Advertising and Branding Terminologies

A comprehensive set of flashcards covering essential concepts in advertising and branding, useful for exam preparation.

Brand

A name, term, sign, symbol, or design intended to identify goods and services and differentiate them from others.

Brand architecture

How a company structures and names brands within its portfolio.

Brand attributes

A specific list of characteristics that identify the brand visually, verbally, and behaviorally.

Brand core values

The principles or philosophical ideology that a brand lives up to.

Brand equity

Brand descriptors that a company 'owns'.

Brand experience

The experience a consumer has when coming in contact with a brand.

Brand extension

Leveraging the values of the brand to enter a new marketing segment.

Brand identity

The expression of a brand through name, logo, colors, etc.

Brand image

The customer's perception of a brand based on experiences.

Brand loyalty

A measure of loyalty to a particular brand based on repeat purchases.

Brand market share

The percentage of all sales in a category that a brand has achieved.

Brand mission

A short statement of the brand's purpose in consumers' lives.

Brand partnerships

When two or more brands collaborate on a campaign.

Brand personality

The human characteristics attributed to a brand.

Brand promise

The singular promise of benefit that a brand provides.

Brand vision

A statement of what the brand aims to accomplish in the future.

Account planner

An advertising agency team member in charge of communications strategy.

Art director

The person who determines the appearance of an ad.

Big-box stores

Large retail stores that are chains typically ranging from 50,000 to 200,000 square feet.

Category killers

Large retailers that dominate a specific category of consumer goods.

Copywriter

The person who writes advertising copy for ads.

Marketing mix

The combination of product, place, price, and promotion.

Marketing plan

The document outlining a brand's plan for growth and profitability.

Media planner

Ad agency member responsible for targeting and media vehicle selection.

Predictive study

Research designed to forecast future sales based on marketing mix options.

Retail scanners

Technology that enables quick scanning of merchandise.

Advertising

A sponsored media message to persuade consumers.

Advertising agency

A company that specializes in selling brands for other companies.

B2B advertising

Advertising where one company targets another to sell goods or services.

Brand advertising

Advertising promoting a branded product to consumers.

Direct response advertising

Ads that encourage consumers to buy from the manufacturer directly.

Institutional advertising

Advertising done by institutions or corporations to build public trust.

Integrated Marketing Communications (IMC)

A marketing approach ensuring consistent brand messaging across all communications.

Media vehicles

Platforms or methods used for disseminating information.

Micro-influencers

Brand advocates with highly engaged, niche audiences.

Non-profit advertising

Advertising that aims to raise funds for non-profit organizations.

Promotion

A term encompassing advertising, PR, sales promotions, and personal selling.

Public service advertising

Ads aimed at encouraging societal change or raising awareness.

Retail advertising

Advertising to drive traffic to a store.

Target audience

A specific group of people advertisers aim to attract.

Unique selling proposition (USP)

What differentiates a brand from its competitors.

Big data

Analysis of online behavior to understand consumer interests.

Brand managers

Individuals responsible for promoting and selling brands.

Communications brief

A document that outlines the advertisement's context and objectives.

Data analysts

Professionals who analyze 'big data' to gain insights.

Project managers

Managers who oversee ad projects within agencies.

Public relations specialists

Individuals managing a brand's public image.

Return on investment (ROI)

Sales derived from an investment in advertising.

Search specialists

Personnel maximizing content visibility in search results.

Social media managers

Specialists managing social media advertising content.

User experience designers

Personnel evaluating consumer interaction with online media.

Achievers

A VALs segment of high-resource consumers motivated by achievements.

Case studies

Detailed studies on brand challenges and problem-solving strategies.

Cross-tabulation

Examines how psychographic attitudes change among demographics.

Arch demographics

Quantitative research describing population attributes.

Ethnographic research

Immersing in lives of consumers to understand them better.

Insight

Interpretations of research findings revealing deeper meanings.

Key issues process

Assessing what additional questions need answers.

Micro-targeting

Tailoring messages to small, specific consumer groups.

Moderator

A research professional guiding focus group discussions.

Primary research

Original research conducted using exclusive data.

Problem statement

Describes the business problem to be solved.

Projective techniques

Research methods using activities to reveal consumer attitudes.

Psychographics

Research focusing on consumer attitudes and opinions.

Qualitative research

Research aimed at understanding consumer motivations.

Quantitative research

Research focused on numerical data and statistics.

Secondary research

Research conducted using readily available sources.

Segmentation

Defining groups with shared characteristics.

Sentiment analysis

Determines audience opinions on various topics.

Situation analysis

Research report presenting findings clearly to the advertising industry.

Social listening

Analyzing online discussions about a brand or category.

Effective reach

The percentage of an audience who has seen an ad at least three times.

Advertising wearout

The point at which an ad loses impact due to overexposure.

Cost Per Action (CPA)

Media cost divided by desired actions taken.

Cost Per Click (CPC)

Media cost divided by the number of clicks.

Cost Per Rating Point (CPP)

Media cost divided by total rating points.

Cost Per Thousand (CPM)

Media cost divided by total audience reached times 1,000.

Demand-Side Platform (DSP)

Software that buys ads online for advertisers.

Earned media

Media coverage that is not paid for by advertisers.

Frequency

The number of times an ad is seen by an audience.

Frequency capping

Limiting total exposure of an ad to avoid wear out.

Gross Ratings Points (GRPs)

Calculated by multiplying reach by frequency.

Impressions

The total number of times an ad is observed.

Media flow chart

Visual representation of ad placements month by month.

Media planning

The strategy of selecting media for ad placement.

Native advertising

Ads designed to blend in with editorial content.

One-to-many media buy

Media purchase where one message reaches a mass audience.

One-to-one media buy

Media purchase delivering a singular message to one person.

Owned media

Media platforms owned by the advertisers themselves.

Paid media

Media purchased from publishers.

Percentage-of-sales method

Budgeting method where the budget is a percentage of sales.

Ratings

The reach of a specific television show.

Reach

The percentage of the population that has seen an ad.

Recency theory

Emphasizes the importance of when an ad is seen.

Share-of-market method

Budgeting method based on a set percentage of market share.

Share-of-voice method

Budgeting method based on a percentage of advertising spending.

Supply-Side Platform (SSP)

Software that sells advertisements to demand-side platforms.

Task method

Budget determined by specific advertising tasks required.

Advergaming

Integrating a brand into a video or computer game.

Banner ads

Small rectangular ads adjacent to online content.