Chapter 15

Question 1

Advertising

Answer 1

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Question 2

Advertising objective

Answer 2

A specific communication task to be accomplished with a specific target audience during a specific period of time.

Question 3

Advertising budget

Answer 3

The dollars and other resources allocated to a product or a company advertising program.

Question 4

Advertising strategy

Answer 4

The strategy by which the company accomplishes its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media.

Question 5

Native advertising

Answer 5

Advertising or other brand-produced online content that looks in form and function. like the other natural content surrounding it on a web or social media platform.

Question 6

Creative concept

Answer 6

The compelling “big idea” that will bring an advertising message strategy to life in a distinctive and memorable way.

Question 7

Execution style

Answer 7

The approach, style, tone, words, and format used for executing an advertising message.

Question 8

Advertising media

Answer 8

The vehicles through which advertising messages are delivered to their intended audiences.

Question 9

Return on advertising investment

Answer 9

The net return on advertising investment divided by the costs of the advertising investment.

Question 10

Advertising agency

Answer 10

A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs.

Question 11

Public Relations (PR)

Answer 11

Activities designed to engage the company’s various publics and build good relations with them.