MMaS - Chapter 12: Advertising
engagement
(in advertising) psychological and behavioral measure of ad effectiveness designed to replace CPM
Near the turn of the twentieth century, the _____________ was established to verify magazine circulation claims.
Audit Bureau of Circulations
The first full-service ad agency was begun in 1869 by ___
F. Wayland Ayer
CPM refers to cost per million and is one standard for determining an ad's effectiveness.
False
False advertising and puffery are essentially the same.
False
The listening public was outraged when New York's WEAF-AM Radio Station began airing commercials in 1922.
False
______ refers to sophisticated, interactive web advertising, usually employing sound and video.
Rich Media
Ads touting a "midnight madness sale" or "back-to-school sale" are examples of promotional retail advertising.
True
VALS is a psychographic segmentation strategy that classifies consumers according to values and lifestyles.
True
Advertising copywriter ______ recognized in 1841 that there were merchants who needed to reach consumers other than their local newspaper readership. He contacted several Philadelphia newspapers and agreed to broker the sale of space between them and interested advertisers, thus inventing the advertising agency.
Volney B. Palmer
performance-based advertising
Web advertising where the site is paid only when the consumer takes some specific action
consumer culture
a culture in which personal worth and identity reside not in the people themselves but in the products with which they surround themselves
corrective advertising
a new set of ads required by a regulatory body and produced by the offender that correct the original misleading effort
prosumer
a proactive consumer
value-compensation program
ad agency-brand agreement that payment of the agency's fees is predicted on meeting preestablished goals
consumer juries
ad research technique in which people considered representative of a target market review a number of approaches or variations of a campaign or ad
recognition tests
ad research technique in which people who have seen a given publication are asked whether they remember seeing a given ad
awareness tests
ad research technique that measures the cumulative effect of a campaign in terms of a product's "consumer consciousness"
forced exposure
ad research technique used primarily for television commercials, requiring advertisers to bring consumers to a theater or other facility where they see a television program, complete with the new ads
recall testing
ad research techniques in which consumers are asked to identify which ads are most easily remembered
demographic segmentation
advertisers' appeal to audiences composed of varying personal and social characteristics such as race, gender, and economic level
psychographic segmentation
advertisers' appeal to consumer groups of varying lifestyles, attitudes, values, and behavior patterns
VALS
advertisers' psychographic segmentation strategy that classifies consumers according to values and lifestyles
ambient advertising
advertising content appearing in nontraditional venues; also known as 360 marketing
search marketing
advertising sold next to or in search results produced by users' keyword searches
permission marketing
advertising that the consumer actively accepts
accountability metrics
agreement between ad agency and client on how the effectiveness of a specific ad or campaign will be judged
return on investment (ROI)
an accountability-based measure of advertising success
shopbills
attractive, artful business cards used by early British tradespeople to promote themselves
programmatic buying
automated, data-driven buying of online advertising
neuromarketing research
biometric measures (brain waves, facial expressions, eye-tracking, sweating, and heart rate monitoring) used in advertising research
With the rapid industrialization and improved transportation of the 1880s, more product producers were chasing the growing purchasing power of more consumers. As a result, they were forced to differentiate their products, resulting in the development of
brands
cease-and-desist order
demand made by a regulatory agency that a given illegal practice be stopped
lead generation
directing users who've expressed an interest into a brand's sales pipeline
newsbook
early weekly British publication that carried ads
retainer
in advertising, an agreed-upon amount of money a client pays an ad agency for a specific series of services
commissions
in advertising, method of compensation for the placement of advertising in media, typically 15% of the cost of
cost per thousand (CPM)
in advertising, the cost of reaching 1,000 audience members, computed by the cost of an ad's placement divided by the number of thousands of consumers it reaches
island
in children's television commercials, the product is shown simply, in actual size against a neutral background
frequency capping
limiting the number of times an online user sees the same commercial message in a given period of time
copy testing
measuring the effectiveness of advertising messages by showing them to consumers; used for all forms of advertising
experiential marketing
melding of brands and experiences
banners
online advertising messages akin to billboards
clutter
overabundance of commercial messages
siquis
pinup want ads common in Europe before and in early days of newspapers
parity products
products generally perceived as alike by consumers no matter who makes them
toxic content
racist, misogynistic, threatening, or otherwise hateful online content
boutique agencies
smaller, more personalized and task-specific ad agencies
programmatic ad fraud
technological simulation of online of online activity designed to create billable ad impressions
unique selling proposition (USP)
the aspect of an advertised product that sets it apart from other brands in the same product category
e-commerce
the buying of products and services online
AIDA approach
the idea that to persuade consumers advertising must attract attention, create interest, stimulate desire, and promote action
puffery
the little lie or exaggeration that makes advertising more entertaining than it might otherwise be