Final Exam

corrective advertising

a new set of ads must be produced by the offender that corrects the original misleading effort; FTC enforcement

VALS

a psychographic segmentation strategy that classifies consumers according to values and lifestyles, is indicative of this lifestyle segmentation

ambient advertising

ad industry trying to fix the problem of commercial clutter by doing more of the same, creating more ads; these ads are showing up in some very nontraditional settings (360 marketing); example- sony graffiti

contextual advertising

ads that automatically intrude into users' Web sessions whether wanted or not

skyscrapers

advertising down the side of a web page

permission marketing

advertising that the consumer actively accepts; led to rethinking of the relationship between advertiser and consumer, one in which they act like partners, sharing information for mutual benefit

return on investment

an accountability-based measurement of advertising success

psychographic segmentation

appealing to consumer groups with similar lifestyles, attitudes, values, and behavior patterns entered advertising in the 1970s

shopbills

attractive, artful business cards

recall testing

consumers are asked to identify which print or broadcast ads they most easily remember; researchers offer no hints; advertisers assume that an easily recalled ad is an effective ad

consumer culture

culture in which personal worth and identity reside not in ourselves but in the products with which we surround ourselves- corrupt

cease-and-desist order

demanding that the practice me stopped; FTC enforcement

newsbook

first one in 1625;containing ads, The Weekly News, was printed in England

unique selling proposition

highlighting the aspect of a product that sets it apart from other brands in the same product category

awareness testing

make the same assumption as recall testing but are not aimed at specific ads; goal is to measure the cumulative effect of a campaign in terms of consumer consciousness of a product

copy testing

measuring the effectiveness of advertising messages by showing them to consumers; used for all forms of advertising; sometimes conducted with focus groups

parity products

most brands in a given product category are essentially the same - example: candy is candy but M&Ms melt in your mouth, not in your hand

blinks

one second commercials between songs on the radio

recognition testing

people who have seen a given publication are asked, in person or by phone, whether they remember seeing specific ads

siquis

pinup want ads for all sorts of products and services; common; early advertising

commissions

placement of advertising in media is compensated through this

prosumer

proactive consumers who reject most traditional advertising and use multiple sources- traditional media, the internet, product rating magazines, recommendations from friends in the know- not only to research a product but negotiate price and other benefits

retainer

production is billed at an agreed upon price called

banners

static online billboards placed across the top of a Web page

puffery

that little lie that makes advertising more entertaining than it might otherwise be; "whiter than white"

cyberadvertising

the convergence of print and broadcast advertising with the Web; attracting the most industry interest

cost per thousand

the effectiveness of a given ad placement is judged by this; the cost of reaching 1000 audience members

demographic segmentation

the practice of appealing to audiences defined by varying personal and social characteristics such as race/ethnicity, gender, and economic level- has long been part of advertisers strategy

consumer juries

these people are considered to be representative of the target market; they review a number of approaches or variations of a campaign or ad

AIDA approach

to persuade consumers, advertising must attract attention, create interest, stimulate desire, and promote action

island

tv commercials for toys now end with the product shown in actual size against a neutral background

forced exposure

used primarily for TV advertising, requires advertisers to bring consumers to a theater or other facility where they see a television program, complete with the new commercials; people are asked their brand preference before the show and then after

performance-based advertising

web advertising where the site is paid only when the consumer takes some specific action

engagement

web inspired demand for accountability led to a 2005 call for the development of a new measure of the effectiveness of all advertising