Advertising Module 1
kicker
*kickers: appear about the headline.
digital video recorders
A device (tvo) that is similar to a VCR, but records programs on a hard drive in digital format, providing high-quality image and sound and the ability to pause live tv Tivo- benefit
sales promotion
A direct inducement offering extra incentives all along the marketing route--from manufacturers through distribution channels to customers--to accelerate the movement of the product from the producer to the consumer ex coupons
lifestyle techique
Commercial in which the user is presented and not the product
narrowcasting
Delivering programming to a specific group defined by demographics and/or program content, rather than mass appeal. Usually used to descrbe cable networks the opposite of broadcasting
slice of life
Dramatization of a real-life situation which the product becomes the solution to a problem.
mnemonic device
Dramatizes the product benefit and make it memorable.
script
Format for radio and tv copywriting resembling a two-column list showing dialogue and/or visuals.
structured differentiation
Manufactures portraying their brands as different from and better than similar competitive products through advertising, packaging, or physical product differences
added value
Marketing communication activity that makes the product more valuable, useful, or appealing to the consumer
postindustrial age
Period of cataclysmic change starting in 80s when people first became truly aware of sensitivity of the environment in which we live
signitures
Product or company's primary graphic identity, Comprised of a combination of a graphic symbol, a logotype, and a slogan.
animatic
Rough commercial produced by photographic storyboard sketches on a film strip with the audio portion synchronized on tape. -used for testing purposes.
storyboard
Sheet preprinted with a series of 8 to 20 blank frames in the shape of tv screens *text of the commercial, sound effects, and camera views.
logotypes
Special design of all advertisers' name that appears in all advertisements. -gives the advertiser individuality/facilitate quick recognition..
slogans
Standard company statements for advertisements, salesperson, and company employees. *taglines, themelines.
market segmentation
Strategy of identifying groups of people or organizations with certain shared needs and characteristics within the broad markets for consumer or bus products and aggregating these groups into larger market segments according to their mutual interest in the products utility
deomostration
TV commercial in which the product is shown in use
body copy
Text of an ad that tells the complete story and attempts to close the sale. Covers the features, benefits, and utility of the product or services.
Unique selling proposition (USP)
The Distinctive benefits that make a product different than any other. The reason marketers believe consumers will buy a product even though it may seem no different from many other just like it.
positioning
The association of a brands features and benefits with a particular set of customer needs clearly differentiating it from the competition in the mind of the consumer
animation
USe of cartoon, puppet to demonstrate of inanimate characters.
testimonial
Use of satisfies customers and celebrities to endorse a product in advertising.
headline
Words in the leading position of an AD. Role: Attract the attention Engage, explain, present the benefit, communicate selling, present product news
nutritional labeling and education act (NLEA)
a 1994 congressional law setting stringent legal definitions for terms such as fresh, light, low fat, and reduced calorie; setting standard serving sizes; and requiring labels to show food value for one serving alongside the total recommended daily value as established by the National Research Council
services
a bundle of benefits that may or may not be physical, that are temporary in nature and that come from the completion of a task
broadcast standards department
a department at a TV network that reviews all programs and commercials to be broadcast to see that they meet all applicable standards
consent decree
a document advertisers sign, without admitting any wrongdoing, in which they agree to stop objectionable advertising
message strategy
a document that helps media planners determine how messages will be delivered to consumers. it defines the target audience, the communication objectives that must be achieved, and the characteristics of the media that will be used for delivery of the messages
comprehensive layout (comp)
a facsimile of a finished ad with copy set in type and pasted into position along with proposed illustrations. the "comp" is prepared so the advertiser can gauge the effect of the final ad
creative pyramid
a five-step model to help the creative team convert advertising strategy and the big idea into the actual physical ad or commercial the five elements are: attention, interest, credibility, desire, and action
patents
a grant made by the government that confers upon the creator of an invention the sole right to make, use, and sell that invention for a set period of time
industrial age
a historical period covering approximately the first 70 years of the twentieth century. this period was marked by tremendous growth and maturation of the U.S. industrial base it saw the development of new, often inexpensive brands of the luxury and convenience goods we now classify as consumer package goods
branding
a marketing function that identifies products and their source and differentiates them from all other products
brainstormer
a process in which two or more people get together to generate new ideas; often a source of sudden inspiration
radio personality
a radio host known to his or her listeners as a credible source
judge
a role in the creative process that evaluates the results of experimentation and decides which approach is more practical
artist
a role in the creative process that experiments and plays with a variety of approaches, looking for an original idea
warrior
a role in the creative process that overcomes excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization
explorer
a role in the creative process that searches for new information, paying attention too unusual patterns
thumbnail
a rough, rapidly produced pencil sketch that is used for trying out ideas
advertising objective
a specific communication campaign should accomplish for a specific target audience
taglines
a standard company statement for advertisements, salespeople, and company employees. also called slogans or tag lines
themelines
a standard company statement for advertisements, salespeople, and company employees. also called slogans or tag lines
italic
a style of printing type with letters that generally slant to the right
fact-based thinking
a style of thinking that tends to fragment concepts into components and to analyze situations to discover the one best solution
value-based thinking
a style of thinking where decisions are based on intuition, values, and ethical judgements
dummy
a three-dimensional, hand-made layout of a brochure or other multipage advertising piece put together, page for page, just like the finished product will eventually appear
creative strategy
a written statement that serves as the creative team's guide for writing and producing an ad. It decides the most important issues that should be considered in the development of the ad (the who, what, where, when, why), including the objective of the advertising; a definition and description of the target audience; the key benefit to be promised; the product features that support that promise; the style, approach, or tone to be used; and generally, what the copy should communicate
unfair advertising
according t the FTC, advertising that causes a consumer to be "unjustifiably injured" or that violates public policy
deceptive advertising
according to the FTC, any ad in which there is a misrepresentation, omission, or other practice that can mislead a significant number of reasonable consumers to their detriment
social responsibility
acting in accordance to what society views as best for the welfare of people in general or for a specific community of people
on camera
actually seen by the camera, as an announcer, a spokesperson, or actor playing out a scene
subliminal advertising
advertisements with messages (often sexual) supposedly embedded in illustrations just below the threshold of perception
affirmative disclosure
advertisers must make known their product's limitations or deficiencies
comparative advertising
advertising that claims superiority to competitors in some aspects
visuals
all of the picture elements that are placed into an advertisement
art director
along with graphic designers and production artists, determines how the ad's verbal and visual symbols will fit together
public service announcement (PSAs)
an advertisement serving the public interest, often for a nonprofit organization, carried by the media at no charge
advertising messages
an element of the creative mix comprising what the company plans to say in its advertisements and how it plans to say it--- verbally or nonverbally
copyright
an exclusive right granted by the Copyright Act to authors and artists to protect their original work from being plagiarized, sold, or used by another without their express consent
consumer adovcate
an individual or group that actively works to protect consumer rights, often by investigating advertising complaints received from the public and those that grow out of their own research
medium
an instrument or communications vehicle that carries or helps transfer a mediate from the sender to the reciver
layout
an orderly formation of all the parts of an advertisement
marketing
an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders
trademark
any word, name, symbol, device, or any combination thereof adopted and used by manufacturers or merchants to identify their goods and distinguish them from those manufactured or sold by others
question headline
ask the reader a question.
institutional copy
attempts to sell an idea or the merits of the organization or services
externalities
benefits or harm caused by the sale or consumption of products to people who are not involved in the transaction and didn't pay for the product
seal
certification mark offered by certain institutions when a product meets standards established by them .
dialogue/monologue copy
characters illustrated in the ad do the selling in their own words, through a quasi-testimonial technique or a comic strip panel.
jingles
commercial that is sung with the sales message in the verse.
musical commercials
commercial that is sung with the sales message in the verse.
primary demand
consumer demand for a whole product category
selective demand
consumer demand for the particular advantages of one brand over another
brand personality
describes a brand in terms of human characteristics. a significant component in effective branding is imparting personality to a brand, reflecting its reputation, attitudes, and behavior
benefit statement
describes what a product or service does to provide a benefit to the consumer. whenever possible, benefit statements should focus on an important single-minded process
ethical advertising
doing what the advertiser and the advertiser's peers believe is morally right in a given situation
ideas
economic, political, religious, or social viewpoints that advertising may attempt to sell
poster-style format
employs a single, dominant visual that occupies between 60 or 70 percent of an advertisement's total area. * picture-window layout and ayer No. 1
consumer package goods
everyday-use consumer products packaged by manufacturers and sold through retail outlets. generally these are goods such as food and beverages, health and beauty care. cleaning products, and detergents that get used up and have to be replaced frequently
substantiation
evidence that backs up cited survey finding or scientific studies that the FTC may request from a suspected advertising violator
puffery
exaggerated, subjective claims that can't be proven true or false such as "the best", "the premier", or "the only way to fly"
camera-ready art
finished ad that is ready for the printer's camera to shoot according to the publications's specifications.
marketing mix
four elements, called the 4 ps (product, price, place, and promotion), that every company has the option of adding, subtracting, or modifying in order to create a desired marketing strategy
creative director
head of a creative team of agency copywriters and artists. he or she is ultimately responsible for the creative product-- the form and final ad takes
boldface
heavier type
news/information headline
how-to-headline or headline that announces some news or provides some promise information.
pasteup
illustrations pasted into the exact position in which they will appear in the final ad
trial close
in ad copy, requests for the order that are made before the close in the ad
lead-in paragraph
in print ads, a bridge between the headlines, the subheads, and the sales ideas presented in the text. it transfers the reader interest to product interest
voice-over
in television advertising, the spoken copy or dialogue delivered by an announcer who is not seen but whose voice is heard
creativity
involves combining two or more previously unconnected objects or ideas into something new
ayer No. 1
layout that employs a single, dominant visual that occupies between 60 and 70 percent of an advertisement's total area. also know as poster-stye format
picture-window layout
layout that employs a single, dominant visual that occupies between 60 and 70 percent of an advertisement's total area. also know as poster-stye format and Ayer No. 1
benefits headlines
makes a direct promise to the readers.
cease-and-desist order
may be issued by the FTC if an advertiser won't sign a consent decree; prohibits further use of an ad
corrective advertising
may be required by the FTC for a period of time to explain and correct offending ads
stereotypes
negative or limiting preconceived beliefs about a type of person or a group of people that do not take into account individual differences
privacy rights
of or pertaining to an individual's right to prohibit personal information from being divulged to the public
presenter commercial
one person presents the product and sales message
command headline
orders the reader to do something.
illustrators
paint, sketch, or draw the pictures we see in advertising.
rough
pencil sketch of a proposed design or layout
consumers
people who buy products and services for their own, or someone else's personal use
preindustrial age
period of time between the beginning of written history and roughly the start of the nineteenth century, during which the invention of paper and the printing press and increased literacy gave rise to the first forms of written advertising
copywriter
person who creates the words and concepts for ads and commercials
mass media
print or broadcast media that reach very large audiences. mass media includes radio, television, newspapers, magazines, and billboards
informational ads
promising benefits that will offer relief from an undesirable situation or condition. informational ads tend to address negatively originated purchase motives, such as problem removal or avoidance, in an attempt to provide solutions to those problems
transformational ads
promising benefits that will reward consumers. transformational ads tend to address positively originated purchase motives, such as sensory gratification. intellectual stimulation, or social approval, in an attempt to make people feel happier
support statement
provides information about the product or service that will convince the target audience that the key benefit is true
provocative headlines
provokes the reader's curiosity so that he or she will read the body copy.
device copy
relies on wordplay, humor, poetry, rhymes, great exaggerations, gag, and other tricks.
storyboard roughs
rough layout of a tv commercial in storyboard form.
straight announcement
sales message is delivered into the microphone or on-camera or off-screen while a slide is shown on-screen.
subhead
secondary headline that appear above or below the headline or in the text of ad. *underlines: appear below the headlines.
cookies
small pieces of information that get stored on your computer when you download certain Web sites. These cookies can keep track of whether a certain user has ever before visited a specific date. This allows the Web site to customize the information based on past boring or purchase behavior
consumerism
social action designed to dramatize the rights of the buying public
intellectual property
something produced by the mind, such as original works of authorship including literary, dramatic, musical, artistic, and certain other "intellectual" works, which may be legally protected by copyright, patent, or trademark
audio
sound portion of a commercial and the right column of a script. *indicates spoken copy, sound effects, and music.
sound effects (SFX)
sounds other than music or dialogue used in radio and television.
abundance principle
states that an economy produces more goods and services than can be consumed. in such an economy, advertising serves two important purposes. it keeps consumers informed of their alternatives, and it allows companies to compete more effectively for consumer dollars
picture-caption copy
story is told through a series of illustrations and captions.
integrated commercial
straight radio announcement,delivered by one person woven into a show or tailored to a program.
goods
tangible products such as suits, soap, and soft drinks
narrative copy
tells a story, sets up a problem and creates a solution using the features of the product.
demarketing
term coined during energy shortages when ad was used to slow the demand of products
straight-sell copy
text immediately explains or develops the headlines and visual in a straightforward attempt to sell the product
interior paragraphs
text within the body copy an ad where the creditability and desire steps of the message are presented
art direction
the act or process of managing the visual presentation of an ad or commercial
mandatories
the address, phone number, Web address, etc., that the advertiser usually insists be included within an ad to give the consumer adequate information
advertising strategy
the advertising objective declares what the advertiser wants to achieve with respect to consumer awareness, attitude, and preference; the advertising strategy describes how to get there. advertising strategy consists of two sub strategies: the creative strategy and the media strategy
visualization
the creative point in advertising where the search for the "big idea" takes place. it includes the task of analyzing the problem, assembling any and all pertinent information, and developing some verbal or visual concepts of how to communicate what needs to be said
big idea
the flash of creative insight-- the bold advertising initiative-- that captures the essence of the strategy in an imaginative, involving way and brings the subject to life to make the reader stop, look, and listen
close
the part of an advertisement or commercial that asks customers to do something and tells them how to do it-- the action step in the ad's copy
product
the particular good or service a company sells
word of mouth advertising (WOM)
the passing of information, especially product recommendations by verbal communication, in an informal, unpaid, person-to-person manner, rather than by advertising or other forms of traditional marketing
creatives
the people who work in the creative department, regardless of the specialty
industrializing age
the period of time from the nod 1700s through the end of World War 1 when the manufacturers were principally concerned with production
mechanicals
the set type and illustrations or photographs pasted into the exact position in which they will appear in the final ad
target audience
the specific group of individuals to whom the advertising message is directed
marketing strategy
the statement of how the company is going to accomplish its marketing objectives. the strategy is the total directional thrust of the company, that is, the how-to of the marketing plan, and is determined by the particular blend of the marketing mix elements (the 4ps), which the company can control
creative process
the step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways
advertising
the structure and composed non personal communication of information, usually paid for and usually persuasive in nature, about products (goods, services, and ideas) by identified sponsors through various media
endorsements
the use of satisfied customers and celebrities to endorse a product in advertising
testimonials
the use of satisfied customers and celebrities to endorse a product in advertising
marketing communication
the various efforts and tools companies use to initiate and maintain communication with customers and prospects, including solicitation letters, newspaper ads, event sponsorship, publicity, telemarketing, statement stuffers and coupons, to mention a few
art
the whole visual presentation of a commercial or advertisement-- the body language of an ad. Art also refers to the style of photography or illustration employed, the way color is used, and the arrangement of elements in an ad so that they relate to one another in size and proportion
special requirements
unique characteristics of the advertiser, brand, target audience, media, competition, budget, etc., that should be considered during the creative development process
photographers
use cameras to create visuals for advertisements
design
visual pattern or composition of artistic elements chosen and structures by the graphic artist
text
what tells the whole story and attempts to close the sale
problems the advertising must solve
what you want the advertising to do. the specific challenge that marketing communications must overcome to meet the marketing objectives