Term
|
Definition
| An ad that is half advertising, half editorial, aimed at swaying public opinion rather than selling products. |
|
|
Term
|
Definition
| Advertising used to communicate an organization's views on issues that affect society or business. |
|
|
Term
|
Definition
| A promotional strategy utilized by nonsponsors to capitalize on the popularity or prestige of an event or property by giving the false impression that they are sponsors, such as by buying up all the billboard space around are an athletic stadium. Often employed by the competitors of the property's official sponsor. |
|
|
|
Term
|
Definition
| Slides, films, filmstrips, and videocassettes that may be used for training, sales, or public relations activities. |
|
|
|
Term
|
Definition
| A local public relations activity in which companies sponsor or participate in a local activity or supply a location for an event. |
|
|
|
Term
corporate identity advertising
|
|
|
Definition
| Advertising a corporation creates to familiarize the public with its name, logos, trademarks, or corporate signatures, especially after any of these elements are changed. |
|
|
|
Term
|
Definition
| A company's plan for handling news and public relations during crises. |
|
|
|
Term
|
Definition
| The second largest area of sponsorship, which includes things like concert tours, attractions, and theme parks. |
|
|
|
Term
|
Definition
| A marketing or public relations approach that involves preparing displays that tell about an organization or its products; exhibits may be used at fairs, colleges and universities, or trade shows. |
|
|
|
Term
|
Definition
| Soft news about companies, products, or services that may be written by a PR person, the publication's staff, or a third party. |
|
|
|
Term
|
Definition
| Internal and external publications produced by business organizations, including stockholder reports, newsletters, consumer magazines, and dealer publications. Most are produced by a company's advertising or public relations department or by its agency. |
|
|
|
Term
|
Definition
| The donation of goods and services as payment for some service such as a sponsorship. |
|
|
|
Term
institutional advertising
|
|
|
Definition
| A type of advertising that attempts to obtain favorable attention for the business as a whole, not for a specific product or service the store or business sells. The effects of institutional advertising are intended to be long term rather than short range. |
|
|
|
Term
|
Definition
| Informing government officials and persuading them to support or thwart administrative action or legislation in the interests of some client. |
|
|
|
Term
market prep corporate advertising
|
|
|
Definition
| Corporate advertising that is used to set the company up for future sales; it simultaneously communicates messages about the products and the company. |
|
|
|
Term
marketing public relations (MPR)
|
|
|
Definition
| The use of public relations activities as a marketing tool. |
|
|
|
Term
|
Definition
| A typewritten sheet of information (usually 8 1/2 by 11 inches) issued to print and broadcast outlets to generate publicity or shed light on a subject of interest. Also called press release. |
|
|
|
Term
|
Definition
| A form of public relations research in which consumers provide feedback via interviews, toll-free phone lines, focus groups, and similar methods. |
|
|
|
Term
|
Definition
| Support for a cause without any commercial incentive. |
|
|
|
Term
|
Definition
| For public relations purposes, signs that impart product information or other news of interest to consumers, or that are aimed at employee behavior, such as safety, courtesy, or waste reduction. |
|
|
|
Term
|
Definition
| The planning of activities and the staging of events to attract attention to new products or services and to generate publicity about the company or organization that will be of interest to the media. |
|
|
|
Term
|
Definition
| A package of publicity materials used to give information to the press at staged events such as press conferences or open houses. Also, a package of sales material promoting a specific media vehicle. Also called amedia kit. |
|
|
|
Term
|
Definition
| All activities related to the community citizenship of an organization, including dealing with community officials and working with regulatory bodies and legislative groups. |
|
|
|
Term
|
Definition
| The management function that focuses on the relationships and communications that individuals and organizations have with other groups (called publics) for the purpose of creating mutual goodwill. The primary role of public relations is to manage a company's reputation and help build public consent for its enterprises. |
|
|
|
Term
|
Definition
| The generation of news about a person, product, or service that appears in broadcast or print media. |
|
|
|
Term
|
Definition
| In PR terminology, employees, customers, stockholders, competitors, suppliers, or general population of customers are all considered one of the organization's publics. |
|
|
|
Term
|
Definition
| A special type of advertising, most frequently found in the classified sections of daily newspapers and typically the responsibility of a personnel department aimed at attracting employment applications. |
|
|
|
Term
|
Definition
| In public relations, the name of the long-term strategic process to manage the standing of the firm with various publics. |
|
|
|
Term
|
Definition
| Function of a public relations practitioner to write speeches for stockholder meetings, conferences, conventions, etc. |
|
|
|
Term
|
Definition
| The whole visual presentation of a commercial or advertisement—the body language of an ad. Art also refers to the style of photography or illustration employed, the way color is used, and the arrangement of elements in an ad so that they relate to one another in size and proportion. |
|
|
|
Term
|
Definition
| The act or process of managing the visual presentation of an ad or commercial. |
|
|
|
Term
|
Definition
| Along with graphic designers and production artists, determines how the ad's verbal and visual symbols will fit together. |
|
|
|
Term
|
Definition
| A role in the creative process that experiments and plays with a variety of approaches, looking for an original idea. |
|
|
|
Term
|
Definition
| The flash of creative insight—the bold advertising initiative—that captures the essence of the strategy in an imaginative, involving way and brings the subject to life to make the reader stop, look, and listen. |
|
|
|
Term
|
Definition
| An element of the creative mix, comprising the various methods or vehicles that will be used to transmit the advertiser's message. |
|
|
|
Term
|
Definition
|
|
Term
|
Definition
| The creative point in advertising where the search for the "big idea" takes place. It includes the task of analyzing the problem, assembling any and all pertinent information, and developing some verbal or visual concept of how to communicate what needs to be said. |
|
|
|
Term
|
Definition
| People who create the words and concepts for ads and commercials. |
|
|
|
Term
|
Definition
| Heads a creative team of agency copywriters and artists that is assigned to a client's business; is ultimately responsible for the creative product—the form the final ad takes. |
|
|
|
Term
|
Definition
| A five-step model to help the creative team convert advertising strategy and the big idea into the actual physical ad or commercial. The five elements are: attention, interest, credibility, desire, and action. |
|
|
|
Term
|
Definition
| A role in the creative process that searches for new information, paying attention to unusual patterns. |
|
|
|
Term
|
Definition
| A style of thinking that tends to fragment concepts into components and to analyze situations to discover the one best solution. |
|
|
|
Term
|
Definition
| The address, phone number, Web address, etc., that the advertiser usually insists be included within an ad to give the consumer adequate information. |
|
|
|
Term
|
Definition
| The specific determination of what a company wants to say and how it wants to say it. The elements of the message strategy include verbal, nonverbal, and technical components; also called rationale. |
|
|
|
Term
|
Definition
| Communication other than through the use of words, normally visual. |
|
|
|
Term
|
Definition
| Marketing appeals that are directed at the consumer's practical, functional need for the product or service. |
|
|
|
Term
|
Definition
| The specific group of individuals to whom the advertising message is directed. |
|
|
|
Term
|
Definition
One of the three components of message strategy, it refers to the preferred execution approach and mechanical outcome including budget and scheduling limitations.
|
|
|
Term
|
Definition
| Positively originated motives that promise to "transform" the consumer through sensory gratification, intellectual stimulation, and social approval. Also called reward motives. |
|
|
|
Term
|
Definition
| A style of thinking where decisions are based on intuition, values, and ethical judgments. |
|
|
|
Term
|
Definition
| Words, written or spoken. |
|
|
|
Term
|
Definition
| The creative point in advertising where the search for the "big idea" takes place. It includes the task of analyzing the problem, assembling any and all pertinent information, and developing some verbal or visual concept of how to communicate what needs to be said. |
|
|
|
Term
|
Definition
A role in the creative process that overcomes excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization.
|
|
|
Term
|
Definition
| A rough television commercial produced by photographing storyboard sketches on a film strip or video with the audio portion synchronized on tape. It is used primarily for testing purposes. |
|
|
|
Term
|
Definition
| That part of an advertisement or commercial that asks customers to do something and tells them how to do it—the action step in the ad's copy. |
|
|
|
Term
|
Definition
| A facsimile of a finished ad with copy set in type and pasted into position along with proposed illustrations. The "comp" is prepared so the advertiser can gauge the effect of the final ad. |
|
|
|
Term
|
Definition
| Advertising copy that relies on wordplay, humor, poetry, rhymes, great exaggeration, gags, and other tricks or gimmicks. |
|
|
|
Term
|
Definition
| When writing a jingle, a hole left for spoken copy. |
|
|
|
Term
|
Definition
| A type of body copy in which the advertiser tries to sell an idea or the merits of the organization or service rather than the sales features of a particular product. |
|
|
|
Term
|
Definition
| A straight radio announcement, usually delivered by one person, woven into a show or tailored to a given program to avoid any perceptible interruption. |
|
|
|
Term
|
Definition
| Text within the body copy of an ad where the credibility and desire steps of the message are presented. |
|
|
|
Term
|
Definition
| A subhead that appears above the headline. Also known asoverline. |
|
|
|
Term
|
Definition
Type of commercial in which the user is presented rather than the product. Typically used by clothing and soft drink advertisers to affiliate their brands with the trendy lifestyles of their consumers.
|
|
|
Term
|
Definition
| A type of body copy in which the text immediately explains or develops the headline and visual in a straightforward attempt to sell the product. |
|
|
|
Term
|
Definition
| In ad copy, requests for the order that are made before the close in the ad. |
|
|
|
Term
|
Definition
The final print of a filmed commercial, along with all the required optical effects and titles, used for review and approval before duplicating.
|
|
|
Term
|
Definition
| The opening in a camera that determines the amount of light that reaches the film or videotape. To a media planner it refers to the place and time that a target audience is ready to attend to an ad message. |
|
|
|
Term
|
Definition
| The first image on an artboard on which an overlay may be placed. |
|
|
|
Term
|
Definition
| Colors, type, or visuals that run all the way to the edge of the page. |
|
|
|
Term
|
Definition
| A proof created by shining light through the negatives and exposing a light-sensitive paper that turns from white to blue; it helps reveal scratches and flaws in the negatives. |
|
|
|
Term
|
Definition
| A finished ad that is ready for the printer's camera to shoot—to make negatives or plates—according to the publication's specifications. |
|
|
|
Term
|
Definition
| A motion picture photographer. |
|
|
|
Term
|
Definition
| Normal photographic paper produces images in black and white with shades of gray in between. |
|
|
|
Term
|
Definition
| Duplicates of radio commercials made from the master tape and sent to stations for broadcast. |
|
|
|
Term
|
Definition
| Opaque plastic sheets that film negatives are mounted on in perfect registration; light passes through only where lines and dots are to appear on the printing plate. |
|
|
|
Term
|
Definition
| Plate that prints dots, the combination of which, when printed, produces an optical illusion of shading as in a photograph. |
|
|
|
Term
|
Definition
| A glass or plastic screen, crisscrossed with fine black lines at right angles like a window screen, which breaks continuous-tone artwork into dots so that it can be reproduced. |
|
|
|
Term
|
Definition
| TV A personal audience venue where people can personally guide TV programming through a remote control box while watching TV. |
|
|
|
Term
|
Definition
| In the preproduction phase, a place to store the various pieces of artwork and ideas that will be generated throughout the process. |
|
|
|
Term
|
Definition
| The measurement of the space between individual letters of text. |
|
|
|
Term
|
Definition
| Interactive computers in a stand-alone cabinet that make information available 24 hours a day even in remote areas. |
|
|
|
Term
|
Definition
| Acreage outside a studio that is shielded from stray, offsite sounds. |
|
|
|
Term
|
Definition
| The address, phone number, Web address, etc., that the advertiser usually insists be included within an ad to give the consumer adequate information. |
|
|
|
Term
|
Definition
| The edited version of a filmed television commercial mixed with the finished sound track. Used for initial review and approval prior to being duplicated for airing. |
|
|
|
Term
|
Definition
| A gimmick used to dramatize the product benefit and make it memorable, such as the Imperial Margarine crown or the Avon doorbell. |
|
|
|
Term
|
Definition
| Presenting information or entertainment using several communications media simultaneously. |
|
|
|
Term
|
Definition
| A high-contrast photographic film yielding only black-and-white images, no gray tones. |
|
|
|
Term
|
Definition
| On a pasteup, a piece of clear plastic containing a second image from which a second printing plate can be made for color printing. |
|
|
|
Term
|
Definition
| The art of selecting, setting, and arranging type. |
|
|
|
Term
|
Definition
| Where, in the printing process, one color overlays the edge of another to keep the paper from showing through. |
|
|
|
Term
|
Definition
| The most popular type group that is distinguished by smaller lines or tails called serifs that finish the ends of the main character strokes and by variations in the thickness of the strokes. |
|
|
|
Term
|
Definition
| A type group that is characterized by a lack of serifs. |
|
|
|
Term
|
Definition
| Area within a field of printed color on a page that is free of ink and allows the paper's surface to show. |
|
|
|
Term
|
Definition
| Colors, type, or visuals that run all the way to the edge of the page. |
|
|
|
Term
|
Definition
| Thorough analysis of circulation procedures, distribution outlets, and other distribution factors by a company such as the Audit Bureau of Circulations (ABC). |
|
|
|
Term
|
Definition
| A discount applied retroactively as the volume of advertising increases through the year. |
|
|
|
Term
|
Definition
| In newspapers, advertisers earn this discount by running an ad repeatedly in a specific time period. |
|
|
|
Term
|
Definition
| A magazine cover or page extended and folded over to fit into the magazine. The gatefold may be a fraction of a page or two or more pages, and it is always sold at a premium. |
|
|
|
Term
|
Definition
| Business publications targeted at people with particular job functions that cut across industry lines, such as Purchasing magazine. |
|
|
|
Term
|
Definition
| A half-page of magazine space that is surrounded on two or more sides by editorial matter. This type of ad is designed to dominate a page and is therefore sold at a premium price. |
|
|
|
Term
|
Definition
| The number of people who receive a publication, whether through direct purchase or subscription. |
|
|
|
Term
|
Definition
| A newspaper-distributed Sunday magazine. Sunday supplements are distinct from other sections of the newspaper since they are printed by rotogravure on smoother paper stock. |
|
|
|
Term
|
Definition
| Discount given to advertisers for purchasing print space or broadcast time in bulk quantities. |
|
|
|
Term
|
Definition
| A signed and notarized form sent by a television station to an advertiser or agency indicating what spots ran and when. It is the station's legal proof that the advertiser got what was paid for. |
|
|
|
Term
|
Definition
| The distribution of an audience into demographic or other categories. |
|
|
|
Term
|
Definition
| Marketing of first-run television programs to local stations free or for a reduced rate because some of the ad space has been presold to national advertisers. |
|
|
|
Term
|
Definition
| The total number of different people listening to a radio station for at least one 15-minute segment over the course of a given week, day, or daypart. |
|
|
|
Term
|
Definition
| The estimated number of cume persons expressed as a percentage of the total market population. |
|
|
|
Term
|
Definition
| A media scheduling strategy based on the TV usage levels reported by the rating services. |
|
|
|
Term
|
Definition
| The total of all the audiences delivered by a media plan. |
|
|
|
Term
|
Definition
| When advertisers run a schedule on TV and then convert the audio portion to radio commercials, fully 75 percent of consumers replay the video in their minds when they hear the radio spot. |
|
|
|
Term
|
Definition
| A long TV commercial that gives consumers detailed information about a product or service; see alsoprogram-length advertisement. |
|
|
|
Term
|
Definition
| National advertisers' purchase of airtime on individual stations. Buying spot radio affords advertisers great flexibility in their choice of markets, stations, airtime, and copy. |
|
|
|
Term
|
Definition
| A type of digital data transmission that enables a single wire to carry multiple signals simultaneously. |
|
|
|
Term
|
Definition
| A form of direct-mail advertisement, larger than a folder and sometimes used as a window display or wall poster in stores. It can be folded to a compact size and fitted into a mailer. |
|
|
|
Term
|
Definition
| Sales materials printed on heavier paper and featuring color photographs, illustrations, typography. See alsofolders. |
|
|
|
Term
|
Definition
| In Internet advertising, buttons are small versions of a banner and sometimes look like an icon, and they usually provide a link to an advertiser's home page. Because buttons take up less space than banners, they also cost less. |
|
|
|
Term
|
Definition
| A system of connecting with the Internet that offers high-speed data transfer direct to the computer. |
|
|
|
Term
|
Definition
| Web site Web sites that specialize in providing classified advertisements, often provided for free. Many classified ad Web sites are supported by ad banners of other advertisers. |
|
|
|
Term
|
Definition
| A type of direct-mail list that has been compiled by another source, such as lists of automobile owners, new home purchasers, business owners, union members, and so forth. It is the most readily available type of list but offers the lowest response expectation. |
|
|
|
Term
|
Definition
| Small pieces of information that get stored in a computer's Web browser when one loads certain Web sites. Cookies keep track of whether a certain user has ever visited a specific site and allows the site to give users different information according to whether or not they are repeat visitors. |
|
|
|
Term
|
Definition
| Large, heavy-stock fliers, often folded and sent out as self-mailers. |
|
|
|
Term
|
Definition
A company's most important and valuable directmail list, which may contain current, recent, and long-past customers or future prospects.
|
|
|
Term
|
Definition
| A type of digital data transmission in which wires carry only one signal (channel) at a time. Examples of narrowband transmission include many telephone calls and most transmissions between computers and peripheral devices such as printers. |
|
|
|
Term
|
Definition
| A service offered by Microsoft that allows individuals to access Internet services (such as e-mail and traditional Web pages) using special hardware and a typical television set instead of a computer. |
|
|
|
Term
|
Definition
| An intermediary who handles rental of mailing lists for list owners on a commission basis. |
|
|
|
Term
|
Definition
| Animated screens, often advertisements, which pop up momentarily as the computer searches for and downloads information for a requested Web page. Also known as splash pages. |
|
|
|
Term
|
Definition
| TV A personal audience venue where people can personally guide TV programming through a remote control box while watching TV. |
|
|
|
Term
|
Definition
| A promotional product, usually imprinted with an advertiser's name, message, or logo, that is distributed free as part of a marketing communications program. |
|
|
|
Term
|
Definition
| In transit advertising, all the inside space on a group of buses, which thereby gives the advertiser complete domination. |
|
|
|
Term
|
Definition
| At trade shows, a major factor in sales promotion plans. To stop traffic, it must be simple and attractive and have good lighting and a large visual. |
|
|
|
Term
|
Definition
| An advertising program under which all the advertising in and on a train is from a single advertiser. This advertising concept was first used in subway trains in New York City and is being used on the Las Vegas monorail. |
|
|
|
Term
|
Definition
| In transit advertising, a jumbo roof sign, which is actually a full-color transparency backlighted by fluorescent tubes, running the length of the bus. |
|
|
|
Term
|
Definition
| Proprietary technique developed by Neopets.com for integrating an advertiser's products or services into the Web site experience. |
|
|
|
Term
|
Definition
| A transit advertisement, normally 11 by 28 inches, placed in a wall rack above the windows of a bus. |
|
|
|
Term
|
Definition
| The basic unit of sale for billboards or posters is 100 gross rating points daily. One rating point equals 1 percent of a particular market's population. |
|
|
|
Term
|
Definition
| Media such as outdoor advertising (billboards) and transit advertising (bus and car cards) that reach prospects outside their homes. |
|
|
|
Term
|
Definition
| Giant electronic signs that usually incorporate movement, color, and flashy graphics to grab the attention of viewers in high-traffic areas. |
|
|
|
Term
| Classic Creative approaches |
|
Definition
Inherent Drama-Reason to buy the Product
Unique selling Proposition-Buy this, you'll get this benefit
Brand Image-Building the personality of the product
Execution- Respect audience, direct humor
Positioning-Identify competition and saying something memorable relative to competition
Executional Impact-Nike,Subway, focus on how the message is said. |
|
|
Term
|
Definition
Headline
Copy
Visualization
Color
Layout |
|
|
Term
|
Definition
Inject news into headline
Include Brand name
Never use a headline that needs description |
|
|
Term
|
Definition
Benefit-Promise of attractivness
News/info- consumer reports
Provacative- Lays chips- Not sharing
Question Amex
Command-Sprite(Obey your thirst) |
|
|
Term
|
Definition
Straight sell-Factual
Institutional-organization name
Narrative-Story in 3rd person
Auto Bio-Story in 1st person
Dialogue-Listen in on a conversation
Explaination-How something works
Translation-For tech info
Device- Puns, Alliteration, Rhymes |
|
|
Term
|
Definition
Phtography, not art work
Vivid color
Story appeal in image
Sex appeal
|
|
|
Term
|
Definition
Attraction and holding power of a message is increased with color.
Color can create moods
Visual impressions are retained in memory
|
|
|
Term
|
Definition
Red&Orange-Anger,Action,Heat,Passion
Blue-Sadness,cool,truth,Purity
Yellow-Cheerfulness,Spring,Youth
Green-Calm,Nature,Spring
Brown-Organic,Down to earth
Grey-Nuetral, Mature
Purple-Royal, Contemporary
|
|
|
Term
|
Definition
Avoid confusing elements
Avoid name describing elements
No family names
Symbol easy to id
|
|
|
Term
|
Definition
Make picture tell a story
Forceful demonstation
One or two simple ideas only
Deliver selling promise twice
Not too wordy
Repeat Product name
make product hero
Close-ups |
|
|
Term
|
Definition
Close ups
Testimonials
Storyline
Customer interview
|
|
|
Term
|
Definition
Simplicity-one main point
Clarity-Avoid ambiguity
Believability
Pleasantness-friendly tone
Compulsion-Act now |
|
|
Term
|
Definition
Two announcers-fast paced
Jingle
Customer interview
Humor
Live or pre recorded
|
|
|
Term
|
Definition
Keywords-Stand out with boldface
Keep it simple
keep it short
Paragraphs to bullet points
Lead with main message
Avoid scrolling
|
|
|
Term
|
Definition
Readability
HBR singer-Visual efficiency
Eye Camera-Track eye movement
Tachitoscope-Fancy slide
PDR(Pupil dilation-
Salivation-food ads
consumerjury-Consumer analyze
|
|
|
Term
| Product related labMeasures |
|
Definition
Determine effect of ad on product-Awareness
Shwerin test-Invite people to viewplot
Trailer test- customers resonse
Lab stries-combo of shwerin test
|
|
|
Term
| Advertisers ad Operations |
|
Definition
Traditional advertising department-All ad issues go to department
Marketing services System-Take care of multi-line company
|
|
|
Term
|
Definition
Determine services needed
Financial arrangements
Comfortable international
check for conflicting accounts
Pick what meets needs |
|
|
Term
Advertising Agency Organization
-Full service use 4 departments |
|
Definition
-Creative
-accounts
-Marketing
-Managment + Finance
|
|
|
Term
|
Definition
-Creative boutiques
-Media buying services
-In house agency
-Full service
-Interactive agencies |
|
|
Term
|
Definition
Dummy ad vehicles-create fake magazine and send to homes to see if people like it.
On the air test- test markets
Recognition test-Survey of 30000 ads in 1000 publications,Interviews |
|
|
Term
| Social critic of advertising |
|
Definition
Product-Tabacco,Alchol,Condoms
Advertising Exposure-Repetitious,Intrusive
Advertising content-Negotive stereo types,Poor taste,Sexual,Falsity
Influence on human behavior-Causes people to buy what they dont need,Promotes materialistic values,Lower values,
Takes advantage of immature young minds |
|
|
