Chapter 15 Vocab

Question 1

advertising

Answer 1

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

Question 2

4 important decisions when developing an advertising program

Answer 2

setting advertising objectives
setting the advertising budget
developing advertising strategy
evaluating advertising campaigns

Question 3

advertising objectives

Answer 3

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

Question 4

3 primary purposes of advertising objectives

Answer 4

inform
persuade
remind

Question 5

informative advertising

Answer 5

used heavily when introducing a new product category

Question 6

persuasive advertising

Answer 6

more important as competition increases
can become comparative advertising when a company directly or indirectly compares its brand with one or more other brands

Question 7

reminder advertising

Answer 7

important for mature products; maintains consumer relationships and keeps consumers thinking about the product

Question 8

advertising budget

Answer 8

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

Question 9

advertising strategy

Answer 9

strategy by which the company accomplishes its advertising objectives
consists of creating advertising messages and selecting advertising media

Question 10

Madison & Vine

Answer 10

represents 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 11

advertainment

Answer 11

make the ads so entertaining or useful that people want to watch them

Question 12

branded entertainment

Answer 12

involves making the brand an inseparable part of some other form of entertainment

Question 13

message strategy

Answer 13

the first step in creating effective advertising messages

the general message that will be communicated to consumers

Question 14

creative concept

Answer 14

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

Question 15

advertising appeals’ 3 characteristics

Answer 15

meaningful
believable
distinctive

Question 16

execution style

Answer 16

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

Question 17

examples of execution styles (8)

Answer 17

slice of life: shows typical people using the product
lifestyle: integrates product with a particular lifestyle
fantasy: creates fantasy around a product or its use
mood/image: builds mood about product
musical: singing about the product
personality symbol: character represents the product
technical expertise: shows company’s expertise
scientific evidence: favorable evidence about brand
testimonial: endorsement by desirable source

Question 18

advertising media

Answer 18

vehicles through which advertising messages are delivered to their intended audiences

Question 19

4 major steps in advertising media selection

Answer 19

determining reach, frequency and impact
choosing among major media types
selecting specific media vehicles
choosing media timing

Question 20

return on advertising investment

Answer 20

net return on advertising investment divided by the costs of the advertising investment
communication effects and sales & profit effects

Question 21

advertising agency

Answer 21

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

Question 22

public relations

Answer 22

building good relations with the company’s various publics by obtaining favorable publicity; building up a good corporate image; and handling or heading off unfavorable rumors, stories and events

Question 23

potential functions of PR (6)

Answer 23

press relations or press agency - creating and placing newsworthy information in the news
product publicity - publicizing specific products
public affairs - building and maintaining community relationships
lobbying - building and maintaining government or legal relationships in order to influence regulation/legislation
investor relations - maintaining relationships with shareholders and others in the financial community
development - working with donors or members of nonprofits to gain financial or volunteer support

Question 24

major PR tools (6)

Answer 24

news
special events
written materials
audiovisual materials
corporate identity materials
public service activities