Chapter 15

Question 1

advertising

Answer 1

any paid form of nonpersonal persentation 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 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

Madison & Vine

Answer 5

a term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching consumers with more engaging messages

Question 6

creative concept

Answer 6

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

Question 7

execution style

Answer 7

the appraoch, style, tone, words and format used for executing and advertising mesage

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

Answer 11

building good relations with the comonay’s various publics by obtaining favorable publicity, buildig up a good corporate image, adn handling or heading off unfavorable rumors, stories or events