Term
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Definition
| Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. p 434 |
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Term
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Definition
| A specific communication task to be accomplished with a specific target audience during a specific period of time. p 435 |
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Term
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Definition
| The dollars and other resources allocated to a product or a company advertising program. p 437 |
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Term
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Definition
| The strategy by which the company accomplishes its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media. |
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Term
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Definition
| A term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching customers with more engaging messages. p 439 |
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Term
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Definition
| The compelling “ big idea” that will bring an advertising message strategy to life in a distinctive and memorable way. p 440 |
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Term
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Definition
| The approach, style, tone, words, and format used for executing an advertising message. p 440 |
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Term
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Definition
| The vehicles through which advertising messages are delivered to their intended audiences. p 443 |
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Term
| Return on advertising investment |
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Definition
| The net return on advertising investment divided by the costs of the advertising investment. p 447 |
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Term
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Definition
| A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs. p 448 |
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Term
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Definition
| Building good relations with the company’s various publics by obtaining favorable publicity; building up a good corporate image; and handling or heading off unfavorable rumors, stories, and events. p 450 |
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