Topic: Advertisement Advertising Equivalence Value

66.Public Affairs Administration-Anticipating proactive process identifying, evaluating and responding to public policy issues that affect organizations and their audience.
67.Publicity-A component of the promotional mix, the deliberate attempt to manage the public’s perception of a subject; Whereas public relations is the management of all communication between the client and selected target audiences, publicity is the management of product- or brand-related communications between the firm and the general public.
68.Public relations- Considered both an art and a science, public relations is the management of communications between an organization and its key public to build, manage, and sustain its positive image.
69.Reach-The geographical area the media reach, including national, provincial, regional, and specifically defined and selected areas.
70.Reactive public relations-Response to crises and putting out fires defensively rather than initiating programs.
71.Readership-The total number of primary and pass-along readers of a publication.
72.Reputation Management--The practice of correcting and/or enhancing the perception of a brand, individual, organization or business. Reputation Management programs are often executed following crises.
73.Return on Investment (ROI)-Seeks to find the actual or perceived future value of a marketing campaign. It is calculated as the ratio of the amount gained or lost, relative to the initial investment.
75.Round-up-A story that highlights several products/services that apply to a certain topic, which can range from Valentine’s Day gifts to best products from a trade show.
76.Shot-Publication printed copies number in only one direction. For graphic media, the copies publication total number, including subscriptions and sale at kiosks and discounting returns.
77.Social Marketing-Activities involved in the program creation and implementation designed to promote the acceptance of a social practice or idea, for example, stop smoking or campaigns against the use of alcohol.