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Chapter 16
Advertising and Public Relations
| Term | Definition |
|---|---|
| advertising | paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media |
| institutional advertising | advertising that promotes organizational images, ideas, and political issues |
| advocacy advertising | advertising that promotes a company's position on a public issue |
| product advertising | advertising that promotes the uses, features, and benefits of products |
| pioneer advertising | advertising that tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product |
| competitive advertising | advertising that tries to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands |
| comparative advertising | advertising that compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics |
| reminder advertising | advertising used to remind consumers about an established brand's uses, characteristics, and benefits |
| reinforcement advertising | advertising that assures users they chose the right brand and tells them how to get the most satisfaction from it |
| native advertising | digital advertising that matches the appearance and the purpose of the content in which it is embedded |
| advertising campaign | the creation and execution of a series of advertisements that communicate with a particular target audience |
| target audience | the group of people at whom advertisements are aimed |
| advertising platform | basic issues or selling points to be included in an advertising campaign |
| advertising appropriation | the advertising budget for a specific time period |
| objective-and-task approach | budgeting for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them |
| percent-of-sales approach | budgeting for an advertising campaign by multiplying the firm's past and expected sales by a standard percentage |
| competition-matching approach | determining an advertising budget by trying to match competitor' advertising outlays |
| arbitrary approach | budgeting for an advertising campaign as specified by a high-level executive in the firm |
| media plan | a plan that specifies the media vehicles to be used and the schedule for running advertisements |
| cost comparison indicator | a means of comparing the costs of advertising vehicles in specific medium in relation to the number of people reached |
| regional issues | versions of a magazine that differ across geographic regions |
| copy | the verbal portion of advertisements |
| storyboard | a blueprint that combines copy and visual material to show the sequence of major scenes in a commercial |
| artwork | an advertisement's illustrations and layout |
| illustrations | photos, drawings, graphs, charts, and tables used to spark audience interest in an advertisement |
| layout | the physical arrangement of an advertisement's illustration and copy |
| pretest | evaluation of advertisements performed before a campaign begins |
| consumer jury | a panel of a product's existing or potential buyers who pretest ads |
| posttest | evaluation of advertising effectiveness after the campaign |
| recognition test | a posttest in which respondents are shown the actual ad and are asked if they recognize it |
| unaided recall test | a posttest in which respondents are asked to identify advertisements they have seen recently but are not given any recall clues |
| aided recall test | a posttest that asks respondents to identify recent ads and provides clues to jog their memories |
| public relations | communication efforts used to create and maintain favorable relations between an organization and its stakeholders |
| publicity | a news-story type of communication about an organization and/or its products transmitted through a mass medium at no charge |
| news release | a short piece of copy publicizing an event or a product |
| feature article | a manuscript of up to 3,000 words prepared for a specific publication |
| captioned photograph | a photograph with a brief description of its contents |
| press conference | a meeting used to announce major news events |
Created by:
hallie999
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