Advertising, Public Relations, and Sales

A collection of flashcards featuring key vocabulary terms related to advertising, public relations, and sales based on lecture notes.

Advertising

A marketing practice that employs various media to promote products and influence consumer behavior.

Market Share

The portion of a market controlled by a particular company or product, often influenced by advertising.

Institutional Advertising

Advertising that enhances a company's image rather than promoting a specific product.

Product Advertising

Advertising that highlights the benefits of a specific good or service.

Advertising Campaign

A series of related advertisements focusing on a common theme and set of appeals.

DAGMAR Approach

An advertising objective setting approach that involves defining the target audience, desired percentage change, and the time frame for change.

Public Relations

The practice of managing the spread of information between an organization and the public to build and maintain a positive image.

Crisis Management

A coordinated effort to handle the effects of unfavorable publicity or unexpected events.

Sales Promotion

Marketing activities that provide incentives to consumers or trade, aimed at boosting the product's desirability.

Unique Selling Proposition (USP)

A marketing concept that highlights a product's unique benefits that differentiate it from competitors.

Media Evaluation and Selection

The process of assessing various media options to effectively reach a target audience.

Creative Decisions in Advertising

The strategic choices made in developing advertisements, including identifying product benefits and executing the message.

Consumer Sales Promotion

Sales promotion activities targeting the ultimate consumer to stimulate demand.

Trade Sales Promotion

Sales promotion activities targeted at marketing channel members to support consumer promotions.

Point-of-Purchase Promotion

Promotional displays set up at retail locations to build traffic and encourage impulse buying.

Sampling

A promotional program that allows consumers to try a product for free.