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| support media/ non-measured media / non traditional media |
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Definition
| Those media used to support or reinforce messages sent to target markets through other more "dominant" and/or more traditional media |
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| A term commonly used in advertising to describe support media |
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| outdoor/transit/skywriting that others view outside the home (most often used) |
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| The percentage of supplicated audience exposed to an outdoor poster daily |
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| type of out of home ads. (air planes pulling banners / sky writing / blimps) |
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| ads on vechicles that are driven for the sake of advertising |
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| ads that are used inside of a retail store such as point-of-ourchase displays, ads on shopping carts, coupon dispensers, and display posters |
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| targets the ppl who use public transportation or commercial transportantion |
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| transit advertising -> messages appear on cards or boards |
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| transit ad -> ads appear on the sides, backs, or roofs of tansit vehicles |
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| transit ads -> ads that appear in terminals/bus stops/train stations etc. in floor displays, island showcases, electronic signs, etc. |
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| promotional products marketing |
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Definition
| the advertising promotional medium or method that uses promotional products such as ad specialties, premiums, biz gifts, awards, prizes, or commemoratives |
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| advertising, sales promotion, and motivational communications medium that employs useful articles of merchandise imprinted with an advertiser's name, message, or logo |
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| showing the actual produt as part of a TV show or a movie |
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| inflight magazines, videos, radio, and catalogs |
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| organizations communicate directly with target customers to gernerate response or transactions |
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Definition
| direct mail, telemarketing, interactive tv, print, or the internet |
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| listing of customer or potential customers |
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| use of specific informoation about individual customers or potential customers to implement more ffective and efficient marketing communications |
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| recency/frequency/monetary transactions |
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| medium is used directly to obtain an order (infomercials) |
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| use of one or more mediums to get to an order |
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| database from which names are generated to help segemtn markets |
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| direct-response advertising |
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Definition
| product is offered and a sales respose is solicited |
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| dirtect marketing -> ad is designed to support other forms of advertising appearing in other media |
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| show long commercials made for direct order |
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| long (5 mins) commercials |
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| use of voice info services to market, advertise, promote, entertain, and inform (sex lines / tele-lawyer) |
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| online shopping and info retrieval service assessed through computers |
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| direct personal presentation and sales of products to customers in their homes |
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| advertisers can evaluate the the relative effectiveness of an ad |
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| a wold wide means of exchanging info and communicating through computer |
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| place where info is made available to users on the internet by the provider |
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| direct selling of goods and service on the internet |
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| used for creating awareness or recognition or for the direct marketing objectives |
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| company sponsors a brand to get their name on the site |
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| sponsor provides dollars in return for name association on the internet and participates in the provision of the content itself |
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| small windows that appear when you access a certain site |
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| ads that appear on the screen while you are waiting for the site to load |
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| push technologies / webcasting technologies |
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Definition
| allow companies to push a message rather than waiting for consumers to find it. |
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| personalization for the internet |
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Definition
| personalizing sites to show what you are interested in first |
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| adding a spot to other websites through a main source. an electronic connection between two websites. |
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| allows the viewer to interact with the program and / or the ads. |
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| management function which evaluates public, attitudes, identifies the policies and procedures of an organization with the public interest, and executes a program of action to ear public understanding and acceptance |
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| marketing public relations (MPR) |
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| public relations activities designed to support marketing objectives |
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| employees of the firm, stockholders, investors,members of the local community, suppliers and current customers |
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| people (general public) who is not closely connected with the organization |
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| factual and interesting info released to the press. can do certain things to improve the likelihood that the news will be disseminated |
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| major accomplishments, breakthroughs, emergencies, or catastrophes will gain coverage from the news depending on the source |
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| one particular source is offered exclusive rights to a story |
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| evaluations by superiors or peers within the firm to determine the performance of the employee |
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| conducted by consultant, the client, or other parties outside the organization |
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| a method of measuring the effectiveness of public relations programs whereby evaluators are actually involved in the campaign |
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| publicity piece produced by publicists so that stations can air it as a news story |
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| promotion of the firm overall by enhansing its image |
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| co. ad -> accomplishes creating good will both internally and externally, creating a position for the company and generating resources both human and financial |
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| develops sponsorship relations with a particular event such as a concert, sporting event, or any other activity |
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| propagating ideas and elucidating controversial social issues of public importance in a manner that supports the interest of the sponsor |
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| companies link with charities or non profit organizations |
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Term
| vehicle option source effect |
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Definition
| the differential impact that the advertising exposure will have on the same audience member if the exposure occurs in one media option rather than another |
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| tests of consumer reactions to advertising under controlled conditions |
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| tests of the ad under natural viewing situations - takes into account the effects of repetition, program content, and the presence of competitive messages |
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Term
| PACT Positioning Advertising Copy Testing |
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Definition
| A set of principles endorsed by 21 of the largest U.S. ad agencies aimed at improving the research used in preparing and testing ads, providing a better creative product, and controlling the cost of TV commercials |
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| presenting alternative ideas for a campaign by having consumers provide their responses to the creative concept |
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| comprehension and reaction tests |
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| tests whether the ad conveys its meaning and if the ad will generate a reaction |
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| uses consumers from the target market to evaluate probably successes of an ad |
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| lab methodology designed to expose a group of respondents to a portfolio consisting of both control and test ads then are asked what they recalled |
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| a test used to assess the difficulty level of writing based on the number of syllables and sentences per 100 words |
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Definition
| an advertising effectiveness pretest in which consumers view ads in a theater setting and evaluate these ads on a variety of dimensions |
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| testing the effectiveness of TV commercials by inserting test ads into actual TV programs in certain test markets |
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| on-air tests -> represents the percent of viewers surveyed who can remember seeing a particular commercial |
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Definition
| measures the dilation and construction of the pupils in response to stimuli |
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Definition
| measures the skin's resistance or conductance to a small amount of current passed between two electrodes |
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| electroncephalographic (EEG) measures |
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| taken from the skull to determine electrical frequencies on the brain |
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Definition
| degree of brain activation that can be used to assess an individuals reactions to an advertisement |
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Term
| Hemispheric lateralization |
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Definition
| the notion that the human brain has two relatively distinct halves or hemispheres with each being responsible for a specific type of function. (Right = visual/emotional/recognition) (Left = verbal/logic/recall) |
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Definition
| tests designed to measure advertising effectiveness on the basis of inquireies or responses generated from the ad such as requests for information, number of phone calls, or number of coupons redeemed |
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Definition
| an ad effectiveness measure in which different versions of an ad are run in alternate copies of the same newspaper and or magazine. |
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| measures the effectiveness of print ads allowing the advertiser to assess the impact of an ad in a single issue of a magazine over time |
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| ad effectiveness test designed to measure ad recall |
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| single-source tracking methods |
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Definition
| tracks the behaviors of consumes from the television set to the super market checkout counter |
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Definition
| measures the effects of an ad on awareness, recall, interest, and attitudes toward the ad or brand as well as purchase intentions |
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| the tendency for evaluations of one attribute or aspect of a stimulus to distort reactions to its other attributes or properties |
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