Mass Communications: chapter 12
copy testing
+measuring the effectiveness of advertising messages by showing them to consumers
Unique Selling Proposition (USP)
Highlighting the aspect of the product that sets it apart from other brands in the same product category
Newsbook
Newspaper
AIDA Approach
To persuade consumers, advertising must attract attention, create interest, stimulate desire, and promote action
VALS
a psychographic segmentation strategy that classifies consumers into eight segments. Each segment is characterized by specific values and life styles, demographics and, of greatest importance to advertisers buying patterns.
search marketing
advertising sold next to or in search results produced by users keyword searches
value compensation programs
all or at least a significant part of the payment of an agency's fees "is predicted on meeting pre-established goals"
return on investment (ROI)
an accountability based measurement of advertising success
psychographic segmentation
appealing to consumer groups with similar lifestyles, attitudes, values, and behavior patterns
Shopbills
attractive, artful business cards
neuromarketing research
biometric measures measures such as brainwaves, facial expressions, eye tracking, sweating, and heart rate monitoring
e-commerce
buying products or services online
recall testing
consumers are asked again in person or by phone to identify which print or broadcast ads they most easily remember
consumer culture
culture in which personal worth and identity reside not in ourselves, but in the products with which we surround ourselves
accountability metrics
how the effectiveness of a specific ad will be measured
Cease-and-desist order
issued when an advertiser is guilty of deceptive practices. Demands that the practice be stopped
permission marketing
led to a rethinking of the relationship between advertiser and consumer, one in which they act like partners, sharing information for mutual benefit
puffery
little white lie that makes advertising more entertaining than it might otherwise be
engagement
measure of the effectiveness of advertising
awareness test
measure the cumulative effect of a campaign in terms of "consumer consciousness" of a product
Blinks
one second commercials between songs on the radio
consumer juries
people considered to be representative of the target market, who review a number of approaches or variations of a campaign or ad
recognition tests
people who have seen a given publication are asked, in person or by phone, whether they remember seeing specific ads
Commissions
placement of advertising in media is compensated through
demographic segmentation
practice of appealing to audiences defined by varying personal and social characteristics such as race/ ethnicity, gender and economic level
prosumers
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 research a product but also negotiate price and other benefits
Parity Product
product category or group of categories where the several brands within that category possess functionally equivalent attributes, making one brand a satisfactory substitute for most other brands in that category.
retainer
production is billed at an agreed upon price called a
Forced Exposure
requires advertisers to bring consumers to a theater or other facility, where they see a television program complete with new commercials. People are asked their brand preferences before the show, and then after.
rich media
sophisticated interactive web advertising, usually employing sound and video
banners
static online billboards placed conspicuously somewhere on a webpage
cost per thousand (CPM)
the effectiveness of a given placement is judged by
lead generation
using internet created data bases to collect names, addresses and emails and other information about likely clients or customers
sponserships
web pages "brought to you by" typically including a number of ad placements, advertorials and other co-branded sections
performance-based advertising
website carrying ad gets paid only when the consumer takes specific action, making a purchase or linking to the sponsors website