Ch 13 MGMT 105

"Product advertising"

"Advertising messages that focus on a specific good or service."

"Advertising appeal"

"The central idea or theme of an advertising message."

"Lifestyle advertising"

Ads that show a person or persons attractive to the target market in an appealing setting with the advertised product as "part of the scene," implying that the person who buys it will attain the lifestyle.

"Jingles"

"Original words and music written specifically for advertising executions."

"Direct marketing"

"Any direct communication to a consumer or business recipient designed to generate a response in the form of an order

"Word-of-mouth communication"

"When consumers provide information about products to other consumers."

"Encoding"

"The process of translating an idea into a form of communication that will convey meaning."

"Bottom-up budgeting techniques"

"Allocation of the promotion budget based on identifying promotion goals and allocating enough money to accomplish them."

"Medium"

"A communication vehicle through which a message is transmitted to a target audience."

"Noise"

"Anything that interferes with effective communication."

"Mass communication"

Relates to TV, radio, magazines, and newspapers.

"Reach or rating"

The percentage of the target market that will be exposed to the media vehicle.

"Gross rating points"

"(GRPs) A measure used for comparing the effectiveness of different media vehicles: average reach × frequency."

"Brand placement or embedded marketing"

Brand placements, including advertisements such as billboards, in video games.

"Branded entertainment or branded content"

A form of promotion in which marketers integrate products into the storylines of entertainment venues.

"Advertorial"

"A type of native advertising that appears in print media."

"Out-of-home media"

"Communication media that reach people in public places."

"Limited-service agency"

An agency that provides one or more specialized services, such as media buying or creative development.

"Interactive agency or digital agency"

A limited-service agency that provides a variety of services for digital marketing, including the creation of websites, design and implementation of SEO strategies, creation of articles for online publications, and creation of online email and social media strategies.

"In-house agency"

"A company team that handles that company’s marketing activities using an agency model."

"Account executive"

"A member of the account management department who supervises the day-to-day activities of the account and is the primary liaison between the agency and the client."

"Pre-roll ads"

"Promotional video messages that play before the content the user has selected."

"Search marketing"

"Marketing strategies that involve the use of Internet search engines."

"Sponsored search ads"

"Paid ads that appear at the top or beside the Internet search engine results."

"Monetize"

"The act of turning an asset into money. Websites and mobile apps monetize their content through advertisers."

"QR code advertising"

"A method of delivering ads and other information to consumers in stores and other locations using a smartphone’s QR scanner."

"Vlogs"

"Video recordings shared on the Internet."

"Advertising campaign"

A coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time.

"Account planner"

"A member of the account management department who combines research and account strategy to act as the voice of the consumer in creating effective advertising."

"Creative services"

The agency people (creative director, copywriters, and art director) who dream up and produce the ads.

"Research and marketing services"

"The advertising agency department that collects and analyzes information that will help the account executive develop a sensible strategy and assist creatives in getting consumer reactions to different versions of ads."

"Do-it-yourself ads"

"(DIY ads) Product ads that are created by consumers."

"Pinkwashing"

"A practice in which companies promote their products or themselves as LGBTQ+ advocates or promote breast cancer awareness without making a positive contribution to breast cancer research or cessation."

"Algospeak"

Words, phrases, and emojis that have developed as a result of social media users' tactics to sidestep content moderation algorithms on social media. Context clues are key to understanding algospeak.

"Buttons"

"Small banner-type advertisements that can be placed anywhere on a web page."

"Spam"

"The use of electronic media to send unsolicited messages in bulk."

"Search engines"

"Internet programs that search for documents with specified keywords."

"Mobile advertising"

"A form of interactive advertising that is communicated to the consumer via a mobile device or network."

"In-app advertising"

To monetize free mobile phone apps, developers use advertising to create revenue and to engage the consumer.

"Video sharing"

"Uploading video recordings to Internet sites such as YouTube so that thousands or even millions of other Internet users can see them."

"Ad fraud or click fraud"

The use of automated browsers to falsify the number of views or click-throughs the advertisers must pay for.

"Advertising"

"Nonpersonal communication from an identified sponsor using the mass media."

"TV Everywhere or authenticated streaming"

The use of an Internet-enabled device, like a television, tablet, or smartphone, to stream content from a cable or satellite provider.

"Music streaming services"

"Services that allow users to stream musical content and sometimes podcasts to Internet-enabled devices."

"Corporate advertising"

"Advertising that promotes the company as a whole instead of a firm’s individual products."

"Retail and local advertising"

Advertising that informs consumers about store hours, location, and products that are available or on sale.

"Creative brief"

"A guideline or blueprint for the marketing communication program that guides the creative process."

"Reminder advertising"

"Advertising aimed at keeping the name of a brand in people’s minds to be sure consumers purchase the product as necessary."

"Representation"

"The inclusion of diverse communities in media content

"Slogans"

"Simple, memorable linguistic devices linked to a brand

"Communication process"

"The process whereby meaning is transferred from a source to a receiver."

"Top-down budgeting techniques"

"Allocation of the promotion budget based on management’s determination of the total amount to be devoted to marketing communication."

"Percentage-of-sales method"

"A method for promotion budgeting that is based on a certain percentage of either last year’s sales or estimates of the present year’s sales."

"Receiver"

"The organization or individual that intercepts and interprets the message."

"Ethical bribe"

"A fancy term for an opt-in incentive to join an email mailing list."

"Attitudinal measures"

"A research technique that probes a consumer’s beliefs or feelings about a product before and after being exposed to messages about it."

"Frequency"

"The average number of times a person in the target group will be exposed to the message."

"Programmatic advertising or programmatic ad buying"

The use of algorithms and software to buy digital advertising, thus providing greater efficiency, control, and cost savings.

"Puffery"

"Claims made in advertising of product superiority that cannot be proven true or untrue."

"Cultural consultants"

"Professionals who ensure the authentic and respectful portrayal of a culture in mediated content."

"Digital signage"

"Out-of-home media that use digital technology to change the message at will."

"Digital media"

"Media that are digital rather than analog

"Pop-up ads"

"Advertisements that appear on the screen while a web page loads or after it has loaded."

"Permission marketing"

"Email advertising in which online consumers have the opportunity to accept or refuse the unsolicited email."

"Ad blocking"

"The use of powerful ad-blocking software created to stop ad fraud by stripping ads from the website at the network level."

"Purpose pandering"

"Occurs when brands are disingenuous in their promotion and support of social issues in that their efforts are not consistent with the brand image or organizational mission."

"Unique selling proposition"

"An advertising appeal that focuses on one clear reason why a particular product is superior."

"Comparative advertising"

"Advertising that compares one brand with a second named brand."

"Slice-of-life advertising"

"Ads that present a (dramatized) scene from everyday life."

"Fear appeals"

"Advertisements that highlight the negative consequences of not using a product by either focusing on physical harm or social disapproval."

"Pretesting"

"A research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they appear in the media."

"Media planning"

The process of developing media objectives, strategies, and tactics for use in an advertising campaign.

"Posttesting"

"Research conducted on consumers’ responses to actual advertising messages they have seen or heard."

"Hierarchy of effects"

A series of steps prospective customers move through, from initial awareness of a product to brand loyalty. (Awareness, knowledge, desire, purchase, loyalty)

"Pull strategy"

"The company tries to move its products through the channel by building desire for the products among consumers

"Promotion mix"

"The communication elements that the marketer controls."

"Upfront TV ad pricing"

The practice of buying and selling national TV advertising time for the entire broadcast year, October through September; upfront buying allows advertisers to lock in pricing and get the best time slots.

"In-game advertising"

"Advergaming"

"Brand-created video games

"Native advertising"

"An execution strategy that mimics the content of the medium where the message appears."

"Support media"

"Media such as directories or out-of-home media that may be used to reach people who are not reached by mass-media advertising."

"Street furniture advertising"

"Advertising placed close to pedestrians and shoppers at eye level or at curbside."

"Advocacy advertising"

"A type of public service advertising where an organization seeks to influence public opinion on an issue because it has some stake in the outcome."

"Direct-response advertising"

"A direct marketing approach that allows the consumer to respond to a message by immediately contacting the provider to ask questions or order the product."

"Sonic branding or audio branding"

Strategic use of sound to express a brand's identity. May include tones, voices, jingles, and more.

"Direct mail"

"A brochure or pamphlet that offers a specific good or service at one point in time."

"Web 3.0 or Web3"

A progression of the Web in which artificial intelligence becomes ubiquitous, with everyday users gaining more power over their personal information.

"Multichannel promotion strategy"

A marketing communication strategy where marketers combine traditional advertising, sales promotion, and public relations activities with online buzz-building activities.

"Competitive-parity method"

"A promotion budgeting method in which an organization matches whatever competitors are spending."

"Objective-task method"

"A promotion budgeting method in which an organization first defines the specific communication goals it hopes to achieve and then tries to calculate what kind of promotion efforts it will take to meet these goals."

"Outbound marketing"

"Messages that come from the organization and are intended for those who have agreed to receive them."

"Cost per thousand"

"(CPM) A measure used to compare the relative cost-effectiveness of different media vehicles that have different exposure rates; the cost to deliver a message to 1

"Directory advertising"

"Advertising in printed directories, such as the yellow pages.

"Transit advertising"

Advertising in airports and in bus, subway, and train stations and ads on the outside and on the inside of subway and rail cars, buses, taxis, and ridesharing vehicles.

"Place-based media"

Advertising media that transmit messages in public places, such as movie theatres and airports, where certain types of people congregate.

"Full-service agency"

An agency that provides most or all of the services needed to mount a campaign, including research, creation of ad copy and art, media selection, and production of the final messages.

"Drip pricing"

The illegal practice of advertising one price and then, by the time the sale is completed, presenting a total on which additional hidden fees have "dripped."

"Greenwashing"

"A practice in which companies promote their products as environmentally friendly when in truth the brand provides little ecological benefit."

"Owned media"

Media channels, such as publications, websites, blogs, Facebook, and Snapchat accounts, that are owned and thus controlled by a brand.

"Earned media"

"Word-of-mouth or buzz using social media where the advertiser has no control. Media may be controlled by consumers or other stakeholders."