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| is any paid form of non personal presentation and promotion of ideas, good, services, by an identified sponsor |
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| a strategic communication process that builds mutually beneficial relationships between organizations ans their publics |
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| a specific communication task to be accomplished with a specific target audience during a specific time |
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the strategy by which the company accomplishes its advertising objectives and consist of:
-Creating advertising messages
-Selecting advertising media |
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| the general message that will be communicated to consumers |
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| idea that will bring the message strategy to life and guide specific appeals to be used in an advertising campaign |
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| when the advertiser turns the big idea into an actual as execution that will apture the target markets attention and interest. |
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| Selecting advertising media steps |
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- deciding on reach-frequency impact
-selecting media vehicles
- deciding on media timing |
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| a meaure of the percentage of people in a target market who are exposed to the as campaign during a given period of time. |
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| is a measure of how many times the average person in the target market is exposed to the message |
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| The qualitative value of a message and exposure through a given medium |
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| involves decisions presenting the media effectively and efficiently to the target customer |
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| indicate whether the ad and media are communicating the as message well |
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| compare past sales and profits with past expenditures or through experiments |
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| involves building good relations with the companies various publics by obtainging favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events |
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| involves the creation and placing of newsworthy information to attract attention to a person, product, or service |
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| involves publicizing specific products |
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| involves building and maintaining national or local community relations |
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| involves building and maintaining relations with legislators and government officials to influence legislation and regulation |
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| involves maintaining relationships with shareholders and others in the financial community |
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| involved public relations with donors or member of nonprofit organizations to gain financial or volunteer support |
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