Marketing and advertising exam 2

Message strategy

The overall plan used to communicate the main idea of an advertisement to the audience.

Cognitive message strategy

A strategy that relies on logic, facts, and product information to persuade consumers.

Affective message strategy

A strategy designed to create emotions, feelings, and positive attitudes toward a brand.

Conative message strategy

A strategy meant to encourage consumer action, such as buying now, responding to a promotion, or making an impulse purchase.

Preemptive message

A claim of superiority based on a product benefit or attribute stated first so competitors cannot easily make the same claim.

Unique Selling Proposition (USP)

A message strategy built around a specific, testable claim that shows how a brand is unique or superior.

Hyperbole

An exaggerated advertising claim that is not meant to be taken literally and does not require proof.

Comparative advertisement

An ad that compares one brand to a real or imagined competitor, either directly or indirectly.

Fear appeal

An advertising appeal that creates anxiety or concern about a threat in order to motivate consumers to take action.

Humor appeal

An appeal that uses comedy to attract attention, entertain audiences, and improve recall.

Sex appeal

An appeal that uses sexual imagery or suggestive themes to gain attention and create interest.

Music appeal

An appeal that uses songs, sounds, or jingles to create emotion, memory, and attention.

Rational appeal

An appeal based on logic, facts, product features, and information.

Emotional appeal

An appeal that tries to build feelings, attachment, and emotional connections with the brand.

Scarcity appeal

An appeal that encourages action by suggesting limited supply, limited time, or urgency.

Pool out

The creation of multiple similar ad executions based on one successful core idea.

Jingle

A short, catchy song used in advertising to help consumers remember the brand.

Executional framework

The format or style used to present an advertising message.

Animation

An execution that uses animated characters, drawings, or digital visuals.

Slice-of-life

An execution that shows an everyday problem and then presents the brand as the solution.

Storytelling

An execution that presents the ad like a short story or mini-movie with a plot.

Testimonial

An execution in which a customer, user, or actor endorses the brand.

Authoritative execution

An execution that uses experts, research, surveys, or scientific proof to support claims.

Demonstration

An execution that shows how the product works or how it is used.

Fantasy

An execution that creates an unrealistic, dreamlike, or imaginative setting.

Informative execution

An execution that gives straightforward facts and useful product information.

Decorative model

An attractive person used mainly to gain attention rather than provide product information.

Celebrity source

A famous person used in advertising to attract attention and shape brand image.

CEO source

A company executive used as the spokesperson for the brand, often to add personality or trust.

Expert source

A knowledgeable authority used to make a message more believable.

Source credibility

The overall believability and trust consumers place in the message source.

Source attractiveness

How appealing the source is in terms of appearance, personality, or style.

Source similarity

The degree to which consumers feel the source is like them or someone they want to be like.

Source likeability

How much consumers personally like the person delivering the message.

Source trustworthiness

The extent to which the audience believes the source is honest and dependable.

Source expertise

The extent to which the source is seen as knowledgeable or qualified.

Media strategy

The process of selecting and using media channels so advertising messages reach the right target audience.

Media planning

The analysis of audience behavior, media habits, and campaign goals in order to build an effective media plan.

Marketing analytics

The use of data and metrics to understand consumers, media use, and campaign performance.

Media planner

The person who researches audiences and decides where and when ads should appear.

Media buyer

The person who purchases advertising space or time and negotiates prices and schedules.

Media vehicle

A specific option within a medium, such as a TV show, magazine, radio station, website, or billboard location.

Reach

The number or percentage of people in the target audience exposed to an ad during a given period.

Frequency

The average number of times a person in the target audience sees or hears an ad.

OTS (Opportunities to See)

The total number of possible exposures to an advertisement.

GRPs (Gross Rating Points)

A measure of the total strength or weight of a media schedule.

CPM (Cost per Thousand)

The cost of reaching 1,000 people with an ad.

Ratings

The percentage of a target audience reached by a specific medium or program.

C3 ratings

Ratings that include live viewing plus commercial viewing within three days.

Continuity schedule

A schedule in which advertising runs steadily and consistently over time.

Flighting schedule

A schedule in which advertising runs in heavy bursts followed by periods with no advertising.

Pulsating schedule

A schedule that runs continuously but increases advertising intensity during key periods.

Intrusion value

The ability of an ad to break through clutter and capture audience attention.

Recency theory

The idea that one ad exposure close to the time of purchase can be enough to influence buying behavior.

Effective reach

The percentage of the target audience that must be reached for the campaign to succeed.

Effective frequency

The number of times the audience must be exposed to the message for it to be effective.

Media multiplier effect

The increased impact that occurs when multiple media work together better than one medium alone.

Traditional media channels

Long-established advertising media such as television, radio, magazines, newspapers, and outdoor advertising.

Television advertising

A media channel using sight, sound, and motion to deliver ads to large audiences.

Radio advertising

An audio-only advertising medium known for local targeting, flexibility, and lower costs.

Magazine advertising

A print medium offering strong audience targeting, quality visuals, and longer shelf life.

Newspaper advertising

A print medium valued for geographic selectivity, flexibility, and credibility.

Out-of-home (OOH) advertising

Advertising seen outside the home, such as billboards, transit ads, and street displays.

Radio advertisement writing rules

Guidelines for radio copy that emphasize simplicity, memorability, repetition, listener interest, and a clear call to action.

Theater of the mind

A radio technique that uses sound and imagination to help listeners picture the message.

Digital marketing

Marketing that uses digital technologies such as the internet, mobile devices, and online platforms to reach consumers.

Mobile marketing

Marketing delivered through smartphones, tablets, apps, text messages, websites, and social platforms.

C2C transactions

Consumer-to-consumer exchanges in which individuals sell or interact directly with other consumers, usually online.

E-commerce

The buying and selling of goods and services over the internet.

Search Engine Results Page (SERP)

The page displayed by a search engine after a user enters a search query.

Interactive marketing

A digital strategy based on two-way communication, consumer involvement, and personalization.

Real-time marketing

Immediate marketing communication tied to current events, behaviors, or live situations.

Content marketing

A strategy that creates useful, informative, or entertaining content to attract and engage consumers.

Branded content

Content created by a brand to provide value while also promoting brand awareness or image.

Native advertising

Paid content designed to match the style and format of the platform on which it appears.

Widgets

Small interactive applications placed in ads or websites that provide dynamic content or links.

Geo-targeting

Delivering ads to consumers based on their location.

Remarketing

Showing ads to people who have already visited a website or shown interest in a brand.

Behavioral targeting

Targeting consumers based on their online behavior, such as searches, pages viewed, or browsing history.

Social targeting

Targeting audiences using information from social media behavior, interests, or networks.

Brand spiraling

The process of integrating online and offline messages so the brand builds and reinforces itself across channels.

Opt-in

When a consumer gives permission to receive marketing messages.

Opt-out

When a consumer chooses to stop receiving marketing messages.

Qualified lead

A potential customer who has both interest in the product and a strong likelihood of buying.

Search Engine Optimization (SEO)

The process of improving a website so it appears higher in unpaid search results.

Paid search insertion

A pay-per-click strategy in which ads appear at the top or side of search engine results.

Natural/organic emergence

Traffic or visibility gained naturally without paying for ads.

Paid search ads

Advertisements purchased from search engines to appear prominently on results pages.

Shopping cart abandonment

When a consumer places items in an online cart but leaves without completing the purchase.

Adaptive design

A website design that adjusts to fit different screen sizes and devices, especially mobile devices.

Good website design

A customer-friendly site that is easy to search, mobile-optimized, visually appealing, fast, and integrated with other channels.

Nomophobia

The fear or anxiety of being without a mobile phone or digital connection.

Social media

Digital tools or platforms that allow users to interact, share, and communicate with others.

Social network

The web of relationships among people or organizations connected through digital or real-world interactions.

Social media marketing

The use of social media platforms to promote a product, company, or brand.

General social networking sites

Broad platforms designed for large, diverse audiences.

Niche social networking sites

Platforms focused on specific interests, lifestyles, professions, or communities.

Facebook

A large social networking platform used for advertising, brand presence, and audience targeting.

YouTube

A video-sharing platform widely used for tutorials, reviews, entertainment, and branded video content.

Instagram

A photo- and video-based platform often used for visuals, contests, lifestyle branding, and influencer campaigns.