Please enter something

Marketing Chapter 15: Advertising, Sales Promotion, and Public Relations

question

Advertising
answer

Any paid form of non-personal communication about an organization, product, service, or an idea by an identified sponsor.
question

Product Advertisements
answer

Advertisements that focus on selling a product or service; forms include pioneering (informational), competitive (persuasive), and reminder.
question

Institutional Advertisements
answer

Advertisements designed to build goodwill or an image for an organization, rather than promote a specific product or service.
question

Infomercials
answer

Program-length (30-minute) advertisements that take an educational approach to communication with potential customers.
question

Pretests
answer

Tests conducted before an advertisement is placed in any medium to determine whether it communicates the intended message or to select among alternative versions of the advertisement.
question

Posttests
answer

Tests conducted after an advertisement has been shown to the target audience to determine whether it has accomplished its intended purpose.
question

Consumer-Oriented Sales Promotions
answer

Sales tools, such as coupons, sweepstakes, and samples, used to support a company’s advertising and personal selling efforts directed to ultimate consumers.
question

Product Placement
answer

A consumer sales promotion that uses a brand-name product in a movie, television show, video, or commercial for another product.
question

Trade-Oriented Sales Promotions
answer

Sales tools used to support a company’s advertising and personal selling directed to wholesalers, distributors, or retailers.
question

Cooperative Advertising
answer

Advertising programs by which a manufacturer pays a percentage of the retailer’s local advertising expense for advertising the manufacturer’s products.
question

Publicity Tools
answer

Methods of obtaining non-personal presentation of an organization, product, or service without direct cost.
question

Types of Advertisements
answer

– Product Advertisements – Institutional Advertisements – Identifying the Target Audience – Specifying Advertising Objectives – Setting the Advertising Budget – Designing the Advertisment
question

Four Forms of Institutional Advertisements are:
answer

1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional