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.

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

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.

endorse

When a celebrity or famous person publicly says they like a product, making people trust it more.

Point-of-sale (POS)

Advertising that happens where the product is sold, like in shops or super markets.

word-of-mouth

When people tell their friends or family about a product they like (not through paid ads).

account

A contract or business relationship between a client and an advertising agency.

a brief

A document from a client explaining what the ad should achieve and communicate.

a media plan

A plan showing where and when ads will appear (TV, online, print, etc.).

target market

The specific group of customers an ad is aimed at.

brand-switcher

A consumer who often changes brands.

industrial buyer

Someone who purchases goods/services for production or supply, not personal use

initial trial

The first time a consumer tests a product.

loss leader

A product sold cheaply to attract customers.

price-conscious

Sensitive to price, always looking for the best deal.

purchasing cycles

time between repeat purchases

redeemable coupon

a voucher for discount