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