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| Effective art dimension of advertising |
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| Effective science dimension of advertising |
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| manages the creative process |
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| Creative/Message Strategy |
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| Document that spells out the creative strategy and key execution details |
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| Perception, Emotion, Persuasion, Behavior, Association, and Cognition |
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| informational message designed to touch the mind |
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| speaker presents evidence and uses an argument to persuade the audience |
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| Unique Selling Proposition |
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| benefit statement that is both unique to the product and important to the user |
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| reflects getting attention of an ad |
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| keeping attention of an ad |
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| campaign in which it unfolds over time |
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| used at the end of an ad to summarize ad's point in memorable way |
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| vivid image that will linger in the viewer's mind |
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| message strategy that delivers a message symbolically |
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| point of focus for communicating the message strategy |
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| step where problem solver looks at problem from every angle, develops ideas, and generates alternatives |
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| unexpected moment when idea comes when mind is relaxed and preoccupied |
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| Good Advertising Writing Style is: |
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| conversational tone, simple as possible, single-minded, clear focus of 1 selling point |
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| pieces that print ad is created |
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| Display Copy and Body Copy |
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Definition
| two categories of copy that print advertising uses |
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| elements readers see in initial scanning and certain parts (headlines, etc) are meant to grab attention |
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| phrases/sentences that lead into headline or follow up on the headline |
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| line @ end of ad that encourages ppl to respond |
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| A straightforward and informative headline |
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| copy element with second-highest readership |
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| visual that viewers remember when they think about the commercial |
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| layout of a commercial that depicts the different scenes, composition of shots, and progression of action |
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| Reasons designers focus on visuals |
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Definition
| Grab attn, sticks in memory, cement belief, tells story, communicates quickly, and anchors associations |
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| appearance of an ad's printed matter in terms of style and size |
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| two major typeface families |
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| Design Principles for Ad Layouts |
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| Govern arrangement and all advertisements, functional and aesthetic value, guides the eye by creating visual path |
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| plan that imposes order and creates an arrangement that is aesthetically pleasing in the print ad |
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| picture window, all art, panel or grid, dominant type of all copy, circus and nonlinear |
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| ad layout that can be read at any starting point |
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| Stages for normal development in print ad |
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Definition
| thumbnail sketches, rough layouts, semicomps and comrehensives, mechanicals, final high-resolution film |
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| develops storyboard and look of commercial |
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| Steps in TV Production Process |
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| preproduction, the shoot, postproduction |
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| forms the media buys take |
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| where messages can be sent to identifiable groups with distinct common interest |
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| ppl that sell space and time for a variety of media |
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| complies audience measurement data, media costs/availability for the media options being considered |
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| ppl who grew up with DVD's, iPhones, TiVo, Satellite radio, facebook, twitter, and smart phones |
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| ways various types of media are combined in the media plan |
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| % of media audience exposed at least once to advertiser's message during a specific time frame |
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| # of times a person is exposed to an ad |
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| estimates the actual readership |
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| refers to the % of viewers based on the # of TV sets turned on |
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| markcomm tool with the goal of creating impact on the store shelf |
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| Advertainment or Branded Entertainment |
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Definition
| use of the media of entertainment to engage consumers with brands |
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Definition
| on the internet, it created a new form of Web adv. similar to TV programs with recurring episodes in a story |
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| offered by newspapers to allow advertisers target specific consumer groups |
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| arrangement between nat'l advertiser and a local retailer where the retailer buys the ad and the manufacturer pays for half or a portion |
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| Display, Classifieds, Supplements |
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Definition
| types of advertising found within the local paper |
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| rate that advertisers pay when they dont care thwere their ads run in the paper |
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| Audit Bureau of Circulations (ABC) |
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| independent auditing group that reps advertisers, agencies, and publishers and verifies statements about newspaper circulation statistics |
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| classification of business mags that present stories and info about an entire industry |
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| variety of units broken down on a single or double page in a mag |
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| tells ppl where to go to get the product or service they want |
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| includes ads on billboards, buses, posters on walls, telephone booths, and kiosks, taxi signs, etc. |
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| Advantages in Newspaper Advertising |
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Definition
| good for news announcements, good market coverage, good for comparison shopping, positive consumer attitudes, good for reashing educated and affluent customers, geographic flexibility, and good scheduling |
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| shift in control of media from publishers to consumers due to the interactive nature of the internet |
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| linked system of int'l computer networks |
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| Search, Interactivity, Info, Choice, Accessibility, Speed |
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| Reasons Internet HAS Played an Inportant role in concumer brand decisions |
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| high-speed connection to teh internet..DUH |
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| Purposes served by online advertising |
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Definition
| information role, entertainment role, social role, word of mouth role |
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| where customers who are connected by a fav brand join together to discuss brand problems, solutions, and the new uses |
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| content of a commercial nature that is created or posted on the pages of users in social media that promote a product, service, or cause |
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| refers to a website's ability to encourage visitors to stay and investigate the site rather than bounce to another site |
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| internet practice designed to deliver a groundswell of opinion, buzz, or marketplace demand for a product |
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| long skinny ads running down the side of a website |
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| internet advertising thought of as hte "internet's commercial" designed to work like TV ads |
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| approach to marketing that uses advertising driven by keywords that consumers use to search for info |
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| the # of times a certain website is visited |
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| # of ppl who click on a banner ad |
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| electronic bugs that can be placed on your computer by a Web server to track you movements online |
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| info such as demographics, response to previous promotions, product sales, and distribution patterns, and the budget of how much can be spent on the media |
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| provided by companies like MRI and are usually organized by product category and corss-tabulated by audience groups and their consumption patterns |
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| Competitve Advertising Expenditures |
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| concept that refers to marketers tracking how much competing brands spend on media compared to how mush they are spending on their particular brand |
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| chosen based on metrics such as GRPs and CPMs while new media depends on factors like brand experience, involvement, and personal impact |
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| 4 Basic Steps in Media Planning |
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Definition
| 1. Target Audience, 2. Communication and Media Objectives, 3. Media Strategies, 4. Media Metric Analysis |
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| company increases this is they want to increase the % of ppl exposed to its message during its media campaign |
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| # of ppl in the vehicle's audence who are neither customers nor prospects |
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| concept that refers to adding frequency to reach until a level is reached where ppl respond |
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| creating broad exposure using many media vehicles |
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| narrower in focus with a more limited list of media vehicles |
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| Most Important Function of Media Buying |
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Definition
| matching media vehicles to the strategic needs of the message and brand |
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| results when many types of products are similar |
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| employees, distributors, channel members, customers, agencies, investors, media, and community members |
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| Category Development Index |
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| index of the relative consumption rate of a particular product category |
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| schedule designed to intensify advertising before a buying aperture then reduce advertising until the aperture opens again |
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