Term
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Definition
| paid nonpersonal communication about an organiztation and its products transmitted to a target audience through mass media |
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| institutional advertising |
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Definition
| advertising that promotes organizational images, ideas, and political issues |
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Definition
advertising that promotes a company's position on a public issue |
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Definition
| advertising that promotes the uses, features, and benefits of products |
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Definition
| advertising that tries to stimulate demand for a product category rather than a specifiec brand by informing potential buyers about the product |
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Definition
| advertising that points out a brand's special features, uses, and advantages relative to competing brands |
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Definition
| advertising that compares two or more brands on the basis of one or more product characteristics |
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Definition
| advertising used to remind consumers about an established brand's uses, characteristics, and benefits |
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| 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
| the creation and execution of a series of advertisements to communicate with a particular target audience |
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Definition
| the group of people at whom advertisements are aimed |
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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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| advertising appropriation |
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Definition
| the advertising budget for a specific time period |
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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 advertsing campaign by multiplying the frm's past and expected sales by a standard percentage |
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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
| budgeting for an advertisng caampaign as specified by a high level executive in the firm |
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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
| 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
| versions of a magazine that differ across geographic regions |
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Term
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Definition
| the verbal portion of advertisements |
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Definition
| a blueprint combining copy and visual material to show the sequence of major scenes in a commercial |
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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
| photos, drawings, graphs, charts, and tables used to spark audience interest in an advertisement |
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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
| evaluation of advertisements performed before a campaign begins |
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Definition
| a panel of a products existing or potential buyers who pretest ads |
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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 posttest in which respondents are shown the actual ad and asked if they recognize it |
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Term
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Definition
| a posttest in which respondents are asked to identify ads they have recently seen but are given no recall clues |
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Term
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Definition
| a posttest that asks respondents to identify recent ads and provides cluses to jog their memories |
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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 its products trasmitted through a mass medium at no charge |
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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
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Definition
| a manuscript of up to 3,000 words prepared for a specific publication |
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Definition
| a photograph with a brief description of its contents |
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Definition
| a meeting used to announce major news events |
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