Download Marketing Communication Terms: Advertising, Product Placement, Institutional Ads, and More and more Quizzes Marketing Management in PDF only on Docsity!
product advertising
an advertising message that focuses on a specific good or service TERM 2
product/brand placement
DEFINITION 2 marketing communication activity in which companies have their products embedded in movies, TV shows, and other entertainment vehicles TERM 3
advertising
DEFINITION 3 nonpersonal communication an identified sponsor pays for that uses mass media to persuade or inform an audience TERM 4
institutional advertising
DEFINITION 4 an advertising message that promotes the activities, personality, or point of view of an organization or company TERM 5
advocacy advertising
DEFINITION 5 a 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 (PSAs)
advertising run by the media without charge for not-for-profit organizations or to champion a particular cause TERM 7
advertising campaign
DEFINITION 7 a coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time TERM 8
limited-service agency
DEFINITION 8 an agency that provides one or more specialized services, such as media buying or creative development TERM 9
full-service agency
DEFINITION 9 an agency that provides most or all of the services needed to mount a campaign, including research, creation of ad copy and art, media selection, and production of the final messages TERM 10
corrective advertising
DEFINITION 10 advertising that clarifies or qualifies previous descriptive advertising claims
media planning
the process of developing media objectives, strategies, and tactics for use in an advertising campaign TERM 17
aperture
DEFINITION 17 the best place and time to reach a person in the target market group TERM 18
banners
DEFINITION 18 internet advertising in the form of rectangular graphics at the top or bottom of web pages TERM 19
buttons
DEFINITION 19 small banner type advertisements that can be placed anywhere on a web page TERM 20
permission marketing
DEFINITION 20 e-mail advertising in which online consumers have the opportunity to accept or refuse the unsolicited email
out-of-home media
a communication medium that reaches people in public places TERM 22
place-based media
DEFINITION 22 advertising media that transmit messages in public places, such as doctors' offices and airports, where certain types of people congregate TERM 23
branded entertainment
DEFINITION 23 a form of advertising in which marketers integrate products into entertainment values TERM 24
advergaming
DEFINITION 24 brand placements in video games TERM 25
media schedule
DEFINITION 25 the plan that specifies the exact media to use and when to use it
cost per thousand (CPM)
a measure used to compare the relative cost-effectiveness of different media vehicles that have different exposure rates; the cost to deliver a message to 1,000 people or homes TERM 32
posttesting
DEFINITION 32 research conducted on consumers' responses to actual advertising messages they have seen or heard TERM 33
unaided recall
DEFINITION 33 a research technique conducted by telephone survey or personal interview that asks whether a person remembers seeing an ad during a specified period without giving the person the name of the brand TERM 34
aided recall
DEFINITION 34 a research technique that uses clues to prompt answers from people about advertisements they might have seen TERM 35
attitudinal
measures
DEFINITION 35 a research technique that probes a consumers beliefs or feelings about a product before and after being exposed to messages about it
sales promotion
programs designed to build interest in or encourage purchase of a product during a specified period TERM 37
trade promotions
DEFINITION 37 promotions that focus on members of the "trade" which include distribution channel members, such as retail salespeople or wholesale distributors, that a firm must work with in order to sell its products TERM 38
merchandising allowance
DEFINITION 38 reimburses the retailer for in-store support of the product TERM 39
case allowance
DEFINITION 39 a discount to the retailer or wholesaler based on the volume of product ordered TERM 40
co-op advertising
DEFINITION 40 a sales promotion where the manufacturer and the retailer share the cost
frequency programs
consumer sales promotion programs that offer a discount or free product for multiple purchases over time; also referred to as loyalty or continuity programs TERM 47
premiums
DEFINITION 47 items offered free to people who have purchased a product TERM 48
product sampling
DEFINITION 48 distributing free trial-size versions of a product to consumers TERM 49
public relations (PR)
DEFINITION 49 communication function that seeks to build good relationships with an organization's publics, including consumers, stockholders, and legislators TERM 50
publicity
DEFINITION 50 unpaid communication about an organization that appears in the mass media
public relations campaign
a coordinated effort to communicate with one or more of the firm's publics TERM 52
press release
DEFINITION 52 information that an organization distributes to the media intended to win publicity TERM 53
lobbying
DEFINITION 53 talking with and providing information to government officials in order to influence their activities relating to an organization TERM 54
sponsorship
DEFINITION 54 PR activities through which companies provide financial support to help fund an event in return for publicized recognition of the company's contribution
