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| A creative idea that expresses an original advertising thought. |
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| A concluding line that tells people how to buy the product. |
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| Process of creating an idea |
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| Gathering information and concentrating your focus on a problem. |
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| A step in the ideation process, when you turn your attention elsewhere and let your subconscious play with a problem. |
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| Found in a benefit statement, it is something that will happen if you use the product. |
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| Person who writes the text for the ads |
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| The title of an ad, it is display copy set in a large type to get the readers attention |
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| Seasonal headlines that are used to break up a mass of gray type used in a large block of copy. |
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| Clever phrases used to summarize the ad's message |
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| Point of Purchase Display (POP) |
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| A display designed by the manufacturerand distributed to retailers to promote a particular brand or line of products |
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| Sponsoring a good cause in the hope the association will result in good public opinion of the company. |
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| A type of advertising used by firms to build awareness of a company, it's products, and the nature of it's business. |
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| A positive attitude about a company among the general public. |
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| relationships with media contacts |
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| peoples beliefs, based on their conceptions or evaluations of something, rather than on fact. |
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| A management function enabling organizations to achieve effective relationships with various publics in order to manage image and reputation of the organization. |
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| Information that catches public interest, and is relayed through the news media. |
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| The number of customers who purchase a certain brand compared against the total market population |
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