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Side A ------ Side B
sales promotion ------ programs
designed to build interest in or encourage product purchase during a specified
period à focus on short term obj 
trade promotion ------ focus
on members of the trade (distribution channel members such as retail
salespeople or wholesale distributors) with whom a firm must work to sell its
products
merchandising allowance ------ reimburse
retailer for in store support of the product
case allowance ------ discount
to the retailer/wholesaler based on volume ordered
co-op advertising ------ sales
promotion where the manufacturer and retailer share the cost
trade shows ------ events
at which many co set up elaborate exhibits to show their products, give away
samples, distribute product literature, troll for new business contacts
promotional products ------ freebies
to build awareness for organization or specific brands
point of purchase ------ in
store displays and signs; keeps brand name in front of the consumer, reinforces
mass media advertising, stimulates impulse purchasing 
push money ------ a
bonus paid by manufacturer to a salesperson, customer, or distributor for
selling its product 
rebates ------ allow
consumer to recover part of the purchase price via mail-ins to the manufacturer
frequency programs ------ offer
a consumer a discount for a free product for multiple purchases over time
premiums ------ items
you get for free when you buy a product (prize in bottom of cereal
product sampling ------ distributing
free trial size versions of a product to consumers
PR ------ communication
function that seeks to build good relationships with an organization’s publics
(consumers, stockholders, legislators
publicity ------ unpaid
communication about an organization that appears in the mass media
pr campaign ------ coordinated
effort to communicate with one or more of firm’s publics
press release ------ info
an organization distributes to media (hoping that it is published for free
lobbying  ------ talking
with and providing information to gov’t officials in order to influence
activities related to an organization
sponsorships ------ companies
provide financial support to help fund an event in return for publicized
recognition of the company’s contribution
product/brand placement ------ companies
pay to have their products embedded in movies, TV shows, and other
entertainment vehicles
advertising ------ non
personal communication an identified sponsor pays for that uses mass media to
persuade or inform an audience
product advertising ------ focuses
on a specific good or service
advocacy advertising ------ type
of public service advertising an organization provides that seeks to influence
public opinion on an issue because it has some stake in the outcome
public service advertisements ------ advertising
run by the media without charge for not for profit organizations or to champion
a particular cause
advertising campaign ------ coordinated,
comprehensive plan that carries out promotion objectives and results in a
series of advertisements placed in media over a period of time
limited service agency ------ provides
one or more specialized services (such as media buying or creative development)
full service agency ------ provides
most or all of the services needed to mount a campaign, including research,
creation of ad copy and art, media selection, production of final msgs
corrective advertising ------ clarifies
or qualifies previous deceptive advertising claims
puffery ------ claims made in advertising of product superiority that can’t be proven
true/untrue
creative strategy ------ process
that turns a concept into an advertisement
advertising appeal ------ central
idea of the ad
unique selling proposition ------ a
single, clear reason why one product is better to solve a problem; focuses on a
need and points out how the product satisfies it
pretesting ------ a
research method that seeks to minimize mistakes by getting consumer reactions
to ad messages before they appear in the media
media planning ------ process
of developing media objectives, strategies, tactics for use in an advertising
campaign à match target market profile with specific media
vehicles 
aperture ------ -
the best place and time to reach a person in the target market group
banners ------ internet
advertising in rectangular graphics at top or bottom of web pages
buttons ------ small
banner type advertisements that can be placed anywhere on a web page
permission marketing ------ email
advertising in which consumers can accept/refuse email
out of home media ------ a
communication medium that reaches people in public places
place based media ------ advertising
media that transmit messages in public places (doctors’ offices, airports)
where certain types of people congregate
branded entertainment  ------ marketers
integrate products into entertainment venue
advergaming ------ brand
placements in video games
media schedule ------ specifies
the exact media to use and when to use it
advertising exposure ------ the
degree to which the target market will see an advertising message placed in a
specific vehicle
impressions ------ the
number of people who will be exposed to a message placed in one or more media
vehicles
reach ------ the
percentage of the target market that will be exposed to the media vehicle
frequency ------ avg
number of times a person in the target group will be exposed to the msg
gross rating points GRP ------ comparing
the effectiveness of dif media vehicles: avg reach x frequency
cost per thousand CPM ------ compare
relative cost effectiveness of dif media vehicles that have dif exposure rates;
cost to deliver a message to 1,000 people or homes
posttesting ------ research
conducted on consumers’ responses to actual advertising messages they have seen
or heard
unaided recall ------ questions
recognition of seeing an ad during a specified period without giving the person
the name of the brand
aided recall ------ uses
clues to prompt answers from people about advertisements they might have seen
attitudinal measures ------ probes
a consumer’s beliefs or feelings about a product before and after being exposed
to messages about it
institutional advertising ------ promotes
activities, personality, POV of an organization or CO
continuous schedule ------ maintains
a steady stream of advertising throughout the year
pulsing schedule ------ varies
the amt of advertising throughout the year based on when the product is likely
to be in demand
fighting ------ extreme
form of pulsing; advertising appears in short, intense bursts alternating with
periods of little to no activity

Side A ------ Side B
sales promotion ------ programs
designed to build interest in or encourage product purchase during a specified
period à focus on short term obj 
trade promotion ------ focus
on members of the trade (distribution channel members such as retail
salespeople or wholesale distributors) with whom a firm must work to sell its
products
merchandising allowance ------ reimburse
retailer for in store support of the product
case allowance ------ discount
to the retailer/wholesaler based on volume ordered
co-op advertising ------ sales
promotion where the manufacturer and retailer share the cost
trade shows ------ events
at which many co set up elaborate exhibits to show their products, give away
samples, distribute product literature, troll for new business contacts
promotional products ------ freebies
to build awareness for organization or specific brands
point of purchase ------ in
store displays and signs; keeps brand name in front of the consumer, reinforces
mass media advertising, stimulates impulse purchasing 
push money ------ a
bonus paid by manufacturer to a salesperson, customer, or distributor for
selling its product 
rebates ------ allow
consumer to recover part of the purchase price via mail-ins to the manufacturer
frequency programs ------ offer
a consumer a discount for a free product for multiple purchases over time
premiums ------ items
you get for free when you buy a product (prize in bottom of cereal
product sampling ------ distributing
free trial size versions of a product to consumers
PR ------ communication
function that seeks to build good relationships with an organization’s publics
(consumers, stockholders, legislators
publicity ------ unpaid
communication about an organization that appears in the mass media
pr campaign ------ coordinated
effort to communicate with one or more of firm’s publics
press release ------ info
an organization distributes to media (hoping that it is published for free
lobbying  ------ talking
with and providing information to gov’t officials in order to influence
activities related to an organization
sponsorships ------ companies
provide financial support to help fund an event in return for publicized
recognition of the company’s contribution
product/brand placement ------ companies
pay to have their products embedded in movies, TV shows, and other
entertainment vehicles
advertising ------ non
personal communication an identified sponsor pays for that uses mass media to
persuade or inform an audience
product advertising ------ focuses
on a specific good or service
advocacy advertising ------ type
of public service advertising an organization provides that seeks to influence
public opinion on an issue because it has some stake in the outcome
public service advertisements ------ advertising
run by the media without charge for not for profit organizations or to champion
a particular cause
advertising campaign ------ coordinated,
comprehensive plan that carries out promotion objectives and results in a
series of advertisements placed in media over a period of time
limited service agency ------ provides
one or more specialized services (such as media buying or creative development)
full service agency ------ provides
most or all of the services needed to mount a campaign, including research,
creation of ad copy and art, media selection, production of final msgs
corrective advertising ------ clarifies
or qualifies previous deceptive advertising claims
puffery ------ claims made in advertising of product superiority that can’t be proven
true/untrue
creative strategy ------ process
that turns a concept into an advertisement
advertising appeal ------ central
idea of the ad
unique selling proposition ------ a
single, clear reason why one product is better to solve a problem; focuses on a
need and points out how the product satisfies it
pretesting ------ a
research method that seeks to minimize mistakes by getting consumer reactions
to ad messages before they appear in the media
media planning ------ process
of developing media objectives, strategies, tactics for use in an advertising
campaign à match target market profile with specific media
vehicles 
aperture ------ -
the best place and time to reach a person in the target market group
banners ------ internet
advertising in rectangular graphics at top or bottom of web pages
buttons ------ small
banner type advertisements that can be placed anywhere on a web page
permission marketing ------ email
advertising in which consumers can accept/refuse email
out of home media ------ a
communication medium that reaches people in public places
place based media ------ advertising
media that transmit messages in public places (doctors’ offices, airports)
where certain types of people congregate
branded entertainment  ------ marketers
integrate products into entertainment venue
advergaming ------ brand
placements in video games
media schedule ------ specifies
the exact media to use and when to use it
advertising exposure ------ the
degree to which the target market will see an advertising message placed in a
specific vehicle
impressions ------ the
number of people who will be exposed to a message placed in one or more media
vehicles
reach ------ the
percentage of the target market that will be exposed to the media vehicle
frequency ------ avg
number of times a person in the target group will be exposed to the msg
gross rating points GRP ------ comparing
the effectiveness of dif media vehicles: avg reach x frequency
cost per thousand CPM ------ compare
relative cost effectiveness of dif media vehicles that have dif exposure rates;
cost to deliver a message to 1,000 people or homes
posttesting ------ research
conducted on consumers’ responses to actual advertising messages they have seen
or heard
unaided recall ------ questions
recognition of seeing an ad during a specified period without giving the person
the name of the brand
aided recall ------ uses
clues to prompt answers from people about advertisements they might have seen
attitudinal measures ------ probes
a consumer’s beliefs or feelings about a product before and after being exposed
to messages about it
institutional advertising ------ promotes
activities, personality, POV of an organization or CO
continuous schedule ------ maintains
a steady stream of advertising throughout the year
pulsing schedule ------ varies
the amt of advertising throughout the year based on when the product is likely
to be in demand
fighting ------ extreme
form of pulsing; advertising appears in short, intense bursts alternating with
periods of little to no activity