Kotler|Armstrong Principles of Marketing Chapter 15 Vocabulary – Flashcards
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Advertising
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Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
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Advertising objective
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A specific communication task to be accomplished with a specific target audience during a specific period of time.
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Advertising budget
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The dollars and other resources allocated to a product or a company advertising program.
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Advertising strategy
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The strategy by shich the company accomplishes its advertising objectives. It consists of two major elemts: creating advertising messages and selecting advertising media.
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Madison & Vine
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A team that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create nwe avenues for reaching customers with more engaging messages.
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Creative concept
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The compelling "big idea" that will bring an advertising message strategy to life in a distinctive and memorable way.
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Execution style
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The approach, style, tone, words, and format for executing an advertising message.
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Advertising media
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The vehicles through which advertising messages are delivered to their intended audiences.
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Return on advertising investment
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The net return on advertising investment diviided by the costs of the advertising investment.
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Advertising agency
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A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs.
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Public relations (PR)
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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 events.
