Chapter 15 Marketing Terms

Advertising
Any paid form of non-personal presentation and promotion of ideas, products, and services by an identified sponsor
Advertising Objectives
A specific communication task to be accomplished with a specific target audience during a specific period of time
Informative Advertising
Used heavily when introducing a new-product category
Persuasive Advertising
Used to persuade consumers to buy products and important as competition increases
Reminder Advertising
Mainly used for mature products and keep consumers thinking about the product
Advertising Budget
The dollars or resources allocated to a product or company advertising program
Advertising Strategy
The strategy by which the company accomplishes its advertising objectives
Madison and Vine
A term that has come to represent the merging of advertising and entertainment in an effort to break through clutter and create new avenues for reaching consumers with engaging messages
Advertainment
To make advertisements so entertaining or so useful that people want to watch them
Branded Entertainment
Involves making the brand an inseparable part of some other form of entertainment
Message Strategy
The way the message will be communicated to consumers
Creative Concept
The compelling “big idea” that will bring the advertising message strategy to life in a distinctive and memorable way
Execution Styles
Approach, style, tone, words, and format used for executing an effective advertising message
Advertising Media
Vehicles through which ad messages are delivered to intended audiences
Reach
Measure of percentage of people in target market exposed to ad campaigns
Frequency
Measure of how many times the average person in the target market is exposed to the message
Media Impact
The qualitative value of message exposure through a given medium
Continuity
Scheduling ads evenly within a given preiod
Pulsing
Scheduling ads unevenly over a given time period
Return on Advertising Investment
Net return on advertising investment divided by the costs of the advertising investment
Advertising Agencies
A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising program
Public Relations
Build good relations with the company’s various publics by obtaining favourable publicity, building corporate images, and handing off unfavourable rumours