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Definition
| when a seller and a customer communicate with each other directly rather than immediately |
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Definition
Email
Mobile
Viral WOM
Social Media |
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| Traditional Advertising Goal |
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Definition
| build awareness and create demand (build long term brand value) sell image and eventually product |
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| make something and try to sell it to everyone |
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| segment into large groups based on dempgraphic and what they say they want |
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Definition
| Segment based on actual recent behavior |
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Term
Consumer Relationship Marketing
(CRM) |
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Definition
| individualized and customized communications |
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Term
| Traditional One-Step Approach |
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Definition
Urgency (sell now)
Sales promotion |
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| Two-Step Approach (sales and relationship) |
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Definition
Generate leads for sales staff
Generate on-site traffic (virtual and read)
Loyalty & Relationship |
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Term
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Definition
Set objectives and strategies based on research
Identity process
Communicated to prospect
Response by customer (oredering opt-in)
Fulfillment
Maintain Database |
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Term
| 4 Categories of DM Objectives |
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Definition
Lead generation
Traffic generation
Purchse
Relationship/loyalty |
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Definition
Grab attention
Create desire/need
Answer the questions
Inspire confidence
Make the sale
Re-evoke sense of need/desire
Incentive for the fast response |
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Definition
Pricing
Free gift premiums
Shipping
Payment plans/credits
Sweepstakes |
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Term
| 3 primary uses of lists in DM |
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Definition
Read customers and prospects
Measuring results (ROI, CPO, CPM, LTV)
Continuing Communication |
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Definition
| data that we gather ourselves |
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Definition
Feedback from promotions
Warranty Cards
Data from Registration programs
Rebate programs
Events
Sales data/record
Opt-ins |
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Definition
Rented from broker/producer
Often another company's house list
(nextmark, epsilon, walter karl) |
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Definition
| lists rented/bought from data broker |
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Definition
No response history
Infor gathered from multiple sources
(research, public records, USPS, SRDS, Experian) |
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| Key Elements of Sales Letter Messages |
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Definition
1. Begn with a Teaser Headline
2. Creat a Sense of Need or Desire
3. Present your Products as the Solution
4. Ask for the Sale
5. Re-evoke the Sense of Need or Desire and Again Ask for the Sale
6. Add a P.S. |
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Term
| Begin with a teaser headline |
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Definition
| Use a different type face, color, size then rest of the letter |
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Term
| Create a sense of need or desire |
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Definition
| Remind the recipient that something in her life needs to be better |
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| Present your products as the solution |
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Definition
| begin with new paragraph, present a solution to her problem: the product |
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Definition
Demand the sale
Offer a guarantee or free-trial period
Compare the price to the price something familiar and desirable |
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Term
| Re-evoke the sense of need or desire and again ask for the sale |
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Definition
| Recipient has become to relaxed, in final paragraph return the idea you developed about something missing in her life |
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Definition
| a business letter that attempts to persuade the recipient to buy a product |
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Definition
| an unsolicted business letter sent to potential donors on a mailing list |
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Definition
interactive, one-to-one, personal
Data Driven
Nearly Universal |
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Term
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Definition
| make all consumer fata actionable further personalization |
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Term
| 7 types of email campagins |
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Definition
1. Opt-in
2. Welcome
3. Newsletter
4. Sale Promo
5. Auto-responders
6. Triggered
7. Reactivism |
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Term
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Definition
| you agree to provide more information about your self (sweepstakes) |
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Definition
providing info, you recieve welcome message from product
Maxwell Coffee
Personalize a mass message
Can combine with a sales promo to further respond to product |
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Definition
| give information about how to use product or just provide information |
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Definition
needs to be time sensitive
(express) |
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Definition
| sign up and you will recieve message for tips |
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Definition
| when certain things happen they will send |
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Definition
| try establish their relationship via message |
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Term
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Definition
Reward
Threat
Expertise
Liking
Scarcity
Social Proof |
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Term
Reward
(persuasion wheel) |
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Definition
most important principle experience
benefit
added value perceptions
a little means a lot
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Threat
(persuasion wheel) |
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Definition
over or implict
creat relevance
create need
protect your hierarchy of needs |
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Term
Expertise
(persuasion wheel) |
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Definition
recommendations and endorsements
not famous people anymore
trusted stranger in digital world |
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Term
Liking
(pursuasion wheel) |
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Definition
create likability through:
familiarity
similarities
asethetic
positive regards
positive assoication |
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Term
Scarcity
(persuasion wheel) |
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Definition
psychological reactance - a threat to free choice
Valuable: less is more |
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Term
Social proof
(persuasion wheel) |
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Definition
numbers of herds - follow the leader
what do other people think is right?
most popular, best selling... bandwagons |
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Term
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Definition
| Unique Selling Proposition |
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Term
| Unique Selling Proposition |
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Definition
How are you different from the rest?
Make a clear promise that will deliver benefit
Must be believable
Your benefit statement should promise to solve a vexing problem or bring about a desired change |
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Definition
Promise a distinct before vs. after contrast
Does your USP help potential customers to visualize real change? |
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Term
USP Positioning
(Comparision Advertising) |
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Definition
Talk about your edge, advantage
What can you promise that no one else can do
You don;t need to specifically name the competition to do this
Think about how you want people to think about your competition
Put the emphasis on repositioning to the other guys |
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Term
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Definition
| Word of Mouth Marketing Assoiciation |
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Term
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Definition
| (Public Service Announcement) persuasive messages carried without charge by radio and TV outlets on behalf of nonprofit and social-cause organizations |
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Definition
| to fulfill federal licensing requirements that those outlets serve the public interest |
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Definition
| the simpler of two formats, contaning only the words the announcer will read live on the air |
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Definition
Commercial announcements
Advertisers pay for the right to choose the form, timing and placement of advertisement |
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Term
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Definition
PSA's
make decisions whether and when to usa a PSA |
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Term
| Rules of Broadcast/Podcast Writing |
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Definition
1. The announcer has to breathe
2. One at a time
3. Make it personal
4. First things first
5. Write SVO
6. Use active voice
7. There is nothing like the present tense
8. Write it as you would say it
9. Know your numbers & use figures
10. Make it easy to find |
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Definition
| a recorded quotation that can accompany a radio news release |
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Definition
| words shown on a video screen, a slash indicates a line break in a message |
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| close-up shot in a TV script, often face, hands or feet |
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Definition
| to physicall moce a TV camera forward or backward rather than zooming, panning or tilting the camera from fixed location |
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Definition
| in a tv or film script, a wide shot that clarifies the scene for an ip coming sequence of shots |
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| a description of playing music at full volume for a short time to attract attention or allow recognition then lowering the volume to allow use under voices |
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Definition
| in radio, a graudal decrease of volume. In TV a gradual darkening of a visible sense |
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Definition
| a medium shot in a TV or film script, often a person from the waist up |
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| to move a cameras lens from left to right without moving the camera itself from a particular location |
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| running time, specified at the end of the radio, TV and podcast production scripts |
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Definition
| a group of related shots in a tv or film script |
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Definition
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Definition
| a camera placement, when the camera physically moves to different location, a new shot begins |
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Definition
| sound on tape, refers to use natural sound or music from an audiotape, videotape, or a digital recording |
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Definition
| a recorded quotation that can accompany a radio news relase |
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Definition
| to move camera lens up and down without moving the camera |
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Definition
| description of a quiet background sound or music that runs unobtrusively beneath voices |
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Definition
| voice over, words spoken by an unseen announcer |
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Definition
| Wide shot in TV or film script, often a building, a room or group of people |
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Definition
| the process of making images larger or smaller by adjusting the focal length of a camera |
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Definition
Decide where you are going
Put the words first
Do not cross the axis
Know your video grammer
Variety is the spice of life
Hit and run
Continue action and setting
Avoid jump cuts
Cutaways are your friends
Empty frames |
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Term
| Decide where you are going |
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Definition
research your purpose and audience
Determine desired outcome |
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Definition
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Definition
| unnatural movements created by bad editing |
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Definition
| involves the relationshop between pictures and words |
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Definition
| Help maintain the continuity by breifly shifting the viewers attention to another subject |
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Definition
| maintaining continuity: achieved by having the subject move out of the frame at the end of one sequence or into the frame at the beginning |
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Definition
Must have a plan
Write 1st
Plan - research
Continuity (w/ campaign strategy)
Attention
Single mindeness - repeat benefit |
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Term
| Common Formats for Digital Video |
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Definition
Instream Video
In Banner Video
In Text Video |
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Definition
played from a video player
Linear
Non-Linear
Companion Ad |
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Definition
before, middle, or after video content, similar to TV commercial
ad content takes over screen
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Definition
runs parallel to content so that uses sees the ad simutaneously
include overlays and product placements |
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Definition
| can be text, displays, rich media, skins and may include click through interactively |
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Definition
| a series of ads for a product that work individually and combatively communicate the advertiser's message to the consumer |
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Definition
| also called a slogan or logo, use as a brand images position statement - image helps link all ads for that brand |
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Definition
Announcement
Image
Product |
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Definition
| attitudinal/reminder advertising |
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Definition
Persuade action/behavior
More features |
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Definition
| Attention Interest Desire Action |
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Definition
occurs when your external message connects with consumer's experience and values
makes a connection |
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Definition
Direct Benefit
Informational/functional
Reverse benefit
News
Provoactive
Question
Anaglogies, plans, metaphors and cliches |
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Term
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Definition
| main user advantage of the product "the reward" |
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Definition
use factual information to convey a benefit or appeal
make a product claim and define it |
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Definition
communicates what problem faces consumers who do not use product
the threat |
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Definition
| something new or noteworthy about the product |
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Definition
| arouse reader's curiosity, dont tell the whole story; hold something back to be answer in body copy |
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Definition
| a direct query to the reader |
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| Analogies, plans, metaphors & cliches |
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Definition
| need exctremely strong ties to visuals |
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Definition
| ask for the sale and tells the consumer specifically what to do next |
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Definition
| colors of the specturm (the full range of color within light) |
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Definition
| concerns the light and dark properties of color |
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| refers to the brightness of a color |
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| use two colors located opposite each other in the color wheel. Each pair contains one primary and one secondary |
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Definition
| such as blue and green make especially poor compinations since their contrast is similar in both hue and value |
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| one of the oldest and most prestigous honors for creative excellence in advertising |
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Definition
Visual
Headling
Subheadline
Swing Line
Body Copy
Zinger
Call to Action
Logo/slogan/tagline
Mandatories |
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Definition
Stay on message
Be controversial
Don't repeat yourself in the headline, zinnger and slogan
Edit proofread, follow the procedure recommened
Study Magazine ads |
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Definition
Tell the Recipient Why You're Writing
Explaing Why you want to work for this Particular Organization
Describe Your specific Accomplishments
Show initative |
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Term
| Factors Affecting Message Retention |
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Definition
Multiple Executions
Media Weight
Established Presence
Target Audience
COmpetition
Seasonality |
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Term
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Definition
| campaigns that use multiple executions and a variet of outdoor display formats delvier impact and continuity that can exten the awareness of a campaign over time |
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Term
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Definition
| outdoor campaigns with media weight can experience rapid awareness decline once consumers learn the message benefit |
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Term
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Definition
| effective outdoor designs, using an appropriate level of media weight can sustain awareness after a campaign has ended |
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Term
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Definition
| the composite of primary and subsiquent target audience can affect the ongevity of an outdoor campaign |
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Term
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Definition
| competitve influences can affect the longevity of an outdoor campaign |
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Term
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Definition
| people are moblie year round so outdoor advertising is not affect by seasonal cycle of behavior |
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Term
| Font Selections: The Don'ts |
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Definition
Overcrowding
Exessive
Anemia
Overweight
Illegibility |
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Term
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Definition
| compressed type or too many words will reduce clarity of message |
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Definition
| extreme variations between ascending and decending letter segments and serif greatly reduce legibility |
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Definition
| line typefaces will fade into background |
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Definition
| heavy fonts lose their basic shapes when the viewing distance is decreased |
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Definition
| ornate and sans serif typefaces can be difficult to read |
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Definition
alternative media, nontraditional media and non-measured media
Media (vehicles) used to reach members of the target market that primary media may not have reached |
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| Outdoor Five Major Formats |
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Definition
Billboards
Street Furniture
Transit
Alternative
Cinema |
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Term
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Definition
Video Games
Television
Film
Cinema Advertising
Place based Media
Miscellaneous |
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Definition
In-game
Massive Incorporation |
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Definition
Sponsorships
Casual integration
Plot Placement/branded content
Virtual |
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Definition
Not the same as cinema advertising
E.T. with Reese pieces |
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Definition
Mall
Stadiums
Marques
Scoreboards |
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Definition
| there is no programming associated with the medium |
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| Message tactics for outdoor |
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Definition
Humor
Intrigue
Surprise
Aesthetic |
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Term
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Definition
| most consider broad audience |
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Definition
| words or pictures tht are not immediately comprehended (double take) |
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Definition
| unexpeceted or unusal design elements lead to emotional response message is understood |
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Definition
| more dependent on visuals than on words |
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Definition
frequent medium
Consistent, repeated exposure will maintain aid recall |
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Accuracy
Boldness
Clarity |
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| Express the big idea concisely |
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| less than 7 words. less than 3 elements |
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