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Marketing Communication Terms: Advertising, Product Placement, Institutional Ads, and More, Quizzes of Marketing Management

Definitions for various marketing communication terms, including product advertising, product placement, institutional advertising, advocacy advertising, public service ads, advertising campaign, limited-service agency, full-service agency, corrective advertising, puffery, creative strategy, advertising appeal, unique selling proposition, pretesting, media planning, aperture, banners, buttons, permission marketing, out-of-home media, place-based media, branded entertainment, advergaming, media schedule, advertising exposure, impressions, reach, frequency, gross rating points, cost per thousand, posttesting, unaided recall, aided recall, attitudinal measures, sales promotion, trade promotions, merchandising allowance, case allowance, co-op advertising, trade shows, promotional products, point of purchase displays, push money, rebates, frequency programs, premiums, product sampling, public relations, publicity, PR campaign, press release, lobbying, and sponsorship. (499 characters)

Typology: Quizzes

2009/2010

Uploaded on 12/07/2010

amm0912
amm0912 🇺🇸

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TERM 1
product advertising
DEFINITION 1
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
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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