Chapter 14 Definitions

Chapter 14 Definitions - Chapter14 1.

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Chapter 14 1. Advertising Response Function – 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. 2. Institutional Advertising – a form of advertising designed to enhance a company’s image rather  than to promote a particular product. 3. Product Advertising – a form of advertising that touts the benefits of a specific good or service. 4. Advocacy Advertising – a form of advertising in which an organization expresses its views on  controversial issues or responds to media attacks. 5. Pioneering Advertising – a form of advertising designed to stimulate primary demand for a new  product or product category. 6. Competitive Advertising – a form of advertising designed to influence demand for a specific  brand. 7.
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This note was uploaded on 11/30/2010 for the course MARK MARK 1115 taught by Professor Deveau during the Fall '10 term at Langara.

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Chapter 14 Definitions - Chapter14 1.

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