Marketing Chapter 16: Advertising, Public Relations and Sales Promotion

advertising response function
spending for advertising/promotion boosts sales/market share to a certain level but then produces diminishing returns
institutional vs product advertising
designed to enhance company image, not particular product vs focuses on specific good
product advertising
a form of advertising that touts the benefits of a specific good or service.
advocacy advertising
organization expresses its views on controversial issues or responds to media attacks
pioneering advertising
intended to stimulate primary demand for a new product or product category.
competitive advertising
to influence demand for a specific brand.
comparative advertising
directly or indirectly compares two or more competing brands on one or more specific attributes.
advertising campaign
related advertisements focusing on a common theme, slogan, and appeals.
advertising objective
identifies the specific communication task that a campaign should accomplish for a specified target audience during a specified period.
advertising appeal
reason for a person to but a product
unique selling proposition
a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign.
the channel used to convey a message to a target market
media planning
selection and use of media (what will optimally and cost-effectively communicate message to target audience?)
cooperative advertising
manufac and retailer split the costs of advertising the manufac brand
media mix
the combination of media to be used for a promotional campaign.
cost per contact vs per click
cost of reaching one member of target audience vs cost with consumer clicking on a display/banner ad
# target consumers exposed to commercial at least onece during a specific period, usually 1 month
# times a individual is exposed to given message during a given period
audience selectivity
ability of advertising medium to reach precisely defined market
media schedule
choosing the media, specific programs, and dates of advertising (continuous, flighted, pulsing, seasonal media schedules)
public relations
the element in the promotional mix that evaluates public attitudes, identifies issues that may elicit public concern, and executes programs to gain public understanding and acceptance.
an effort to capture media attention, often initiated through press releases that further a corporations public relations plans.
product placement
is a strategy that involves getting ones product, service, or 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 at special events.
company spends money to support an issue, cause, or event that is consistent with corporate objectives
crisis management
the coordinated effort to handle the effects of unfavorably publicity, ensuring fast and accurate communication in times of emergency.
sales promotion
consists of marketing communication activities other than advertising, personal selling, and public relations, in which a short term incentive motivates consumers or members of the distribution channel to purchase a good or service immediately, either by lowering the price or by adding value.
trade sales promotion
directed to members of the marketing channel, such as wholesalers and retailers.
trade allowance
a price reduction offered by manufacturers to intermediaries such as wholesalers and retailers.
push money
money offered to channel intermediaries to encourage them to “push” products that is, to encourage other members if the channel to sell the products.
30 min ad/television talk
placing ad messages in Web-based, mobile, console, or handheld games
Tools for consumer sales promotion: coupon, rebate, premium, loyalty marketing program, frequent buyer program, sample, point of purchase display
price reduction, cash refund for specific product at specific timee, extra item, designed to build loyalty, reward for multiple purchases, sample for free, promotional display set up at retailer

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