Marketing Chapter 16: Advertising and Public Relations

Advertising
Paid, non personal communication through various media about a business firm, not-for-profit organization, product, or idea by a sponsor identified in a message intended to inform or persuade members of a particular audience.
Product advertising
Nonpersonal selling of a particular good or service.
Institutional advertising
Promotion of a concept, an idea, a philosophy, or the goodwill of an industry, company, organization, person, geographic location, or government agency.
Informative advertising
Promotion that seeks to develop initial demand for a good, service, organization, person, place, idea, or cause.
Persuasive advertising
Promotion that attempts to increase demand for an exhausting good, service, organization, person, place, idea, or cause.
Reminder advertising
Advertising that reinforces pervious promotional activity by keeping the name of a good, service, organization, person, place, idea, or cause before the public.
Comparative advertising
Advertising strategy that emphasizes messages with direct or indirect promotional comparisons between competing brands.
Retail advertising
Advertising by stores that sell goods or services directly to the consuming public.
Cooperative advertising
Strategy in which a retailer shares advertising costs with a manufacturer or wholesaler.
Interactive advertising
Two-way promotional messages transmitted through communication channels that induce message recipients to participate actively in the promotional effort.
Advertising campaign
Series of different but related ads that use a single theme and appear in different media within a specified time period.
Banner ads
Strip message placed in high-visibility areas of frequently visited Web sites.
Media scheduling
Setting the timing and sequence for a series of advertisements.
Advertising agency
Firm whose marketing specialists help advertisers plan and prepare advertisements.
Nonmarketing public relations
Organizational messages about general management issues.
Marketing public relations (MPR)
Narrowly focused public relations activities that directly support marketing goals.
Publicity
Nonpersonal stimulation of demand for a good, service, place, idea, person, or organization by unpaid placement of significant news regarding the product in a print or broadcast medium.
Cross-promotion
Promotional technique in which marketing partners share the cost of a promotional campaign that meets their mutual needs.
Media research
Advertising research that assesses how well a particular medium delivers an advertiser’s message; where and when to place the advertisement, and the size of the audience.
Message research
Advertising research that tests consumer reactions to an advertisement’s creative message.
Pretesting
Research that evaluates an ad during its development stage.
Posttesting
Research that assesses advertising effectiveness after it has appeared in a print or broadcast medium.
Split runs
Methods of testing alternative ads by dividing a cable TV audience or a publication’s subscribers in two, using two different ads, and then evaluating the relative effectiveness of each.
Cookies
Techniques for collecting information about online Web site visitors in which small text files are automatically downloaded to a user’s computer to gather such data as length of visit and the site visited next.
Puffery
Exaggerated claims of a product’s superiority, or the use of subjective or vague statements that may not be literally true.