Institutional advertising*

“Advertising that promotes organizational images, ideas, and political issues.”

Advocacy advertising*

“Advertising that promotes a company’s position on a public issue.”

Product advertising*

“Advertising that promotes the uses, features, and benefits of products.”

Pioneer advertising*

“Advertising that tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product.”

Competitive advertising*

“Advertising that aims to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands.”

Comparative advertising*

“Compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics.”

Reminder advertising*

“Advertising used to remind consumers about an established brand’s uses, characteristics, and benefits.”

Reinforcement advertising*

“Advertising that assures users they chose the right brand and tells them how to get the most satisfaction from it.”

Native advertising*

“Digital advertising that matches the appearance and purpose of the content in which it is embedded.”

Advertising campaign*

“The design and delivery of a series of advertisements to communicate with a particular target audience.”

Target audience*

“The group of people at whom advertisements are aimed.”

Advertising platform*

“Basic issues or selling points to be included in an advertising campaign.”

Advertising appropriation*

“The advertising budget for a specific time period.”

Objective-and-task approach*

“Budgeting for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them.”

Percent-of-sales approach*

“Budgeting for an advertising campaign by multiplying the firm’s past and expected sales by a standard percentage.”

Competition-matching approach*

“Determining an advertising budget by trying to match competitors’ advertising outlays.”

Arbitrary approach*

“Budgeting for an advertising campaign as specified by a high-level executive in the firm.”

Media plan*

“A plan that specifies the media vehicles to be used and the schedule for running advertisements.”

Cost comparison indicator*

“A means of comparing the costs of advertising vehicles in a specific medium in relation to the number of people reached.”

Regional issues*

“Versions of a magazine that differ across geographic regions.”

Copy*

“The verbal portion of advertisements.”

Artwork*

“An advertisement’s illustrations and layout.”

Illustrations*

“Photos, drawings, graphs, charts, and tables used to spark audience interest in an advertisement.”

Layout*

“The physical arrangement of an advertisement’s illustration and copy.”

Pretest*

“Evaluation of advertisements performed before a campaign begins.”

Consumer jury*

“A panel of a product’s existing or potential buyers who pretest ads.”

Posttest*

“Evaluation of advertising effectiveness after the campaign.”

Recognition test*

“A posttest in which respondents are shown the actual ad and are asked if they recognize it.”

Unaided recall test*

“A posttest in which respondents are asked to identify advertisements they have seen recently but are not given any recall clues.”

Aided recall test*

“A posttest that asks respondents to identify recent ads and provides clues to jog their memories.”

Publicity*

“Notice or attention given to an organization by the media at no charge.”

News release*

“A short piece of copy publicizing an event or a product.”

Feature article*

“A manuscript of up to 3,000 words prepared for a specific publication.”

Captioned photograph*

“An image with a brief description of its contents.”

Press conference*

“A meeting used to announce major news events.”