Session:14 The Promotion Mix: Advertising and Public Relations
Key Terms
Principles of Marketing | Leadership Development – Micro-Learning Session
Rice University 2020 | Michael Laverty, Colorado State University Global Chris Littel, North Carolina State University| https://openstax.org/details/books/principles-marketing
- advertising
- paid communication messages that identify a brand or organization and are intended to reach a large number of recipients
- aided recall
- a type of advertising posttest that uses cues to assist a sample audience in recalling brands and products in an advertisement
- all-you-can-afford approach
- advertising budget approach that ensures everything else in the organization is budgeted for and then sets aside the remaining funds for advertising
- attitude tests
- a type of advertising posttest that investigates the attitudes of a sample target audience toward a product or service
- brand awareness
- metric used to determine if audiences can recall information about a brand
- brand recognition
- the ability of a campaign audience to recognize and identify a specific brand
- comparative advertising
- type of advertising that showcases the benefits and values of one product as compared to its competitors
- competitive-parity approach
- advertising budget strategy that relies on setting budgets based on the expected budgets of competitors
- conversion rate
- the percentage of an audience that has completed a desired action
- engagement
- any interaction with advertising content
- frequency
- how many times someone is exposed to an advertisement in a given time period or how many times an advertisement is shown in a time period
- impact
- how quickly members of the audience receive an advertising message
- impressions
- quantifying how many times an advertisement appears in a medium
- informative advertising
- a type of advertising intended to raise awareness of a product through educational communication to increase demand of the product
- inquiry test
- a type of advertising posttest that runs two or more similar ads on a limited scale and determines which of the ads are most recalled by and effective for respondents
- institutional advertisements
- advertisements intended to create a positive image or support for an entire organization
- jury tests
- a form of pretesting in which the respondents discuss the advertisements that are most likely to induce a purchase
- key performance indicators (KPIs)
- indicators (metrics) that measure how an advertising campaign is achieving certain goals or objectives
- lobbying
- networking and other efforts that have the intention of influencing public policy and law
- objective-and-task approach
- advertising budget strategy that is based on the objectives set previously for the advertising plan
- percentage-of-sales approach
- advertising budget strategy that utilizes prior years’ sales or predicted year’s sales and sets a percentage of those sales aside for advertising
- persuasive advertising
- a type of advertising that aims to highlight the benefits of a product or service being advertised
- portfolio tests
- a type of advertising pretest that consists of respondents browsing through various versions of an advertisement and then being asked to recall certain details from each
- press relations
- efforts to establish and maintain positive relationships with those in the media by sending press releases and other stories that help to maintain a positive image of the brand
- pretesting advertising
- research that predicts the performance of an advertisement before it airs
- product advertisements
- advertisements that promote a specific product within the organization’s product mix
- public affairs
- efforts to influence public policy and engage with public officials and trade associations
- public relations
- any actions that help to create and maintain a favorable public image
- publicity
- notice or attention given by the media
- pull strategy
- advertising strategy intended to bring audiences to the product
- push strategy
- advertising strategy aimed at pushing the brand in front of an audience
- reach
- the estimated number of potential customers you can reach with an advertising campaign
- reminder advertising
- advertising aimed at bringing a product back into the forefront of the consumer’s mind
- return on ad spend (ROAS)
- metric that measures the amount of revenue earned for every dollar spent on advertising
- return-on-investment (ROI) approach
- advertising budget strategy that focuses on every dollar spent on advertising; a return of that dollar—plus some—is expected
- sales test
- a type of posttest in advertising that determines how many sales will be made based on a test market
- theater tests
- a form of advertising pretest in which the audience is shown advertisements—usually television ads—in the context that they would be shown to the entire market
- unaided recall
- a type of advertising posttest that does not use any cues or prompts to test the recollection of the advertisement message