Advertising
paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media
Institutional Advertising
promotes organizational images, ideas, and political issues
Advocacy Advertising
promotes a company's position on a public issue
Product Advertising
promotes products' uses, features, and benefits
Pioneer Advertising
tries to stimulate demand for a product category (rather than a specific brand) by informing potential buyers about the product
Competitive Advertising
tries to stimulate demand for a specific brand by promoting its features, uses, and advantages
Comparative Advertising
compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics
Reminder Advertising
reminds consumers about an established brand's uses, characteristics, and benefits
Reinforcement Advertising
assures users they choose the right brand and tells them how to get the most satisfaction from it
Advertising Campaign
designing a series of advertisements and placing them in various advertising media to reach a particular target audience
Target Audience
the group of people at whom advertisements are aimed
Advertising Platform
basic issues or selling points to be included in the advertising campaign
Advertising Appropriation
advertising budget for a specified period
Objective-and-Task Approach
budgeting for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them
Percent-of-Sales Approach
budgeting for an advertising campaign by multiplying the firm's past or expected sales by a standard percentage
Competition-Matiching Approach
determining an advertising budget by trying to match competitors' ad outlays
Arbitrary Approach
budgeting for an advertising campaign as specified by a high-level executive in the firm
Media Plan
specifies media vehicles and schedule for running the advertisements
Cost Comparison Indicator
a means of comparing the cost of vehicles in a specific medium in relation to the number of people reached
Regional Issues
versions of a magazine that differ across geographic regions
Copy
the verbal portion of advertisements
Storyboard
a mockup combining copy and visual material to show the sequence of major scenes in a commercial
Artwork
an ad's illustration and layout
Illustrations
photos, drawings, graphs, charts, and tables used to spark audience interest
Layout
the physical arrangement of an ad's illustration and copy
Pretest
evaluation of ads performed before a campaign begins
Consumer Injury
a panel of a product's actual or potential buyers who pretest ads
Posttest
evaluation of advertising effectiveness after the campaign
Recognition Test
a posttest in which individuals are shown the actual ad and asked if they recognized it
Unaided Recall Test
a posttest in which respondents identify ads they have recently seen but are given no recall clues
Aided Recall Test
a posttest that asks respondents to identify the recent ads and provides clues to jog their memories
Public Relations
communication efforts used to create and maintain favorable relations between an organiztion and its stakeholders
Publicity
a news story type of communication transmitted through a mass medium at no charge
News Release
a short piece of copy publicizing an event or a product
Feature Article
a manuscript of up to 3,000 words prepared for specific publication
Captioned Photograph
a photo with a brief description of its contents
Press Conference
a meeting used to announce major news events
1st Step in Developing an Advertising Campaign
identify target audience
2nd Step in Developing an Advertising Campaign
define advertising objectives
3rd Step in Developing an Advertising Campaign
create advertising platform
4th Step in Developing an Advertising Campaign
determine advertising appropriation
5th Step in Developing an Advertising Campaign
develop media plan
6th Step in Developing an Advertising Campaign
create advertising message
7th Step in Developing an Advertising Campaign
execute campaign
8th Step in Developing an Advertising Campaign
evaluate advertising effectiveness