Chapter 1--Vocab

Question 1

advertisement

Answer 1

A specific message that an organization has placed to persuade an audience.

Question 2

advertising

Answer 2

A paid, mass-mediated attempt to persuade.

1. ) Communication must be paid for
2. ) Communication must be delivered via mass media
3. ) The communication must be attempting persuasion

Question 3

advertising campaign

Answer 3

A series of coordinated advertisements and other promotional efforts that communicate a single theme or idea.

Question 4

audience

Answer 4

A group of individuals who may receive and interpret messages sent from advertisers through mass media.

Question 5

brand

Answer 5

A name, term, sign, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.

Question 6

brand advertising

Answer 6

Advertising that communicates the specific features, values, and benefits of a particular brand offered for sale by a particular organization.

Question 7

brand equity

Answer 7

Developed by a firm that creates and maintains positive associations with the brand in the mind of consumers.

Question 8

brand extension

Answer 8

An adaptation of an existing brand to a new product area.

Question 9

brand loyalty

Answer 9

A decision-making mode in which consumers repeatedly buy the same brand of a product as their choice to fulfill a specific need.

Question 10

client, or sponsor

Answer 10

The company or organization that pays for advertising. Also called the sponsor.

Question 11

cooperative advertising, or co-op advertising

Answer 11

The sharing of advertising expenses between national advertisers and local merchants. Also called co-op advertising.

Question 12

corporate advertising

Answer 12

Advertising intended to establish a favorable attitude toward a company as a whole, not just toward a specific brand.

Question 13

delayed response advertising

Answer 13

Advertising that relies on imagery and message themes to emphasize the benefits and satisfying characteristics of a brand.

Question 14

differentiation

Answer 14

The process of creating a perceived difference, in the mind of the consumer, between an organization’s brand and the competition’s.

Question 15

direct response advertising

Answer 15

Advertising that asks the receiver of the message to act immediately.

Question 16

economies of scale

Answer 16

The ability of a firm to lower the cost of each item produced because of high-volume production.

Question 17

external position

Answer 17

The competitive niche a brand pursues.

Question 18

global advertising

Answer 18

Developing and placing advertisements with a common theme and presentation in all markets around the world where the firm’s brands are sold.

Question 19

government officials and employees

Answer 19

One of the five types of audiences for advertising; includes employees of government organizations, such as schools and road maintenance operations, at the federal, state, and local levels.

Question 20

gross domestic product (gdp)

Answer 20

A measure of the total value of goods and services produced within an economic system.

Question 21

household consumers

Answer 21

The most conspicuous of the five types of audiences for advertising; most mass media advertising is directed at them.

Question 22

inelasticity of demand

Answer 22

Strong loyalty to a product, resulting in consumers being less sensitive to price increases.

Question 23

institutional advertising

Answer 23

Corporate advertising that takes place in the trade channel. This form of advertising is used most prominently by retailers.

Question 24

integrated brand promotion (ibp)

Answer 24

The use of various promotional tools, including advertising, in a coordinated manner to build and maintain brand awareness, identity, and preference.

Question 25

integrated marketing communications (imc)

Answer 25

The process of using promotional tools in a unified way so that a synergistic communications effect is created.

Question 26

internal position

Answer 26

The niche a brand achieves with regard to the other similar brands a firm markets.

Question 27

international advertising

Answer 27

The preparation and placement of advertising in different national and cultural markets.

Question 28

local advertising

Answer 28

Advertising directed at an audience in a single trading area, either a city or state.

Question 29

market segmentation

Answer 29

The breaking down of a large, heterogeneous market into submarkets or segments that are more homogeneous.

Question 30

marketing

Answer 30

The process of conceiving, pricing, promoting, and distributing ideas, goods, and services to create exchanges that benefit consumers and organizations.

Question 31

marketing mix

Answer 31

The blend of the four responsibilities of marketing—conception, pricing, promotion, and distribution—used for a particular idea, product, or service.

Question 32

members of a trade channel

Answer 32

One of the five types of audiences for advertising; the retailers, wholesalers, and distributors targeted by producers of both household and business goods and services.

Question 33

members of business organizations

Answer 33

One of the five types of audiences for advertising; the focus of advertising for firms that produce business and industrial goods and services.

Question 34

mobile marketing

Answer 34

Directing advertising and IBP campaigns to consumers’ mobile devices—smartphones, iPods, and e-readers.

Question 35

national advertising

Answer 35

Advertising that reaches all geographic areas of one nation.

Question 36

positioning

Answer 36

The process of designing a product or service so that it can occupy a distinct and valued place in the target consumer’s mind, and then communicating this distinctiveness through advertising.

Question 37

primary demand stimulation

Answer 37

Using advertising to create demand for a product category in general.

Question 38

professionals

Answer 38

One of the five types of audiences for advertising, defined as doctors, lawyers, accountants, teachers, or any other professionals who require special training or certification.

Question 39

regional advertising

Answer 39

Advertising carried out by producers, wholesalers, distributors, and retailers that concentrate their efforts in a particular geographic region.

Question 40

selective demand stimulation

Answer 40

Using advertising to stimulate demand for a specific brand within a product category.

Question 41

social meaning

Answer 41

What a product or service means in a societal context.

Question 42

symbolic value

Answer 42

What a product or service means to consumers in a nonliteral way.

Question 43

target audience

Answer 43

A particular group of consumers singled out for an advertisement or advertising campaign.

Question 44

trade journals

Answer 44

Magazines published specifically for members of a trade that carry highly technical articles.

Question 45

value

Answer 45

A perception by consumers that a product or service provides satisfaction beyond the cost incurred to acquire the product or service.