15. Advertising and Public Relations

Question 0

A specific communication task to be accomplished with a specific target audience during a specified period of time

Answer 0

Advertising objective

Question 1

Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor

Answer 1

Advertising

Question 2

The dollars and other resources allocated to a product or company advertising program

Answer 2

Advertising budget

Question 3

The strategy by which the company accomplished its advertising objectives

It consists of two major elements: creating advertising messages and selective advertising media

Answer 3

Advertising strategy

Question 4

The compelling ‘big idea’ that will bring the advertising message strategy to life in a distinctive and memorable way

Answer 4

Creative concept

Question 5

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 consumers with more engaging messages

Answer 5

Madison & Vine

Question 6

The approach, style, tone, words and format used for executing an advertising message

Answer 6

Execution style

Question 7

The vehicle through which advertising messages are delivered to their intended audiences

Answer 7

Advertising media

Question 8

The net return on advertising investment divided by the costs of the advertising investment

Answer 8

Return on advertising investment

Question 9

A marketing services form that assist companies in planning, preparing, implementing and evaluating all or portions of their advertising programs

Answer 9

Advertising agency

Question 10

Building good relations with the company’s various publics by obtaining favourable publicity, building a good corporate image and handling or heading off unfavourable rumours, stories and events

Answer 10

Public relations (PR)