Chapter 18 Flashcards
Advertising
Paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media.
Institutional Advertising
Advertising that promotes organizational images, ideas, and political issues.
Advocacy Advertising
Advertising that promotes a company’s position on a public issue.
Product Advertising
Advertising that promotes the uses, features, and benefits of products.
Pioneer Advertising
Advertising that tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product.
Competitive Advertising
Tries to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands.
Comparative Advertising
Compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics.
Reminder Advertising
Advertising used to remind consumers about an established brand’s uses, characteristics, and benefits.
Reinforcement Advertising
Advertising that assures users they chose the right brand and tells them how to get the most satisfaction from it.
Advertising Campaign
The creation and execution of a series of advertisements to communicate with a particular target audience.
Target Audience
The group of people at whom advertisements are aimed.
Advertising Platform
Basic issue or selling points to be included in an advertising campaign.
Advertising Appropriation
The advertising budget for a specific time period.
Objective-and-Task Approach
Budgeting for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them.
Percent-of-Sales Approach
Budgeting for an advertising campaign by multiplying the firm’s past and expected sales by a standard percentage.
Competition-Matching Approach
Determining an advertising budget by trying to match competitors’ advertising overlays.
Arbitrary Approach
Budgeting for an advertising campaign as specified by a high-level executive in the firm.
Media Plan
A plan that specifies the media vehicles to be used and the schedule for running advertisements.
Cost Comparison Indicator
A means of comparing the costs of advertising vehicles in a specific medium in relation to the number of people reached.
Regional Issues
Versions of a magazine that differs across geographic regions.
Copy
The verbal portion of advertisements.
Storyboard
A blueprint that combines copy and visual material to show the sequence of major scenes in a commercial.
Artwork
An advertisement’s illustrations and layout.
Illustrations
Photos, drawings, graphs, charts, and tables used to spark audience interest in an advertisement.
Layout
The physical arrangement of an advertisement’s illustration and copy.
Pretest
Evaluation of advertisements performed before a campaign begins.
Consumer Jury
A panel of a product’s existing or potential buyers who pretest ads.
Posttest
Evaluation of advertising effectiveness after the campaign.
Recognition Test
A posttest in which respondents are shown the actual ad and are asked if they recognize it.
Unaided Recall Test
A posttest in which respondents are asked to identify advertisements they have seen recently but are not given any recall clues.
Aided Recall Test
A posttest that asks respondents to identify recent ads and provides clues to jog their memories.
Public Relations
Communication efforts used to create and maintain favorable relations between an organization and its stakeholders.
Publicity
A new story type of communication about an organization and/or its products transmitted through a mass medium at no charge.
News Release
A short piece of copy publicizing an event or a product.
Feature Article
A manuscript of up to 3,000 words prepared for a specific publication.
Captioned Photograph
A photograph with a brief description of its contents.
Press Conference
A meeting used to announce major news events.
