TERM 1
Advertising (p.
430)
DEFINITION 1
any paid form of nonpersonal presentation and promotion of
ideas, goods, or services by an identified sponsor
TERM 2
Advertising Objective (p.
431)
DEFINITION 2
a specific communication task to be accomplished with a
specific target audience during a specific period of time
TERM 3
Advertising Budget (p.
432)
DEFINITION 3
the dollars and other resources allocated to a product or
company advertising program
TERM 4
Advertising Strategy (p.
433)
DEFINITION 4
the strategy by which the company accomplishes its
advertising objectives. It consists of two major forms:
creating advertising messsages and selecting advertising
media
TERM 5
Madison & Vine (p.
435)
DEFINITION 5
a term that has come to represent the merging of advertising
and entertainment in an effort to break through the clutter
and create new avenues for reaching consumers with more
engaging messages
