Advertising

advertising

controlled publicity that a company or an individual buys, any paid form of nonpersonal communication about an organization, product, service, or any idea by an identified sponsor

industrialization

work done my hand using muscle or water power in small shops was replaced by mass production of low cost, standardized products that have never been available before

modernization

the social process by which people go from being born with an identity and a role in life to being able to decide who they want to be, where they want to live, what they want to do, and how they want to present themselves to the world

economy of abundance

in which there are as many or more goods available as there are people who want to buy them

brand name

a word or phrase attached to pre-packaged consumer goods so that they can be better promoted to the public through advertising, necessary to differentiate mass produced goods from each other

local advertising

advertising designed to get people to patronize local stores, businesses, or service providers

direct action message

designed to get consumers to purchase a product or engage in a behavior

national advertising

designed to build demand for a nationally available product or service, but it does not send consumers out to a particular store to buy it

indirect action messaging

designed to build the image of and demand for a product

advocacy ads

intended to promote a particular point of view rather than a product

public service ads

advertising designed to promote the messages of nonprofit institutions and government agencies, typically produced and run without charge by advertising professionals and the media, many are produced by the Ad Council

business to business (trade) ads

promote products directly to other businesses rather than to the consumer market

the client

the person of company that has a product or interest to promote

the agency

researches the market, creates the advertising, and places it in the media

open contract

an arrangement that allows advertising agencies to sell space in any publication (and eventually on broadcast outlets as well) rather than just a limited few

the big idea

an advertising concept that will grab people’s attention, make them notice, make them remember, and make them take action

brand image

the image attached to a brand and the associated product that gives the product a personality or identity that makes it stand out from similar products and stick in the mind of the consumer

media planning

figuring out which media to use, buying the media at the best rates, and then evaluating how effective the media was

CPM

cost per thousand exposures to the audience, a figure used in media planning evaluation

zoned coverage

when newspapers target news coverage or advertisements to a specific region of a city or market

drive time

the morning and afternoon commutes in urban areas; the captive audience makes this a popular time to advertise on radio

targeting

the process of trying to make a particular product or service appeal to a narrowly defined group, often targeted using demographics, geographics, and psychographics

clutter

the large number of commercials, advertising, and other nonprogramming messages and interruptions that compete for consumer attention on radio, television, and now the internet

subliminal messaging

messages that are allegedly embedded so deeply in an ad that they cannot be perceived consciously

influencers

social media personalities who use their status to promote products and brands as paid sponsors

Integrated Marketing Communication

an overall communication strategy for reaching key audiences using advertising, public relations, sales promotions, and interactive media

advertorial

advertising materials in magazines designed to look like editorial content rather than paid advertising

display

small banners at the top and bottom of the screen

rich media

interactive messages that can respond to shakes of the phone or can carry out actions like adding an event to the users calendar if they click on it

interstitial

full screen ads that appear between screens or after a level is completed in a game

in-game

ads that blend into a game’s environment, like in a racing game

playable ads

ads that allow significant levels of interaction with them by the consumer

augmented reality

a blending of the virtual and physical world, a great way of showing a potential customer how they would look in a new item of clothing

product integration

the paid integration of a product or service into the central theme of media content

Volney Palmer

1841 opened the first ad agency in Philadelphia, charged 25% commission, sold space to clients in newspapers

N.W. Ayer

First fully modern ad agency opened in 1869 in Philadelphia, created content for his clients