Advertising

The word advertisement first appeared in the ________.

1650s

Paid persuasive communication that uses mass and interactive media to reach broad audiences to connect an identified sponsor with a target audience is known as ________.

Advertising

Advertising is usually paid for by the _________.

Advertiser

Communication with employees and shareholders about brand campaigns is usually handled by ________.

Public relations

________ refers to all forms of communication about a brand that appears in a variety of media.

Marketing communication

________ advertising is the most visible type of advertising: it focuses on the development of a long-term brand identity or image.

Brand

________ advertising may use any advertising medium, but it differs from other types of advertising in that it tries to stimulate an immediate consumer action.

Direct-response

Brand advertising is also known as ________ advertising.

Consumer

________ advertising is sent from one business to another.

Trade

________ advertising focuses on establishing a corporate identity or winning the public over to the organization's point of view.

Institutional

Which major type of advertising is used to communicate a message on behalf of some good cause, such as stopping drug abuse, and is usually created by advertising professionals free of charge with the necessary time and space often donated by the media?

Public service

An advertising ________ is a set of related ads that are variations on a theme.

Campaign

When did television commercials first come to the scene?

During the 1950s

The idea of positioning was developed in which era of the evolution of advertising?

The Scientific Era

________ is the logic and planning behind an advertisement that gives it direction and focus.

Strategy

Radio and television are examples of ________ media.

Broadcast

Advertising begins with the ________, the person or organization that uses advertising to send out a message about its products.

Advertiser

The ________ initiates the advertising effort by identifying a marketing problem that advertising can solve.

Advertiser

Which key player makes the final decisions about the target audience and the size of the advertising budget and also approves the advertising plan?

advertiser

The agency person in charge of an advertiser's business is the ________.

Account manager

The working relationship between an advertiser and an advertising agency is known as the ________ partnership.

agency-client

By using which type of advertising agency does an advertiser produce its own advertising?

in-house agency

Which "key player" in the advertising world is composed of the channels of communication that carry the message from the advertiser to the audience and from consumers back to companies?

Media

Artists, writers, songwriters, photographers, directors, producers, and printers are all examples of which type of "key player" in advertising?

Suppliers

The point is that brand communication involves more than just advertising. That is why the first principle of IMC states: everything communicates.

True or false.

True