Marketing Chapter 16: Advertising and Public Relations
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.
Nonpersonal selling of a particular good or service.
Promotion of a concept, an idea, a philosophy, or the goodwill of an industry, company, organization, person, geographic location, or government agency.
Promotion that seeks to develop initial demand for a good, service, organization, person, place, idea, or cause.
Promotion that attempts to increase demand for an exhausting good, service, organization, person, place, idea, or cause.
Advertising that reinforces pervious promotional activity by keeping the name of a good, service, organization, person, place, idea, or cause before the public.
Advertising strategy that emphasizes messages with direct or indirect promotional comparisons between competing brands.
Advertising by stores that sell goods or services directly to the consuming public.
Strategy in which a retailer shares advertising costs with a manufacturer or wholesaler.
Two-way promotional messages transmitted through communication channels that induce message recipients to participate actively in the promotional effort.
Series of different but related ads that use a single theme and appear in different media within a specified time period.
Strip message placed in high-visibility areas of frequently visited Web sites.
Setting the timing and sequence for a series of advertisements.
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.
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.
Promotional technique in which marketing partners share the cost of a promotional campaign that meets their mutual needs.
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.
Advertising research that tests consumer reactions to an advertisement’s creative message.
Research that evaluates an ad during its development stage.
Research that assesses advertising effectiveness after it has appeared in a print or broadcast medium.
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.
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.
Exaggerated claims of a product’s superiority, or the use of subjective or vague statements that may not be literally true.
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