apr

The team's copywriter develops the verbal message

An art director is responsible for the nonverbal aspect of the message

The creative director is responsible for the creative product- final form of the ad

Creatives are a group of agency people who work in the creative department

Resonates means to echo, also strikes an emotional chord and makes the message unforgettable

Informational ads- helps consumers recognize that the brand offers a credible solution to a significant problem

Transformational ads- leverage positive reinforcement to offer a reward

Creative strategy- serves as the creatives team guide for writing and producing the advertising

Advertising objective- a specific communication task an advertising campaign should accomplish for a specific target audience.

Target audience- specific group of individuals to whom the advertising message is directed

Benefit statement- statement that describes what a product or service does to provide a benefit to the consumer

Support statement- statement that provides information about the product or service that will convince the target audience that the key benefit is true

Brand personality- describes a brand in terms of human characteristics. A significant component in effective branding is imparting personality to a brand, reflecting its reputation, attitudes, and behavior

Special requirements- unique characteristics of the advertiser, brand, target audience, media, competition, budget, and so on that should be considered during the creative development process.

Creative process- the step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways

Creativity- combines two or more previously unconnected objects or ideas into something new

Fact-based thinking- a style of thinking that tends to fragment concepts into components and to analyze situations to discover the one best solution

Value- based thinking- A style of thinking where decisions are based on intuition, values, and ethical judgments.

Explorer- scout for new information, paying attention to unusual patterns

Artist- tinkers with a variety of approaches, looking for an original idea

Judge- evaluates the results of experimentation and decides which approach is most practical

The warrior- overcomes pushback and doubt to bring a creative concept to realization

Creative pyramid- model that can guide the creative team as it converts the advertising stratergy and the big idea into the actual physical as or commercial

Advertising pyramid (bottom to top)

Awareness

Comprehension

Conviction

Desire

Action

Creative Pyramid (Bottom to top)

Attention

Interest

Credibility

Desire

Action

Design- refers to hoe the art director selects and structures the artistic elements of an ad

Layout- overall orderly arrangement of the elements of an ad

Thumbnail- very small (about three-by four inch) rough rapidly produced sketch that the artist uses to visualize layout approaches without wasting time on details

Rough- Pencil sketch of a proposed design or layout.

Dummy- A three-dimensional, hand-made layout of a brochure or other multi-page advertising piece put together, page for page, just like the finished product will eventually appear.

comprehensive layout (comp)- A facsimile of a finished ad with copy set in type and pasted into position along with proposed illustrations. The “comp” is prepared so the advertiser can gauge the effect of the final ad.

poster-style format- Layout that employs a single, dominant visual that occupies between 60 and 70 percent of an advertisement’s total area. Also known as picture-window layout and Ayer No. 1.

Headline- The words in the leading position of an advertisement—the words that will be read first or that are positioned to draw the most attention.

Benefit headlines- Type of headline that makes a direct promise to the reader/ promises the audience that experiencing the utility of the product or service will be rewarding

News/information headline- announces news or promises the information/ A type of headline that includes many of the “how-to” headlines as well as headlines that seek to gain identification for their sponsors by announcing some news or providing some promise of information.

Provocative headlines- provoke the reader’s curiosity- to stimulate questions and thoughts

Question headline- asks a question, encouraging readers to search for the answer in the body of the ad

Command headline- orders the reader to do something

Subhead- additional smaller headline that may appear above the headline or below it

Kickers(overlays)- subheads that are above the headline

Underlines- subheads below the headline

Body copy- The text of an advertisement that tells the complete story and attempts to close the sale.

Slogans- A standard company statement (also called a tagline or a themeline) for advertisements, salespeople, and company employees. Slogans have two basic purposes: to provide continuity for a campaign and to reduce a key theme or idea to a brief memorable positioning statement.

Seal- A type of certification mark offered by such organizations as the Good Housekeeping Institute and Underwriters’ Laboratories when a product meets standards established by these institutions.

Logos- Special design of the advertiser’s name (or product name) that appears in all advertisements.

straight announcement- The oldest type of radio or television commercial in which an announcer delivers a sales message directly into the microphone or on-camera or does so off-screen while a slide or film is shown on-screen.

presenter commercial- A commercial format in which one person or character presents the product and sales message.

Testimonial- The use of satisfied customers and celebrities to endorse a product in advertising.

Demonstration- A type of TV commercial in which the product is shown in use.

musical commercials- A commercial that is sung with the sales message in the verse.

lifestyle technique- Type of commercial in which the user is presented rather than the product. Typically used by clothing and soft drink advertisers to affiliate their brands with the trendy lifestyles of their consumers.

Animation- The use of cartoons, puppet characters, or demonstrations of inanimate characters that come to life in television commercials; often used for communicating difficult messages or for reaching specialized markets, such as children.

Storyboard- A sheet preprinted with a series of 8 to 20 blank frames in the shape of TV screens, which includes text of the commercial, sound effects, and camera views.

Banner ads- brings internet users to a website other than the one they intended to visit

Viral ads- YouTube has inspired advertisers to place special video commercials on the web

Direct marketing- An interactive form of strategic communication that is transmitted via a medium or media directly to the target market and is used to create or maintain a relationship with those who respond to the message/ one of the oldest marketing method

database marketing- Tracking and analyzing the purchasing patterns of specific customers in a computer database and then targeting advertising to their needs.

Database- The corporate memory of all important customer information: name and address, telephone number, NAIC code (if a business firm), source of inquiry, cost of inquiry, history of purchases, and so on.

direct-response advertising- An advertising message that asks the reader, listener, or viewer to provide feedback straight to the sender. It can take the form of direct mail, or it can use a wide range of other media, from matchbook covers or magazines, to radio, TV, Internet links, or billboards.

customer lifetime value (CLTV)- The total sales or profit value of a customer to a marketer over the course of that customer’s lifetime.

loyalty (continuity) programs- Programs that reward customers with discounts and free products in return for frequent and continuous patronage. Consumer purchases are tracked on a company’s database.

Direct sales- Selling to customers directly, at home or at work, rather than through a retail establishment or other intermediary.

direct selling- Face-to-face selling away from a fixed retail location. Usually refers to a method of marketing consumer goods—everything from encyclopedias and insurance to cosmetics and nutritional products.

Telemarketing- Selling products and services by using the telephone to contact prospective customers.

Catalogs- Reference books mailed to prospective customers that list, describe, and often picture the products sold by a manufacturer, wholesaler, jobber, or retailer.

personal selling- A sales method based on person-to-person contact, such as by a salesperson at a retail establishment or by a telephone solicitor.

trade shows- Exhibitions where manufacturers, dealers, and buyers of an industry’s products can get together for demonstrations and discussion; expose new products, literature, and samples to customers; and meet potential new dealers for their products.

Booths- At trade shows, a major factor in sales promotion plans. To stop traffic, it must be simple and attractive and have good lighting and a large visual.

Exhibits- A marketing or public relations approach that involves preparing displays that tell about an organization or its products; exhibits may be used at fairs, colleges and universities, or trade shows.

Packaging- The container for a product—encompassing the physical appearance of the container and including the design, color, shape, labeling, and materials used.

sales promotion- A direct inducement offering extra incentives all along the marketing route—from manufacturers through distribution channels to customers—to accelerate the movement of the product from the producer to the consumer.

push strategies- Marketing, advertising, and sales promotion activities aimed at getting products into the dealer pipeline and accelerating sales by offering inducements to dealers, retailers, and salespeople.

trade promotions- Promotion activities aimed at wholesalers and retailers to induce product purchase, display, and consumer sales promotion.

trade advertising- The advertising of goods and services to intermediaries to stimulate wholesalers and retailers to buy goods for resale to their customers or for use in their own businesses.

pull strategies- Marketing, advertising, and sales promotion activities aimed at inducing trial purchase and repurchase by consumers.

consumer sales promotions- Promotions aimed at consumers to stimulate product interest, trial, or repurchase.

slotting allowances- Fees that manufacturers pay to retailers for the privilege of obtaining shelf or floor space for a new product.

trade deals- Short-term dealer discounts on the cost of a product or other dollar inducements to promote a product.

display allowances- Fees paid to retailers to make room for and set up manufacturers’ displays.

buyback allowance- A manufacturer’s offer to pay for an old product so that it will be taken off the shelf to make room for a new product.

advertising allowances- Either a percentage of gross purchases or a flat fee paid to the retailer for advertising the manufacturer’s product.

cooperative (co-op) advertising- The sharing of advertising costs by the manufacturer and the distributor or retailer.

company conventions- Meetings held by companies with their employees, sales representatives, and/or customers to announce new products, policies, and marketing programs.

dealer meetings- Meetings held by companies with their authorized brokers, distributors, and/or retailers to announce new products, policies, and marketing programs.

point-of-purchase (P-O-P) materials- Materials set up at a retail location to build traffic, advertise the product, and promote impulse buying.

Coupon- A certificate with a stated value that is presented to a retail store for a price reduction on a specified item.

digital coupons- Offer benefits similar to paper coupons, but they are distributed at the point of purchase, based on customer information stored in an electronic database.

convenience cards- Cards issued by retailers that allow them to track their customers’ purchasing habits and demographic profiles.

cents-off promotion- A short-term reduction in the price of a product designed to induce trial and usage.

Rebates- Cash refunds on items from groceries to household appliances to cars, offered as incentives to purchase the products.

Premium- An item offered free or at a bargain price to encourage the consumer to buy an advertised product.

Sampling- Offering consumers a free trial of a product, hoping to convert them to habitual use.

combination offer- A sales promotion device in which two related products are packaged together at a special price, such as a razor and a package of blades.

Contest- A sales promotion device for creating consumer involvement in which prizes are offered based on the skill of the entrants.

Sweepstakes- A sales promotion activity in which prizes are offered based on a chance drawing of entrants’ names.

Game- A sales promotion activity in which prizes are offered based on chance. A game is conducted over a longer period of time than a sweepstakes.

public relations (PR)- The management function that focuses on the relationships and communications that individuals and organizations have with other groups (called publics) for the purpose of creating mutual goodwill.

Publics- In PR terminology, employees, customers, stockholders, competitors, suppliers, and the general population of customers are all considered among an organization's publics.

marketing public relations (MPR)- The use of public relations activities as a marketing tool.

opinion sampling- A form of public relations research in which consumers provide feedback via interviews, toll-free phone lines, focus groups, and similar methods.

reputation management- In public relations, the name of the long-term strategic process to manage the standing of the firm with various publics.

Publicity- The generation of news about a person, product, or service that appears in broadcast or print media.

crisis management- A company’s plan for handling news and public relations during crises.

community involvement- A local public relations activity in which companies sponsor or participate in a local activity or supply a location for an event.

public affairs- All activities related to the community citizenship of an organization, including dealing with community officials and working with regulatory bodies and legislative groups.

Lobbying- Informing government officials and persuading them to support or thwart administrative action or legislation in the interests of some client.

Speechwriting- Function of a public relations practitioner to write speeches for stockholder meetings, conferences, conventions, and so on

corporate blog- A web-based source of information about a company, its policies, products, or activities. Corporate blogs are one way companies can facilitate relationships with their consumers or other publics.

news (press) release- A printed or electronic sheet of information (usually 8½ by 11 inches) issued to print and broadcast outlets to generate publicity or shed light on a subject of interest.

press (media) kit- A package of publicity materials used to give information to the press at staged events such as press conferences or open houses.

feature articles- Soft news about companies, products, or services that may be written by a PR person, the publication's staff, or a third party.

house organ- Internal and external publications produced by business organizations, including stockholder reports, newsletters, consumer magazines, and dealer publications.

Posters- For public relations purposes, signs that impart product information or other news of interest to consumers, or that are aimed at employee behavior, such as safety, courtesy, or waste reduction.

Exhibits- A marketing or public relations approach that involves preparing displays that tell about an organization or its products.

video news releases (VNRs)- A news or feature story prepared in video form and offered free to TV stations.

Sponsorship- A cash or in-kind fee paid to an event or organization in return for access to the exploitable commercial potential associated with that event or organization.

cause marketing- A promotion in which a portion of the proceeds from certain for-profit products are donated to a nonprofit cause. The goal is usually to increase sales for the products while raising money and visibility for the cause.
venue marketing-A form of sponsorship that links a sponsor to a physical site such as a stadium, arena, auditorium, or racetrack.

corporate advertising- The broad area of nonproduct advertising aimed specifically at enhancing a company’s image and increasing lagging awareness.

public relations advertising- Advertising that attempts to improve a company’s relationship with its publics.

institutional advertising- A type of advertising that attempts to obtain favorable attention for the business as a whole, not for a specific product or service the store or business sells. The effects are intended to be long term.

Advertorials- Ads that are half advertising, half editorial and are aimed at swaying public opinion rather than selling products.

recruitment advertising- A special type of advertising, most frequently found in the classified sections of daily newspapers or in online job boards, aimed at attracting employment applications.