15. Advertising and Public Relations Flashcards Preview

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Flashcards in 15. Advertising and Public Relations Deck (11)
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0
Q

A specific communication task to be accomplished with a specific target audience during a specified period of time

A

Advertising objective

1
Q

Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor

A

Advertising

2
Q

The dollars and other resources allocated to a product or company advertising program

A

Advertising budget

3
Q

The strategy by which the company accomplished its advertising objectives

It consists of two major elements: creating advertising messages and selective advertising media

A

Advertising strategy

4
Q

The compelling ‘big idea’ that will bring the advertising message strategy to life in a distinctive and memorable way

A

Creative concept

5
Q

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

A

Madison & Vine

6
Q

The approach, style, tone, words and format used for executing an advertising message

A

Execution style

7
Q

The vehicle through which advertising messages are delivered to their intended audiences

A

Advertising media

8
Q

The net return on advertising investment divided by the costs of the advertising investment

A

Return on advertising investment

9
Q

A marketing services form that assist companies in planning, preparing, implementing and evaluating all or portions of their advertising programs

A

Advertising agency

10
Q

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

A

Public relations (PR)