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Messaging
How organizations portray themselves and share information.
Message Strategy
Engaging stakeholders to create effective brand messages.
Core Values
Foundational beliefs guiding an organization's messaging.
Stakeholders
Individuals or groups invested in an organization.
Creative Strategy
Combines art and science in advertising communication.
Advertising
Paid communication through various media channels.
Sales Promotions
Activities designed to boost sales temporarily.
Public Relations
Managing communication between an organization and the public.
Big Idea
Central creative concept for message communication.
Clichés
Generic, non-original ideas lacking creativity.
Vampire Creativity
Ads remembered over the brand itself.
Head and Heart
Rational vs. emotional appeal in messaging.
Left Brain
Logical thinking and verbal skills control.
Right Brain
Intuitive and artistic thinking processes.
Creative Leap
Innovative shift in messaging concepts.
Brainstorming
Techniques for generating original ideas.
Consumer Promotions
Incentives directed at end-users of products.
Price Deals
Temporary reductions to stimulate demand.
Prize-Pack Deals
Extra incentives included in product packaging.
Bonus Packs
Additional product amounts for standard price.
Refunds and Rebates
Partial refunds to encourage product purchase.
Sampling
Offering product samples to attract new customers.
Promotion Importance
Engages customers and stimulates immediate action.
Advertising Objectives
Goals that guide the advertising strategy.
Creativity in Advertising
Original ideas that capture audience attention.
Dramatize the Obvious
Highlighting clear truths in unexpected ways.
Catchy Phrasing
Memorable language that enhances communication.
Visual Metaphor
Imagery that conveys deeper meanings.
Premiums
Tangible rewards for desired consumer behaviors.
Coupons
Discounts sponsored by retailers or manufacturers.
Contests
Competitions based on skill for prizes.
Sweepstakes
Chance-based contests requiring submission.
Game
A type of sweepstakes involving play.
Specialty Advertising
Promotional products enhancing brand visibility.
Swag
Promotional items like pens and shirts.
Brand Awareness
Recognition of a brand among consumers.
Market Share
Percentage of total sales in a market.
Tagline
A memorable phrase representing a brand.
Jingles
Catchy songs promoting a brand or product.
Ad Copy
Text used in advertisements to convey messages.
Copywriter
Person who creates text for marketing communications.
Complex Ads
Ads requiring detailed explanation through words.
High Involvement Ads
Ads providing extensive information for decision-making.
News Release
Official statement distributed to media outlets.
Media Advisory
Notification to press about an upcoming event.
Fact Sheet
Detailed background information about an event or organization.
Media Kit
Collection of promotional materials for journalists.
Pitch Letter
Short note to journalists to highlight a story.
Inverted Pyramid
Writing style prioritizing the most important information.
Broadcast News Release (BNR)
News release formatted for television broadcast.
Audio News Release (ANR)
Radio format news release typically under 60 seconds.
Video News Release (VNR)
Television-ready video content for news distribution.
Social Media Tools
Platforms for interactive public relations communication.
Advertising vs. PR Writing
Different styles and purposes in communication.
Effective Copywriting
Writing that is succinct, specific, and engaging.
KISS Principle
Keep It Short and Simple for clarity.
Phone pitches
Direct communication to journalists via phone.
Email pitches
Written communication to journalists via email.
News conferences
Events for announcing news to the media.
Two-way communication
Interactive exchange of information between parties.
Public Service Announcements (PSAs)
Unpaid announcements promoting public interest topics.
Booking a guest
Arranging for a guest on a talk show.
Product placements
Incorporating products into films or shows.
Word-of-mouth (WOM)
Sharing product stories through personal recommendations.
Viral marketing
Encouraging sharing of marketing content among users.
Media impression
Potential audience exposure to a media story.
High-context cultures
Cultures where context is crucial for understanding.
Low-context cultures
Cultures where messages stand alone without context.
Back translation
Translating content back to original language for accuracy.
Visual communication
Use of visuals to enhance message delivery.
Fearless Girl
Statue symbolizing gender equality and empowerment.
The Five Cs of Storytelling
Framework: Context, Characters, Conflict, Climax, Conclusion.
Visual impact
Effectiveness of visuals in communication.
Brand identity
Distinctive characteristics that define a brand.
Community storytelling
Authentic narratives that build brand relationships.
Paid media
Advertising space purchased for brand promotion.
Earned media
Publicity gained through promotional efforts.
Shared media
Content shared by audiences across platforms.
Owned media
Brand-controlled channels for communication.
Integrated Marketing Communication (IMC)
Coordinated approach across various marketing channels.
Media vehicle
Specific platform for delivering media content.
Published print media
Physical media like newspapers and magazines.
Advantages of print media
Offers detailed information and rich imagery.
Disadvantages of print media
Less immediate than digital communication.
Print Media
Vehicles include newspapers, magazines, brochures, posters, and outdoor boards.
Paid Media
Advertising through measured media.
Measured Media
Traditional advertising and placement outlets.
Display Advertising
The dominant form of newspaper advertising that can be any size and placed anywhere except the editorial section.
Classified Advertising
Advertising by individuals to sell personal goods and by local businesses.
Supplements
Magazine-style publications inserted into newspapers.
Preprints
Free-standing inserts (FSIs) that are preprinted ads inserted for a fee.
Consumer Magazines
Magazines aimed at the general public.
Business Magazines
Magazines targeted at business readers (B2B).
Vertical Publication
Presents stories and information about an entire industry.
Horizontal Publication
Deals with a business function that cuts across industries.
Circulation
The number of copies of a publication that are distributed.
Readership
An estimate of how many people read a publication, typically higher than circulation.
Radio Advertising
Includes network radio ads, spot radio ads, and syndicated radio advertising.
Dayparts
Segments of a weekday divided by listening times: Morning drive time (6-10 a.m.), Midday (10 a.m.-3 p.m.), Evening drive time (3-7 p.m.), Evening (7 p.m.-midnight), Late night (midnight-6 a.m.).
Out-of-Home Media
Includes everything from billboards to hot-air balloons and ranks second to the Internet in terms of growth.
