{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

Chapter 15 Vocab - C hapter 15 Advertising The activity of...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 15 Advertising : The activity of explicitly paying for media space or time in order to direct favorable attention to certain goods or services. Advertising agency : A company that specializes in the creation of ads and their placement in media that accept payment for exhibiting those ads. Brand : A name and image associated with a particular product. Ad campaign : A carefully considered approach to creating and circulating messages about a product over a specific period with particular goals in mind. Reason-why ads : Advertisements that list the benefits of a product in ways that would move the consumer to purchase it. Image ads : Advertisements that tie the product to a set of positive feelings. Motivation research : The systematic investigation of the reasons people purchase products. Subliminal persuasion : Persuasion that works by influencing the unconscious mind. Global presence : Having strategic offices and representatives around the world. Agency holding company : A firm with global reach that owns full-service advertising agencies, specialty agencies, direct-marketing firms, research companies, and even public relations agencies. Client conflicts : Serving companies that compete with one another. Business-to-business agencies : Advertising agencies that do work for companies that are interested in persuading personnel in other companies to buy from them instead of from their competitors.
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}