Marketing Test 4 - Chapter 18

37 cards

key words ch 18

Created Jun 17, 2012
by loganeasterwood

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	Side A	Side B
1	Paid nonpersonal communication about an organization and its products transmitted to a target...	Advertising
2	The advertising budget for a specific time period	Advertising Appropriation
3	The creation and execution of a series of advertisements to communicate with a particular target...	Advertising Campaign
4	Basic issues or selling points to be included in an advertising campaign	Advertising Platform
5	Advertising that promotes a company's position on a public issue	Advocacy Advertising
6	A post-test that asks respondents to identify recent ads and provides clues to jog their memories	Aided Recall Test
7	Budgeting for an advertising campaign as specified by a high level executive in the firm	Arbitrary Approach
8	An advertisement's illustrations and layout	Artwork
9	A photograph with a brief description of its contents	Captioned Photograph
10	Compares the sponsored brand with one or more identified brands on the basis of one or more...	Comparative Advertising
11	Determining an advertising budget by trying to match competitors' advertising outlays	Competition-Matching Approach
12	Tries to stimulate demand for a specific brand by promoting its features, uses, and advantages...	Competitive Advertising
13	A panel of a product's existing or potential buyers who pretest ads	Consumer Jury
14	The verbal portion of advertisements	Copy
15	A means of comparing the costs of advertising vehicles in a specific medium in relation to...	Cost Comparison Indicator
16	A manuscript of up to 3,000 words prepared for a specific publication	Feature Article
17	Photos, drawings, graphs, charts, and tables used to spark audience interest in an advertisement	Illustrations
18	Advertising that promotes organizational images, ideas, and political issues	Institutional Advertising
19	The physical arrangement of an advertisement	Layout
20	A plan that specifies the media vehicles to be used and the schedule for running advertisements	Media Plan
21	A short piece of copy publicizing an event or a product	News Release
22	Budgeting for an advertising campaign by first determining its objectives and then calculating...	Objective-and-Task Approach
23	Budgeting for an advertising campaign by multiplying the firm's past and expected sales by...	Percent-of-Sales Approach
24	Advertising that tries to stimulate demand for a product category rather than a specific brand...	Pioneer Advertising
25	Evaluation of advertising effectiveness after the campaign	Post-test
26	A meeting used to announce major news events	Press Conference
27	Evaluation of advertisements performed before a campaign begins	Pre-test
28	Advertising that promotes the uses, features, and benefits of products	Product Advertising
29	Communication efforts used to create and maintain favorable relations between an organization...	Public Relations
30	A news story type of communication about an organization and/or its products transmitted through...	Publicity
31	A post-test in which respondents are shown the actual ad and are asked if they recognize it	Recognition Test
32	Versions of a magazine that differ across geographic regions	Regional Issues
33	Advertising that assures users they chose the right brand and tells them how to get the most...	Reinforcement Advertising
34	Advertising used to remind consumers about an established brand's uses, characteristics, and...	Reminder Advertising
35	A blueprint that combines copy and visual material to show the sequence of major scenes in...	Storyboard
36	The group of people at whom advertisements are aimed	Target Audience
37	A post-test in which respondents are asked to identify advertisements they have seen recently...	Unaided Recall Test