MKTG 409 Chapter 17 MindTap Study Guide – Pricing Strategy, Value-Based Pricing & Break-
Even Analysis Review
advertising - ✔✔paid nonpersonal communication about an organization and its products
transmitted to a target audience through mass media
institutional advertising - ✔✔advertising that promotes organizational images, ideas, and
political issues
advocacy advertising - ✔✔advertising that promotes a company's position on a public issue
product advertising - ✔✔advertising that promotes the uses, features, and benefits of
products
pioneer advertising - ✔✔advertising that tries to stimulate demand for a product category
rather than a specific brand by informing potential buyers about the product
competitive advertising - ✔✔tries to stimulate demand for a specific brand by promoting its
features, uses, and advantages relative to competing brands
comparative advertising - ✔✔compares the sponsored brand with one or more identified
brands on the basis of one or more product characteristics
reminder advertising - ✔✔advertising used tor remind consumers about an established
brand's uses, characteristics, and benfits
reinforcement advertising - ✔✔advertising that assures users they chose the right brand and
tells them how to get the most satisfaction from it
, advertising campaign - ✔✔the creation and execution of a series of advertisements to
communicate with a particular target audience
target audience - ✔✔the group of people at whom advertisements are aimed
advertising platform - ✔✔basic issues or selling points to be included in an advertising
campaign
advertising appropriation - ✔✔the advertising budget for a specific time period
objective and task approach - ✔✔budgeting for an advertising campaign by first determining
its objectives and then calculating the cost of all the tasks needed to obtain them
percent of sales approach - ✔✔budgeting for an advertising campaign by multiplying the firm's
past and expected sales by a standard percentage
competition matching approach - ✔✔determining an advertising budget by trying to match
competitors' advertising outlays
arbitrary approach - ✔✔budgeting for an advertising campaign as specified by a high-level
executive in the firm
media plan - ✔✔a plan that specifies the media vehicles to be used and the schedule for
running advertisements
cost comparison indicator - ✔✔a means of comparing the costs of advertising vehicles in a
specific medium in relation to the number of people reached
regional issues - ✔✔versions of a magazine that differ across geographic regions
Even Analysis Review
advertising - ✔✔paid nonpersonal communication about an organization and its products
transmitted to a target audience through mass media
institutional advertising - ✔✔advertising that promotes organizational images, ideas, and
political issues
advocacy advertising - ✔✔advertising that promotes a company's position on a public issue
product advertising - ✔✔advertising that promotes the uses, features, and benefits of
products
pioneer advertising - ✔✔advertising that tries to stimulate demand for a product category
rather than a specific brand by informing potential buyers about the product
competitive advertising - ✔✔tries to stimulate demand for a specific brand by promoting its
features, uses, and advantages relative to competing brands
comparative advertising - ✔✔compares the sponsored brand with one or more identified
brands on the basis of one or more product characteristics
reminder advertising - ✔✔advertising used tor remind consumers about an established
brand's uses, characteristics, and benfits
reinforcement advertising - ✔✔advertising that assures users they chose the right brand and
tells them how to get the most satisfaction from it
, advertising campaign - ✔✔the creation and execution of a series of advertisements to
communicate with a particular target audience
target audience - ✔✔the group of people at whom advertisements are aimed
advertising platform - ✔✔basic issues or selling points to be included in an advertising
campaign
advertising appropriation - ✔✔the advertising budget for a specific time period
objective and task approach - ✔✔budgeting for an advertising campaign by first determining
its objectives and then calculating the cost of all the tasks needed to obtain them
percent of sales approach - ✔✔budgeting for an advertising campaign by multiplying the firm's
past and expected sales by a standard percentage
competition matching approach - ✔✔determining an advertising budget by trying to match
competitors' advertising outlays
arbitrary approach - ✔✔budgeting for an advertising campaign as specified by a high-level
executive in the firm
media plan - ✔✔a plan that specifies the media vehicles to be used and the schedule for
running advertisements
cost comparison indicator - ✔✔a means of comparing the costs of advertising vehicles in a
specific medium in relation to the number of people reached
regional issues - ✔✔versions of a magazine that differ across geographic regions
