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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
advertising
a specific communication task to be accomplished with a specific period of time
advertising objective
the dollars and other resources allocated to a product or company advertising program
advertising budget
the strategy by which the company accomplishes its advertising onjectives. It consists of two major elements: creating advertising messags and selecting advertising media
advertising strategy
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
Madison & Vine
the compelling "big idea" that will bring the advertising message strategy to life in a distinctive and memorable way
creative concept
the approach, style, tone, words, and format used for executing an advertising message
execution style
the vehicles through which advertising messgs are delivered to their intended audiences
advertising media
the net return on advertising investment divided by the costs of the advertising investment
return on advertising investment
a marketing services firm thtat assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs
advertising agency
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
public relations