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