumers to an immediate price reduction when the product is purchased
K.
a phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns
L.
a form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes
M.
a media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used
N.
a loyalty program in which loyal consumers are rewarded for making multiple purchases of a particular good or service
O.
the number of times an individual is exposed to a given message during a specific period
P.
the combination of media to be used for a promotional campaign
Q.
a price reduction offered by manufacturers to intermediaries such as wholesalers and retailers
R.
designation of the media, the specific publications or programs, and the insertion dates of advertising
S.
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
T.
an effort to capture media attention, often initiated through press releases that further a corporation's public relations plan
Type the Term that corresponds to the displayed Definition.
incorrect
21.
a reason for a person to buy a product
incorrect
22.
a media scheduling strategy that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods
incorrect
23.
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
incorrect
24.
an extra item offered to the consumer, usually in exchange for some proof of purchase of the promoted product
incorrect
25.
a thirty-minute or longer advertisement that looks more like a television talk show than a sales pitch
incorrect
26.
the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks
incorrect
27.
the element in the promotional mix that evaluates public attitudes, identifies issues that may elicit public concern, and executes programs to gain public understanding and acceptance
incorrect
28.
a form of advertising designed to influence demand for a specific brand
incorrect
29.
a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks
incorrect
30.
the channel used to convey a message to a target market

edit
Embed Code - If you would like this activity on your web page, copy the script below and paste it into your web page.

  Normal Size     Small Size show me how
Created by: bdavid16
Popular Marketing sets