Advertising and Public Relations

A set of flashcards covering key concepts from the Advertising and Public Relations lecture.

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 time.

Informative Advertising

Advertising that communicates customer value, suggests new uses for a product, builds a brand and company image, and informs the market about price or design changes.

Persuasive Advertising

Advertising aimed at building brand preference, persuading customers to purchase immediately, and changing customer perceptions of product value.

Reminder Advertising

Advertising intended to maintain customer relationships, remind consumers where to buy the product, and keep the brand in a customer's mind.

Affordable Method

Promotion budget setting based on what management thinks the company can afford.

Percentage-of-sales Method

Promotion budget setting as a certain percentage of current or forecasted sales.

Competitive-parity Method

Promotion budget setting to match competitors’ outlays.

Objective-and-task Method

Promotion budget development based on specific objectives and the costs of tasks required to achieve those objectives.

Advertising Strategy

The strategy used by a company to accomplish its advertising objectives, involving message creation and media selection.

Reach

Measure of the percentage of people in the target market exposed to the ad campaign during a specific period.

Frequency

Measure of how many times the average person in the target market is exposed to the message.

Impact

Qualitative value of a message exposure through a particular medium.

Engagement

Measure of things such as ratings, readership, listenership, and click-through rates.

Public Relations (PR)

Activities designed to engage the company’s various publics and build good relations with them.

Press Relations

Involves the creation and placement of newsworthy information to attract attention to a person, product, or service.

Lobbying

Building and maintaining relations with legislators and government officials to influence legislation and regulation.