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| an edge to edge (borderless) printing of an ad in a magazine |
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| what the target of a brand believes about it |
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| the perceived value of a brand name. the reason why Absolut costs more than Walgreen's brand |
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media glut.
we compete with too many spots, too many hot news flaskes. We must break through the clutter. |
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| all the stuff that plays a part in the scale- instruction manuals, brouchures, guarantee info, how-tos |
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| a look inside a target's mind, to see what will turn him/her on to say "yes" to a product |
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| in amount of money a target has for non-essentials |
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| a 2 page spread in a newspaper |
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research method
panel disscussion observed by researchers |
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| a fold-out expansion of a magazine |
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| a campagin that uses non-commercial media to achieve success |
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| the unprinted area between 2 pages in a magazine |
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one of the first stages of life as a consumer
usually between 10 and 20 years old |
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all ads that appear on or with websites
4 main advantages: low cost, quick changes, id of customer, direct sales |
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| art that has no grays or shading. Just black & white lines. |
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| the design of a brand's name or trademark |
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| an art director's sketch or rough of how the ad might look on paper |
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| a 2 page ad in a magazine |
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| a line from part of a visual, to a few words that describe it |
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| AARP member, usually 60 or older |
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point of purchase
special signage that accompanies the merchandise in the stores. Includes stand alone displays, highlight arrows, price promos |
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| a retail ad that simply lists what's for sale |
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| intensity of dots or pixels for art or photo |
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a brands percentage of its category
Jello has 94% of gelatin market |
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| an arrow or printed piece that mounts on the edge of a supermarket shelf that calls attention to a brand |
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| campaign, a low-cost series of ads that builds familiarity with a brand's name |
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| a short-copy ad that "stops" readers because of its arresting visual |
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| the 3 elements that a strategy statement must address: target, product, competition |
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| 1 sentence statement that defines what we have to say, to whom, and with what brands we compete with |
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| no such thing as this... all advertising is placed on purpose |
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| a menu or drink reminder that sits (teepee like) on the table of a bar or restaurant |
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| a fact-based, but fictional description that gives our agency colleagues a warm, human view of the target, rather than a statistical one |
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| an advance summary of research findings |
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| sales & promos when 2 brands cooperate to make a sale, example: hairbrush & shampoo |
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| realization that 80% of a company's business often comes from 20% of its customers. Its rationale for concentrating on most important customers (ex. frequent flyer programs). |
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| business return envelope. the postage paid, pre-addressed envelope |
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| self addressed stamped envelop |
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| trying a sale to a charity. When Wally Amos owned Famous Amos cookies, he donated a share of sales to inner city reading programs. |
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| the package to beat. the mailing with highest return so far. DM marketers will then vary the list, offer and creative to see if they can do better. |
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| the upper left corner of outer wrap. the return address area. |
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| any designed opening which is cut into a printed piece. a window for an address, an effect, or a peek |
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| something other than an envelop. a package of some sort. if it has a length, a width, and a depth, its a dimensional mailer. |
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| the actual act of mailing the material. drop dates are part of the tactics plan, and are listed on every schedule. |
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| internet term. electronic privacy barriers that protect the confidentiality of names, addresses, numbers, etc |
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| the mechanism of merchandise delivery. often carried out by dedicated fulfillment houses which specialized |
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| the imprint of the postage, which may contain a message |
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not mail, but an essential
direct vehicle: usually staged like a TV show with an audience participation to demonstrate an amazing new product. at the end, a direct appeal to call this number and have credit card handy |
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| an outlined section at the top of a DM letter which headlines the subject matter and flags it in an intriguing way |
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| where the hands-on people work. the stuffers, addresses, ink-jet personalizes, and the people with the trucks who make the drops |
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| a note or added small piece in the mailing which adds urgency and extra incentive to prompt reply |
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| this is the "deal". the actual merchandise or service, at a certain price, with terms of payment |
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| the exterior of the envelope, wrapper or cover package |
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| while the letter is the most effective piece in a DM package, th P.S. is the most effective part of the letter. Make your letters as long as you like, but always put in a P.S. |
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| the hole in the envelop through which the address or teaser material inside can be seen. Sometimes a part of the artwork. |
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| programs to strengthen relationship with existing customers. newsletters, service offers, other collateral literature, to keep customers in the fold. |
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| a one-mailer which requires no envelop. the outer has the teaser, indicia and address. when you unfold it, you have the letter |
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| placing one element of a DM package inside another |
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| the waste in every mailing. can be mis-delivered, mis-addressed. a certain percentage is expected to be waste (usually 3-5%) |
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| important. the message from on outside of envelop, which entices target to open. |
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