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

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

View Full Document Right Arrow Icon
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. Consumer agencies
Background image of page 1

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

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

This note was uploaded on 09/01/2010 for the course COMM 100 taught by Professor %3f during the Spring '08 term at Pennsylvania State University, University Park.

Page1 / 4

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

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online