Ch 12: Advertising

Advertising

any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor

Advertorial

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

Advocacy ads

advertising designed to promote a particular point of view rather than a product or service. can be sponsored by a government, corporation, trade association, nonprofit organization

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

Brand name

a word or phrase attached to prepackaged consumer goods so that they can be better promoted to the general public through advertising and so that consumers can distinguish a given product from the competition

Business-to-business (trade) ads

advertising that promotes products and services directly to other businesses rather than to the general consumer market

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

CPM

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

Direct-action message

an advertising message designed to get consumers to go to a particular place to do something specific, such as purchasing a product, obtaining a service, or engaging in a behavior

Drive time

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

Economy of abundance

an economy in which there are as many or more goods available as there are people who want to or have the means to buy them

Indirect-action message

an advertising message designed to build the image of and demand for a product, without specifically urging that a particular action be taken at a particular time and place

Industrialization

the movement from work done by hand using muscle or water power in small shops to mass production of goods in factories that used energy sources such as steam power or electricity

Influencers

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

Integrated marketing communication (IMC)

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

Local advertising

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

Media planning

the process central to a successful ad campaign of figuring out which media to use, buying the media at the best rates, and then evaluating how effective the purchase was

Modernization

the process of change from a society in which people’s identities and roles are fixed at birth to a society where people can 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

National advertising

advertising designed to build demand for a nationally available product or service and that is not directing the consumer to local retail or service outlets

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

Product integration

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

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

Subliminal advertising

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

Targeting

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

The big idea

the goal of every advertising campaign; an advertising concept that will grab people’s attention and make them take notice, remember, and take action

Zoned coverage

when a newspaper targets news coverage or advertisements to a specific region of a city or market

Outdoor advertising

a form of advertising that is in an outdoor environment, designed to catch people in a captive environment

Creative brief

form that organizes the ideas for an advertising campaign to pitch to your manager, partners in the agency, and your client

Market

overall audience the brand is trying to sell to

Audience

specific audience the ad is trying to reach

Rational appeal

an ad that uses logic and reasoning

Emotional appeal

an ad that features psychological/socializing elements

Campaigns

collection of messages that tie into a single concept to reach a goal via forms of outreach

Platforms

methods used to deliver content

Microtargeting

targets people w/ extremely specific demographic characteristics

Native advertising

a more sophisticated form of sponsored content that matches a publication’s editorial standards while meeting the audience’s expectations

7 categories of mobile advertising

display, rich media, interstitial, in-game, playable, augmented reality (AR), mix and match