Chap17 Flashcards Preview

Intro To Advertising > Chap17 > Flashcards

Flashcards in Chap17 Deck (19):
1

advertorials

An ad that is half advertising, half editorial, aimed at swaying public opinion rather than selling products.

2

advocacy advertising

Advertising used to communicating organizations use of an issue that affect society or business.

3

A promotional strategy utilizing nine sponsors to capitalize on the popularity or prestige of an event or a property by giving false impression that they are sponsors, such as buying up all the billboards based around an athletic stadium. Often employed by the competitors of the properties official sponsor.

Ambush marketing

4

audiovisual materials

Slides, films, filmstrips, and videocast sets that maybe use for training, sales, or public relations activities.

5

cause marketing

Promotion in which a portion of the proceeds from certain profit products are denoted to a nonprofit cause.

6

community involvement

A local public relations activity which companies sponsor or participate in local activities such as a location for event.

7

corporate advertising

The broad area of nine product advertising aimed specifically at enhancing a company's image and increasing lagging awareness.

8

corporate identitity advertising

Advertising a corporation creates to familiarize the public with its name, logo, trademarks, or corporate signature, especially after any of those elements are changed.

9

e-zine

A magazine published online or sent by email

10

Internal and external publications produced by business organizations, including stockholder reports, newsletters, consumer magazines, and dealer publications. Most are produced by a company's advertising or public relations department or by its agency.

House organs

11

in kind

The donation of goods and services as payment for something such as sponsorship

12

opinion sampling

A form of public relations research in which consumers provide feedback via interviews, toll-free phone lines, focus groups, and similar methods.

13

philanthropy

Support for a cause without any commercial incentive

14

posters

For public-relations purposes, signs and part product information or news of interest to consumers, or that are aimed at employee behavior, such as Safety, courtesy, or waste reduction.

15

public relations advertising

Advertising that attempts to improve a company's relationship with its Public

16

reputation management

The name of the long term strategic process to manage the standing of the firm with various publics

17

umbrella advertising

Advertising campaigns intended to simultaneously communicate messages about a company and its products.

18

venue markting

A form of sponsorship that links a sponsor to a physical site such as a stadium, arena, auditorium, or racetrack.

19

What is the goal of cause marketing?

To increase sales for the product while raising money invisibility for a cause.