Chapter 18 Vocab

Question 1

advocacy advertising

Answer 1

Advertising that attempts to influence public opinion on important social, political, or environmental issues of concern to the sponsoring organization.

Question 2

buzz marketing

Answer 2

The process of creating events or experiences that yield conversations that include the brand or product advertisers are trying to sell.

Question 3

cause-related advertising

Answer 3

Advertising that identifies corporate sponsorship of philanthropic activities.

Question 4

corporate advertising

Answer 4

Advertising intended to establish a favorable attitude toward a company as a whole, not just toward a specific brand.

Question 5

green marketing

Answer 5

Corporate efforts that embrace a cause or program in support of the environment. Green marketing is currently of particular importance, as the public is becoming increasingly aware and concerned about the urgency of environmental issues.

Question 6

influencer marketing

Answer 6

A series of personalized marketing techniques directed at individuals or groups who have the credibility and capability to drive positive word of mouth in a broader and salient segment of the population.

Question 7

proactive public relations strategy

Answer 7

A public relations strategy that is dictated by marketing objectives, seeks to publicize a company and its brands, and is offensive in spirit rather than defensive.

Question 8

public relations

Answer 8

A marketing and management function that focuses on communications that foster goodwill between a firm and its many constituent groups.

Question 9

public relations audit

Answer 9

An internal study that identifies the characteristics of a firm or the aspects of the firm’s activities that are positive and newsworthy.

Question 10

public relations plan

Answer 10

A plan that identifies the objectives and activities related to the public relations communications issued by a firm.

Question 11

publicity

Answer 11

Unpaid-for media exposure about a firm’s activities or its products and services.

Question 12

reactive public relations strategy

Answer 12

A public relations strategy that is dictated by influences outside the control of a company, focuses on problems to be solved rather than opportunities, and requires defensive rather than offensive measures.

Question 13

viral marketing

Answer 13

The process of consumers marketing to consumers over the Internet through word of mouth transmitted through emails and electronic mailing lists.