Comm 2700

Advertising

a message or group of messages designed with three intentions: to raise awareness in the population about brands, products and services; to encourage consumers to make purchases; and to inspire people to advocate for their favorite brands.

Brand advocate

someone who is so supportive of a product or service that they publicly encourage others to buy it.

Influencers

people who promote products on their social media streams.

Company

a business entity that produces several types of product.

Brand

a term used to label a specific product or a limited family of products.

Ad campaign

a series of related ads meant to work in tandem.

Sponsorship

when a company pays to support an event or a mass media production in exchange for having its brand promoted alongside the activity or content.

Massively individuated

content produced for mass audiences but having the appearance of personalized messages.

Purchase funnel

a conceptual model depicting different stages at which audiences can be reached with advertising messages. It progresses from the very broad Awareness phase through garnering Interest and creating the Desire for a product before finishing with Action, or closing the deal.

Rule of seven

a rule of thumb, or what social scientists call a heuristic, in the advertising field that suggests that people need to see an advertisement seven times before they act on it.

Double delusion

this delusion is at the core of the third-person effect theory, wherein we think other people are probably affected more by advertising and other mass media content than they are, and we think we are influenced less than we are.

Content marketing

a common practice where brands produce their own content, or hire someone else to produce it, and then market that information as an alternative to advertising.

Marketing

a branch of the field of economics and also a practice which includes developing advertising strategies and other research efforts meant to guide advertising strategies as part of larger sales and production strategies. Put simply, it is the entire process of strategizing to sell a product.

Marketing's four P's

produce, price, place and promotion.

Inbound marketing

inviting customers into social media spaces or to view messages on other platforms so that the potential customer can experience your brand-related content in your territory, rather than going out and demanding their attention with more traditional forms of advertising.

S-M-C-R model of communication

a basic communication model indicating that all messages begin with a Sender, are conceived of as individual Messages, travel along a Channel and reach a Receiver. Models built on S-M-C-R also account for noise, which can confuse message transmission, and it must be noted in a networked communication environment it is quite easy for receivers to become senders instantaneously by clicking 'share' or performing similar actions.

Earned media

the amount of free air time on TV or space in major newspapers and magazines that is earned by getting other mass media channels to tell your product's stories without having to pay for ad space.

Corporate narrative

the story of how the company came to exist and how it represents certain values and ideals — at least, this is how such stories are framed from a marketing point of view. Many corporate narratives are based only partly in fact.

Botnets

computers programmed to create false social media accounts, websites and other digital properties.

Salience

the acceptance of messages in the mass media as being true or, at least, worth remembering.