Chap17

Question 1

advertorials

Answer 1

An ad that is half advertising, half editorial, aimed at swaying public opinion rather than selling products.

Question 2

advocacy advertising

Answer 2

Advertising used to communicating organizations use of an issue that affect society or business.

Question 3

A promotional strategy utilizing nine sponsors to capitalize on the popularity or prestige of an event or a property by giving false impression that they are sponsors, such as buying up all the billboards based around an athletic stadium. Often employed by the competitors of the properties official sponsor.

Answer 3

Ambush marketing

Question 4

audiovisual materials

Answer 4

Slides, films, filmstrips, and videocast sets that maybe use for training, sales, or public relations activities.

Question 5

cause marketing

Answer 5

Promotion in which a portion of the proceeds from certain profit products are denoted to a nonprofit cause.

Question 6

community involvement

Answer 6

A local public relations activity which companies sponsor or participate in local activities such as a location for event.

Question 7

corporate advertising

Answer 7

The broad area of nine product advertising aimed specifically at enhancing a company’s image and increasing lagging awareness.

Question 8

corporate identitity advertising

Answer 8

Advertising a corporation creates to familiarize the public with its name, logo, trademarks, or corporate signature, especially after any of those elements are changed.

Question 9

e-zine

Answer 9

A magazine published online or sent by email

Question 10

Internal and external publications produced by business organizations, including stockholder reports, newsletters, consumer magazines, and dealer publications. Most are produced by a company’s advertising or public relations department or by its agency.

Answer 10

House organs

Question 11

in kind

Answer 11

The donation of goods and services as payment for something such as sponsorship

Question 12

opinion sampling

Answer 12

A form of public relations research in which consumers provide feedback via interviews, toll-free phone lines, focus groups, and similar methods.

Question 13

philanthropy

Answer 13

Support for a cause without any commercial incentive

Question 14

posters

Answer 14

For public-relations purposes, signs and part product information or news of interest to consumers, or that are aimed at employee behavior, such as Safety, courtesy, or waste reduction.

Question 15

public relations advertising

Answer 15

Advertising that attempts to improve a company’s relationship with its Public

Question 16

reputation management

Answer 16

The name of the long term strategic process to manage the standing of the firm with various publics

Question 17

umbrella advertising

Answer 17

Advertising campaigns intended to simultaneously communicate messages about a company and its products.

Question 18

venue markting

Answer 18

A form of sponsorship that links a sponsor to a physical site such as a stadium, arena, auditorium, or racetrack.

Question 19

What is the goal of cause marketing?

Answer 19

To increase sales for the product while raising money invisibility for a cause.