Chapter 16 Flashcards
Advertisements that focus on selling a product or service and which take three forms: (1) pioneering (or informational), (2)
competitive (or persuasive), and (3) reminder.
product advertisements
Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service.
institutional advertisements
Program-length (30-minute) advertisements that take an educational approach to communication with potential customers.
infomercials
The broad set of interactive messaging options that enable organizations to communicate and engage with consumers through any mobile device.
mobile marketing
Tests conducted before an advertisement is placed in any medium to determine whether it communicates the intended message or to select among alternative versions of the advertisement.
protests
Tests conducted after an advertisement has been shown to the target audience to determine whether it accomplished its intended purpose.
posttests
Sales tools used to support a company’s advertising and personal selling directed to ultimate consumers. Also called consumer promotions.
consumer oriented sales promotion
A consumer sales promotion tool that uses a brand-name product in a movie, television show, video game, or a commercial for another product.
product placement
Sales tools used to support a company’s advertising and personal selling directed to wholesalers, distributors, or retailers. Also called trade promotions.
trade-oriented sales promotion
Advertising programs whereby a manufacturer pays a percentage of the retailer’s local advertising expense for advertising the manufacturer’s products.
cooperative advertising
Methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements (PSAs).
publicity tools
