Chapter Fifteen

Question 1

Advertising

Answer 1

Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.

Question 2

Advertising objective

Answer 2

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

Question 3

Advertising budget

Answer 3

The money and other resources allocated to a product or a company advertising programme.

Question 4

Advertising strategy

Answer 4

The strategy by which the company accomplishes its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media.

Question 5

Madison & Vine

Answer 5

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 6

Creative concept

Answer 6

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

Question 7

Execution style

Answer 7

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

Question 8

Advertising media

Answer 8

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

Question 9

Return on advertising investment

Answer 9

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

Question 10

Advertising agency

Answer 10

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

Question 11

Public relations (PR)

Answer 11

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