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45 Cards in this Set

  • Front
  • Back
Advertising
Paid nonpersonal
communication about an
organization and its products
transmitted to a target audience
through mass media
Institutional advertising
Advertising that promotes
organizational images, ideas, and
political issues
Advocacy advertising
Advertising that promotes
a company’s position on a
public issue
Product advertising
Advertising that promotes the
uses, features, and benefits of
products
Pioneer advertising
Advertising that 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
relative to competing brands
Comparative advertising
Compares the sponsored brand with in or more identified brands on the basis of one or more product characteristics
Reminder advertising
used to rem in consumers about established brand's uses, characteristics, and benefits.
Reinforcement advertising
Assures users they chose the right brand and tells them how to get the most satisfaction from it
Advertising campaign
the creation and execution of a series of advertisements to communicate with 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 an advertising campaign
Advertising appropriation
the advertising budget for a specific time period
Objective-and-task approach
Budgeting for an advertising campaign by first determining its objectives and the calculating the cost of all the tasks need to attain them
Percent-of-sale approach
budgeting for an advertising campaign by multiplying the firms past and expected sales by a standard percentage
Competition-matching approach
Determining an advertising budget by trying to match competitors advertising outlays
Arbitrary approach
Budgeting for an advertising campaign as specified by a high-level executive
Media plan
Plan that specifies the media vehicles to be used and the schedule for running advertisements
Cost comparison indicator
A means of comparing the cost of advertising 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 blueprint that combines copy and visual material to show the sequence of major scenes in a commercial
Artwork
An advertisements illustrations and layout
Illustrations
Photos, drawings, graphs, charts, and tables used to spark audience interest in an advertisement.
Layout
The physical arrangement of an advertisements illustration and copy
Pretest
Evaluation of advertisements performed before a campaign begins
Consumer jury
A panel of a product's existing or potential buyers who pretest ads
Posttest
Evaluation of advertising effectiveness after the campaign
Recognition test
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 that have seen recently but are not given any recall clues.
Aided recall test
A posttest that ask respondents to identify recent ads and provide clues to jog their memories
Public relations
Communication efforts used to create and maintain favorable relations between an organization and its stakeholders
News release
A sort piece of copy publicizing an event or a product
Feature article
A manuscript of up to 3,000 words prepared for a specific publication
Captioned photograph
A photograph with a brief description of its contents
Press conference
A meeting used to announce major news events
Posttest
Evaluation of advertising effectiveness after the campaign
Recognition test
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 that have seen recently but are not given any recall clues.
Aided recall test
A posttest that ask respondents to identify recent ads and provide clues to jog their memories
Public relations
Communication efforts used to create and maintain favorable relations between an organization and its stakeholders
News release
A sort piece of copy publicizing an event or a product
Feature article
A manuscript of up to 3,000 words prepared for a specific publication
Captioned photograph
A photograph with a brief description of its contents
Press conference
A meeting used to announce major news events