Marketing Chapter 18 Word Scramble
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| Term | Definition |
| advertising | |
| institutional advertising | |
| advocacy advertising | |
| product advertising | |
| pioneer advertising | |
| competitive advertising | tries to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands |
| comparative advertising | compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics |
| reminder advertising | advertising used to remind consumers about an established brand's uses, characteristics, and benefits |
| reinforcement advertising | advertising that assures users they chose the right brand and tells them how to get the most satisfaction from it |
| advertising campaign | the creation and execution of a series of advertisements to communicate with a particular target audience |
| target audience | |
| advertising platform | basic issues or selling points to be included in an advertising campaign |
| advertising appropriation | |
| objective-and-task approach | |
| percent-of-sales approach | |
| competition-matching approach | |
| arbitrary approach | |
| media plan | |
| cost comparison indicator | |
| regional issues | versions of a magazine that differ across geographic regions |
| copy | the verbal portion of advertisements |
| storyboard | |
| artwork | |
| illustrations | |
| layout | the physical arrangement of an advertisement's illustration and copy |
| pretest | evaluation of advertisements performed before a campaign begins |
| consumer jury | a panel of a product's existing or potential buyers who pretest ads |
| posttest | |
| recognition test | |
| unaided recall test | |
| aided recall test | |
| public relations | |
| publicity | a new story type of communication about an organization and/or its products transmitted through a mass medium at no charge |
| news release | |
| feature article | |
| captioned photograph | |
| press conference |
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