Chapter_17_Glossary - Chapter 17 Glossary advergaming...

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Chapter 17 Glossary advergaming placing advertising messages in Web-based or video games to advertise or promote a product, service, organization, or issue advertising appeal a reason for a person to buy a product advertising campaign a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals advertising objective a specific communication task that a campaign should accomplish for a specified target audience during a specified period 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 advocacy advertising a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks audience selectivity the ability of an advertising medium to reach a precisely defined market cause-related marketing 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 money
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This note was uploaded on 02/12/2012 for the course MKT 3401 taught by Professor Jaber during the Spring '08 term at LSU.

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Chapter_17_Glossary - Chapter 17 Glossary advergaming...

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