Public Relation Tools
an effort to capture media attention, often initiated through press releases that further a corporation's public relations plans
Publicity
a form of advertising that touts the benefits of a specific good or service
Product Advertising
combination of media to be used for a promotional campaign
Media Mix
a reason for a person to buy a product
Advertising Appeal
certificate that entitles consumers to an immediate price reduction when the product is purchased
Coupon
Involves engaging with consumers in a way that enables them to feel the brand - not just read about it
Experiential marketing
a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks
Advocacy Advertising
cost of reaching one member of the target market
Cost per Contact or Cost per Thousand or CPM
Humorous ads are typically used for lower-risk, low-involvement, routine purchases such as candy.
T or F?
True
promotional program designed to build long-term, mutually beneficial relationships between a company and its key customers
Loyalty marketing program
a public relations strategy that involves getting a product, service, or company name to appear in a movie, television show, radio program, magazine, newspaper, video game, video or audio clip, etc.
Product Placement
a form of advertising designed to enhance a company's image rather than promote a particular product
Institutional Advertising
the cost associated with a consumer clicking on a display or a banner ad
cost per click
desirable, exclusive, and believable advertising appeal selected as the theme for a campaign
Unique selling proposition
an extra item offered to the consumer, usually in exchange for some proof of purchase of the promoted product
Premium
Coordinated effort to handle all the effects of unfavorable publicity or another unexpected unfavorable event
Crisis management
a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals
Advertising Campaign
the ability of an advertising medium to reach a precisely defined market
Audience Selectivity
Testing ad effectiveness can be done before and after the campaign.
T or F?
True
a promotional program that allows the consumer the opportunity to try a product or service for free
Sampling
a public relations strategy in which a company spends money to support an issue, cause, or event that is consistent with corporate objectives such as improving brand awareness or enhancing corporate image
Sponsorship
a form of advertising designed to stimulate primary demand for a new product or product category
Pioneering advertising
the number of times an individual is exposed to a given message during a specific period
Frequency
a feature of the product such as its easy-open package, special formulation or new lower price
Attribute
a cash refund given for the purchase of a product during a specific period
Rebate