Term
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Definition
| Impersonal, one-way mass communication about a product or organization that is paid for by a marketer. p. 414, 436 |
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Term
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Definition
| A reason for a person to buy a product. p. 443 |
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Term
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Definition
| A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals. p. 441 |
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Term
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Definition
| A specific communication task that a campaign should accomplish for a specified target audience during a specified period. p. 442 |
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Term
| advertising response function |
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Definition
| A phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns. p. 436 |
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Term
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Definition
| A form of advertising in which an organization expresses its views on controversial issues or responds to media attacks. p. 439 |
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Term
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Definition
| The ability of an advertising medium to reach a precisely defined market. p. 454 |
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Term
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Definition
| A form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes. p. 440 |
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Term
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Definition
| A form of advertising designed to influence demand for a specific brand. p. 440 |
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Term
| continuous media schedule |
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Definition
| A media scheduling strategy in which advertising is run steadily throughout the advertising period; used for products in the latter stages of the product life cycle. p. 456 |
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Term
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Definition
| An arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer’s brand. p. 440 |
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Term
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Definition
| The cost of reaching one member of the target market. p. 454 |
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Term
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Definition
| A coordinated effort to handle the effects of unfavourable publicity or of another unexpected, unfavourable event. p. 463 |
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Term
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Definition
| A media scheduling strategy in which ads are run heavily every other month or every two weeks, to achieve a greater impact with an increased frequency and reach at those times. p. 456 |
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Term
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Definition
| The number of times an individual is exposed to a given message during a specific period. p. 454 |
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Term
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Definition
| A 10-to 30-minute or longer advertisement that looks more like a TV talk show than a sales pitch. p. 449 |
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Term
| institutional advertising |
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Definition
| A form of advertising designed to enhance a company’s image rather than to promote a particular product. p. 439 |
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Term
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Definition
| The combination of media to be used for a promotional campaign. p. 454 |
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Term
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Definition
| The series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience. p. 447 |
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Term
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Definition
| Designation of the media, the specific publications or programs, and the insertion dates of advertising. p. 456 |
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Term
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Definition
| The channel used to convey a message to a target market. p. 447 |
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Term
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Definition
| A form of advertising designed to stimulate primary demand for a new product or product category. p. 439 |
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Term
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Definition
| A form of advertising that touts the benefits of a specific good or service. p. 439 |
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Term
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Definition
| A media scheduling strategy that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods. p. 456 |
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Term
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Definition
| The number of target consumers exposed to a commercial at least once during a specific period, usually four weeks. p. 454 |
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Term
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Definition
| A media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used. p. 456 |
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Term
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Definition
| When a company spends money to support an issue, cause, or event that is consistent with corporate objectives, such as improving brand awareness or enhancing corporate image. p. 460 |
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Term
| unique selling proposition |
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Definition
| A desirable, exclusive, and believable advertising appeal selected as the theme for a campaign. p. 443 |
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