Advertising: Selling in Today's World 2025 Version

A comprehensive set of flashcards covering key vocabulary and concepts in advertising based on the 2025 version of the course materials by Sheehan & Russell.

Advertising

A sponsored media message intended to persuade people to do, think, or buy almost anything.

Advertising Agency

A company that specializes in selling brands for other companies.

Advertising Wearout

The point at which a message starts to lose its impact because the audience tires of seeing it.

Ambient Intelligence (Am.I.)

A network of machines that can learn about an individual and make decisions for that individual's benefit.

Art Director

The person who determines what an advertisement will look like.

Artificial Intelligence (AI)

Computer systems that can analyze large data sets and learn from mistakes.

Attribution

The process of assigning a value to each touchpoint a consumer has with a brand.

B2B (Business-to-Business) Advertising

Advertising that tries to reach another company to sell its goods or services.

Banner Ads

Usually small rectangular ads adjacent to online content.

Big-Box Stores

Large retail stores that carry large amounts of merchandise, often part of a chain.

Big Data

The collection and analysis of all internet users' online behavior used to understand quantitatively what people are interested in.

Body Copy

The paragraphs that tell your complete brand story in print or online advertising.

Brand

A name, term, sign, or symbol intended to identify the goods or services of one seller and to differentiate them.

Brand Advertising

Advertising that promotes a branded product to consumers in mass media.

Brand Architecture

How a company structures and names brands within its portfolio.

Brand Attributes

A specific list of characteristics that identify the brand visually, verbally, and behaviorally.

Brand Core Values

The principles or philosophical ideology that the brand lives up to.

Brand Equity

Brand descriptors that a company 'owns'.

Brand Experience

An experience the consumer has when coming in contact with your brand.

Brand Extension

Leveraging the values of the brand to go into a new and unrelated marketing segment.

Brand Identity

The expression of the brand through name, logo, colors, and image.

Brand Loyalty

A measure of your loyalty to a particular brand based on repeat purchases.

Brand Managers

People who help marketers promote and sell brands.

Brand Market Share

The percentage of all sales in the product category your brand has achieved.

Brand Mission

A short written statement of the brand's purpose in the lives of their consumers.

Brand Partnerships

When two or more brands come together to create a joint campaign.

Brand Personality

The combination of human characteristics attributed to a brand.

Brand Promise

A singular promise of the benefit a brand provides.

Brand Vision

A statement of what the brand aims to accomplish in the future.

Case Studies

Studies that look at encountered problems brands have and detail the research steps to solve them.

Category Killers

Large retailers that sell everything available within a category of goods.

Communications Brief

A document that contextualizes the objective and other elements of the advertisement.

Communications Channel

A medium for transmitting a message.

Concepting

Brainstorming ways to solve a problem using words and pictures.

Copywriter

The person who writes the advertising copy used in an ad.

Corporate Reputation Public Relations

Reputation management for a brand.

Cost Per Action (CPA)

Total media cost divided by specific desired actions.

Cost Per Click (CPC)

Total media cost divided by the number of clicks.

Cost Per Rating Point (CPP)

Total media cost divided by total rating points.

Cost Per Thousand (CPM)

Total media cost divided by total audience reached times 1,000.

Cross-Tabulation

Uses data tables to examine how psychographic attitudes change by demographic groups.

Data Analysts

People who turn big data into insights about target audiences.

Decode

To convert a received message into something intelligible.

Demand-Side Platform (DSP)

Software that negotiates online ad buys for advertisers.

Demographics

A category that describes the attributes of populations.

Demonstration

A commercial that shows product performance.

Direct Marketing

An approach to get a consumer to buy directly from a manufacturer.

Direct Response Advertising

Advertising that asks consumers to buy a product immediately.

Dynamic Creative

Using AI to deliver highly personalized messages at scale.

Earned Media

Media coverage that a campaign receives without payment.

Encode

Compose a message into a particular form.

Ethnocentrism

Evaluating other cultures based on the standards of one's own culture.

Ethnographic Research

Immersing oneself into the lives of the subjects being studied.

Facial Recognition

Technology that can recognize faces and interpret emotions.

Frequency

The number of times an audience can see an ad.

Frequency Capping

Limiting the total number of times an audience sees an advertisement.

Gap Analysis

A matrix of emotional and rational shopping criteria in a category.

Greenwashing

The tendency for advertisers to falsely imply a product is environmentally friendly.

Gross Ratings Points (GRPs)

Calculated by a TV plan's reach times its frequency.

Guerilla Marketing

Unconventional marketing intended to maximize impact for a small investment.

Hard Sell Ads

Ads that persuade consumers through rational messaging.

High Context Cultures

Cultures that communicate implicitly and rely on the context.

Impressions

Total number of times an ad has been seen.

Insight

Interpretation of research findings that leads to deeper understanding.

Institutional Advertising

Advertising by institutions to build public trust.

Integrated Marketing Communications (IMC)

An approach that delivers a single brand image across channels.

Interactive Television

Collaboration between the internet and TV allowing viewer interaction.

Internet of Things (IoT)

Interconnection of everyday devices via the internet.

Key Issues Process

Thinking about questions that need to be answered.

Key Performance Indicators (KPIs)

Measures of how well marketing objectives are being met.

Lifestyle Advertising

Advertising that reflects a target consumer's lifestyle.

Low Context Cultures

Cultures that communicate information explicitly.

Marketing Mix

The combination of product, place, price, and promotion.

Marketing Plan

The fundamental document showing the plan to grow a brand.

Marketing Public Relations

Using PR tactics to sell a brand or service.

Media Flow Chart

A flowchart showing where ads will appear monthly.

Media Planner

An ad agency team member responsible for media placements.

Media Planning

Choosing media to run messages and deciding which to ignore.

Media Vehicles

Any way information can be disseminated.

Metaphor

A type of commercial that connects the brand to something relatable.

Micro-Influencers

Brand advocates with deeply engaged, niche audiences.

Micro-Targeting

Molding messages to small groups or individuals.

Moderator

A research professional managing focus group discussions.

Native Advertising

Advertising that blends into the editorial media environment.

Noise

Interference that occurs during the communication process.

Non-Profit Advertising

Advertising on behalf of non-profit organizations.

Objective

What needs to be accomplished by advertising.

One-to-Many Media Buy

A media buy where a mass audience sees the same message.

One-to-One Media Buy

A media buy that allows a singular message to an individual.

Owned Media

Media platforms owned by advertisers.

Paid Media

Media purchased at a cost from a media publisher.

Pay-Per-Click Advertising

An advertising model requiring payment each time an ad is clicked.

Percentage-of-Sales Method

Budgeting based on the advertising budget being a percentage of sales.

Pop-Up Ads

Ads that appear unexpectedly when online.

Positioning

Creating brand differentiation in consumers' minds.

Positioning Statement

Wording that confirms a product's differentiation.

Predictive Analytics

Analytics predicting future consumer behaviors.

Predictive Study

Research designed to predict future sales volumes.

Primary Research

Research based on information unique to a brand.

Problem Statement

A statement outlining a business problem to be solved.