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Chapter 16

Advertising and Public Relations

TermDefinition
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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