Chapter 15: Advertising and Public Relations

Question 0

Advertising Objective

Answer 0

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

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 Budget

Answer 2

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

Question 3

Advertising Strategy

Answer 3

The strategy by which the company accomplishes its advertising objectives. It consists of two major elements:

1. Creating advertising messages
2. Selecting advertising media.

Question 4

Madison & Vine

Answer 4

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.

Question 5

Creative Concept

Answer 5

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

Question 6

Execution Style

Answer 6

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

Question 7

Advertising Media

Answer 7

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

Question 8

Return on Advertising Investment

Answer 8

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

Question 9

Advertising Agency

Answer 9

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

Question 10

Public Relations (PR)

Answer 10

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