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