Advertising | All activities involved in presenting to an audience a nonpersonal, sponsor-identified, paidfor message about a product or an organization.
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Business-to-consumer advertising | See consumer advertising.
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Business-to-business advertising | Advertising that is directed at businesses.
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Primary-demand advertising | Advertising that is designed to stimulate demand for a generic category of a product.
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Selective-demand advertising | Advertising that is intended to stimulate demand for individual brands.
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Comparison advertising | A form of selective-demand advertising in which an advertiser either directly (by naming a rival brand) or indirectly (through inference) points out the differences among competing brands.
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Product advertising | Advertising that focuses on a particular product or brand.
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Institutional advertising | Advertising that presents information about the advertiser's business or tries to create a favorable impression-build goodwill-for the organization.
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Advertising campaign | All the tasks involved in transforming a theme into a coordinated advertising program to accomplish a specific goal for a product or brand.
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Cooperative advertising | Advertising promoting products of two or more firms that share its cost.
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Advertising media | The communications vehicles (such as newspapers, radio, and television) that carry advertising as well as other information and entertainment.
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Cost per thousand (CPM) | The media cost of gaining exposure to 1,000 persons with an ad.
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Direct tests | Measuring or predicting the sales volume attributable to a single ad or an entire advertising campaign.
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Indirect tests | Measuring or predicting the effects of advertising by using a factor other than actual behavior.
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Advertising agency | An independent company that provides specialized advertising services and may also offer more general marketing assistance.
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Sales promotion | Demand-stimulating devices designed to supplement advertising and facilitate personal selling.
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Public relations | Communications efforts that are designed to favorably influence attitudes toward an organization, its products, and its policies.
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Publicity | A special form of public relations that involves any communication about an organization, its products, or its policies through the media that is not paid for by the sponsoring organization.
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