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Basic Marketing, 10th Canadian Edition
Basic Marketing: A Global Managerial Approach, 10/e
Stanley J. Shapiro
Kenneth B. Wong, Queens School of Business
William D. Perreault, University of North Carolina
E. Jerome McCarthy, Michigan State University
Advertising and Sales Promotion

Below are the key terms featured in this chapter. Clicking on a term will reveal its definition. The textbook's full glossary is also available for online searching.
 
Advertising agencies  Specialists in planning and handling mass-selling details for advertisers.
(See Refer to page(s) 502)
Advertising allowances  Price reductions given to firms in the channel to encourage them to advertise or otherwise promote the firm's products locally.
(See Refer to page(s) 493, 549)
Co-operative advertising  Intermediaries and producers sharing in the cost of ads.
(See Refer to page(s) 493)
Comparative advertising  Advertising that makes specific brand comparisons using actual product names.
(See Refer to page(s) 490)
Competitive advertising  Advertising that tries to develop selective demand for a specific brand rather than a product category.
(See Refer to page(s) 490)
Copy thrust  What the words and illustrations of an ad should communicate.
(See Refer to page(s) 500)
Direct-type advertising  Competitive advertising that aims for immediate buying action.
(See Refer to page(s) 490)
Indirect-type advertising  Competitive advertising that points out product advantages to affect future buying decisions.
(See Refer to page(s) 490)
Institutional advertising  Advertising that tries to promote an organization's image, reputation, or ideas, rather than a specific product.
(See Refer to page(s) 489, 492)
Pioneering advertising  Advertising that tries to develop primary demand for a product category rather than demand for a specific brand.
(See Refer to page(s) 489)
Product advertising  Advertising that tries to sell a specific product.
(See Refer to page(s) 489)
Reminder advertising  Advertising to keep the product's name before the public.
(See Refer to page(s) 491)
Sales promotion  Promotion activities (excluding advertising, publicity, and personal selling) that stimulate interest, trial, or purchase by final customers or others in the channel.
(See Refer to page(s) 37, 421, 483)




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