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

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Advertising
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Any paid form of non-personal communication about an organization, product, service, or an idea by an identified sponsor.
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Product Advertisements
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Advertisements that focus on selling a product or service; forms include pioneering (informational), competitive (persuasive), and reminder.
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Institutional Advertisements
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Advertisements designed to build goodwill or an image for an organization, rather than promote a specific product or service.
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Infomercials
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Program-length (30-minute) advertisements that take an educational approach to communication with potential customers.
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Pretests
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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.
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Posttests
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Tests conducted after an advertisement has been shown to the target audience to determine whether it has accomplished its intended purpose.
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Consumer-Oriented Sales Promotions
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Sales tools, such as coupons, sweepstakes, and samples, used to support a company's advertising and personal selling efforts directed to ultimate consumers.
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Product Placement
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A consumer sales promotion that uses a brand-name product in a movie, television show, video, or commercial for another product.
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Trade-Oriented Sales Promotions
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Sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers.
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Cooperative Advertising
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Advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products.
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Publicity Tools
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Methods of obtaining non-personal presentation of an organization, product, or service without direct cost.
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Types of Advertisements
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- Product Advertisements - Institutional Advertisements - Identifying the Target Audience - Specifying Advertising Objectives - Setting the Advertising Budget - Designing the Advertisment
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Four Forms of Institutional Advertisements are:
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1. Advocacy 2. Pioneering Institutional 3. Competitive Institutional 4. Reminder Institutional
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