Term
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Definition
| Media costs for a campaign budget |
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Term
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Definition
| what combination of media and vehicles, at what time, in what position, and how often, will reach the target and accomplish goals |
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Definition
| a specific tv program, newspaper, magazine, radio station or program |
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Definition
| to match the advertiser's target audience with the audience of a particular medium |
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Definition
| one person's opportunity to be exposed one time to an ad |
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Definition
| number of copies sold, not readership |
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Definition
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Definition
| the percentage of the media audience exposed at least once to the advertiser's message during a specific frame. goal=maximize |
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Definition
| the number of times a person is exposed to an advertisement. goal=optimize |
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Term
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Definition
| to reach as many people in the target audience as often as the budget allows |
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Term
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Definition
| advertising activity remains constant |
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Term
| flighting strategy scheduling |
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Definition
| alternating periods of intense activity (bursts) and no advertising (hiatus) |
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Term
| pulsing strategy scheduling |
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Definition
| advertising is intensified (peaks) before an aperture and reduced to lower levels (valleys) until the aperture reopens; bursts of activity |
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Term
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Definition
| the captivating quality of media to grab and hold attention |
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Term
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Definition
| all the various ways consumers come in touch with a brand |
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Term
| print media characteristics |
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Definition
-newspapers, magazines, brochures, posters, outdoor
-more info, richer imagery, longer messages
-more flexible, less fleeting, more engaging, easily targeted
-engage in sight, touch, and smell
-rates are usually per insertion or per inch |
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Term
| basic principle of newspaper publishing |
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Definition
| people read newspapers as much for the ads as they do for the news stories |
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Term
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Definition
| standard size generally 22 inches deep and 14 inches wide with 8 columns |
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Term
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Definition
| half the size of a broadsheet with five or six 2-inch columns |
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Term
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Definition
| ad can be run anywhere in newspaper |
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Term
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Definition
| select secions where ad runs in a newspaper |
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Term
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Definition
| advertising by individuals to sell their personal goods and advertising by local businesses |
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Term
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Definition
| usually independently published, syndicated, magazine-style publications that are sold to newspapers and inserted on sunday |
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Term
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Definition
| are preprinted advertisements, such as grocery ads, that are inserted into the newspaper for a fee |
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Term
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Definition
| create a special-interest publication aim at a narrow niche or audience, half of all new magazines fail |
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Term
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Definition
includes billboards, hot-air balloons, busses, posters on walls, kiosks, blimps, airport displays
Ranks second to the internet in terms of growth
It's situational: can target specific people at a specific time when they are most interested |
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Term
| what speaks to the audience in the creative strategy |
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Definition
| spokesperson, language, situation, entertains, informs and persuades--"talk value" |
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Term
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Definition
| solves problem, cures ailment, saves time or $, etc. |
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Term
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Definition
| physical not psychological aspects of a product |
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Term
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Definition
| headline, body text, slogans, brand names |
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Term
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Definition
| photos/illustrations, typography/lettering, blank space, color, motion, sound (music, sfx), layout |
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Term
| ads where words are crucial |
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Definition
1) if the message is complicated
2) in ads for high-involvement products
3) information that needs definition and explanation
4) if a message tries to convey abstract qualities |
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Term
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Definition
-be succinct
-be single-minded
-be specific
-get personal
-be conversational |
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Term
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Definition
| elements readers see in their initial scanning such as headlines, subheads, and slogans |
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Term
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Definition
| elements that are designed to be read and absorbed such as the text of the ad message, captions, call to action |
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Term
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Definition
| headline is straightforward and informative |
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Term
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Definition
| headline draws reader in, builds brand image |
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Term
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Definition
second highest readership
provides information |
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Term
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Definition
lead reader into copy
larger than body copy |
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Term
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Definition
repeted from ad to ad
reinforces brand identity |
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Term
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Definition
| slogan is direct, call to action |
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Term
| startling or unexpected phrase |
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Definition
| slogan has a twist on a common phrase and makes it unexpected |
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Term
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Definition
| slogan uses repetition of the structure of the sentence or phrase |
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Term
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Definition
| has something to do with the action the product performs |
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Term
| principle of radio copywriting |
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Definition
| try to match the conversational style of the target audience |
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Term
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Definition
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Term
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Definition
keep it personal
speak to the listener's intrests
wake up the inattentive
make it memorable
include call to action
create image transfer |
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Term
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Definition
| messages reach consumers not in the target market |
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Term
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Definition
| fast foreward and changing channels |
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Term
| television copywriting principle |
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Definition
| words and pictures work together seamlessly to deliver the creative concept through sight, sound, and motion |
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Term
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Definition
| the written version of a commercial prepared by the copywriter |
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Term
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Definition
| the visual plan or layout of the commercial prepared by the art director |
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Term
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Definition
| uses photos instead of art for images |
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Term
| web copywriting principle |
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Definition
| must think of it as an interactive medium and open up opportunities for interaction with the consumer |
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