Advertising Exam #3

medium

means by which something is communicated or expressed, a channel

media

umbrella term for all types of print, broadcast, out-of-home, and Internet communication

print

magazine

radio

tv

out of home

digital

native

media landscapes:

IMC (Integrated Marketing Communications)

carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products

network

spot

syndicacted

diff types of radio

media vehicle

specific carrier within a medium category

programmatic buying

is the automated, algorithmic purchase of digital advertising space using software, replacing manual negotiations and insertion orders.

owned media

· Brand message is delivered from a company/organization to consumers/audience through channels controlled by the company

corporate presence

environmental design

signage

appearance

branded media

web social and microsites

owned channels can act as revenue sites

retail media

interactive

types of owned media

guerilla marketing

marketing of a product using unconventional means

earned media

a category of promotional tactic based on a public relations or publicity model that gets customers talking about products or services

convergence

· the blending of different media forms into one platform, making it difficult to categorize media into traditional labels like "TV," "print," or "radio."

o This happens because technology allows all media types to exist digitally and overlap.

Attitudinal objectives

aim to change how consumers think or feel about a brand (e.g., perceptions, brand image).

Behavioral objectives

aim to influence consumer actions or engagement (e.g., making inquiries, purchases, social media interactions).

surrogate measure

Indirect indicators of campaign success when direct outcomes (like sales) are difficult to measure.

ROI (Return on Investment)

Net Operating Income / Average Operating Assets

break-even analysis

a technique that analyzes the relationship between total revenue and total cost to determine profitability at various levels of output

a method of determining what sales volume must be reached before total revenue equals total costs

misleading claims/puffery

False, deceptive, or fraudulent advertising

1. False statements exist.

2. Ads deceived a substantial audience.

3. Deception is material.

4. Goods are sold interstate.

5. The company was harmed.

legal requirements for false advertising claims include proof that

professional code of ethics

A set of guidelines describing how members of a particular profession will pursue their common ideal so that each does his or her best to serve clients or patients, contribute to the good reputation of the field, and avoid pressures to engage in unethical behavior.