Chapter 17

Question 1

Paid, non-personal communication about an organization and its products transmitted to a target audience through mass media

Answer 1

Advertising

Question 2

advertising that promotes organizational images, ideas, and political issues

Answer 2

Institutional advertising

Question 3

Advertising that promotes a company’s position on a pubic issue

Answer 3

Advocacy advertising

Question 4

Advertising that promotes the uses, features, and benefits of products

Answer 4

product advertising

Question 5

Advertising that tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product

Answer 5

Pioneer advertising

Question 6

Tries to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands

Answer 6

Competitive advertising

Question 7

Compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics

Answer 7

comparative advertising

Question 8

Advertising used to remind consumers about an established brand’s uses, characteristics, and benefits

Answer 8

Reminder advertising

Question 9

Advertising that assures users they chose the right brand and tells them how to get the most satisfaction from it

Answer 9

Reinforcement advertising

Question 10

The creation and execution of a series of advertisements to communicate with a particular target audience

Answer 10

Advertising campaign

Question 11

The group of people at whom advertisements are aimed

Answer 11

Target audience

Question 12

basic issues or selling points to be included in an advertising campaign

Answer 12

Advertising platform

Question 13

The advertising budget for a specific time period

Answer 13

Advertising appropriation

Question 14

Budgeting for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them

Answer 14

objective-and-task approach

Question 15

Budgeting for an advertising campaign by multiplying the firm’s past and expected sales by a standard percentage

Answer 15

Percentage-of-sales approach

Question 16

Determining an advertising budget by trying to match competitors’ advertising outlays

Answer 16

competition-matching approach

Question 17

Budgeting for an advertising campaign as specified by a high-level executive in the firm

Answer 17

Arbitrary approach

Question 18

A plan that specifies the media vehicles to be used and the schedule for running advertisements

Answer 18

Media plan

Question 19

A means of comparing the costs of advertising vehicles in a specific medium in relation to the number of people reached

Answer 19

Cost comparison indicator

Question 20

Versions of a magazine that differ across geographic regions

Answer 20

Regional issues

Question 21

The verbal portion of advertisements

Answer 21

Copy

Question 22

A blueprint that combine copy and visual material to show the sequence of major scenes in a commercial

Answer 22

storyboard

Question 23

An advertisement’s illustrations and layout

Answer 23

artwork

Question 24

Photos, drawings, graphs, charts, and tables used to spark audience interest in an advertisement

Answer 24

illustrations

Question 25

The physical arrangement of an advertisement's illustration and copy

Answer 25

layout

Question 26

Communication efforts used to create and maintain favorable relations between an organization and its stakeholders

Answer 26

Public relations

Question 27

A news-story type of communication about an organization and/or its products transmitted through a mass medium at no charge

Answer 27

publicity

Question 28

A short piece of copy publicizing an event or a product

Answer 28

News release

Question 29

A manuscript of up to 3,000 words prepared for a specific publication

Answer 29

feature article

Question 30

A photograph with a brief description of its contents

Answer 30

Captioned photograph

Question 31

A meeting used to announce major news events

Answer 31

Press conference