Advertising Ch 18

Front 1

Advertorials

Back 1

an ad aimed at swaying public opinion rather than selling products

Front 2

Advocacy Advertising

Back 2

advertising used to communicate an organization's view on issues that affect society or business

Front 3

Ambush Marketing

Back 3

a promotional strategy used by non-sponsors to capitalize on the popularity or prestige of an event or property by giving the false impression that they are sponsors, such as by buying up all the billboard space around an athletic stadium; often employed by the competitors of the property's official sponsor

Front 4

Audiovisual Materials

Back 4

slides, films, CDs, and DVDs that may be used for training, sales, or public relations activities

Front 5

Bulletin Board

Back 5

used by PR staff to announce new equipment, new products, meetings and promotions, construction plans, and recreation news to employees

Front 6

Community Involvement

Back 6

a local public relations activity in which companies sponsor or participate in local activity or supply a location for an event

Front 7

Corporate Advertising

Back 7

the broad area of non-product advertising aimed specifically at enhancing a company's image and increasing lagging awareness

Front 8

Corporate Blog

Back 8

a Web-based source of information about a company, its policies, products, or activities; corporate blogs are one way companies can facilitate relationships with their consumers or other publics

Front 9

Corporate Identity Advertising

Back 9

advertising a corporation creates to familiarize the public with its name, logos, trademarks, or corporate signatures, especially after any of these elements are changed

Front 10

Crisis Management

Back 10

a company's plan for handling news and public relations during crisis

Front 11

Entertainment

Back 11

the second largest area of sponsorship, which includes things like concert tours, attractions, and theme parks

Front 12

Exhibit

Back 12

a market or public relations approach that involves preparing displays that tell about an organization or its products; exhibits may be used at fairs, colleges and universities, or trade shows

Front 13

Feature Article

Back 13

soft news about companies, products, or services that may be written by a PR person, the publication's staff, or a third party

Front 14

House Organ

Back 14

internal and external publications produced by business organizations, including stockholder reports, newsletters, consumer magazines, and dealer publications; most are produced by a company's advertising or public relations department or by its agency

Front 15

In Kind

Back 15

the donation of good and services as payment for some service such as sponsorship

Front 16

Institutional Advertising

Back 16

a type of advertising that attempts to obtain favorable attention for the business as a whole, not for a specific product or service the store or business sells; the effects of institutional advertising are intended to be long term rather than short range

Front 17

Lobbying

Back 17

informing government officials and persuading them to support or thwart administrative action or legislation in the interests of some client

Front 18

Market Prep Corporate Advertising

Back 18

corporate advertising that is used to set the company up for future sales; it simultaneously communicates messages about the products and the company

Front 19

Marketing Public Relations (MPR)

Back 19

the use of public relations activities as a marketing tool

Front 20

News (Press) Release

Back 20

a typewritten sheet of information issued to print and broadcast outlets to generate publicity or shed light on a subject of interest

Front 21

Opinion Sampling

Back 21

a form of public relations research in which consumers provide feedback via interviews, toll-free phone lines, focus groups, and similar methods

Front 22

Philanthropy

Back 22

support for a cause without any commercial incentive

Front 23

Poster

Back 23

for PR purposes, signs that impart product information or other news of interest to consumers, or that are aimed at employee behavior, such as safety, courtesy, or waste reduction

Front 24

Press Agentry

Back 24

the planning of activities and the staging of events to attract attention to new products or services and to generate publicity about the company or organization that will be of interest to the media

Front 25

Press (Media) Kit

Back 25

a package of publicity materials used to give information to the press at staged events such as press conferences or open houses; also, a package of sales material promoting a specific media vehicle

Front 26

Public Affairs

Back 26

all activities related to the community citizenship of an organization, including dealing with community officials and working with regulatory bodies and legislative groups

Front 27

Public Relations

Back 27

the management function that focuses on the relationships and communications that individuals and organizations have with other groups for the purpose of creating mutual goodwill; the primary role of PR is to manage a company's reputation and help build public consent for its enterprises

Front 28

Public Relations Advertising

Back 28

advertising that attempts to improve a company's relationship with its publics (labor, government, customers, suppliers, etc.)

Front 29

Publicity

Back 29

the generation of news about a person, product, or service that appears in broadcast or print media

Front 30

Publics

Back 30

in PR terminology, employees, customers, stockholders, competitors, suppliers, or general population of customers are all considered one of the organization's publics

Front 31

Recruitment Advertising

Back 31

a special type of advertising most frequently found in the classified sections of daily newspapers and typically the responsibility of a personnel department aimed at attracting employment applications

Front 32

Reputation Management

Back 32

in PR, the name of the long-term strategic process to manage the standing of the firm with various publics

Front 33

Speechwritting

Back 33

functions of a PRs practitioner to write speeches for stockholder meetings, conferences, conventions, etc.

Front 34

Sponsorship

Back 34

the presentation of a radio or TV program, or an event, or even a Web site by a sole advertiser; the advertiser is often responsible for the program content and the cost of production as well as the adverising; this is generally so costly that single sponsorship are usually limited to TV specials

Front 35

Venue Marketing

Back 35

a form of sponsorship that links a sponsor to a physical site such as a stadium, arena, auditorium, or racetrack

Front 36

Video News Release (VNR)

Back 36

a news or feature story prepared in video form and offered free to TV stations