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Definition
| nonpersonal communication paid for by an identified sponsor using mass media to persuade them |
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| an advertising message that focuses on a specified good or service |
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| institutional advertising |
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Definition
| an advertising message that promotes the activities, personality, or point of view of an organization or company |
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Definition
| a type of public service advertising provided by an organization that is seeking to influence public opinion on an issue because it has some stake in the outcome |
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| a coordinated, comprehensive plan that carries out promotion objectives |
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| an agency that provides one or more specialized services, such as media buying or creative development |
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Term
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Definition
| an agency that provides most or all of the services needed to mount a campaign, including research, creation of ad copy and art, media selection, and production of the final messages |
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Term
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Definition
| the central idea or theme of an advertising message |
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| unique selling proposition (USP) |
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Definition
| an advertising appeal that focuses on one clear reason why a particular product is superior |
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Definition
| research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they appear in the media |
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Term
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Definition
| marketing research method that seeks to measure the effectiveness of ads by determining whether consumers are receiving, comprehending, and responding to the ad according to plan |
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| the process of developing media objectives, strategies, and tactics for use in an advertising campaign |
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| the best place and time to reach a person in the target market group |
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Definition
| the plan that specifies the exact media to use and when to use it |
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Definition
| the degree to which the target market will see an advertising message place in a specified area |
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Definition
| the number of people who will be exposed to a message placed in one or more media vehicles |
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Definition
| the percentage of the target market that will exposed by the media vehicle |
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Term
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Definition
| the average numebr of times a person in the target group will be exposed to the message |
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Term
| gross rating points (GRPs) |
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Definition
| a measure used for comparing the effectiveness of different media vehicles (average reach x frequency) |
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Term
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Definition
| a measure used to compare the relative cost-effectiveness of different media vehicles that have different exposure rates; the cost to deliver the message to 1000 people or homes |
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Term
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Definition
| steady stream of advertising throughout the year |
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Term
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Definition
| varies the amount of advertising throughout the year based on when the product is likely to be in demand |
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Term
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Definition
| extreme form of pulsing, in which advertising appears in short, intense bursts alternating with period of little to no activity |
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Term
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Definition
| research conducted on consumers' responses to actual advertising messages they have seen or heard |
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Term
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Definition
| research technique conducted by telephone survey or personal interview that asks where a person remembers seeing an ad during a specified period |
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Definition
| technique that uses clues to prompt answers from people about advertisements they might have seen |
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Definition
| technique that probes a consumer's beliefs or feelings about a product before and after being exposed to messages about it |
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Definition
| programs designed to build interest in or encourage purchase of ap roduct during a specified period |
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