Term
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Definition
| Paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media |
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Term
| advertising appropriation |
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Definition
| The advertising budget for a specific time period |
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Term
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Definition
| The creation and execution of a series of advertisements to communicate with a particular target audience |
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Term
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Definition
| Basic issues or selling points to be included in an advertising campaign |
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Term
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Definition
| Advertising that promotes a company’s position on a public issue |
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Term
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Definition
| A posttest that asks respondents to identify recent ads and provides clues to jog their memories |
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Term
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Definition
| Budgeting for an advertising campaign as specified by a high-level executive in the firm |
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Term
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Definition
| An advertisement’s illustrations and layout |
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Term
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Definition
| A photograph with a brief description of its contents |
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Term
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Definition
| Compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics |
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Term
| competition-matching approach |
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Definition
| Determining an advertising budget by trying to match competitors’ advertising outlays |
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Term
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Definition
| Tries to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands |
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Term
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Definition
| A panel of a product’s existing or potential buyers who pretest ads |
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Term
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Definition
| The verbal portion of advertisements |
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Term
| cost comparison indicator |
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Definition
| A means of comparing the costs of advertising vehicles in a specific medium in relation to the number of people reached |
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Term
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Definition
| A manuscript of up to 3,000 words prepared for a specific publication |
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Term
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Definition
| Photos, drawings, graphs, charts, and tables used to spark audience interest in an advertisement |
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Term
| institutional advertising |
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Definition
| Advertising that promotes organizational images, ideas, and political issues |
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Term
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Definition
| The physical arrangement of an advertisement’s illustration and copy |
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Term
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Definition
| A plan that specifies the media vehicles to be used and the schedule for running advertisements |
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Term
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Definition
| A short piece of copy publicizing an event or a product |
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Term
| objective-and-task approach |
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Definition
| Budgeting for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them |
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Term
| percent-of-sales approach |
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Definition
| Budgeting for an advertising campaign by multiplying the firm’s past and expected sales by a standard percentage |
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Term
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Definition
| Advertising that tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product |
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Term
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Definition
| Evaluation of advertising effectiveness after the campaign |
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Term
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Definition
| A meeting used to announce major news events |
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Term
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Definition
| Evaluation of advertisements performed before a campaign begins |
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Term
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Definition
| Advertising that promotes the uses, features, and benefits of products |
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Term
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Definition
| Communication efforts used to create and maintain favorable relations between an organization and its stakeholders |
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Term
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Definition
| A news-story type of communication about an organization and/or its products transmitted through a mass medium at no charge |
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Term
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Definition
| A posttest in which respondents are shown the actual ad and are asked if they recognize it |
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Term
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Definition
| Versions of a magazine that differ across geographic regions |
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Term
| reinforcement advertising |
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Definition
| Advertising that assures users they chose the right brand and tells them how to get the most satisfaction from it |
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Term
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Definition
| Advertising used to remind consumers about an established brand’s uses, characteristics, and benefits |
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Term
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Definition
| A blueprint that combines copy and visual material to show the sequence of major scenes in a commercial |
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Term
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Definition
| The group of people at whom advertisements are aimed |
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Term
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Definition
| A posttest in which respondents are asked to identify advertisements they have seen recently but are not given any recall clues |
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