Principles of Marketing: Chapter 15

Advertising
any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
advertising objective
a specific communication task to be accomplished with a specific target audience during a specific period of time
Informative advertising
explaining how a product works
building a brand and company image
describing available services
persuasive advertising
encouraging switching to a brand
persuading customers to purchase now
changing customer perceptions of product value
reminder advertising
maintaining customer relationships
reminding consumers where to buy the product
keeping the brand in a customer’s mind during off-seasons
advertising budget
the dollars and other resources allocated to a product or a 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
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 customers with more engaging messages
Creative concept
the compelling “big idea” that will bring an advertising message strategy to life in a distinctive and memorable way
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 invesment
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 portion of their advertising programs
Public relations
building good relations with the company’s various publics by obtaining favorable publicity; building up a good corporate image and handling or heading off unfavorable rumors, stories and event.