Flashcards in Chapter 18 Deck (37):
Paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media.
Advertising that promotes organizational images, ideas, and political issues.
Advertising that promotes a company's position on a public issue.
Advertising that promotes the uses, features, and benefits of products.
Advertising that tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product.
Tries to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands.
Compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics.
Advertising used to remind consumers about an established brand's uses, characteristics, and benefits.
Advertising that assures users they chose the right brand and tells them how to get the most satisfaction from it.
The creation and execution of a series of advertisements to communicate with a particular target audience.
The group of people at whom advertisements are aimed.
Basic issue or selling points to be included in an advertising campaign.
The advertising budget for a specific time period.
Budgeting for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them.
Budgeting for an advertising campaign by multiplying the firm's past and expected sales by a standard percentage.
Determining an advertising budget by trying to match competitors' advertising overlays.
Budgeting for an advertising campaign as specified by a high-level executive in the firm.
A plan that specifies the media vehicles to be used and the schedule for running advertisements.
Cost Comparison Indicator
A means of comparing the costs of advertising vehicles in a specific medium in relation to the number of people reached.
Versions of a magazine that differs across geographic regions.
The verbal portion of advertisements.
A blueprint that combines copy and visual material to show the sequence of major scenes in a commercial.
An advertisement's illustrations and layout.
Photos, drawings, graphs, charts, and tables used to spark audience interest in an advertisement.
The physical arrangement of an advertisement's illustration and copy.
Evaluation of advertisements performed before a campaign begins.
A panel of a product's existing or potential buyers who pretest ads.
Evaluation of advertising effectiveness after the campaign.
A posttest in which respondents are shown the actual ad and are asked if they recognize it.
Unaided Recall Test
A posttest in which respondents are asked to identify advertisements they have seen recently but are not given any recall clues.
Aided Recall Test
A posttest that asks respondents to identify recent ads and provides clues to jog their memories.
Communication efforts used to create and maintain favorable relations between an organization and its stakeholders.
A new story type of communication about an organization and/or its products transmitted through a mass medium at no charge.
A short piece of copy publicizing an event or a product.
A manuscript of up to 3,000 words prepared for a specific publication.
A photograph with a brief description of its contents.