Term
| institutional advertising |
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Definition
| promotes organizational images, ideas, political issues |
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Term
| objective-and-task approach |
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Definition
| budgeting for an ad campaign by (1) determining objectives, and (2) calculating the costs of all the tasks needed to obtain them |
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Definition
| budgeting for ad campaign specified by high-level firm executive |
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Term
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Definition
| media vehicles and schedules |
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Term
| cost comparison indicator |
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Definition
| means of comparing the cost of vehicles in a specific medium to the number of people reached |
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Term
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Definition
| versions of a magazine that differ aross geographic regions |
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Term
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Definition
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Definition
| a posttest that asks respondents to ID recent ads and provides clues to jog their memories |
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Term
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Definition
| eval of ads performed before a campaign begins |
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Term
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Definition
| a panel of a product's actual/potential buyers who pretest ads |
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Definition
| eval of advertising effectiveness after the campaign |
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Definition
| posttest w/o recall clues |
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