MARKETNG 300: Final exam Ch. 15
13 Cards in this Set
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Advertising Allowances
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Price reductions to firms further along in the channel.
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Cooperative Advertising
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Involves producers sharing the cost of ads with wholesalers or retailers.
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Product Advertising
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Tries to sell a product.
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Institutional Advertising
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Promotes an organization's image, reputation, or ideas rather than a specific product.
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Pioneering Advertising
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Tries to develop primary demand for a product category rather than demand for a specific brand.
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Competitive Advertising
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Tries to develop selective demand for a specific brand.
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Direct Competitive Advertising
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Aims for immediate buying action.
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Indirect Competitive Advertising
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Points out product advantages to affect future buying decisions.
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Comparative Advertising
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Making specific brand comparisons - using actual product names.
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Reminder Advertising
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Tries to keep the product's name before the public.
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Copy Thrust
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What the words and illustrations should communicate.
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Advertising Agencies
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Specialists in planning and handling mass selling details for advertisers.
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Corrective Advertising
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Ads to correct deceptive advertising.
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MARKETNG 300: Final exam Ch. 15