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46 Cards in this Set
- Front
- Back
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viral ads
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rely on internet users to spread messages to others
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thumbnail
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very small, rough, rapidly produced drawing that the artist uses to visualize layout approaches without wasting time on details
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dummy
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presents the handheld look and feel of brochures, multi-page materials, or point-of-purchase displays
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rough layout
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artist draws to the actual size of the ad
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mechanical
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type and line art are pasted in place on a piece of white art board
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visuals
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picture in advertising
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storyboards
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a sheet pre-printed with a series of 8 to 20 blank windows in the shape of TV screens
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layout
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an overall orderly arrangement of all the format element of an ad: visuals, headline, subheads, body copy, slogan, seal, logo, and signature
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headline
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contains the words in the leading position in the advertisement
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sub-head
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an additional smaller headline that may appear above the headlines or below it
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body copy
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advertiser tells complete sales story, comprises the interest, credibility, desire, and often even the action steps
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CYMK printing
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process can simulate nearly all colors by combining four primary colors--process blue (cyan), process yellow, process magenta, and black
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leading
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art director adds extra space between lines to give a more "airy" feeling to the copy
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kerning
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space between letters, affects appearance and readability
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serif (roman)
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readable, warm personality, most popular type group. distinguished by small lines or tails that finish the ends of the main strokes by variations in the thickness of the strokes
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sans serif (gothic)
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second most popular type group, referred to as block or contemporary. characterized by relatively uniform thickness of strokes, not as readable but widely used because of simplicity
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typography
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art of selecting and setting type--consider 4 important concepts: readability, appropriateness, harmony or appearance, and emphasis
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mnemonic device
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a gimmick used to dramatize the product benefit and make it memorable
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preferred position
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a choice position for a newspaper or magazine ad for which a higher rate is charged
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ROP
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a term referring to a newspaper's normal discretionary right to place a given ad on any page or in any position it desires
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sponsorship
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advertiser is responsible for program content and cost of production as well as advertising
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participation
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several advertisers share the sponsorship of a TV program, participating advertiser as no control of program content, partnership commitment is usually limited to relatively short period
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rating
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the percentage of homes or individuals exposed to an advertising medium
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reach
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the total number of different people or households exposed to an advertising schedule during a given time
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frequency
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number of times the same person or household is exposed to a vehicle in a specified time span
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CPM (cost per thousand)
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a common term describing the cost of 1,000 people in a medium's audience, used by media to compare cost of various media vehicles
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GRP (gross rating position)
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total audience delivery or weight of a specific media schedule. one rating point=1% of a particular market's position
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continuity
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the duration of an advertising message of a campaign over a given period of time
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BDI (brand development index)
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the percentage of a brand's total sales in an area divided by the total population in the area; it indicates the sales potential of a particular brand in a specific market area
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CDI (category development index)
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the percentage of a product category's total U.S. sales in an area divided by the percentage of total U.S. population in the area
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banner
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little billboards of various sizes that appear when a visitor lands on a particular web page
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button
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small versions of a banner, sometimes looks like an icon, usually provide a link to an advertiser's home page
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HTML (hypertext markup language)
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language allowed for the relatively easy creation of web pages that can be easily linked to all kinds of content, including other web pages or sites
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interstitial
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animated screens, often advertisements, which pop up momentarily as the computer searches for and downloads information for a requested page
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cookies
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small pieces of information that get stored on your computer when you download certain web sites
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ad impression
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a possible exposure of the advertising message to one audience member
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click rate
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number of clicks on an advertisement divided by the number of ad requests
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message weight
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total size of the audience for a set of ads or an entire campaign
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advertising specialty
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a promotional product, usually imprinted with an advertiser's name, message, or logo, that is distributed free as part of a marketing communications program
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100 showing
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the basic unit of sale for billboards or posters is 100 gross rating points daily. one rating point=1% of a particular market's population
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the 5 m's
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the elements of the media mix that include markets, money, media, mechanics, and methodology
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continuous scheduling
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a method of scheduling media in which advertising runs steadily with little variation
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flighting
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an intermittent media scheduling pattern in which periods of advertising are alternated with periods of no advertising at all
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pulsing
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mixing continuity and flighting strategies in media scheduling
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bursting
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a media scheduling method for promoting high-ticket items that require careful consideration, such as running the same commercial every half-hour on the same network in prime time
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roadblocking
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buying simultaneous airtime on all four television networks
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