Unit 11: Advertising

is a form of communication that aims to promote or persuade an audience to take a specific action, often to buy a product, use a service, or support an idea. It is a paid, non-personal message disseminated through various media channels such as television, radio, print, online platforms, social media, and more.

Advertising

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

Advertorial

The organization that takes care of advertising for clients.

Advertising agency

A time-limited set of ads (chuỗi quảng cáo có thời hạn) - campaigns may run across different media, and for one month or ten years, but can be categorized together (v: phân loại chung) as they are the execution (n: sự thực hiện) of a central idea

Advertising campaign

Describing an audience by age, gender, ethnicity, or location – i.e the facts about them

Demographics

Small, select groups representing a target audience who are paid to answer questions at the behest of (theo yêu cầu của) a market research organisation

Focus Groups

a highlighted benefit of a product which makes it stand out from all rival brands.

USP: Unique Selling Proposition (lời tuyên bố)/Point

The practice of paying for a branded product to be used by a character in a movie – e.g James Bond driving a BMW Z3

product placement (quảng cáo tích hợp - trong các bộ phim chẳng hạn)

Establishing the market niche of a product - which may not be as the brand leader - and advertising to the appropriate segment of the audience

Product Positioning