Exam 3 CH 9

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.