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Chp 12 Study Guide
POB Chp 12 Test Study Guide
| Term | Definition |
|---|---|
| Institutional Promotion | Promotion that focuses on a company rather than its products |
| Persuasion | Uses logic to change a belief or get people to take a certain action |
| Promotional Campaign | The coordination of marketing communications to achieve a specific goal |
| Promotional mix | A combination of the elements used in a promotional campaign |
| Public Relations | Applying communication skills that promote goodwill between a business and the public |
| Participatory Marketing | A promotion strategy that uses digital elements to communicate and interact with customers |
| Headline | Part of an advertisement that is designed to grab attention so viewers will read the rest of the ad |
| Environmental Print | Print that appears in everyday life |
| Metrics | Created to track and evaluate promotion activities; also known as standards of measurements |
| Action word | Verb that tell the readers what to do. |
| Brand name | Name given to the product consisting of words, numbers, or letters than can be read or spoken. |
| Advertising campaign | Coordinated series of linked ads with a single idea or theme |
| Channel | How the message is transmitted. |
| Advertising | Nonpersonal communication paid for by an identified sponsor. |
| Press Release | Story featuring useful company information written by the company PR contact. |
| Product Promotion | Promoting specific products or services. |
| Copy | Ad text that provides information and sells the product. |
| Logo | Picture, design, or graphic image that represents the brand |
| Layout | Arrangement of the headline, copy, and art on a page. |
| Decoding | Translation of a message into terms that the receiver can understand. |
| Hook | Aspect of an ad that grabs attention. |
| Marquee | Overhanging structure containing a sign at the entrance of the store |
| Encoding | Process of turning the idea for a message into symbols that can be communicated |
| Signature | Identifies the person or company paying for an ad |
| Receiver | A person who reads, hears, or sees the message |
| Storefront | A store exterior which reflects the image of the business |
| Tagline or Slogan | a phrase or sentence that summarizes an essential part of a product or business |
| White Space | Blank areas on a layout page where there is no art of copy |
| Weight | In typography it refers to the thickness and slant of letters. |
| Typography | the visual aspect of the words printed on a page. |
| Typeface | The particular style of printed letters and numbers |
| Unique Selling Proposition (USP) | a statement summarizing the features and benefits of the company or product, how it differs from the competition, and how it is better than the competition. |
| Integrated marketing communications (IMC) | combines the elements of the promotional mix to create a unified marketing message. |
| Transit Promotion | Advertising found on public transportation |
| Communications Process | a series of actions by the sender and receiver of a message and the path the message follows. |
| Proactive Public Relations | when a company presents itself in a positive manner to build an image |
Created by:
mrstephens
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