Term
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Definition
| # of target audience members exposed to a given ad |
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Definition
| # of times they are exposed to the message |
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Term
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Definition
the number of page elements that have been requested
• the best measure of effectiveness of banner advertising |
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Term
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Definition
| continuity, pulsing, flight |
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Definition
| appears throughout the year |
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Term
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Definition
| supplements a continuity strategy with burst of heavier activity at times throughout the year |
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Term
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Definition
| short periods of advertising followed by a hiatus |
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Term
| Media duration – thin, concentrated |
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Definition
thin- advertising throughout the year (long periods); often used for brand image campaigns
concentrated- specific times of the year |
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Term
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Definition
| ad rates in broadcast are based on this |
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Term
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Definition
ad rates in print media are based on this. Numbers of copies distributed
how many are SOLD |
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Term
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Definition
| - ad rates of billboards are based on it. Is about the number of cars who drive by that billboard |
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Term
| Value added (in terms of media)- |
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Definition
things you are getting in addition to your buy at no additional charge
for examples, remotes, free/discounted ads, preferred positions, sponsorships, matching funds |
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Term
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Definition
| classified, display, supplements |
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Term
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Definition
They usually are small inser¬tions chargeable per word. Newspapers charge a certain rate per line.A standard classified ad may consist of three or four lines of copy at a standard rate.
Newspaper classified ads are probably the most cost-effective of all newspaper ads. They tend to be more effective if they are run consistently for a certain period of time. Repetitive classified advertising can increase a company's credibility as the consumer will often equate consistency with stability. |
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Term
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Definition
| They usually cover products (everyday life products) and are mostly illustrated. Newspapers usually offer either quarter-page, half-page or full-page display ads. Display ads are used to build awareness of a particular product or service |
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Term
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Definition
| periodically accompany corresponding newspapers and are prepared by the paper's advertising staff instead of its editorial staff. It is common for them to covering topics such as real estate and automobiles, on behalf of the paper's frequent advertisers. |
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Term
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Definition
| upfront, scatter, opportunistic |
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Term
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Definition
| the widest range of options; most preferred buy; purchase for all 4 quarters |
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Term
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Definition
| - purchase for the following quarter |
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Term
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Definition
| purchases within the quarter |
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Term
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Definition
| advertiser places ad with an individual station rather than a network; national spot is about 5% of total revenue; local spot is about 90% |
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Term
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Definition
| banner, pop-up, skyscraper, mini-sites (micro-sites) |
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Term
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Definition
| type of direct marketing where the consumer gives permission for marketers to send them information directly |
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Definition
| consumer gets out of receiving marketing |
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Definition
| similar to word of mouth marketing; grass-roots promotion specific to the Internet |
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Term
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Definition
| a management function that can bring credibility and is editorial; evaluates attitudes and perception; implements a program of action to earn public understanding and acceptance; concerns the protection of a company’s image |
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Term
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Definition
| putting a positive look onto something negative by leaving facts out; originally putting a better light on a story with things you may have made up |
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Term
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Definition
| news or feature items that companies feel a journalist might be interested in |
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Term
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Definition
| provides free media coverage for companies; informs media outlets so they can come to listen |
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Term
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Definition
| sent off to media with information about company, their accomplishments, publications, community involvement, etc. |
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| A typical company’s PR audiences |
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Definition
| legislators, stakeholders, media centers of influence, employers |
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Term
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Definition
| where you advertise your product; TV show/movie are examples |
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Term
| Column inch (and how to calculate it) |
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Definition
the standard unit of measurement when determining ad rates for newspapers
calculate: rate x column inch across x column inch down
11 inches down x 3 inches across with a rate of $100 would be 11 x 3 x 100= $3,300 |
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Term
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Definition
| in media outlets, advertising uses paid media space whereas public relations generates editorial coverage |
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Term
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Definition
| Color separation is the printing process in which printing is divided into individual color components. The components are cyan, magenta, yellow and black, known as CMYK. In this four color printing process, each color is applied to a printing plate. When the colors are combined on paper (they are actually printed as small dots), the human eye combines the colors to see the final image. |
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Term
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Definition
| original music written specifically for that product, used throughout a campaign-repeated |
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Term
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Definition
| used for one ad and not repeated throughout a campaign |
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Term
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Definition
| popular music used through a royalty agreement |
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Term
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Definition
The actor used in a commercial- creative team selects the look they want and production
manager goes out and hires talent. |
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Term
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Definition
| all furnished by one company |
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Term
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Definition
| where you want to shoot, an actual spot not a green screen |
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Term
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Definition
| how a commercial is presented to clients for approval. Drawing of each shot |
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Term
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Definition
| a system of tracking consumer purchases (coupons are an example); includes information about customer’ preferences and purchasing patterns |
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Term
| Point of Purchase displays |
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Definition
| type of signage that is good for generating impulse buys |
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Term
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Definition
-induce short-term demand
-encourage brand-switching
-stimulate trial-receiving an opposite brand coupon
-promote price-orientation
-measurable, often immediate results |
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Term
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Definition
| strategy used to bring customers into a retail store |
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Term
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Definition
| strategy designed to promote a product to the consumer via intermediary partners |
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Term
| Consumer sales promotions |
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Definition
| examples include coupons, contests, sweepstakes |
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Term
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Definition
| the inability to avoid one’s personal cultural perceptions and preferences when creating international advertising |
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Term
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Definition
| not being able to get out of your own mindset |
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Term
| Elements driving media selection |
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Definition
• budget
• product life cycle
• product type (how often purchased, seasonality)
• pricing strategy (i.e prestige pricing)
• Distribution strategy (push or pull)
• Promotion strategy (personal selling/advertising)
• Creative strategy |
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Term
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Definition
-reaches large audience in cost-effective manner
-buying schedule
-influence on consumer taste and perceptions is persuasive
-sound and moving images create a strong impact
-80% of perception is visually-based |
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Term
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Definition
-commercials are costly to produce & run
-clutter (so many commercials)
-advertisers have little assurance the appropriate people are viewing
-advertisers unable to make upfront buys have limited slots available |
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Term
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Definition
-good turn around time
-good for promoting events
-flexibility
-target audiences
-affordability
-mental imagery
-high level of acceptance |
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Term
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Definition
-listener inattentiveness
-lack of visuals
-clutter
-scheduling and buying difficulties
-lack of control |
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Term
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Definition
-good for targeting to specific/narrower audiences (can also be a disadvantage)
-audience receptivity
-long life span
-format
-visual quality
-sales promotions |
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Term
| Disadvantages of Magazines: |
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Definition
-limited flexibility
-lack of immediacy
-high cost
-distribution |
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Term
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Definition
-relatively inexpensive
-can also deliver business
-advertisers can customize and personalize messages
-can provide sales leads or actual sales |
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Term
| Disadvantages of Online Advertising: |
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Definition
-Inability of experts to consistently product effective ads and to measure their effectiveness
-clutter may even be worse than in other media |
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Term
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Definition
-reach a local market
-can target specific consumer groups |
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Term
| Disadvantages of Newspaper: |
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Definition
-short life span
-Limited coverage of certain groups |
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Term
| Out of home Advertising Advantages |
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Definition
-high impact medium
-larger than life visuals
-hard to ignore structure
-least expensive |
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Term
| Out of home Disadvantages: |
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Definition
-message could fail to be seen or have impact
-passive medium
-extensive regulation
-often require a one-year minimum contract |
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