Principles of Marketing - Chapter 15

Advertising Objective (ch 15)

A specific communication task to be accomplished with a specific target audience during a specific period of time

Advertising Budget (ch 15)

The dollars and other resources allocated to a product or a company advertising program

Advertising Strategy (ch 15)

The strategy by which the company accomplishes its advertising objectives. It consist of: creating advertising messages and selecting advertising media

Madison & Vine (ch 15)

A term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching consumers with more engaging messages

Creative Concept (ch 15)

The compelling "big idea" that will bring the advertising message strategy to life in a distinctive and memorable way

Execution Style (ch 15)

The approach style, tone, words, and format used for executing and advertising message

Advertising Media (ch 15)

The vehicles through which advertising messages are delivered to their intended audiences

Return on Advertising Investment (ch 15)

The net return on advertising investment divided by the costs of advertising investment

Advertising Agency (ch 15)

A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs

Public Relations (ch 15)

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