Download Advertising Terminology and Concepts: A Glossary for Students and more Exams Nursing in PDF only on Docsity!
Exam 2 APR 241
copywriter - correct answer person who creates the words and concepts for ads and commercials art director - correct answer Along with graphic designers and production artists, determines how the ad's verbal and visual symbols will fit together. creative director - correct answer head of a creative team of agency copywriters and artists who is assigned to a client's business and who is ultimately responsible for the creative product- the form the final ad takes creatives - correct answer the people who work in the creative department, regardless of the specialty informational ads - correct answer -Promising benefits that will offer relief from an undesirable situation or condition. -Informational ads tend to address negatively originated purchase motives, such as problem removal or avoidance, in an attempt to provide solutions to those problems. transformational ads - correct answer -Promising benefits that will reward consumers. -Transformational ads tend to address positively originated purchase motives, such as sensory gratification, intellectual stimulation, or social approval, in an attempt to make people feel happier. creative strategy - correct answer a written statement that serves as the creative team's guide for writing and producing an ad problem the advertising must solve - correct answer What you want the advertising to do. The specific challenge that marketing communications must overcome to meet the marketing objectives. advertising objective - correct answer a specific communication task to be accomplished with a specific target audience during a specific period of time
target audience - correct answer the group of people at whom advertisements are aimed benefit statement - correct answer Describes what a product or service does to provide a benefit to the consumer. Whenever possible, benefit statements should focus on an important, single-minded process. support statement - correct answer provides information about the product or service that will convince the target audience that the key benefit is true brand personality - correct answer a set of human characteristics associated with a brand name special requirements - correct answer unique characteristics of the advertiser, brand, target audience, media, competition, budget, etc. that should be considered during the creative development process message strategy - correct answer A document that helps media planners determine how messages will be delivered to consumers. It defines the target audience, the communication objectives that must be achieved, and the characteristics of the media that will be used for delivery of the messages. creative process - correct answer The step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways. mandatories - correct answer The address, phone number, Web address, etc. that the advertiser usually insists be included within an ad to give the consumer adequate information. creativity - correct answer Involves combining two or more previously unconnected objects or ideas into something new fact-based thinking - correct answer a style of thinking that tends to fragment concepts into components and to analyze situations to discover the one best solution value-based thinking - correct answer A style of thinking where decisions are based on intuition, values, and ethical judgments.
layout - correct answer an orderly formation of all the parts of an advertisement thumbnail - correct answer a rough, rapidly produced pencil sketch that is used for trying out ideas rough - correct answer pencil sketch of a proposed design or layout dummy - correct answer A 3D, hand made layout of a brochure or other multipage advertising piece put together, page for page, just like the finished product will eventually appear. comprehensive layout (comp) - correct answer 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 layout - correct answer • Employs a single, dominant visual that occupies between 60 and 70 percent of an advertisement's total area.
- Headline can appear above or below visual.
- Scores the highest recall. mondrian grid layout - correct answer • A series of vertical and horizontal lines and shapes in a predetermined grid give geometric proportion.
- More conservative image. circus layout - correct answer • Filled with multiple illustrations, oversized type, reverse blocks, tilts, or other elements to bring the ad alive.
- More fun, exciting image. picture frame layout - correct answer The copy is surrounded by the visual. Or, in some cases, the visual may be surrounded by the copy copy heavy layout - correct answer The copy dominates, by its amount and placement. Graphics are primarily used to break up the mass of text, in alternative to subheads, pull-quotes, etc. A popular variation is the big-type format, in which typography becomes the illustration.
montage layout - correct answer Similar to the circus layout, the montage brings multiple illustrations together and arranges them by superimposing or overlapping to make a single composition. combo layout - correct answer combines two or more elements to make a new statement Ayer No. 1 - correct answer A single, dominant visual that occupies between 60 and 70 percent of an advertisement's total area. Illustrators - correct answer The artists who paint, sketch, or draw the pictures we see in advertising photographers - correct answer The artists who use cameras to create visuals for advertisements. visuals - correct answer all of the picture elements that are placed into an advertisement headline - correct answer 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 headline - correct answer type of headline that makes a direct promise to the reader that the product or service will be rewarding news/information headline - correct answer 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.
- announces new or promises new info provoactive headline - correct answer A type of headline written to provoke the reader's curiosity question headline - correct answer a type of headline that asks the reader a question command headline - correct answer a type of headline that orders the reader to do something
device copy - correct answer relies on wordplay, humor, poetry, rhymes, great exaggeration, gags, and other tricks lead-in paragraph - correct answer a bridge between the headlines, the subheads, and the sales ideas presented in the text. It transfers reader interest to product interest. interior paragraphs - correct answer text within the body copy of an ad where the credibility and desire steps of the message are presented trial close - correct answer In ad copy, suggests to act now seal - correct answer 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. Seals provide an independent, valued endorsement for the advertised product. logotypes - correct answer Special design of the advertiser's name (or product name) that appears in all advertisements. Also called a signature cut, it is like a trademark because it gives the advertiser individuality and provides quick recognition at the point of purchase. close - correct answer The part of an advertisement or commercial that asks customers to do something and tells them how to do it—the action step in the ad's copy. Slogans - correct answer A standard company statement (also called a tagline or a themeline) for advertisements, salespeople, and company employees. Slogans have two basic purposes: - correct answer 1. to provide continuity for a campaign
- to reduce a key theme or idea to a brief memorable positioning statement themelines - correct answer A standard company statement for advertisements, salespeople, and company employees. Also called a slogan or tagline. Tagline - correct answer a standard company statement for advertisements, salespeople, and company employees
script - correct answer format for radio and television copywriting resembling a two-column list showing dialogue and/or visuals sound effects (SFX) - correct answer sounds other than music or dialogue used in radio and television audio - correct answer The sound portion of a commercial. Also, the right side of a script for a television commercial, indicating spoken copy, sound effects, and music. storyboard roughs - correct answer A rough layout of a television commercial in storyboard form. straight announcement - correct answer 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. radio personality - correct answer a radio host known to his or her listeners as a credible source Testimonial - correct answer attempts to persuade the reader by using a famous person to endorse a product or idea demonstration - correct answer A type of TV commercial in which the product is shown in use. integrated commercial - correct answer A straight radio announcement, usually delivered by one person, woven into a show or tailored to a given program to avoid any perceptible interruption. on camera - correct answer Actually seen by the camera, as an announcer, a spokesperson, or actor playing out a scene. voice-over - correct answer In television advertising, the spoken copy or dialogue delivered by an announcer who is not seen but whose voice is heard
- directly to the target market
- to create or maintain a relationship with those who respond to the message database marketing - correct answer tracking and analyzing the purchasing patterns of specific customers in a computer database and then targeting advertising to their needs Database - correct answer 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 - correct answer 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 (CLV) - correct answer approximate worth of a customer to a company in economic terms; overall profitability of an individual consumer loyalty programs - correct answer specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time direct sales - correct answer selling to customers directly, at home or at work, rather than through a retail establishment or other intermediary direct selling - correct answer face-to-face selling away from a fixed retail location telemarketing - correct answer selling products and services by using the telephone to contact prospective customers catalogs - correct answer reference books mailed to prospective customers that list, describe, and often picture the products sold by a manufacturer, wholesaler, jobber, or retailer personal selling - correct answer 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 - correct answer 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 - correct answer 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 - correct answer 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 - correct answer the container for a product—encompassing the physical appearance of the container and including the design, color, shape, labeling, and materials used sales promotion - correct answer - 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 - correct answer activities aimed at getting products into the dealer pipeline and accelerating sales by offering inducements to dealers, retailers, and salespeople trade promotions - correct answer advertising to wholesalers or retailers to get them to purchase new products, often through special pricing incentives trade advertising - correct answer The advertising of goods and services to middlemen to stimulate wholesalers and retailers to buy goods for resale to their customers or for use in their own businesses. pull strategies - correct answer marketing, advertising, and sales promotion activities aimed at inducing trial purchase and repurchase by consumers -designed to attract customers/increase demand
Spiffs - correct answer Also called push money. Monetary inducement for retail salespeople to push the sale of particular products. dealer meetings - correct answer meetings held by companies with their authorized brokers, distributors, and/or retailers to announce new products, policies, and marketing programs point-of-purchase (POP) materials - correct answer materials set up at a retail location to build traffic, advertise the product, and promote impulse buying coupon - correct answer a certificate that entitles consumers to an immediate price reduction when the product is purchased freestanding inserts (FSIs) - correct answer coupons distributed through inserts in newspapers digital coupons - correct answer 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 - correct answer Cards issued by retailers that allow them to track their customers' purchasing habits and demographic profiles cents-off promotions - correct answer A short-term reduction in the price of a product designed to induce trial and usage. Rebates - correct answer refunds paid to consumers after a purchase slippage - correct answer rebate offers that are never redeemed and coupons that are never submitted because people forget, find them inconvenient, or don't follow the instructions Premium - correct answer an item offered free or at a bargain price to encourage the consumer to buy an advertised product
Sampling - correct answer offering consumers a free trial of a product, hoping to convert them to habitual use polybagging - correct answer samples that are delivered in plastic bags with the daily newspaper or a monthly magazine in-store sampling - correct answer The handing out of free product samples to passing shoppers. combination offer - correct answer 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. Sometimes a combination offer may be used to introduce a new product by tying its purchase to an established product at a special price. contest - correct answer a sales promotion device for creating consumer involvement in which prizes are offered based on the skill of the entrants Sweepstakes - correct answer A form of sales promotion that offers prizes based on a chance drawing of entrants' names. game - correct answer 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) - correct answer The management function that evaluates public attitudes, changes policies and procedures in response to the public's requests, and executes a program of action and information to earn public understanding and acceptance. Publics - correct answer In PR terminology, employees, customers, stockholders, competitors, suppliers, or the general population of customers are all considered among an organization's publics. Marketing Public Relations (MPR) - correct answer the use of public relations activities as a marketing tool opinion sampling - correct answer A form of public relations research in which consumers provide feedback via interviews, toll-free phone lines, focus groups, and similar methods.
news (press) release - correct answer A printed or electronic sheet of information (usually 8 1/2 by 11 inches) issued to print and broadcast outlets to generate publicity or shed light on a subject of interest. Also called a press release. press (media) kit - correct answer a package of publicity materials used to give information to the press at staged events such as press conferences or open houses feature articles - correct answer 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 - correct answer internal and external publications produced by business organizations, including stockholder reports, newsletters, consumer magazines, and dealer publications e-zine - correct answer a magazine published online or sent by e-mail posters - correct answer 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 - correct answer 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. bulletin boards - correct answer an internal public relations means for announcing new equipment, meetings, promotions, new products, construction plans, and recreation news Intranet - correct answer a restricted network that relies on Internet technologies to provide an Internet- like environment within the company for information sharing, communications, collaboration, web publishing, and the support of business processes audiovisual materials - correct answer slides and videos that may be used for training, sales, or public relations activities
video news release - correct answer a news or feature story prepared in video form and offered free to TV stations sponsorship - correct answer 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 in kind - correct answer The donation of goods and services as payment for some service such as a sponsorship. cause marketing - correct answer 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. philanthropy - correct answer support for a cause without any commercial incentive Ambush Marketing - correct answer a promotional strategy utilized by non sponsors to capitalize on the popularity or prestige of an event or property by giving the false impression that they are sponsors, such as by buying up all the billboard space around an athletic stadium. Often employed by the competitors of the property's official sponsor venue marketing - correct answer a form of sponsorship that links a sponsor to a physical site such as a stadium, arena, auditorium, or racetrack corporate advertising - correct answer the broad area of nonproduct advertising aimed specifically at enhancing a company's image and increasing lagging awareness public relations advertising - correct answer advertising that attempts to improve a company's relationship with its publics institutional advertising - correct answer 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 of institutional advertising are intended to be long term rather than short range.
3 basic missions of creativity - correct answer 1. informing
- persuading
- reminding boom factor - correct answer Entertain consumers, create memories, generate conversations great way to do this is a punchline 4 stages of creative process - correct answer 1. Preparation- what's needed to solve the problem
- Incubation- thought abt the problem that occurs subconsciously
- Illumination- potential solutions
- Verification- deterring what solutions may work art direction - correct answer the act of managing the visual presentation of an advertisement Ad Approval Process - correct answer Ad agency's creative director & account managers Client's product managers & marketing staff Both legal departments & Finally, the top executives the creative pyramid - correct answer Action- motivate Desire- get prospects Credibility- well known presenters Interest- keep exciting Attention- break through screens the warrior's 4 tasks - correct answer 1. strategic precision
- savvy psychology
- polished presentation
- structural persuasion purpose of the visual - correct answer - Capture the reader's attention.
- Clarify claims made by the copy.
- Identify the subject.
- Show the product actually being used.
- Qualify readers by stopping those who are legitimate prospects.
- Help convince the reader of the truth of copy claims.
- Arouse the reader's interest in the headline.
- Emphasize the product's unique features.
- Create a favorable impression of the product or advertiser.
- Provide continuity for the campaign by using a unified visual technique. Roles of Headlines - correct answer Attract attention Engage and lead the audience into the body of the ad Explain the visual Present the key benefit Communicate the complete selling idea Present product news the creative pyramid and format - correct answer action-logo/slogan/signatures desire-body copy credibility-body copy interest- subhead attention-headline/visual booths should consider what elements - correct answer 1. planning 2.budget
