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AdvertisingFinal
| Question | Answer |
|---|---|
| advertorial | half advertising, half editorial, aimed at swaying public opinion rather than selling products. |
| advocacy advertising | Advertising used to communicate an organization's views on issues that affect society or business. |
| ambush marketing | utilized by nonsponsors to capitalize on the popularity or prestige of an event or property by giving the false impression that they are sponsors, (billboard at stadium) |
| audiovisual materials | Slides, films, filmstrips, and videocassettes that may be used for training, sales, or public relations activities. |
| community involvement | A local public relations activity in which companies sponsor or participate in a local activity or supply a location for an event. |
| corporate identity advertising | Advertising a corporation creates to familiarize the public with its name, logos, trademarks, or corporate signatures, especially after any of these elements are changed. |
| crisis management | A company's plan for handling news and public relations during crises. |
| entertainment | The second largest area of sponsorship, which includes things like concert tours, attractions, and theme parks. |
| exhibits | A marketing or public relations approach that involves preparing displays that tell about an organization or its products; (fairs, colleges and universities, or trade shows) |
| feature article | Soft news about companies, products, or services that may be written by a PR person, the publication's staff, or a third party. |
| house organs | Internal and external publications produced by business organizations, including stockholder reports, newsletters, consumer magazines, and dealer publications. produced by a company's advertising or public relations department or by its agency. |
| in kind | The donation of goods and services as payment for some service such as a sponsorship. |
| institutional advertising | attempts to obtain favorable attention for the business as a whole, not for a specific product or service the store or business sells. The effects of institutional advertising are intended to be long term rather than short range. |
| lobbying | refers to informing and persuading gov’t officials to promote or thwart admin action or legislation in the interest of the client |
| market prep corporate advertising | Corporate advertising that is used to set the company up for future sales; it simultaneously communicates messages about the products and the company. |
| marketing public relations (MPR) | The use of public relations activities as a marketing tool. |
| news release | A typewritten sheet of information (usually 8 1/2 by 11 inches) issued to print and broadcast outlets to generate publicity or shed light on a subject of interest. |
| opinion sampling | A form of public relations research in which consumers provide feedback via interviews, toll-free phone lines, focus groups, and similar methods. |
| philanthropy | Support for a cause without any commercial incentive. |
| posters | For public relations purposes, signs that impart product information or other news of interest to consumers, or that are aimed at employee behavior, such as safety, courtesy, or waste reduction. |
| press agentry | The planning of activities and the staging of events to attract attention to new products or services and to generate publicity about the company or organization that will be of interest to the media. |
| press kit | A package of publicity materials used to give information to the press at staged events such as press conferences or open houses. |
| public affairs | All activities related to the community citizenship of an organization, including dealing with community officials and working with regulatory bodies and legislative groups. |
| public relations (PR) | the promotional function that focuses on the relationships and communications that individs and organizations have w/ other groups |
| public relations activities | Publicity, press agentry, sponsorships, special events, and public relations advertising used to create public awareness and credibility—at low cost—for the firm. |
| publicity | The generation of news about a person, product, or service that appears in broadcast or print media. |
| publics | In PR terminology, employees, customers, stockholders, competitors, suppliers, or general population of customers are all considered one of the organization's publics. |
| recruitment advertising | A special type of advertising, most frequently found in the classified sections of daily newspapers and typically the responsibility of a personnel department aimed at attracting employment applications. |
| reputation management | In public relations, the name of the long-term strategic process to manage the standing of the firm with various publics. |
| speechwriting | Function of a public relations practitioner to write speeches for stockholder meetings, conferences, conventions, etc. |
| sponsorship | The presentation of a radio or TV program, event, etc by a sole advertiser. The advertiser is often responsible for the program content and the cost of production as well as the advertising. |
| venue marketing | A form of sponsorship that links a sponsor to a physical site such as a stadium, arena, auditorium, or racetrack. |
| video news release (VNR) | A news or feature story prepared in video form and offered free to TV stations. |
| Primary Goal of Public Relations: | to manage a company’s reputation and help build public consent for its enterprises |
| advertising allowance | Either a percentage of gross purchases or a flat fee paid to the retailer for advertising the manufacturer's product. |
| buyback allowance | A manufacturer's offer to pay for an old product so that it will be taken off the shelf to make room for a new product. |
| cooperative (co-op) advertising | The sharing of advertising costs by the manufacturer and the distributor or retailer |
| data management | gathering, consolidating, updating, and enhancing the information about customers and prospects that resides in a company's database. |
| database marketing | Tracking and analyzing the purchasing patterns of specific customers in a computer database and then targeting advertising to their needs. |
| direct marketing | direct communication to a consumer or business recipient to generate response for an order or further info |
| direct-response advertising | asks the reader, listener, or viewer to respond and provide feedback straight to the sender |
| Direct selling | Face-to-face selling away from a fixed retail location. |
| diverting | Purchasing large quantities of an item at a regional promotional discount and shipping portions to areas of the country where the discount isn't being offered. |
| forward buying | A retailer's stocking up on a product when it is discounted and buying smaller amounts when it is at list price. |
| polybagging | Samples are delivered in plastic bags with the daily newspaper or a monthly magazine. |
| RFM | a method to determine the most reliable customers in a company's database, according to Recency, Frequency, and Monetary variables. |
| sales promotion | A direct inducement offering extra incentives all along the marketing route |
| trade advertising | The advertising of goods and services to middlemen to stimulate wholesalers and retailers to buy goods for resale to their customers or for use in their own businesses. |
| trade concentration | More products being sold by fewer retailers. |
| Price War | overly aggressive sales promotion |
| Direct mail advertising | highest cost perexposure |
| advertising specialty | A promotional product, usually imprinted with an advertiser's name, message, or logo, that is distributed free as part of a marketing communications program. |
| basic bus | In transit advertising, all the inside space on a group of buses, gives advertiser complete domination. |
| brand trains | An advertising program under which all the advertising in and on a train is from a single advertiser. This advertising concept was first used in subway trains in New York City and is being used on the Las Vegas monorail. |
| car-end posters | Transit advertisements of varying sizes, positioned in the bulkhead. |
| full showing | A unit of purchase in transit advertising where one card will appear in each vehicle in the system. |
| immersive advertising | Proprietary technique developed by Neopets.com for integrating an advertiser's products or services into the Web site experience. |
| inside card | A transit advertisement placed in a wall rack above the windows of a bus. |
| 100 showing | The basic unit of sale for billboards or posters is 100 gross rating points daily. One rating point equals 1 percent of a particular market's population. |
| premium | An item offered free or at a bargain price to encourage the consumer to buy an advertised product. |
| showing | A traditional term referring to the relative number of outdoor posters used during a contract period, indicating the intensity of market coverage. For example, a 100 showing provides an even and thorough coverage of the entire market. |
| spectaculars | Giant electronic signs that usually incorporate movement, color, and flashy graphics to grab the attention of viewers in high-traffic areas. |
| standardized outdoor advertising | Specialized system of outdoor advertising structures located scientifically to deliver an advertiser's message to an entire market. |
| taxicab exteriors | In transit advertising, internally illuminated, two-sided posters positioned on the roofs of taxis. Some advertising also appears on the doors or rear. |
| terminal posters | posters in many bus, subway, and commuter train stations as well as in major train and airline terminals. They are usually custom designed and include such attention getters |
Created by:
kristin005
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