Chapter 13 Advertising, Sales Promotions, PR

57 cards

Chapter 13 


 
  
Created Oct 24, 2010
by
lilkimba512

 

 
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1
sales promotion
 
programs designed to build interest in or encourage product purchase during a specified period...
2
trade promotion
 
focus on members of the trade (distribution channel members such as retail salespeople or...
3
merchandising allowance
 
reimburse retailer for in store support of the product
4
case allowance
 
discount to the retailer/wholesaler based on volume ordered
5
co-op advertising
 
sales promotion where the manufacturer and retailer share the cost
6
trade shows
 
events at which many co set up elaborate exhibits to show their products, give away samples,...
7
promotional products
 
freebies to build awareness for organization or specific brands
8
point of purchase
 
in store displays and signs; keeps brand name in front of the consumer, reinforces mass media...
9
push money
 
a bonus paid by manufacturer to a salesperson, customer, or distributor for selling its product 
10
rebates
 
allow consumer to recover part of the purchase price via mail-ins to the manufacturer
11
frequency programs
 
offer a consumer a discount for a free product for multiple purchases over time
12
premiums
 
items you get for free when you buy a product (prize in bottom of cereal
13
product sampling
 
distributing free trial size versions of a product to consumers
14
PR
 
communication function that seeks to build good relationships with an organization’s publics (consumers,...
15
publicity
 
unpaid communication about an organization that appears in the mass media
16
pr campaign
 
coordinated effort to communicate with one or more of firm’s publics
17
press release
 
info an organization distributes to media (hoping that it is published for free
18
lobbying 
 
talking with and providing information to gov’t officials in order to influence activities...
19
sponsorships
 
companies provide financial support to help fund an event in return for publicized recognition...
20
product/brand placement
 
companies pay to have their products embedded in movies, TV shows, and other entertainment...
21
advertising
 
non personal communication an identified sponsor pays for that uses mass media to persuade...
22
product advertising
 
focuses on a specific good or service
23
advocacy advertising
 
type of public service advertising an organization provides that seeks to influence public...
24
public service advertisements
 
advertising run by the media without charge for not for profit organizations or to champion a...
25
advertising campaign
 
coordinated, comprehensive plan that carries out promotion objectives and results in a series...
26
limited service agency
 
provides one or more specialized services (such as media buying or creative development)
27
full service agency
 
provides most or all of the services needed to mount a campaign, including research, creation...
28
corrective advertising
 
clarifies or qualifies previous deceptive advertising claims
29
puffery
 
claims made in advertising of product superiority that can’t be proven true/untrue
30
creative strategy
 
process that turns a concept into an advertisement
31
advertising appeal
 
central idea of the ad
32
unique selling proposition
 
a single, clear reason why one product is better to solve a problem; focuses on a need and...
33
pretesting
 
a research method that seeks to minimize mistakes by getting consumer reactions to ad messages...
34
media planning
 
process of developing media objectives, strategies, tactics for use in an advertising campaign...
35
aperture
 
- the best place and time to reach a person in the target market group
36
banners
 
internet advertising in rectangular graphics at top or bottom of web pages
37
buttons
 
small banner type advertisements that can be placed anywhere on a web page
38
permission marketing
 
email advertising in which consumers can accept/refuse email
39
out of home media
 
a communication medium that reaches people in public places
40
place based media
 
advertising media that transmit messages in public places (doctors’ offices, airports) where...
41
branded entertainment 
 
marketers integrate products into entertainment venue
42
advergaming
 
brand placements in video games
43
media schedule
 
specifies the exact media to use and when to use it
44
advertising exposure
 
the degree to which the target market will see an advertising message placed in a specific...
45
impressions
 
the number of people who will be exposed to a message placed in one or more media vehicles
46
reach
 
the percentage of the target market that will be exposed to the media vehicle
47
frequency
 
avg number of times a person in the target group will be exposed to the msg
48
gross rating points GRP
 
comparing the effectiveness of dif media vehicles: avg reach x frequency
49
cost per thousand CPM
 
compare relative cost effectiveness of dif media vehicles that have dif exposure rates; cost...
50
posttesting
 
research conducted on consumers’ responses to actual advertising messages they have seen or...
51
unaided recall
 
questions recognition of seeing an ad during a specified period without giving the person the...
52
aided recall
 
uses clues to prompt answers from people about advertisements they might have seen
53
attitudinal measures
 
probes a consumer’s beliefs or feelings about a product before and after being exposed to...
54
institutional advertising
 
promotes activities, personality, POV of an organization or CO
55
continuous schedule
 
maintains a steady stream of advertising throughout the year
56
pulsing schedule
 
varies the amt of advertising throughout the year based on when the product is likely to...
57
fighting
 
extreme form of pulsing; advertising appears in short, intense bursts alternating with periods...


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