Unit 11

Advertising

Advertorial

A paid-for advertisement which includes editorial content; normally identified in a print magazine with the word "Advertisement" printed as a head across the top of the page to distinguish it from genuine (in theory unbiased) editorial content mẫu quảng cáo

Advertising agency

The organization that takes care of advertising for clients.

Advertising campaign

A time-limited set of ads - campaigns may run across different media, and for one month or ten years, but can be categorized together as they are the execution of a central idea

Demographics

Describing an audience by age, gender, ethnicity, or location - i.e the facts about them

Focus Groups

Small, select groups representing a target audience who are paid to answer questions at the behest of a market research organization

Product Placement

The practice of paying for a branded product to be used by a character in a movie - e. James Bond driving a BMW Z3

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Product Positioning

Establishing the market niche of a product - which may not be as the brand leader - and advertising to the appropriate segment of the audience

USP

Unique Selling Proposition/Point - a highlighted benefit of a product which makes it stand out from all rival brands.