| Advertising | All activities involved in presenting to an audience a nonpersonal, sponsor-identified, paidfor message about a product or an organization.
|
 |
|
|
| Business-to-consumer advertising | See consumer advertising.
|
|
|
|
| Business-to-business advertising | Advertising that is directed at businesses.
|
|
|
|
| Primary-demand advertising | Advertising that is designed to stimulate demand for a generic category of a product.
|
|
|
|
| Selective-demand advertising | Advertising that is intended to stimulate demand for individual brands.
|
|
|
|
| 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.
|
|
|
|
| Product advertising | Advertising that focuses on a particular product or brand.
|
|
|
|
| Institutional advertising | Advertising that presents information about the advertiser's business or tries to create a favorable impression-build goodwill-for the organization.
|
|
|
|
| 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.
|
|
|
|
| Cooperative advertising | Advertising promoting products of two or more firms that share its cost.
|
|
|
|
| Advertising media | The communications vehicles (such as newspapers, radio, and television) that carry advertising as well as other information and entertainment.
|
|
|
|
| Cost per thousand (CPM) | The media cost of gaining exposure to 1,000 persons with an ad.
|
|
|
|
| Direct tests | Measuring or predicting the sales volume attributable to a single ad or an entire advertising campaign.
|
|
|
|
| Indirect tests | Measuring or predicting the effects of advertising by using a factor other than actual behavior.
|
|
|
|
| Advertising agency | An independent company that provides specialized advertising services and may also offer more general marketing assistance.
|
|
|
|
| Sales promotion | Demand-stimulating devices designed to supplement advertising and facilitate personal selling.
|
|
|
|
| Public relations | Communications efforts that are designed to favorably influence attitudes toward an organization, its products, and its policies.
|
|
|
|
| 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.
|