Term
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Definition
| an outline of key idea(s) that the advertising program is supposed to convey |
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Term
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Definition
| the key element in the advertisement that taps into, or activates, a consumer's personal value system (a value, idea, or concept) |
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Term
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Definition
| how the leverage point and executional theme combine to attract attention through humour, fear, sexual suggestiveness, rational logic, or some other method |
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Term
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Definition
| how the message will be delivered (musically, visually, verbally, written statements, etc.) |
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Term
| Advertising Management Program |
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Definition
| the process of preparing and integrating a company's advertising efforts with the overall IMC message |
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Term
| General Preplanning Input |
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Definition
| the task of studying a client organization by the advertising agency, from a rich set of sources, to gain understanding and background before preparing an advertising campaign |
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Term
| Product-Specific Research |
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Definition
| research that identifies information about a good or service and the major selling idea to be used in the advertising campaign |
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Term
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Definition
| the primary message concerning the good or service benefits to be transmitted to consumers in an advertising campaign |
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Term
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Definition
| collecting subjective information and opinions about a company, its products, and services, often through the use of focus groups |
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Term
| Values and Lifestyle Model (VAL) |
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Definition
| Research designed to predict consumer behaviour by understanding self-orientation and resources |
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Term
| Personal Drive Analysis (PDA) |
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Definition
| a model that helps the researcher understand individual psychological drives toward indulgence, ambition, or individuality, which affect brand choices |
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Term
| Advertising Account Executive |
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Definition
| The key go-between for both the advertising agency and the client company |
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Term
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Definition
| the people who actually develop and produce advertisements |
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Term
| Advertising Campaign Management |
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Definition
| the process of preparing and integrating a specific advertising program in conjunction with the overall IMC message |
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Term
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Definition
| the brand that is nearly always mentioned when consumes are asked to identify brands that quickly come to mind from a product category |
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Term
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Definition
| the first or second pick when a consumer reviews his or her evoked set of possible purchasing alternatives |
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Term
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Definition
| combining advertisements with other marketing efforts into a larger, more integrated effort revolving around a central idea or theme |
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Term
| Pulsating Schedule of Advertising |
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Definition
| Continuous advertising with bursts of higher intensity (more ads in more media) during the course of the year |
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Term
| Flighting Schedule of Advertising |
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Definition
| a schedule whereby companies present ads only during specific times and not at all during other times of the year |
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Term
| Continuous Campaign Schedule of Advertising |
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Definition
| when the company advertises in level amounts throughout the year |
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Term
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Definition
| the facts that substantiate the unique selling point of a creative brief |
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Term
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Definition
| The company, legal, and mandatory restrictions places on advertisements. They include legal protection for trademarks, logos, and company registrations. |
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