mktg ch 17 Word Scramble
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| Question | Answer |
| 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 |
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