Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
11 Cards in this Set
- Front
- Back
|
advertising
|
any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified purposes
|
|
|
advertising objective
|
a specific communication task to be accomplished with a specific target audience during a specific period of time
|
|
|
advertising budget
|
the dollars and other resources allocated to a product or company advertising program
|
|
|
advertising strategy
|
the strategy by which the company accomplishes its advertising objectives; it consists of two major elements: creating advertising messages and selecting advertising media
|
|
|
creative concept
|
the compelling "big idea" that will bring the advertising message strategy to life in a distinctive and memorable way
|
|
|
Madison & Vine
|
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 consumers with more engaging messages
|
|
|
execution style
|
the approach, style, tone, words, and format used for executing an advertising message
|
|
|
advertising media
|
the vehicles through which advertising messages are delivered to their intended audiences
|
|
|
return on advertising investment
|
the net return on advertising investment divided by the costs of the advertising investment
|
|
|
advertising agency
|
a marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs
|
|
|
public relations
|
building good relations with the company's various publics by obtaining favourable publicity, building a good corporate image, and handling or heading off unfavourable rumours, stories, and events
|
