22 terms

Chapter 10 Sports and Entertainment Promotion

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Terms in this set (...)

Advertising
a paid form of communication delivered by a product maker or seller to consumers
Astroturfing
creating a fake grass-roots effort
Damage control
statement issued to refute, justify, or downplay negative stories and to focus attention on more positive matters
Frequency
the number of times the targeted customer is exposed to the media
Goodwill
customers' positive feelings about the business
Grass-roots effort
an unknown person or event is propelled into the spotlight by the fans
Marginal analysis
a technique of setting the advertising budget by estimating the point at which an additional dollar spent on advertising equals additional profit
Media strategy
choosing the media that will bring the most effective advertising message to the targeted consumer
Personal selling
an in-person, face-to-face communication between a seller and a customer
Primetime
the most expensive time to advertise on television because the largest number of viewers are watching
Product placement
a product is integrated into the plot of a movie or television show
Public relations (PR)
the arm of promotion that tries to create a favorable public opinion for an individual or organization
Publicist
person in an organization who is responsible for maintaining relations with the public and news media
Publicity
any unpaid media attention, both negative and positive, about a business and its products, services, or events
Push money
an extra commission paid to salespersons who sell or push particular products
Reach
the number of people in the target market expected to receive the message through the chosen medium
Sales promotions
additional incentives offered for a limited time to encourage consumers to buy a product
Share of voice
refers to maintaining a similar dollar amount or frequency of advertising as that of competitors
Tagline
the theme of an ad
Trade allowances
sales promotion that offers short-term discounts to distributors and retailers for selling or participating in the promotion of a product
Viral campaign
a promotion where a few online mentions turn into a real buzz about a movie and propel it into a mega hit
Wear out
advertising loses its effectiveness due to overexposure or poor message quality