Advertising final

Source/Sender

The person or organization that has information to share (e.g., the company and its brand).

Encoding

Putting thoughts, ideas, or information into a symbolic form (e.g., creating the advertisement—using words, pictures, music).

Semiotics

Study of how humans use words, gestures, signs, and symbols to convey feelings, thoughts, ideas, and ideologies.

Message

The idea formulated and encoded by the source and sent to the receiver (Verbal, nonverbal, oral, written, or symbolic).

Channel

The method by which the message travels from the source to the receiver (e.g., TV, radio, magazine).

Decoding

The process by which the receiver reinterprets the message symbols and assigns meaning to them.

Receiver

The person the sender shares the thoughts or information with (e.g., the target audience/consumer).

Response

The receiver's reaction to the message (e.g., purchase, recall, attitude change).

Feedback

The part of the receiver's response that is communicated back to the sender (e.g., sales, inquiries, click-throughs).

Noise

Extraneous factors that can distort or interfere with the reception of the message (e.g., competing ads, distraction, poor printing).

Exposure

The consumer is able to perceive the stimulus.

Attention

The consumer chooses to perceive and focus on the stimulus.

Comprehension

The process of understanding the message.

Retention

The ability to remember the message.

Elaboration Likelihood Model (ELM)

Consumers process and respond to persuasive messages based on their level of involvement with the product and the message.

Central route to persuasion

High involvement (uses evidence, logic).

Peripheral route to persuasion

Low involvement (using celebrities).

Fear appeal

Evoke emotional response to a threat and arouse individuals to take steps to remove threat.

Creative Brief

Document that specifies key elements of the creative strategy and serves as basis for communication between client and advertising agency.

Big Idea

Determines the central theme of campaign, expressed through slogan or tagline.

Key components of Creative Brief

Brand positioning/personality, advertising objectives, target audience, key benefits, support statement, problem or issue, desired reaction and tone.

Verbal Component (COPY)

Guidelines for what the ad should say, including text, words, captions.

Non-verbal Component (ART)

Overall nature of graphics, including layout, visual elements, color.

Different types of headlines

Benefit, news/information, provocative, question, command.

Body Copy styles

Straight-sell, institutional copy, narrative copy, dialogue/monologue copy, picture-caption copy.

Layout design principles

Guide the eye movement, use pleasing proportions, simplify.

Brand development index (BDI)

Factors the rate of product usage by geographic area into the decision process.

Category development index (CDI)

Measures the sales potential of the total product category and not specific brands.

Timing Decisions

What time of the year, week, day, and how long to run the campaign.

Continuous schedule

Advertising runs steadily with little variation.

Flighting

Periods of advertising are alternated with periods of no advertising at all.

Pulsing

Mixing continuity and flighting strategies.

Creative flexibility

An active medium.

CONS of newspapers

Lack of demographic selectivity, short life span, low production quality, clutter, lack of control, overlapping circulation.

Daily newspaper

Published at least five times a week, in morning or evening editions.

Weekly newspapers

Published once a week and serve readers in small urban or suburban areas or farm communities with an emphasis on local news and advertising.

Difference between daily and weekly newspapers

A weekly newspaper's cost per thousand is usually higher than a daily paper's, but a weekly has a longer life and often has more readers per copy.

Standard-size newspaper

Measures 22 inches deep and 13 inches wide and is divided into six columns.

Tabloid newspaper

About half the size of a standard-size newspaper, 14 inches deep and 11 inches wide.

Network TV

Reach: Massive; Targeting: Broad; Cost: Very High absolute cost for ad time; Quality: High production quality and high prestige.

Cable TV

Reach: Fragmented; Targeting: Highly Selective; Cost: Lower absolute cost; Quality: Varies, but often lower prestige and quality.

Types of radio advertising

Network radio, spot radio, local radio.

PROS of digital media

Relatively low cost, real-time performance tracking and analytics, high engagement and interactivity, audience selectivity, wide impression and global access, ability to personalize messages, shareability and viral potential.

CONS of digital media

Cost efficiency, clutter, short attention span, privacy concerns and data restrictions, intrusive and annoying, constant monitoring and updates, measurement complexity across platforms, potential for negative feedback or public backlash.

Types of digital interactive media

Websites, online display ads, search engine, social media, viral marketing, mobile marketing, email marketing.

Organic Search Results (SEO)

High-quality, relevant content; good site structure/user experience; strong backlinks/authority.

Sponsored links

Keywords, ad text, landing page.

Behavioral tracking

Process of monitoring and recording a user's activities across various websites and over time to create a detailed profile of their interests, purchase intent, and preferences.

Guaranteed circulation

Primary circulation: people who pay for a subscription; Secondary circulation: pass along readers.

Magazine ad space positions

Front cover, back cover, second cover, third cover, inserts, islands, gatefolds.

Rate cards

Help advertisers determine costs, discounts, closing dates, special editions, costs for special features.

Frequency discounts

Advertisers earn this by running advertising repeatedly in a specific time period.

Volume discounts

Given for purchasing print space in bulk quantities.

Buying newspaper spaces

National rate, flat rate, open rate, contract rate, short rate, combination rates, run-of-paper (ROP) vs. preferred position, split runs.

Radio ad copy format

Left side: speakers' name and sound effects; Right side: the actual dialogue.

Making radio advertising more effective

5-8 seconds to catch attention, crystal clear image, repeated words.

General Rule for Word Count

10 seconds: 20-25 words; 20 seconds: 40-45 words; 30 seconds: 60-70 words; 60 seconds: 130-150 words.

Key Components of TV Commercial Creation

Script, storyboard, animatic.

8 different forms of TV/radio commercial formats

Straight announcement, presenter commercial, testimonial, demonstration, musical commercials or jingles, slice of life, lifestyle technique, animation.