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AMA PCM - 7.2 > PCM Key Terms - 7.2 > Flashcards

PCM Key Terms - 7.2 Flashcards

2
Q

Advertising Media

A

The means by which an advertising message is communicated to the audience (e.g.., newspapers, magazines, radio, television, direct mail, Internet, outdoor)

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3
Q

Advertising Platform

A

Basic issues or selling points to be included in an advertising campaign

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4
Q

Advocacy Advertisement

A

Advertising that promotes a companyÕs position on a public issue

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5
Q

Aided Recall Test

A

A posttest method that asks respondents to identify recent ads and provides clues to jog their memories

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6
Q

Better Business Bureau Children’s Advertising Review Unit

A

Unit of the Better Business Bureau (BBB) that publishes guidelines for marketing to children

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7
Q

Buy-Back Allowance

A

A sum of money given to a reseller for each unit bought after an initial promotion deal is over

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8
Q

Buying Allowance

A

A temporary price reduction to resellers for purchasing specific quantities of a product

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9
Q

Children’s Television Act (1990)

A

Regulation which limits the amount of advertising broadcast during children’s viewing hours

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10
Q

Communications Audit

A

One form of research conducted to determine how well a firm is communicating its message; may include a content analysis of messages, a readability study, or a readership survey

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11
Q

Comparative Advertisements

A

Compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics

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12
Q

Competitive Advertising

A

Tries to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands

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13
Q

Contest

A

Sales promotion methods in which individuals compete for prizes based on their analytical or creative skills

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14
Q

Continuous Advertising Schedule

A

An advertising schedule that runs steadily throughout the year, and therefore is suited to products and services that are consumed continually at relatively steady rates and that require a steady level of persuasive or reminder advertising

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15
Q

Cooperative Advertising (Dealer Listing)

A

Advertising programs by which a manufacturer pays a percentage of the retailer’s local advertising expense for advertising the manufacturer’s products

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16
Q

Deal

A

A type of short-term price reduction that can take several forms, such as a “featured price,” a price lower than the regular price; a “buy one get one free” or BOGO offer; or a certain percentage “more free” offer contained in larger packaging; can involve a special financing agreement, such as reduced percentage interest rates or extended repayment terms.

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17
Q

Environmental Monitoring

A

One form of research conducted to determine how well a firm is communicating its message; identifies changes in public opinion affecting an organization

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18
Q

Event Sponsorship

A

A PR tool that occurs when corporations support various activities (financially and otherwise), usually in the cultural or sports and entertainment sectors

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19
Q

Fear Appeal

A

Common appeal in advertising suggesting to the user that he or she can avoid a negative experience through the purchase and use of a product or service, a change in behavior, or a reduction in the use of a product

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20
Q

Flighting Advertising Schedule

A

An advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising

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21
Q

Humorous Appeal

A

Common appeal in advertising implying either directly or subtly that the product is more fun or exciting than the competitors’ offerings

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22
Q

Infomercial

A

Program-length advertisements that take an educational approach to communication with potential customers

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23
Q

Inquiry Tests

A

A posttest method in which additional product information, product samples, or premiums are offered to an ad’s viewers or readers; ads generating the most inquiries are presumed to be the most effective

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24
Q

Institutional Advertising

A

Advertising that promotes organizational images, ideas, and political issues

25
Q

Jury Tests

A

A pretesting method involving showing the ad copy to a panel of consumers and gathering their reactions.

26
Q

Loyalty Program

A

Specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time

27
Q

Media Mix

A

The combination of the media used and the frequency of advertising in each medium

28
Q

Media Plan

A

A plan that specifies the media vehicles to be used and the schedule for running advertisements

29
Q

Media Planning

A

The process of evaluating and selecting the media mix that will deliver a clear, consistent, compelling message to the intended audience

30
Q

Money Refund

A

A sales promotion technique in that offers consumers a specified amount of money when they mail in a proof of purchase, usually for multiple product purchases

31
Q

News Conference (Press Conference)

A

A meeting used to announce news events

32
Q

News Release (Press Release)

A

A short piece of copy publicizing an event or product

33
Q

Pioneering Advertisements

A

Advertising that tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product

34
Q

Point-of-Purchase (POP) Materials

A

Signs, window displays, display racks, and similar devices used to attract customers

35
Q

Portfolio Tests

A

A pretesting method involving showing a group of consumers to review a portfolio of several test advertisements and asking their impressions of the ads

36
Q

Posttest

A

Evaluation of advertising effectiveness after the campaign

37
Q

Premium

A

An item offered free or at a minimum cost as a bonus for purchasing a product

38
Q

Premium Money (Push Money)

A

Extra compensation to salespeople for pushing a line of goods

39
Q

Pretest

A

Evaluation of advertisements performed before a campaign begins

40
Q

Primary Demand

A

Demand for a product category rather than for a specific brand

41
Q

Product Advertising

A

Advertising that promotes the uses, features, and benefits of products

42
Q

Product Placement

A

The strategic location of products or product promotions within entertainment media content to reach the productÕs target market

43
Q

Public Relations Audit

A

One form of research conducted to determine how well a firm is communicating its message; used to assess an organization’s image among the public or to evaluate the effect of a specific public relations campaign

44
Q

Public Service Announcement (PSA)

A

Advertising that focuses on public welfare and generally is sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups

45
Q

Publicity

A

A nopersonal, indirectly paid presentation of an organization, good, or service

46
Q

Publicity Tools

A

Methods of obtaining nonpersonal presentation of an organization, good, or service without direct cost, such as news (press) releases, news (press) conferences, and public service announcements (PSAs)

47
Q

Pulsing Advertising Schedule

A

Combines the continuous and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods

48
Q

Recognition Test

A

A posttest method in which respondents are shown the actual ad and asked if they recognize it

49
Q

Reinforcement Advertising

A

Advertising that assures users they chose the right brand and tells them how to get the most satisfaction from it

50
Q

Reminder Advertising

A

Advertising used to remind consumers about an established brandÕs uses, characteristics, and benefits

51
Q

Rich Media

A

Interactive online advertisements with drop-down menus, built-in games or search engines to engage viewers

52
Q

Sales Tests

A

A posttest method involving studies such as controlled experiments and consumer purchase tests

53
Q

Selective Demand

A

Demand for a specific brand

54
Q

Sex Appeal

A

Common appeal in advertising, suggesting to the audience that the product will increase the attractiveness of the user

55
Q

Sweepstakes

A

A sales promotion in which entrants submit their names for inclusion in a drawing for prizes

56
Q

Theater Testing

A

A sophisticated method of pretesting in which consumers are invited to view new television shows or movies in which test commercials are also shown, then register their feelings about the advertisements

57
Q

Transit Advertising

A

A form of outdoor advertising including messages on the interior and exterior of buses, subway and light rail cars, and taxis

58
Q

Unaided Recall Test

A

A posttest method in which respondents are asked to identify advertisements they have seen recently but are not given any recall clues

AMA PCM - 7.2 (1 decks)

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