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Marketing 18

Advertising and Public Relations

QuestionAnswer
Institutional Advertising Advertising that promotes organizational images, ideas, and political issues.
Product Advertising Advertising that promotes the uses, features, and benefits of products.
Public Relations Communication efforts used to create and maintain favorable relations between an organization and its stakeholders.
Ilustrations Photos, drawings, graphs, charts, and tables used to spark audience interest in an advertisement.
Advocacy Advertising Advertising that promotes a company's position on a public issue.
Layout The physical arrangement of an advertisement's illustration and copy.
Reinforcement Advertising Advertising that assures users they chose the right brand and tells them how to get the most satisfaction from it.
Competition-Matching Approach Determining an advertising budget by trying to match competitors' advertising outlays.
Posttest Evaluation of advertising effectiveness after the campaign.
Target Audience The group of people at whom advertisements are aimed.
Cost Comparison Indicator A means of comparing the costs of advertising vehicles in a specific medium in relation to the number of people reached.
Recognition Test A posttest in which respondents are shown the actual ad and are asked if they recognize it.
Advertising Paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media.
Media Plan A plan that specifies the media vehicles to be used and the schedule for running advertisements.
Advertising Platform Basic issues or selling points to be included in an advertising campaign.
Arbitrary Approach Budgeting for an advertising campaign as specified by a high-level executive in the firm.
Competitive Advertising Compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics.
News Release A short piece of copy publicizing an event or a product.
Press Conference A meeting used to announce major news events.
Pretest Evaluation of advertisements performed before a campaign begins.
Feature Article A manuscript of up to 3,000 words prepared for a specific publication.
Copy The verbal portion of advertisements.
Artwork An advertisement's illustrations and layout.
Storyboard A blueprint that combines copy and visual material to show the sequence of major scenes in a commercial.
Regional Issues Versions of a magazine that differ across geographic regions.
Reminder Advertising Advertising used to remind consumers about an established brand's uses, characteristics, and benefits.
Consumer Jury A panel of a product's existing or potential buyers who pretest ads.
Unaided Recall Test A posttest in which respondents are asked to identify advertisements they have seen recently but are not given any recall clues.
Captioned Photograph A photograph with a brief description of its content.
Advertising Appropriation The advertising budget for a specific time period.
Aided Recall Test A posttest that asks respondents to identify recent ads and provides clues to jog their memories.
Publicity A news story type of communication about an organization and/or its products transmitted through a mass medium at no charge.
Percent-of-Sales Approach Budgeting for an advertising campaign by multiplying the firm's past and expected sales by a standard percentage.
Pioneer Advertising Advertising that tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product.
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.
Competitive Advertising Tries to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands.
Advertising Campaign The creation and execution of a series of advertisements to communicate with a particular target audience.
Created by: ElTioBabalu
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