Chapter 15

Question 1

Advertising

Answer 1

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Question 2

Advertising objective

Answer 2

A specific communication task to be accomplished with a specific target audience during a specific time.
(Inform, persuade, remind)

Question 3

Advertising budget

Answer 3

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

Question 4

Informative advertising

Answer 4

This is used when introducing a new product

category to build primary demand.

Question 5

Persuasive advertising

Answer 5

This is important with increased competition to build selective demand.

Question 6

Comparative advertising

Answer 6

This is when a company compares its brand with other brands.

Question 7

Reminder advertising

Answer 7

This is important with mature products to help maintain customer relationships and keep customers thinking about the product.

Question 8

Advertising strategy

Answer 8

This is the strategy by which the company accomplishes its advertising objectives and consists of:

Creating advertising messages
Selecting advertising media

Question 9

Madison & Vine

Answer 9

A term has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching customers with more engaging messages.

Question 10

Native advertising

Answer 10

Advertising or other brand-produced online content that loos in form and function like the other natural content surrounding it on a web or social media.

Question 11

Advertising clutter

Answer 11

Today’s consumers, armed with an arsenal of weapons, can choose what they watch and don’t watch. Increasingly,
(they are choosing not to watch ads.)

Question 12

Creative concept

Answer 12

The compelling “big idea” that will bring an advertising message strategy to life in a distinctive and memorable way

Question 13

Execution style

Answer 13

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

Question 14

Message execution

Answer 14

When the advertiser turns the big idea into an actual ad execution that will capture the target market’s attention and interest.

Question 15

The major steps in advertising media selection are:

Answer 15

Determining reach, frequency, impact, and engagement
Choosing among major media types
Selecting specific media vehicles
Choosing media timing

Question 16

Reach

Answer 16

This is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.

Question 17

Frequency

Answer 17

This is a measure of how many times the average person in the target market is exposed to the message.

Question 18

Impact

Answer 18

This is the qualitative value of a message exposure through a given medium.

Question 19

Engagement

Answer 19

This is a measure of things such as ratings, readership, listenership, and click-through rates.

Question 20

Communication effects

Answer 20

This Indicate whether the ad and media are communicating the ad message well and can be tested before or after the ad runs.

Question 21

Sales and profit effects

Answer 21

This compares past sales and profits with past expenditures or through experiments.

Question 22

Advertising media

Answer 22

The vehicles through which advertising messages are delivered to their intended audience.

Question 23

Return on advertising investment

Answer 23

The net return on advertising investment divided by the cost of the advertising investment.

Question 24

Advertising agency

Answer 24

A marketing service firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs.

Question 25

Public Relations (PR)

Answer 25

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

Question 26

Press relations

Answer 26

Or press agency involves the creation and placing of newsworthy information to attract attention to a person, product, or service.

Question 27

Product publicity

Answer 27

This involves publicizing specific products.

Question 28

Public affairs

Answer 28

This involves building and maintaining national or local community relations.

Question 29

Lobbying

Answer 29

This involves building and maintaining relations with legislators and government officials to influence legislation and regulation.

Question 30

Investor relations

Answer 30

This involves maintaining relationships with shareholders and others in the financial community.

Question 31

Development

Answer 31

This involves public relations with donors or members of nonprofit organizations to gain financial or volunteer support.