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45 Cards in this Set
- Front
- Back
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Advertising
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Paid nonpersonal
communication about an organization and its products transmitted to a target audience through mass media |
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Institutional advertising
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Advertising that promotes
organizational images, ideas, and political issues |
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Advocacy advertising
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Advertising that promotes
a company’s position on a public issue |
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Product advertising
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Advertising that promotes the
uses, features, and benefits of products |
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Pioneer advertising
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Advertising that tries to stimulate
demand for a product category rather than a specific brand by informing potential buyers about the product |
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Competitive advertising
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Tries to stimulate demand for a
specific brand by promoting its features, uses, and advantages relative to competing brands |
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Comparative advertising
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Compares the sponsored brand with in or more identified brands on the basis of one or more product characteristics
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Reminder advertising
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used to rem in consumers about established brand's uses, characteristics, and benefits.
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Reinforcement advertising
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Assures users they chose the right brand and tells them how to get the most satisfaction from it
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Advertising campaign
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the creation and execution of a series of advertisements to communicate with a particular target audience
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Target audience
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the group of people at whom advertisements are aimed
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Advertising platform
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Basic issues or selling points to be included in an advertising campaign
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Advertising appropriation
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the advertising budget for a specific time period
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Objective-and-task approach
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Budgeting for an advertising campaign by first determining its objectives and the calculating the cost of all the tasks need to attain them
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Percent-of-sale approach
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budgeting for an advertising campaign by multiplying the firms past and expected sales by a standard percentage
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Competition-matching approach
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Determining an advertising budget by trying to match competitors advertising outlays
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Arbitrary approach
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Budgeting for an advertising campaign as specified by a high-level executive
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Media plan
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Plan that specifies the media vehicles to be used and the schedule for running advertisements
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Cost comparison indicator
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A means of comparing the cost of advertising vehicles in a specific medium in relation to the number of people reached
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Regional issues
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Versions of a magazine that differ across geographic regions
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Copy
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The verbal portion of advertisements
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Storyboard
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A blueprint that combines copy and visual material to show the sequence of major scenes in a commercial
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Artwork
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An advertisements illustrations and layout
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Illustrations
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Photos, drawings, graphs, charts, and tables used to spark audience interest in an advertisement.
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Layout
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The physical arrangement of an advertisements illustration and copy
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Pretest
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Evaluation of advertisements performed before a campaign begins
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Consumer jury
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A panel of a product's existing or potential buyers who pretest ads
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Posttest
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Evaluation of advertising effectiveness after the campaign
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Recognition test
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A posttest in which respondents are shown the actual ad and are asked if they recognize it
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Unaided recall test
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A posttest in which respondents are asked to identify advertisements that have seen recently but are not given any recall clues.
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Aided recall test
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A posttest that ask respondents to identify recent ads and provide clues to jog their memories
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Public relations
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Communication efforts used to create and maintain favorable relations between an organization and its stakeholders
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News release
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A sort piece of copy publicizing an event or a product
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Feature article
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A manuscript of up to 3,000 words prepared for a specific publication
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Captioned photograph
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A photograph with a brief description of its contents
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Press conference
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A meeting used to announce major news events
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Posttest
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Evaluation of advertising effectiveness after the campaign
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Recognition test
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A posttest in which respondents are shown the actual ad and are asked if they recognize it
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Unaided recall test
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A posttest in which respondents are asked to identify advertisements that have seen recently but are not given any recall clues.
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Aided recall test
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A posttest that ask respondents to identify recent ads and provide clues to jog their memories
|
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Public relations
|
Communication efforts used to create and maintain favorable relations between an organization and its stakeholders
|
|
News release
|
A sort piece of copy publicizing an event or a product
|
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Feature article
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A manuscript of up to 3,000 words prepared for a specific publication
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Captioned photograph
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A photograph with a brief description of its contents
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Press conference
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A meeting used to announce major news events
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