Advertising Terms and Definitions, Quizzes of Marketing

Download Advertising Terms and Definitions and more Quizzes Marketing in PDF only on Docsity! TERM 1 Advertising DEFINITION 1 Structured, non-personal communication through paid mass media TERM 2 Primary Demand Advertising DEFINITION 2 Stimulating Demand for entire product category TERM 3 Selective Demand Advertising DEFINITION 3 promoting the value of a particular brand compared to competition TERM 4 Direct Response Advertising DEFINITION 4 Asking an audience to take immediate action TERM 5 Indirect Advertising DEFINITION 5 Stimuating demand over a long period of time TERM 6 Corporate Advertising DEFINITION 6 promoting a company as a whole TERM 7 Private label advertising DEFINITION 7 promoting retailers own in-house brands TERM 8 Public service advertising DEFINITION 8 Public Service Advertising an advertisement serving the public interest, often for a non-profit organization, carried by the media at no charge TERM 9 Green Marketing DEFINITION 9 Advertising the marketing that emphasizes how products are environmentally responsible TERM 10 LOHAS consumer DEFINITION 10 Lifestyles of health and sustainably (huge growth market) TERM 21 Vertical cooperative advertising DEFINITION 21 a manufacturer and a dealer sharing advertising expenses TERM 22 Comparative advertising DEFINITION 22 advertising that claims product superiority over one or more explicitly named or implicitly identified competitors TERM 23 Advertising substantiation program DEFINITION 23 advertiser must make known supporting evidence for survey findings or scientific studies cited in ads TERM 24 Affirmative disclosure DEFINITION 24 advertisiner must make known info about consequences or conditions associated with use of product TERM 25 consent decree DEFINITION 25 an order given by the ftc and signed by an advertiser agreeing to stop running the ad without admitting guilt TERM 26 corrective advertising DEFINITION 26 required that the advertiser run messages designed to remedy the misleading impression created in previous ads TERM 27 consumerism DEFINITION 27 the actions of individual consumers to exert power over the marketplace activities of organizations TERM 28 structures of advertising industry DEFINITION 28 advertisers->advertising->promotional agencies->external facilitator-> media organizations->target audience TERM 29 Full service agencies DEFINITION 29 full range of marketing/communications service TERM 30 Creative boutiques DEFINITION 30 only services related to the creative aspects of advertising (copy-writing and artistic services) TERM 31 Media-buying services DEFINITION 31 buying media time and space TERM 32 interactive agencies DEFINITION 32 "cyber agencies" -> preparing communications for interactive media (internet, cds) TERM 33 In-house agencies DEFINITION 33 agencies set up, owned, and opperated by advertisers TERM 34 Agency of record DEFINITION 34 agency with a contract making it the clients exclusive agent for a particular brand TERM 35 5 major types of media DEFINITION 35 broadcast print interactive support media conglomerates