Chapter 18

Question 1

Advertising

Answer 1

Paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media.

Question 2

Institutional Advertising

Answer 2

Advertising that promotes organizational images, ideas, and political issues.

Question 3

Advocacy Advertising

Answer 3

Advertising that promotes a company’s position on a public issue.

Question 4

Product Advertising

Answer 4

Advertising that promotes the uses, features, and benefits of products.

Question 5

Pioneer Advertising

Answer 5

Advertising that tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product.

Question 6

Competitive Advertising

Answer 6

Tries to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands.

Question 7

Comparative Advertising

Answer 7

Compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics.

Question 8

Reminder Advertising

Answer 8

Advertising used to remind consumers about an established brand’s uses, characteristics, and benefits.

Question 9

Reinforcement Advertising

Answer 9

Advertising that assures users they chose the right brand and tells them how to get the most satisfaction from it.

Question 10

Advertising Campaign

Answer 10

The creation and execution of a series of advertisements to communicate with a particular target audience.

Question 11

Target Audience

Answer 11

The group of people at whom advertisements are aimed.

Question 12

Advertising Platform

Answer 12

Basic issue or selling points to be included in an advertising campaign.

Question 13

Advertising Appropriation

Answer 13

The advertising budget for a specific time period.

Question 14

Objective-and-Task Approach

Answer 14

Budgeting for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them.

Question 15

Percent-of-Sales Approach

Answer 15

Budgeting for an advertising campaign by multiplying the firm’s past and expected sales by a standard percentage.

Question 16

Competition-Matching Approach

Answer 16

Determining an advertising budget by trying to match competitors’ advertising overlays.

Question 17

Arbitrary Approach

Answer 17

Budgeting for an advertising campaign as specified by a high-level executive in the firm.

Question 18

Media Plan

Answer 18

A plan that specifies the media vehicles to be used and the schedule for running advertisements.

Question 19

Cost Comparison Indicator

Answer 19

A means of comparing the costs of advertising vehicles in a specific medium in relation to the number of people reached.

Question 20

Regional Issues

Answer 20

Versions of a magazine that differs across geographic regions.

Question 21

Copy

Answer 21

The verbal portion of advertisements.

Question 22

Storyboard

Answer 22

A blueprint that combines copy and visual material to show the sequence of major scenes in a commercial.

Question 23

Artwork

Answer 23

An advertisement’s illustrations and layout.

Question 24

Illustrations

Answer 24

Photos, drawings, graphs, charts, and tables used to spark audience interest in an advertisement.

Question 25

Layout

Answer 25

The physical arrangement of an advertisement’s illustration and copy.

Question 26

Pretest

Answer 26

Evaluation of advertisements performed before a campaign begins.

Question 27

Consumer Jury

Answer 27

A panel of a product’s existing or potential buyers who pretest ads.

Question 28

Posttest

Answer 28

Evaluation of advertising effectiveness after the campaign.

Question 29

Recognition Test

Answer 29

A posttest in which respondents are shown the actual ad and are asked if they recognize it.

Question 30

Unaided Recall Test

Answer 30

A posttest in which respondents are asked to identify advertisements they have seen recently but are not given any recall clues.

Question 31

Aided Recall Test

Answer 31

A posttest that asks respondents to identify recent ads and provides clues to jog their memories.

Question 32

Public Relations

Answer 32

Communication efforts used to create and maintain favorable relations between an organization and its stakeholders.

Question 33

Publicity

Answer 33

A new story type of communication about an organization and/or its products transmitted through a mass medium at no charge.

Question 34

News Release

Answer 34

A short piece of copy publicizing an event or a product.

Question 35

Feature Article

Answer 35

A manuscript of up to 3,000 words prepared for a specific publication.

Question 36

Captioned Photograph

Answer 36

A photograph with a brief description of its contents.

Question 37

Press Conference

Answer 37

A meeting used to announce major news events.