Advertising and Integrated Marketing Communications: Chapters 8, 9, 15, and 16

Vocabulary practice flashcards covering creative advertising strategy, copy and art execution, direct marketing and sales promotions, and public relations from Chapters 8, 9, 15, and 16.

Copywriter

The person who creates the words and concepts for ads and commercials.

Art director

The person who determines how the ad's verbal and visual symbols fit together.

Creative director

The head of a creative team of agency copywriters and artists who is assigned to a client's business and is ultimately responsible for the creative product.

Creatives

The people who work in the creative department, regardless of their specialty.

Informational ads

Ads promising benefits that offer relief from an undesirable situation, addressing negatively originated purchase motives.

Transformational ads

Ads promising benefits that reward consumers, appealing to positively originated motives.

Creative strategy

A creative team's guide for writing and producing an ad, containing the key benefits to communicate.

Advertising objective

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

Target audience

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

Benefit statement

A statement that describes what a product or service does to provide a benefit to the consumer (e.g., Target's "expect more, pay less").

Support statement

A statement that provides information about the product or service that will convince the target audience that a key benefit is true.

Brand personality

Describes a brand in terms of human characteristics.

Special requirements

Unique characteristics of the advertiser, brand, target audience, media, competition, budget, etc., that should be considered during the creative development process.

Creative process

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

Message strategy

A document that helps media planners determine how messages will be delivered to consumers.

Creativity

The act of combining two or more previously unconnected objects or ideas into something new; it informs, persuades, reminds, and provides the boom factor.

Fact-based thinking

A style of thinking that tends to fragment concepts into components and analyze situations to discover the one best solution.

Value-based thinking

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

Explorer

A role in the creative process that acts as a scout for new information, paying attention to unusual patterns.

Artist

A role in the creative process that tinkers with a variety of approaches, looks for an original idea, and implements the big idea.

Judge

A role in the creative process that evaluates the results of experimentation and decides the most practical solution.

Warrior

A role in the creative process that overcomes pushback and doubt to sell and bring a creative concept to realization.

Creative pyramid

A five-step model designed to guide the creative team: attention (bottom), interest, credibility, desire, and action (top).

Creative fatigue

A condition that occurs when an agency has served an account for a long time, inspiration is lost, and creatives begin forcing ideas.

Design

The visual pattern or composition of artistic elements chosen and structured by the graphic artist.

Layout

An orderly formation of all the parts of an advertisement.

Thumbnail

A rough, rapidly produced pen sketch that is used for trying out ideas.

Rough

A pencil sketch of a proposed design.

Dummy

A three-dimensional, hand-made layout of a brochure or multipage advertising piece put together to show how the product will eventually appear.

Comprehensive layout (Comp layout)

A facsimile of a finished ad with copy set in type and pasted into position along with proposed illustrations.

Poster-style format

An advertisement layout that employs a single, dominant visual occupying between 60% and 70% of the total area.

Headline

The words in the leading position of an advertisement.

Benefit headline

A type of headline that makes a direct promise to the reader.

News/information headline

A type of headline that includes "how-to" headlines, announces news, or provides a promise of information to gain sponsor identification.

Proactive headline

A headline written to provoke the reader's curiosity so that they will read the body copy to learn more.

Question headline

A type of headline that asks the reader a question.

Command headline

A type of headline that orders the reader to do something.

Subhead

A secondary headline that may appear above (kickers) or below (underlines) the main headline.

Body copy

The text of an advertisement that tells the company's story and attempts to close the sale.

Straight-sell copy

A type of body copy where the text immediately explains or develops the headline and visual in a straightforward attempt to sell the product.

Institutional copy

A type of body copy where the advertiser attempts to sell an idea or the merits of the organization or service rather than the sales features of a particular product.

Narrative copy

Copy that tells a story and curates a solution using the product's sales features as the key to the solution.

Dialogue/monologue copy

Copy in which the characters illustrated in the advertisement do the selling in their own words.

Picture-caption copy

Copy in which the story is told through a series of illustrations and captions rather than through a copy block alone.

Device copy

Copy that relies on wordplay, humor, poetry, rhymes, great exaggeration, gags, or gimmicks.

Lead-in paragraph

The bridge between the headline and the sales ideas presented in the body text.

Interior paragraphs

The paragraphs of an ad copy where the credibility and desire steps of the message are presented.

Trial close

In ad copy, requests for the order that are made before the final close.

Close

The action step in an advertisement's copy.

Slogan

A device that provides continuity for a campaign and reduces a key theme or idea to a brief, memorable positioning statement.

Seal

A certification mark offered by organizations such as the Good Housekeeping Institute and Underwriters Laboratories when a product meets their established standards.

Logotypes and signatures

Special designs representing the advertiser's company or product name.

Storyboard

A rough layout of a television commercial consisting of 8 to 20 blank frames on a preprinted sheet.

Straight announcement

The oldest type of radio or television commercial.

Integrated commercial

A straight radio commercial delivered by one person and woven directly into a show.

Presenter commercial

A commercial format in which one person or character presents the product and sales message.

Slice of life

A commercial format dramatizing a real-life situation where the product is tried and becomes the solution to a problem.

Mnemonic device

A gimmick used to dramatize a product benefit and make it memorable.

Animatic

A rough television commercial produced by photographing storyboard sketches on a film strip or video with synchronized audio on tape.

Direct marketing

An interactive form of strategic communication transmitted directly to the target market via various media to create or maintain a relationship with those who respond.

Database marketing

Tracking and analyzing the purchasing patterns of specific customers in a computer database and targeting advertising to their needs.

Database

The corporate memory of all important customer information, including name, address, number, NAIC code, source of inquiry, and history of purchases.

Direct-response advertising

An advertising message that asks the reader, listener, or viewer to provide feedback straight to the sender via direct mail, magazines, radio, TV, internet links, or billboards.

Customer lifetime value

The total sales or profit expected from a customer over the entire course of that customer's relationship with a marketer.

Loyalty (continuity) programs

Programs that reward customers with discounts and free products in return for frequent and continuous patronage.

Direct selling

Face-to-face selling away from a fixed retail location, usually referring to a method of marketing consumer goods.

Push strategy

Marketing, advertising, and sales promotion activities aimed at getting products into the dealer pipeline and accelerating sales by offering inducements to dealers, retailers, and salespeople.

Pull strategy

Marketing, advertising, and sales promotion activities aimed at consumers to induce trial purchase and repurchase, pulling the product through the distribution channel.

Trade concentration

A market condition characterized by more products being sold by fewer retailers.

Slotting allowance

A fee paid by manufacturers to retailers for the privilege of obtaining shelf or floor space for a new product.

Forward buying

A retailer's practice of stocking up on a product when it is discounted and buying smaller quantities when it is at list price.

Diverting

Purchasing large quantities of an item at a regional promotional discount and shipping portions to areas where the discount is not offered.

Buyback allowance

A manufacturer's offer to pay for an old product so that it will be removed from the shelf to make room for a new product.

Co-op advertising

The sharing of advertising costs between the manufacturer and the distributor or retailer.

Push money (spiffs)

Monetary inducements given to retail salespeople to encourage them to push the sale of particular products.

Freestanding inserts (FSIs)

Coupons distributed through preprinted inserts placed in newspapers.

Slippage

Rebate offers that are never redeemed or coupons that are never submitted because consumers forget, find them inconvenient, or do not follow instructions.

Polybagging

Product samples delivered directly in plastic bags along with daily newspapers or monthly magazines.

Sweepstakes

A sales promotion activity in which prizes are awarded based solely on a chance drawing of entrants' names.

Public relations

The management function that focuses on the relationships and communications that individuals and organizations have with other groups to create mutual goodwill.

Publics

Groups of people affected by or interested in an organization, including employees, customers, stockholders, competitors, suppliers, and the general population.

Reputation management

The long-term strategic process of managing the standing of a firm with various publics through community involvement, crisis management, publicity, and press agentry.

Publicity

The generation of news about a person, product, or service that appears in broadcast or print media.

Press agentry

The planning and staging of events to attract attention to new products or services and generate publicity of interest to the media.

Community involvement

A local PR activity where companies sponsor, participate in, or provide a location for a local event or cause.

Public affairs

Activities related to an organization's community citizenship, including dealing with community officials and working with regulatory and legislative bodies.

Lobbying

Informing government officials and persuading them to support administrative action or legislation in the interest of a client.

House organ

Internal and external publications produced by business organizations, such as stockholder reports, newsletters, consumer magazines, and dealer publications.

Intranet

A restricted-access computer network based on internet technology designed to share information internally within a single organization or company.

Cause marketing

A promotion in which a portion of the proceeds from a for-profit product is donated to a nonprofit cause.

Ambush marketing

A promotional strategy used by non-sponsors to capitalize on the popularity or prestige of an event by giving the false impression that they are official sponsors.

Venue marketing

A form of sponsorship that links a sponsor to a physical site, such as a stadium, arena, auditorium, or racetrack.

Advocacy advertising

Advertising used by organizations to communicate their views on issues that affect society or business, promote a philosophy, or make a political statement.

Advertorial

An advertisement that is half advertising and half editorial, aimed at swaying public opinion rather than selling products directly.

Umbrella advertising

Advertising campaigns designed to communicate simultaneously about a company and its diverse products.

Corporate identity advertising

Advertising created by a corporation to familiarize the public with its name, logos, trademarks, or corporate signatures.

Recruitment advertising

A specialized type of advertising, often placed in newspaper classified sections or online job boards, aimed at attracting employment applications.