14.8: Key Terms
- Page ID
- 99374
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\(\newcommand{\avec}{\mathbf a}\) \(\newcommand{\bvec}{\mathbf b}\) \(\newcommand{\cvec}{\mathbf c}\) \(\newcommand{\dvec}{\mathbf d}\) \(\newcommand{\dtil}{\widetilde{\mathbf d}}\) \(\newcommand{\evec}{\mathbf e}\) \(\newcommand{\fvec}{\mathbf f}\) \(\newcommand{\nvec}{\mathbf n}\) \(\newcommand{\pvec}{\mathbf p}\) \(\newcommand{\qvec}{\mathbf q}\) \(\newcommand{\svec}{\mathbf s}\) \(\newcommand{\tvec}{\mathbf t}\) \(\newcommand{\uvec}{\mathbf u}\) \(\newcommand{\vvec}{\mathbf v}\) \(\newcommand{\wvec}{\mathbf w}\) \(\newcommand{\xvec}{\mathbf x}\) \(\newcommand{\yvec}{\mathbf y}\) \(\newcommand{\zvec}{\mathbf z}\) \(\newcommand{\rvec}{\mathbf r}\) \(\newcommand{\mvec}{\mathbf m}\) \(\newcommand{\zerovec}{\mathbf 0}\) \(\newcommand{\onevec}{\mathbf 1}\) \(\newcommand{\real}{\mathbb R}\) \(\newcommand{\twovec}[2]{\left[\begin{array}{r}#1 \\ #2 \end{array}\right]}\) \(\newcommand{\ctwovec}[2]{\left[\begin{array}{c}#1 \\ #2 \end{array}\right]}\) \(\newcommand{\threevec}[3]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \end{array}\right]}\) \(\newcommand{\cthreevec}[3]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \end{array}\right]}\) \(\newcommand{\fourvec}[4]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \\ #4 \end{array}\right]}\) \(\newcommand{\cfourvec}[4]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \\ #4 \end{array}\right]}\) \(\newcommand{\fivevec}[5]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \\ #4 \\ #5 \\ \end{array}\right]}\) \(\newcommand{\cfivevec}[5]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \\ #4 \\ #5 \\ \end{array}\right]}\) \(\newcommand{\mattwo}[4]{\left[\begin{array}{rr}#1 \amp #2 \\ #3 \amp #4 \\ \end{array}\right]}\) \(\newcommand{\laspan}[1]{\text{Span}\{#1\}}\) \(\newcommand{\bcal}{\cal B}\) \(\newcommand{\ccal}{\cal C}\) \(\newcommand{\scal}{\cal S}\) \(\newcommand{\wcal}{\cal W}\) \(\newcommand{\ecal}{\cal E}\) \(\newcommand{\coords}[2]{\left\{#1\right\}_{#2}}\) \(\newcommand{\gray}[1]{\color{gray}{#1}}\) \(\newcommand{\lgray}[1]{\color{lightgray}{#1}}\) \(\newcommand{\rank}{\operatorname{rank}}\) \(\newcommand{\row}{\text{Row}}\) \(\newcommand{\col}{\text{Col}}\) \(\renewcommand{\row}{\text{Row}}\) \(\newcommand{\nul}{\text{Nul}}\) \(\newcommand{\var}{\text{Var}}\) \(\newcommand{\corr}{\text{corr}}\) \(\newcommand{\len}[1]{\left|#1\right|}\) \(\newcommand{\bbar}{\overline{\bvec}}\) \(\newcommand{\bhat}{\widehat{\bvec}}\) \(\newcommand{\bperp}{\bvec^\perp}\) \(\newcommand{\xhat}{\widehat{\xvec}}\) \(\newcommand{\vhat}{\widehat{\vvec}}\) \(\newcommand{\uhat}{\widehat{\uvec}}\) \(\newcommand{\what}{\widehat{\wvec}}\) \(\newcommand{\Sighat}{\widehat{\Sigma}}\) \(\newcommand{\lt}{<}\) \(\newcommand{\gt}{>}\) \(\newcommand{\amp}{&}\) \(\definecolor{fillinmathshade}{gray}{0.9}\)| Words (or words that have the same definition) | The definition is case sensitive | (Optional) Image to display with the definition [Not displayed in Glossary, only in pop-up on pages] | (Optional) Caption for Image | (Optional) External or Internal Link | (Optional) Source for Definition |
|---|---|---|---|---|---|
| (Eg. "Genetic, Hereditary, DNA ...") | (Eg. "Relating to genes or heredity") |  |
The infamous double helix | https://bio.libretexts.org/ | CC-BY-SA; Delmar Larsen |
| Word(s) | Definition | Image | Caption | Link | Source |
|---|---|---|---|---|---|
| advertising | paid communication messages that identify a brand or organization and are intended to reach a large number of recipients | ||||
| aided recall | a type of advertising posttest that uses cues to assist a sample audience in recalling brands and products in an advertisement | ||||
| all-you-can-afford approach | advertising budget approach that ensures everything else in the organization is budgeted for and then sets aside the remaining funds for advertising | ||||
| attitude tests | a type of advertising posttest that investigates the attitudes of a sample target audience toward a product or service | ||||
| brand awareness | metric used to determine if audiences can recall information about a brand | ||||
| brand recognition | the ability of a campaign audience to recognize and identify a specific brand | ||||
| comparative advertising | type of advertising that showcases the benefits and values of one product as compared to its competitors | ||||
| competitive-parity approach | advertising budget strategy that relies on setting budgets based on the expected budgets of competitors | ||||
| conversion rate | the percentage of an audience that has completed a desired action | ||||
| engagement | any interaction with advertising content | ||||
| frequency | how many times someone is exposed to an advertisement in a given time period or how many times an advertisement is shown in a time period | ||||
| impact | how quickly members of the audience receive an advertising message | ||||
| impressions | quantifying how many times an advertisement appears in a medium | ||||
| informative advertising | a type of advertising intended to raise awareness of a product through educational communication to increase demand of the product | ||||
| inquiry test | a type of advertising posttest that runs two or more similar ads on a limited scale and determines which of the ads are most recalled by and effective for respondents | ||||
| institutional advertisements | advertisements intended to create a positive image or support for an entire organization | ||||
| jury tests | a form of pretesting in which the respondents discuss the advertisements that are most likely to induce a purchase | ||||
| key performance indicators (KPIs) | indicators (metrics) that measure how an advertising campaign is achieving certain goals or objectives | ||||
| lobbying | networking and other efforts that have the intention of influencing public policy and law | ||||
| objective-and-task approach | advertising budget strategy that is based on the objectives set previously for the advertising plan | ||||
| percentage-of-sales approach | advertising budget strategy that utilizes prior years’ sales or predicted year’s sales and sets a percentage of those sales aside for advertising | ||||
| persuasive advertising | a type of advertising that aims to highlight the benefits of a product or service being advertised | ||||
| portfolio tests | a type of advertising pretest that consists of respondents browsing through various versions of an advertisement and then being asked to recall certain details from each | ||||
| press relations | efforts to establish and maintain positive relationships with those in the media by sending press releases and other stories that help to maintain a positive image of the brand | ||||
| pretesting advertising | research that predicts the performance of an advertisement before it airs | ||||
| product advertisements | advertisements that promote a specific product within the organization’s product mix | ||||
| public affairs | efforts to influence public policy and engage with public officials and trade associations | ||||
| public relations | any actions that help to create and maintain a favorable public image | ||||
| publicity | notice or attention given by the media | ||||
| pull strategy | advertising strategy intended to bring audiences to the product | ||||
| push strategy | advertising strategy aimed at pushing the brand in front of an audience | ||||
| reach | the estimated number of potential customers you can reach with an advertising campaign | ||||
| reminder advertising | advertising aimed at bringing a product back into the forefront of the consumer’s mind | ||||
| return on ad spend (ROAS) | metric that measures the amount of revenue earned for every dollar spent on advertising | ||||
| return-on-investment (ROI) approach | advertising budget strategy that focuses on every dollar spent on advertising; a return of that dollar—plus some—is expected | ||||
| sales test | a type of posttest in advertising that determines how many sales will be made based on a test market | ||||
| theater tests | a form of advertising pretest in which the audience is shown advertisements—usually television ads—in the context that they would be shown to the entire market | ||||
| unaided recall | a type of advertising posttest that does not use any cues or prompts to test the recollection of the advertisement message |