Term
|
Definition
|
|
Term
|
Definition
|
|
Term
|
Definition
|
|
Term
| - What was the difference between a serf, slave, and free peasant? |
|
Definition
|
|
Term
| - How do "urban cultures" of the past differ from the urban culture of our own century? |
|
Definition
|
|
Term
| - What is a "revisionist historian"? |
|
Definition
|
|
Term
| - What is the "conventional wisdom"? |
|
Definition
|
|
Term
| - What role could pilgrimage play in making a city? |
|
Definition
| bringing travellers into the towns |
|
|
Term
| - Why was disease such a great problem in medieval cities? |
|
Definition
|
|
Term
|
Definition
|
|
Term
|
Definition
| number of times a user clicks on a banner ad |
|
|
Term
|
Definition
| used to measure the traffic of a website, it is not an accurate way to measure the number of visitors that actually stay on the site |
|
|
Term
|
Definition
| process of a website visitor clicking on a banner ad and being sent to a marketer’s homepage for further information. ad banner click-through rate average about 1 % |
|
|
Term
|
Definition
| cost per click , the price advertisers pay for a banner ad based on the number of clicks the ad registers from website visitors |
|
|
Term
|
Definition
| cost per thousand impressions- the long standing measure of advertising rates used in tradition media now carried over as a standard for the internet. |
|
|
Term
| Direct marketing (pg. 623) – |
|
Definition
| an interactive system of marketing, which uses on or more advertising media to effect a measurable response and/or transaction at any location. Interactive in that the marketer is attempting to develop an ongoing dialogue with the customer. Another key aspect of direct marketing programs is that they almost always are designed to produce an immediate sale. A direct marketing transaction can take place anywhere. |
|
|
Term
|
Definition
| – offers marketers a view of US population via 8 “value and lifestyle segments”. values and lifestyles- self orientation- idea that consumers acquire products and experiences that shape their identities |
|
|
Term
| Value and Lifestyle Segments: |
|
Definition
Fulfilled - well educated, open minded.
Believers - conservative, trust authority.
Actualizers - high income, high self-esteem.
Achievers - family and work, image-conscious.
Experiencers - young/enthusiastic, rebellious.
Strivers - want more money, unsure.
Makers - work with hands, self-sufficient.
Strugglers - low education and skills, cautiously worried. |
|
|
Term
|
Definition
| The basic message an ad tries to communicate to a consumer |
|
|
Term
| Integrated brand promotion process |
|
Definition
| – The use of various promotional tools, including advertising, in a coordinated manner to build and maintain brand awareness, identity, and preference. |
|
|
Term
|
Definition
|
|
Term
|
Definition
| – the first drafts of an advertising layout. The art director will produce several thumbnail sketches to work out the general presentation of the ad. While the creative team refines the creative concept, thumbnails represent placement of elements – headline, images, body copy, and tagline. Headlines are often represented with zigzag lines and body copy with straight, parallel lines. Typically, thumbnails are drawn at one-quarter the size of the finished ad. |
|
|
Term
|
Definition
| – Done in the actual size of the proposed ad and is usually created with a computer layout program, such as QuarkXPress. This allows the art director to experiment with different headline fonts and easily manipulate the placement and size of images to be used in the ad. A rough layout is often used by the advertising agency for preliminary presentation to the client. |
|
|
Term
|
Definition
| – A polished version of an ad. Now for the most part computer-generated, a comp is a representation of what the final ad will look like. At this stage, the final headline font is used, the images to be used – photographs or illustrations – are digitized and placed in the ad, and the actual body copy is often included on the ad. Comps are generally printed in full color, if the final ad is to be in color, on a high-quality printer. Comps that are produced in this way make it very easy for the client to imagine (and approve) what the ad will look like when it is published. |
|
|
Term
|
Definition
– The final version of an ad that is created by the production art department after the client has approved the comprehensive layouts. The client will make one last approval of the mechanical before it is sent to the printer. A digital file is then sent either electronically or by mail to the printer.
Parallel Layout: Print ad design that employs art on the right hand side and repeats the art on the left hand side
**you always present the tight layout to the client!! |
|
|
Term
| STP (Segmenting, Targeting, Positioning) marketing – A marketing strategy employed when advertisers focus their efforts on one subgroup of a product’s total market. |
|
Definition
|
|
Term
|
Definition
| age, gender and race etc., geographic: climate, geodemographic: neighborhoods by zip codes, lifestyle: activities and interests benefit the different outcomes of the consumer product, |
|
|
Term
|
Definition
| :focusing on a certain market such as subgroup as a focal point |
|
|
Term
|
Definition
| benefit positioning: distinctive consumer benefits which is the first option considered and the positioning strategy, user positioning: you target the user as the focal point, competitive positioning: use the competitor to show what your brand can do better. |
|
|
Term
|
Definition
| – Test of how much the viewer of an ad remembers of the message; they are used to measure the cognitive residue of the ad. These are the most commonly employed tests in advertising. |
|
|
Term
|
Definition
| – Embedding one’s brand or brand icons as part of any entertainment property (e.g. a sporting event) in an effort to impress and connect with consumers in a unique and compelling way. |
|
|
Term
| Sales Promotion expenditures |
|
Definition
| - the use of incentive techniques that create a perception of greater brand value among consumers or distribitros ex. contest: sales promo prices are given based on skills and ability, sweepstakes: purely by chance. |
|
|
Term
|
Definition
| – Advertising intended to establish a favorable attitude toward a company as a whole, not just toward a specific brand. |
|
|
Term
| Advertising and the economy (June 8) |
|
Definition
| – Advertising stimulates the economy by providing direct funding to media and advertising people, by creating demand for goods and services, promotes competition, and also a lower cost of providing info to consumers. In bad economy, ad budgets are cut because it is seen as an expense not an investment. |
|
|
Term
| Advertising and the economy (June 8) – |
|
Definition
| Advertising stimulates the economy by providing direct funding to media and advertising people, by creating demand for goods and services, promotes competition, and also a lower cost of providing info to consumers. In bad economy, ad budgets are cut because it is seen as an expense not an investment. |
|
|
Term
| Advertising definition (June 3) |
|
Definition
| – the communications process of using paid media to reach a selected audience with a persuasive message. |
|
|
Term
|
Definition
| –”Father of Advertising”: When looking for creative people, he looks for a deep insight into human nature. “You can find creative people anywhere”. “Advertising doesn’t work unless you feel it in the gut”. Talent can not be taught. |
|
|
Term
| Utility theory of consumer behavior (June 8) - |
|
Definition
| rationally acquire the greatest satisfaction (utility) and to avoid dissatisfaction (inutility). |
|
|
Term
| Criticisms of advertising (June 8): |
|
Definition
Advertising Is Too Intrusive
Advertising Invades Privacy
Advertising "Invents" Desire To Buy In
Adults And Children
Advertising Is A Monopolist Tool
Advertising Feeds On Stereotypes
Advertising is a Merchant Of Evils
Advertising Is Designed To Deceive |
|
|
Term
|
Definition
– the textual component of an advertisement that tells a more complete story of a brand. Effective body copy is written in a fashion that takes advantage of and reinforces the headline and subhead, is compatible with and gains strength from the visual, and is interesting to the reader.
Techniques for preparing a body copy: straight line copy: benefit message, Dialogue: slice of life ad, testimonial: one sided convo, narrative: series of statements, dull, direct response copy: immediate action,
guidelines for writing a body copy: present tense, singular verbs, active verbs, familiar phrases, vary the length of sentences, involve the reader, provide support, avoid cliches and superlatives |
|
|
Term
|
Definition
| criticized advertising and capitalism, but mainly used advertising to support his insults of capitalism |
|
|
Term
|
Definition
| -the knowledge and feelings a person has accumulated about an object or issue. |
|
|
Term
| Balance in design (pg. 415) |
|
Definition
| – an orderliness and compatibility of presentation in an advertisement. |
|
|
Term
|
Definition
|
|
Term
|
Definition
| – emphasizes symmetrical presentation – components on one side of an imaginary vertical line through the ad are repeated in approximate size and shape on the other side of the imaginary line. Formal balance creates a mood of seriousness and directness and offers the viewer an orderly, easy-to-follow visual presentation. |
|
|
Term
|
Definition
| – emphasizes asymmetry – the optical weighing of nonsimilar sizes and shapes. Informal balance in an ad should not be interpreted as imbalance. Rather, components of different sizes, shapes, and colors are arranged in a more complex relationship providing asymmetrical balance to an ad. Informal balance is more difficult to manage in that the placement of unusual shapes and sizes must be precisely coordinated. |
|
|
Term
| Model of mass communication (pg. 14): |
|
Definition
The advertisers send a message and it's up to the consumer to interpret the message. Sender(advertiser) receiver (consumer)
Ex- whwt is disadvange of humor ads? Conflicts w the understanding of the ad, brand, consumer |
|
|
Term
|
Definition
| Interaction of advertiser, imagined audience, agency, media, and other social institutions that results in production of advertising context. |
|
|
Term
|
Definition
History, personality, imagined advertiser, and purposes forming context of reception.
→
Individual audience member’s understanding of the advertisement.
→
Meanings formed: common and individual. |
|
|
Term
| The Designer Era (pg. 97) |
|
Definition
| – 1980 to 1992. Consumers had a lot of real income to spend. The political, social, business, and advertising landscape changed in 1980 with the election of Ronald Reagan. Greed was good, stuff was good, and advertising was good. Many ads from the Republican era are particularly social-class conscious and values conscious. They openly promote consumption, but in a conservative way, all wrapped up in “traditional American values.” The 1980s were also about designer labels, social-class consciousness, and having stuff. At the same time, several new communication technology trends were emerging, which led to more creative, bold, and provocative advertising. Television advertising of this period was influenced by the rapid-cut editing style of MTV. This was also the age of the infomercial, a long advertisement that looks like a talk show are a half hour demonstration. The advertising of the 1980s had a few other changes. One was the growth and creative impact of British agencies, particularly Saatchi and Saatchi; their ads were often sophisticated and politically nonneutral. They worked, and began to be copied in other places, including the United States. |
|
|
Term
|
Definition
| – surveys and experimental market tests. |
|
|
Term
|
Definition
| not generalizations , focus groups, one on one interviews |
|
|
Term
|
Definition
| not generalizations , focus groups, one on one interviews |
|
|
Term
| Commercial speech/1st amendment (June 14) – |
|
Definition
| Advertising did not fall under the protection of the 1st amendment of the US Constitution prior to 1964. New York Times v. Sullivan. Editorial Advertisement in NYT -- black students/MLK at Alabama State University. |
|
|
Term
|
Definition
|
|
Term
|
Definition
| – A relatively recent addition to many advertising agencies; it is this person’s job to synthesize all relevant consumer research and use it to design a coherent advertising strategy. |
|
|
Term
|
Definition
| they produce the copy for an ad. such as headlines etc |
|
|
Term
|
Definition
| they produce the artwork such as visuals and images |
|
|
Term
|
Definition
| 3rd party- production of commercial |
|
|
Term
|
Definition
| encourages the team for personal excellence and at the same time demands team accountability |
|
|
Term
|
Definition
-responsible for acting as liaison between the agency and client, account executive or account manager navigates between the advertiser’s demand and the need to get the best work possible from people in the agency
- will develop a creative brief, usually about a page that gives direction to the creative team.
(aKA account executive)- liaison between the agency and client |
|
|
Term
|
Definition
| x team of managers that identify the benefits of brand offers, the target audience and the best competitive positioning and develops a complete promotion plan |
|
|
Term
|
Definition
| liaison between the client and the agency; handles negotiation. |
|
|
Term
|
Definition
| -past use of products and media to give insight and divide consumers into categories |
|
|
Term
|
Definition
| – the absence of hard product information; advertising that is completely visual. Image advertising attempts to project (usually through visuals) a sense – a set of feelings and generally unelaborated thoughts – about a brand to the consumer. This method can still link defined attributes to the brand. Sometimes these linkages are quite explicit, such as using a tiger to indicate the strength of a brand. Other times, the linkages are implicit and subtle, such as the colors and tones associated with a brand. They are heavily dependent upon the maker of the ad being completely in touch with the contemporary culture so that the audience “gets” the ad. It is the skillful use of this social and cultural knowledge that turns brands into very successful brands, or even brand icons. |
|
|
Term
|
Definition
| (pg. 461) – represent the sum of exposures to the entire media placement in the media plan. Planners often distinguish between two types of exposure. Potential ad impressions or opportunities to be exposed to ads are the most common meanings and refer to exposures by the media vehicle carrying advertisements (for example, a program or publication). Message impressions, on the other hand, refer to exposures to the ads themselves. Information on ad exposure probabilities can be obtained from a number of companies, including Nielsen, Simmons, Roper-Starch, Gallup & Robinson, Harvey Research, and Readex. This information can pertain to particular advertisements, campaigns, media vehicles, product categories, ad characteristics, and target groups. |
|
|
Term
|
Definition
| – It is truly hard to predict what will happen to this radio option. Internet radio was launched basically because the technology allowed music transmission. But Internet radio Webcasters are being hit with higher and higher royalty costs for transmitting copyrighted music. A huge hike in 2007 prompted some Internet radio transmitters like Live365 to go “silent” for a day in protest. It is possible that all Internet radio will go silent if royalty rates make the medium unsustainable. |
|
|
Term
|
Definition
| best way to fail is to be invisible and ordothdox... |
|
|
Term
| Developmental copy research |
|
Definition
| early stages of copy, provides audience interpretation and reactions to a proposed copy. |
|
|
Term
|
Definition
| used to judge the copy AFTER its been produced and the audience expresses its approval or dissaproval of the copy |
|
|
Term
|
Definition
| Balance,unity, movement, color and contrast |
|
|
Term
|
Definition
| Document used to set objectives/ goals for advertising effort and guides everyone in the same direction |
|
|
Term
|
Definition
| defines the goals of the advertiser and how the goals will be achieved |
|
|
Term
|
Definition
is where the client and agency lay out the most important factors that define the
situation, and then explain the importance of each factor. |
|
|
Term
|
Definition
is a written document that is an extension of the marketing plan.
The advertising plan specifies the thinking, tasks, and timetable needed to conceive and implement an
effective advertising effort. |
|
|
Term
|
Definition
(aka statement of creative strategy) is a guideline used during the copywriting process
to specify the message elements that must be coordinated during the preparation of copy.
These elements include:
Main product claims
Creative devices
Media that will be used
Special creative needs a product or service might have |
|
|
Term
|
Definition
specifies the media in which advertising messages will be placed to reach the desired target
audience |
|
|
