MKT 446 Midterm #2

Creative Strategy

A determination of what an advertising message will say or communicate to a target audience.

Creative Tactics

A determination of how an advertising message will be implemented to execute the creative strategy.

Advertising Creativity

The ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems.

Divergence

The extent to which an advertisement contains certain creative elements that are novel, different, or unusual.

Relevance

The degree to which the various elements of an advertisement are meaningful, useful, or valuable to the consumer.

Account Planning

The process of conducting research and gathering all relevant information about a client's product, service, brand, and consumers in the target audience for use in the development of creative strategy as well as other aspects of an IMC campaign.

General Planning Input

Information gathering and/or market research studies on trends, developments, and happenings in the marketplace that can be used to assist in the initial stages of the creative process of advertising.

Product- or service-specific preplanning input

Specific studies provided to the creative department on the product or service, the target audience, or a combination of the two.

Problem Detection

A creative research approach in which consumers familiar with a product (or service) are asked to generate an exhaustive list of problems encountered in its use.

Focus Groups

A qualitative marketing research method whereby a group of 10 to 12 consumers from the target market is led through a discussion regarding a particular topic such as a product, service, or advertising campaign.

Ethnographic Research

A research technique that involves observing or studying consumers in their natural environment.

Storyboard

A series of drawings used to present the visual plan or layout of a proposed commercial.

Animatic

A preliminary version of a commercial whereby video of the frames of a storyboard is produced along with an audio soundtrack.

Advertising Campaign

A comprehensive advertising plan that consists of a series of messages in a variety of media that center on a single theme or idea.

Campaign Theme

The central message or idea that is communicated in all advertising and other promotional activities.

Slogan (tagline)

A statement or phrase consisting of a few words that succinctly expresses the company image, identity, and/or positioning a company or brand wants to communicate.

Creative Brief

A document that specifies the basic elements of the creative strategy such as the basic problem or issue the advertising must address, the advertising and communications objectives, target audience, major selling idea or key benefits to communicate, campaign theme or appeal, and supportive information or requirements.

Major Selling Idea

The basis for the central theme or message idea in an advertising campaign.

Unique Selling Proposition (USP)

An advertising strategy that focuses on a product or service attribute that is distinctive to a particular brand and offers an important benefit to the customer.

Image Advertising

Advertising that creates an identity for a product or service by emphasizing psychological meaning or symbolic association with certain values, lifestyles, and the like.

Inherent Drama

An approach to advertising that focuses on the benefits or characteristics that lead a consumer to purchase a product or service and uses dramatic elements to emphasize them.

Advertising Appeal

The basis or approach used in an advertising message to attract the attention or interest of consumers and/or influence their feelings toward the product, service, or cause.

Creative Execution Style

The manner or way in which a particular advertising appeal is transformed into a message.

Informational/Rational Appeal

Advertising appeals that focus on the practical, functional, or utilitarian need for a product or service and emphasize features, benefits, or reasons for owning or using the brand.

Emotional Appeals

Advertising messages that appeal to consumers' feelings and emotions.

Transformational Ad

An ad that associates the experience of using the advertised brand with a unique set of psychological characteristics that would not typically be associated with the brand experience to the same degree without exposure to the advertisement.

Reminder Advertising

Advertising designed to keep the name of the product or brand in the mind of the receiver.

Teaser Advertising

An ad designed to create curiosity and build excitement and interest in a product or brand without showing it.

User-Generated Content (UGC)

Advertising and/or other forms of content provided by consumers or other nonprofessional sources.

Headline

Words in the leading position of the advertisement; the words that will be read first or are positioned to draw the most attention.

Direct Headline

A headline that is very straightforward and informative in terms of the message it is presenting and the target audience it is directed toward. Direct headlines often include a specific benefit, promise, or reason for a consumer to be interested in a product or service.

Indirect Headline

Headline that is not straightforward with respect to identifying a product or service or providing information regarding the point of an advertising message.

Subhead

Secondary headline in a print ad.

Body Copy

The main text portion of a print ad. Also often referred to as copy.

Layout

The physical arrangement of the various parts of an advertisement including the headline, subheads, illustrations, body copy, and any identifying marks.

Voiceover

A message or action on the screen in a commercial that is narrated or described by a narrator who is not visible.

Needledrop

A term used in the advertising industry to refer to music that is prefabricated, multipurpose, and conventional and can be used in a commercial when a particular normative effect is desired.

Jingle

Song about a brand or company that usually carries the advertising theme and a simple message.

Audio Logos

A sound, an effect, a short music clip, a musical riff, or a voiceover that usually carries the advertising theme and a simple message.

Script

A written version of the commercial that provides a detailed description of its video and audio content.

Native Advertising

Web advertising in which the advertiser attempts to gain attention by providing content in the context of the user's experience.

Media Planning

The series of decisions involved in the delivery of an advertising message to prospective purchasers and/or users of a product or service.

Media Objectives

The specific goals an advertiser has for the media portion of the advertising program.

Media Strategies

Plans of action for achieving stated media objectives such as which media will be used for reaching a target audience, how the media budget will be allocated, and how advertisements will be scheduled.

Medium

The general category of communication vehicles that are available for communicating with a target audience such as broadcast, print, direct mail, outdoor, and other support media.

Media Vehicle

The specific program, publication, or promotional piece used to carry an advertising message.

Reach

The number of different audience members exposed at least once to a media vehicle (or vehicles) in a given period.

Coverage

A measure of the potential audience that might receive an advertising message through a media vehicle.

Frequency

The number of times a target audience is exposed to a media vehicle(s) in a specified period.

Sweeps Periods

The times of year in which television audience measures are taken (February, May, July, and November).

Index Number

A ratio used to describe the potential of a market. The index number is derived by dividing the percentage of users in a market segment by the percentage of population in the same segment and multiplying by 100.

Survey of buying power index

An index that provides information regarding population, effective buying income, and total retail sales in an area.

Brand Development Index (BDI)

An index that is calculated by taking the percentage of a brand's total sales that occur in a given market as compared to the percentage of the total population in the market.

Category Development Index (CDI)

An index that is calculated by taking the percentage of a product category's total sales that occur in a given market area as compared to the percentage of the total population in the market.

Waste Coverage

A situation where the coverage of the media exceeds the target audience.

Continuity

A media scheduling strategy where a continuous pattern of advertising is used over the time span of the advertising campaign.

Flighting

A media scheduling pattern in which periods of advertising are alternated with periods of no advertising.

Pulsing

A media scheduling method that combines flighting and continuous scheduling.

Unduplicated Reach

The number of persons reached once with a media exposure.

Duplicated Reach

Individuals exposed to the same commercial on two or more media vehicles.

Program Rating

The percentage of TV households in an area that are tuned to a program during a specific time period

Gross Ratings Points (GRPs)

A measure that represents the total delivery or weight of a media schedule during a specified time period. GRPs are calculated by multiplying the reach of the media schedule by the average frequency.

Target Rating Points (TRPs)

The number of persons in the primary target audience that the media buy will reach—and the number of times.

Effective Reach

A measure of the percentage of a media vehicle's audience reached at each effective frequency increment.

Average Frequency

The number of times the average household reached by a media schedule is exposed to a media vehicle over a specified period.

Recency

The idea that advertising will have the most effect on someone who is in the market for the product and that planners should attempt to reach that consumer as close as possible to their purchase decision.

Recency Planning

Media planning that attempts to reach the consumer in the period of time just before their purchase decision.

Absolute Cost

The actual total cost of placing an ad in a particular media vehicle.

Relative Cost

The relationship between the price paid for advertising time or space and the size of the audience delivered; it is used to compare the prices of various media vehicles.

Cost per thousand (CPM)

A computation used in evaluating the relative cost of various media vehicles that represents the cost of exposing 1,000 members of a target audience to an advertising message.

Cost Per Ratings Point (CPRP)

A computation used by media buyers to compare the cost-efficiency of broadcast programs that divides the cost of commercial time on a program by the audience rating.

Daily Inch Rate

A cost figure used in periodicals based on an advertisement placed one inch deep and one column wide (whatever the column width).

Modular Pricing

A form of pricing costs based on the size of a set module such as full page, half page, quarter page or eighth page.

Digital Pricing Models

The options for pricing an ad in digital media entailing different bases for pricing, and different means for determining relative cost comparisons.

Bidding

A digital pricing option in which the buyer participates in an auction to purchase placement for the ad format.

Programmatic

Computer-based advertising buying using a real-time bidding process.

Target CPM (TCPM)

A relative cost comparison that calculates CPMs based on the target audience as opposed to the overall audience.

Readers per copy

A cost comparison figure used for magazines that estimates audience size based on pass-along readership.

Pass-Along Rate

An estimate of the number of readers of a magazine in addition to the original subscriber or purchaser.

Zipping

Fast-forwarding through commercials during the playback of a program previously recorded on DVR.

Zapping

The use of a remote control device to change channels and switch away from commercials.

Television Network

The provider of news and programming to a series of affiliated local television stations.

Affiliates

Local television stations that are associated with a major network. Affiliates agree to preempt time during specified hours for programming provided by the network and carry the advertising contained in the program.

Up-Front Market

A buying period that takes place prior to the upcoming television season when the networks sell a large part of their commercial time.

Scatter Market

A period for purchasing television advertising time that runs throughout the TV season.

Spot Advertising

Commercials shown on local television stations, with the negotiation and purchase of time being made directly from the individual stations.

National Spot Advertising

All nonnetwork advertising done by a national advertiser in local markets.

Local Advertising

Advertising done by companies within the limited geographic area where they do business.

Station Reps

Individuals who act as sales representatives for a number of local stations and represent them in dealings with national advertisers.

Syndicated Programs

Shows sold or distributed to local stations.

Sponsorship (television)

When the advertiser assumes responsibility for the production and usually the content of a television program as well as the advertising that appears within it.

Participations

The situation where several advertisers buy commercial time or spots on network television.

Adjacencies

Commercial spots purchased from local television stations that generally appear during the time periods adjacent to network programs.

Dayparts

The time segments into which a day is divided by radio and television networks and stations for selling advertising time.

Cable Television

A form of television where signals are carried to households by wire rather than through the airways.

Multichannel Video Programming Distributors (MVPD)

Services that distribute or provide multiple television channels as part of a package that customers subscribe to for television programming.

Superstations

Independent local stations that send their signals via satellite to cable operators that, in turn, make them available to subscribers (e.g., WWOR, WPIX, WGN, WSBK, WTBS).

Interconnects

Groups of cable systems in a geographic area joined together for advertising purposes.

Narrowcasting

The reaching of a very specialized market through programming aimed at particular target audiences. Cable television networks offer excellent opportunities for ______

Over-The-Top (OTT)

Streaming TV representing content that is delivered directly to viewers via a streaming service over the Internet, bypassing the traditional cable or satellite box.