Glossary: Chapter 16



	Glossary Chapter 16: Advertising, Public Relations and Sponsorship Jump to a chapter's terms: 1 \| 2 \| 3 \| 4 \| 5 \| 6 \| 7 \| 8 \| 9 \| 10 \| 11 \| 12 \| 13 \| 14 \| 15 \| 16 \| 17 \| 18 \| 19 \| 20 \| 21 \| 22 \| 23 \| 24 Advertising A paid form of non-personal communication that is transmitted through mass media such as television, radio, newspapers, magazines, direct mail, public transport vehicles, outdoor displays and the Internet. p. 480 Advertising budget The total amount of money that a marketer allocates for advertising over a period of time. p. 491 Advertising campaign An attempt to reach a particular target market by designing a series of advertisements and placing them in various advertising media. p. 489 Advertising platform The basic issues or selling points that an advertiser wishes to include in the advertising campaign. p. 491 Advertising target The group of people at which advertisements are aimed. p. 489 AIDA A persuasive sequence used in advertisements: attention, interest, desire and action. p. 499 Aided or prompted recall test A test in which subjects are asked to identify advertisements while being shown a list of products, brands, company names or trademarks to jog their memory. p. 503 Arbitrary approach A budgeting technique in which a high level executive in the business states how much can be spent on advertising over a certain time period. p. 492 Artwork The illustration and layout of the advertisement. p. 500 Brand building Developing a brand's image and standing with a view to creating long term benefits for brand awareness and brand value. p. 511 Captioned photograph A photograph with a brief description explaining its content. p. 507 Comparative advertising The type of advertising that compares two or more brands on the basis of one or more product attributes. p. 483 Competition matching approach A budgeting technique in which marketers either match their major competitors' budgets or allocate the same percentage of sales for advertising as their competitors. p. 492 Competitive advertising The type of advertising that points out a brand's uses, features and advantages that may not be available in competing brands. p. 483 Consumer focus group A semi-structured discussion, led by a moderator, involving actual or potential buyers of advertised products who are asked to judge one or several dimensions of the advertisements. p. 502 Copy The verbal portion of an advertisement. p. 499 Cost comparison indicator A measure that allows an advertiser to compare the costs of several vehicles within a specific medium in relation to the number of people reached by each vehicle. p. 495 Crisis management A process in which a company responds to negative events by identifying key targets (publics) for which to provide publicity, developing a well rehearsed contingency plan, reporting facts quickly and providing access for journalists. p. 510 Defensive advertising The type of advertising that aims to off-set or lessen the effects of a competitor's promotional programme. p. 484 Feature article A manuscript longer than a press release (up to 3,000 words) that is usually prepared for a specific publication. p. 507 Frequency The number of times targeted consumers are exposed to a particular advertisement. p. 493 Illustrations Photographs, drawings, graphs, charts or tables used in advertisement artwork. p. 500 Institutional advertising The type of advertising that promotes organisational images, ideas or political issues. p. 482 Layout The physical arrangement of the illustration, headline, sub-headline, body copy and signature of an advertisement. p. 501 Media plan The process of establishing the exact media vehicles to be used for advertising, and the dates and times when the advertisements will appear. p. 492 Objective and task approach A technique for determining an advertising budget that involves determining campaign objectives and then attempting to list the tasks required to accomplish them. p. 491 Percentage of sales approach A budgeting technique that involves multiplying a company's past sales, plus a factor for planned sales growth or decline, by a standard percentage based on both what the business traditionally spends on advertising and what the industry averages. p. 492 Pioneer advertising The type of advertising that informs people about a product: what it is, what it does, how it can be used and where it can be purchased. p. 482 Post-campaign test or post-test The evaluation of advertising effectiveness after a campaign . p. 503 PR campaign A period of PR activity involving several events and techniques but with definite start and end dates. p. 506 PR event A public relations event concerned with a specific purpose such as an open day or VIP visit. p. 506 PR programme An ongoing, lengthy duration, awareness building or awareness maintaining multi-technique PR activity. p. 506 Press (news) release A publicity mechanism, usually consisting of a single page of typewritten copy. p. 507 Press conference A meeting called to announce a major new event. p. 508 Pre-tests Evaluations performed before an advertising campaign that attempt to assess the effectiveness of one or more elements of the message. p. 501 Product advertising The type of advertising that promotes goods and services. p. 482 Public relations A planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its target publics. p. 506 Publicity Communication in news story form about an organisation and/or its products that is transmitted through a mass medium at no charge. p. 506 Reach The percentage of consumers in the advertising target actually exposed to a particular advertisement in a stated time period. p. 493 Recognition test A test in which an actual advertisement is shown to individual respondents, who are then asked whether they recognise it. p. 503 Regional issues Versions of a magazine or newspaper that differ across geographic regions in their advertising and editorial content. p. 499 Reinforcement advertising The type of advertising that tries to assure current users that they have made the right choice and tells them how to get the most satisfaction from the product. p. 486 Reminder advertising The type of advertising that reminds customers of the uses, characteristics and benefits of an established brand. p. 486 Reputable partnerships Reputable and ethical dealings between a recognised, welcome and acceptable recipient organisation and a sponsoring organisation. p. 515 Sponsorship The financial or material support of an event, activity, person, organisation or product by an unrelated organisation or donor. p. 512 Storyboard A series of miniature television screens or cartoons used to show the sequence of major scenes in the advertisement. p. 500 Target publics An organisation's target audience: customers, employees, shareholders, trade bodies, suppliers, government officials and society in general. p. 506 Third party endorsement A recommendation from an opinion leader or respected personality used to increase the credibility of publicity and public relations. p. 508 Unaided or spontaneous recall test A test in which subjects are asked to identify advertisements that they have seen recently but are given no clues to help them remember. p. 503