Foundations of Marketing Fifth Edition Chapter 17

Institutional Advertising
promotes organizational images, ideas, and political issues.
Advocacy Advertising
promotes a companies position on public issue
Product Advertising
promotes the uses, features, and benefits of products
Pioneer Advertising
tries to stimulate demand for a product category rather than specific brand by informing potential buyers about the product
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 products
Reminder Advertising
used to remind consumers about an established brands uses, characteristics, and benefits
Advertising Campaign
the creation and execution of a series of advertisements to communicate with a particular target audience
Target Audience
the group of people whom advertisements are aimed
Advertising Platform
basic issues or selling points to be included in an advertising campaign
Advertising Appropriation
the advertising budget for a specific time period
Objective and Task Approach
budgeting for an advertisement campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them
Percent of Sales Approach
budgeting for an ad by multiplying the firms past and expected sales by a standard percentage
Competition Matching Approach
determining an ad budget by trying to match competitors advertising outlays
Arbitrary Approach
budgeting for an ad campaign as specified by a high level executive in the firm
Media Plan
a plan that specifies the media vehicles to be used and the schedule for running ads
Cost Comparison Indicator
a means of comparing the costs of advertising vehicles in a specific medium in relation to the number of people reached
Regional Issues
versions of a magazine that differ across geographic regions
the verbal portion of ads
a blueprint that combines copy and visual material to show the sequence of major scenes in a commercial
a ads illustrations and layout
photos, drawings, graphs, charts, and tables used to spark audience interest in an ad
the physical arrangement of an ads illustrations and copy
evaluation of ads performed before a campaign begins
Consumer Jury
a panel of a products existing or potential buyers who pretest ads
evaluation of advertising effectiveness after the campaign
Recognition Test
a posttest in which respondents are shown the actual ad and are asked if they recognize it
Unaided Recall Test
a posttest in which respondents are asked to identify ads they have seen recently but are not given any recall clues
Aided Recall Test
a posttest that asks respondents to identify recent ads and provides clues to jog their memories
Public Relations
communication efforts used to create and maintain favorable relations between an organization and its stakeholders
a news story type of communication about an organization and/or its products transmitted through a mass medium at no charge
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