COM 212 Chapter 12
advertising
The act or practice of calling public attention to one's product, service, etc., especially by paid announcements in media
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 set of ads required by a regulatory body and produced by the offender that correct the original misleading effort
value compensation program
ad agency/brand agreement that payment of the agency's fees is predicted based off 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 testing
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.
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
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
ambient advertising
also known as 360 marketing, ad content appearing in nontraditional venues (seeing ads were you would not usually see them)
return on investment (ROI)
an accountability based measure of advertising success
retainer
an agreed upon amount of money a client pays an ad agency
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
ecommerce
buying products and services online
commissions
compensation for placement of advertising
Cease-and-desist order
demand made by a regulatory agency that a given illegal practice be stopped
newsbook
early weekly British publication that carried ads
island
in children's television commercials, the product is shown simply, in actual size against a neutral background
murketing
making advertising so pervasive consumers are ignorant of its presence (red bull became popular through sponsoring events instead of advertising the actual product)
copy testing
measuring the effectiveness of advertising messages by showing them to consumers; used for all forms of advertising.
experimental marketing
melding of brands and experiences
blinks
one second radio commercials
banners
online advertising messages akin to billboards
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 (will buy makeup wipes from any company)
rich media
sophisticated, interactive web advertising, usually employing sound and video
unique selling proposition (USP)
the aspect of an advertised product that sets it apart from other brands in the same product category (Too faced eye shadow has cooler looking palettes than urban decay)
cost-per-thousand (CPM)
the cost of reaching 1,000 audience members, (cost of an ad's placement divided by the number of consumers it reached).
AIDA1 approach
the idea that to persuade consumers, ads must attract attention, create interest, stimulate desire, and promote action
puffery
the little lie/exaggeration that makes advertising more entertaining than it might otherwise be; not a lie
performance based advertising
web advertising where the site is paid only when the consumer takes some specific action
recall testing
which ads are most easily remembered