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Marketing Mngt 5
Vocabulary Terms Chpt 15
Question | Answer |
---|---|
any paid form of nonpersonal presentation and promotion of ideas, goods or services y an identified sponseor. | advertising |
A specific communication task to be accomplished with a specific target audience during a specific period of time. | advertising objective |
The dollars and other resources allocated to a product or company advertising company | advertising budget |
the strategy by which the company accomplishes its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media. | advertising strategy |
A term that has come to represent the merging of advertisement and entertainment in an effort to break through the clutter and create new avenues for reaching consumers with more engaging messages. | madison & vine |
the compelling "big idea" that that will bring the advertising message strategy to life in a distinctive and memorable way. | creative concept |
The approach, style tone, and format used for executing an advertising message | execution style |
The vehicles through which advertising messages are delivered to their intended audiences. | advertising media |
The net return on advertising investment divided by the costs of the advertising investment. | return on advertising investment |
A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs. | advertising agency |
Building good relations with the company's various public's by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. | public relations |