apr

Copywriter

The team member who develops the verbal message for an advertisement.

Art Director

Responsible for the nonverbal aspect of an advertising message.

Creative Director

Responsible for the creative product and the final form of the advertisement.

Creatives

A group of agency people who work in the creative department.

Resonates

Means to echo, striking an emotional chord and making the message unforgettable.

Informational Ads

Advertisements that help consumers recognize that the brand offers a credible solution to a significant problem.

Transformational Ads

Advertisements that leverage positive reinforcement to offer a reward.

Creative Strategy

Guides the creative team for writing and producing advertising.

Advertising Objective

A specific communication task an advertising campaign should accomplish for a specific target audience.

Target Audience

A specific group of individuals to whom the advertising message is directed.

Benefit Statement

Describes what a product or service does to provide a benefit to the consumer.

Support Statement

Provides information about a product or service to convince the target audience that the key benefit is true.

Brand Personality

Describes a brand in terms of human characteristics; important for effective branding.

Special Requirements

Unique characteristics of the advertiser, brand, target audience, media, competition, and budget considered during creative development.

Creative Process

Step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways.

Creativity

Combines two or more previously unconnected objects or ideas into something new.

Fact-Based Thinking

A style of thinking that analyzes situations to discover the best solution.

Value-Based Thinking

A style of thinking where decisions are based on intuition, values, and ethical judgments.

Explorer

A role that scouts for new information and pays attention to unusual patterns.

Artist

A role that tinkers with various approaches to find an original idea.

Judge

Evaluates results of experimentation and decides the most practical approach.

Warrior

Overcomes pushback and doubt to realize a creative concept.

Creative Pyramid

A model that guides the creative team in converting advertising strategy into actual advertisements.

Advertising Pyramid

A hierarchy model in advertising consisting of Awareness, Comprehension, Conviction, Desire, and Action.

Design

Refers to how the art director selects and structures the artistic elements of an advertisement.

Layout

The overall arrangement of the elements of an ad.

Thumbnail

A small, rough sketch used by the artist to visualize layout approaches.

Rough

A pencil sketch of a proposed design or layout.

Dummy

A three-dimensional model of a brochure or advertising piece prepared page-for-page like the final product.

Comprehensive Layout (comp)

A facsimile of a finished ad used to gauge the effect of the final product.

Poster-Style Format

A layout that uses a dominant visual occupying 60 to 70 percent of the advertisement.

Headline

The leading words in an advertisement, which draw the most attention.

Benefit Headlines

Type of headline that directly promises the reader a rewarding experience.

News/Information Headline

Announces news or promises information and includes many 'how-to' headlines.

Provocative Headlines

Headlines that provoke curiosity and stimulate questions.

Question Headline

Asks a question to encourage readers to search for answers in the ad.

Command Headline

Orders the reader to do something.

Subhead

An additional smaller headline that may appear above or below the main headline.

Kickers (Overlays)

Subheads that appear above the headline.

Underlines

Subheads that appear below the headline.

Body Copy

The text of an advertisement that tells the complete story.

Slogans

Standard company statements providing continuity for campaigns and reducing key themes to memorable statements.

Seal

A certification mark issued by organizations, indicating standards met by a product.

Logos

Special design of the advertiser's name that appears in all advertisements.

Straight Announcement

A type of commercial where an announcer delivers a sales message directly.

Presenter Commercial

A format in which one person presents the product and message.

Testimonial

Use of satisfied customers or celebrities to endorse a product.

Demonstration

A type of TV commercial showing the product in use.

Musical Commercials

Advertisements that are sung with the sales message in the verse.

Lifestyle Technique

Commercials focusing on users rather than products, often used in clothing and beverage advertising.

Animation

The use of cartoons or demonstrations of characters coming to life in commercials.

Storyboard

A sheet with a series of frames, including text and camera views, for a commercial.

Banner Ads

Advertisements that bring internet users to unrelated websites.

Viral Ads

Video commercials on the web that gain popularity through sharing.

Direct Marketing

An interactive communication method transmitted directly to the target market.

Database Marketing

Analyzing customer purchasing patterns to tailor advertising.

Database

Information repository containing important customer details.

Direct-Response Advertising

Advertising that prompts direct feedback from the audience.

Customer Lifetime Value (CLTV)

The total sales or profit value of a customer to a marketer over their lifetime.

Loyalty (Continuity) Programs

Programs that reward continual patronage with discounts and free products.

Direct Sales

Selling products directly to customers, bypassing intermediaries.

Direct Selling

Face-to-face selling away from fixed retail locations.

Telemarketing

Selling products by calling potential customers.

Catalogs

Books listing products sold by manufacturers or retailers.

Personal Selling

Sales method involving person-to-person contact.

Trade Shows

Exhibitions for industry manufacturers, dealers, and buyers.

Booths

Simple, attractive displays at trade shows designed to attract customers.

Exhibits

Displays that inform about an organization or its products.

Packaging

The design and appearance of a product's container.

Sales Promotion

Direct inducement offering extra incentives to accelerate product movement.

Push Strategies

Marketing activities aimed at getting products into the dealer pipeline.

Trade Promotions

Promotional activities aimed at wholesalers and retailers.

Trade Advertising

Advertising aimed at intermediaries to stimulate purchases.

Pull Strategies

Marketing efforts aimed at inducing trial and repurchase by consumers.

Consumer Sales Promotions

Promotions aimed at stimulating product interest and repurchase.

Slotting Allowances

Fees paid by manufacturers for shelf space in retail stores.

Trade Deals

Short-term dealer discounts or dollar inducements to promote a product.

Display Allowances

Fees paid to retailers for setting up displays.

Buyback Allowance

Manufacturer's payment for removing an old product to make space for a new one.

Advertising Allowances

Payments to retailers for advertising manufacturers' products.

Cooperative (Co-op) Advertising

Shared advertising costs between manufacturer and distributor.

Company Conventions

Meetings held to announce new products and marketing strategies.

Dealer Meetings

Meetings with authorized brokers or retailers about new products and policies.

Point-of-Purchase (P-O-P) Materials

Materials at retail locations that build traffic and promote impulse buying.

Coupon

A certificate for a price reduction on a specified item.

Digital Coupons

Electronic coupons distributed based on customer information.

Convenience Cards

Retailer-issued cards to track customer purchasing habits.

Cents-off Promotion

Short-term price reduction to induce product trial.

Rebates

Cash refunds offered as incentives for purchasing products.

Premium

Items offered free or at low prices to encourage purchases.

Sampling

Offering free trials of products to encourage habitual use.

Combination Offer

Sales promotion packaging two related products together at a special price.

Contest

A promotional device involving skill-based prizes.

Sweepstakes

A chance drawing promotional activity offering prizes.

Game

A promotional activity offering prizes based on chance over a longer duration.

Public Relations (PR)

Function focusing on the relationships and communications with various groups.

Publics

Groups that an organization interacts with, including employees and customers.

Marketing Public Relations (MPR)

Using PR activities as marketing tools.

Opinion Sampling

Research involving consumer feedback through interviews or focus groups.

Reputation Management

Strategic process for managing a firm's standing with various publics.