Advertising: any paid form of nonpersonal presentation and promotion of ideas, goods,
or services by an identified sponsor.
Advertising objective: a specific communication task to be accomplished with a specific
target audience during a specific period of time.
Advertising budget: the dollars and other resources allocated to a product or a company
Advertising strategy: the strategy by which the company accomplishes its advertising
objectives. It consists of two major elements: creating advertising messages and selecting
Madison and vine: 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.
Creative concept: the compelling “big idea” that will bring the advertising message
strategy to life in a distinctive and memorable way.
Execution style: the approach, style, tone, words, and format used for executing an
Advertising media: the vehicles through which advertising message are delivered to their
Return on advertising investment: the net return on advertising investment divided by the
costs of the advertising investment.
Advertising agency: a marketing services firm that assists companies in planning,
preparing, implementing, and evaluating all or portions of their advertising programs.
Public relations (PR): building good relations with the company’s various publics by
obtaining favorable publicity, building a good corporate image, and handling or heading
off unfavorable rumors, stories, and events.
Personal selling: personal presentations by the firm’s sales force for the purpose of
making sales and building customer relationships/
Salesperson: an individual representing a company to customers by performing one or
more of the following activities: prospecting, communicating, selling, servicing,
information gathering, and relationship building.
Sales force management: analyzing, planning, implementing, and controlling sales force
Territorial sales force structure: a sales force organization that assigns each salesperson to
an exclusive geographic terror in which that salesperson sells the company’s full line.
Product sales force structure: a sales force organization in which salespeople specialize in
selling only a portion of the company