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| Advertising, or messages within advertisements, that the Federal Trade Commission orders a company to run, for the purpose of correcting consumers' mistaken impressions created by prior advertising. |
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| the potential audience that might receive the message through the vehicle |
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| determining what the advertising message will say or communicate |
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| determining how the message strategy will be executed |
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| the number of times the receiver is exposed to the media vehicle in a specific time period |
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| the strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand commuincation programs with consumers, customers, prospects, employees, and other relevant external and internal audience. The goal is to generate short-term financial returns and build long-term brand value. |
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| various categories of delivery systems, including broadcast and print media |
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| goals to be attained by the media strategy and program |
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| a series of decisions involving the delivery of messages to audiences |
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| timing promotional efforts so that they coincide with the highest potential buying times |
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| decisions on how the media objectives will be attained - what media to use, budget allocation, media scheduling |
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| specific carrier within a medium category |
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| number of different audience members exposed at least once in a given time period |
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| research design in which an IMC campaign is run in two to four markets for a period of time |
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| periodic trend surveys that measure brand awareness, trial, repeat, and customer satisfaction of a brand and its competitiors |
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| Unfairness (in advertising) |
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Definition
| defined by FTC - involved ads or promotions that cause substantial physical or economic injury to consumers that could not be reasonably avoided by consumers |
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