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11 Cards in this Set
- Front
- Back
any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
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advertising
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a specific communication task to be accomplished with a specific period of time
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advertising objective
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the dollars and other resources allocated to a product or company advertising program
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advertising budget
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the strategy by which the company accomplishes its advertising onjectives. It consists of two major elements: creating advertising messags and selecting advertising media
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advertising strategy
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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 consumer with more engaging messages
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Madison & Vine
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the compelling "big idea" that will bring the advertising message strategy to life in a distinctive and memorable way
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creative concept
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the approach, style, tone, words, and format used for executing an advertising message
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execution style
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the vehicles through which advertising messgs are delivered to their intended audiences
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advertising media
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the net return on advertising investment divided by the costs of the advertising investment
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return on advertising investment
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a marketing services firm thtat assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs
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advertising agency
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building good relations with the company's various publics by obtaining favorable publicity, building a good corporate image, and handling or heading off unfavorable rumors, stories, and events
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public relations
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