Miscellaneous Quiz / Marketing Chapter 17 Vocabulary

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Can you name the Marketing Chapter 17 Vocabulary?

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DefinitionVocabulary Term
a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks
a reason for a person to buy a product
the ability of an advertising medium to reach a precisely defined market
a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals
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
Impersonal, one-way mass communication about a product or organization that is paid for by a marketer
an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer’s brand
a media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used
A phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns
the combination of media to be used for a promotional campaign
a type of sponsorship involving the association of a for-profit company and a nonprofit organization; through the sponsorship, the company’s product or service is promoted, and m
a coordinated effort to handle all the effects of unfavorable publicity or of another unexpected unfavorable event
public information about a company, product, service, or issue appearing in the mass media as a news item
the number of target consumers exposed to a commercial at least once during a specified period, usually four weeks
the channel used to convey a message to a target market
a media scheduling strategy in which advertising is run steadily throughout the advertising period; used for products in the latter stages of the product life cycle
the number of times an individual is exposed to a given message during a specified period
DefinitionVocabulary Term
A form of advertising designed to stimulate primary demand for a new product or product category
A form of advertising designed to enhance a company’s image rather than promote a particular product
A form of advertising designed to influence demand for a specific brand
a specific communication task that a campaign should accomplish for a specified target audience during a specified period.
a media scheduling strategy that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods.
a form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes
a media scheduling strategy in which ads are run heavily every other month or every two weeks, to achieve a greater impact with an increased frequency and reach at those times
the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public un
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 o
a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign
A form of advertising that touts the benefits of a specific good or service
the cost of reaching one member of the target market
the series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target aud
designation of the media, the specific publications or programs and the insertion dates of advertising
a 30-minute or longer advertisement that looks more like a TV talk show than a sales pitch
placing advertising messages in Web-based or video games to advertise or promote a product, service, organization, or issue

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