Chapter 13: One-To-Many

Front 1

Product Advertising

Back 1

Advertising messages that focus on a specific good or service.

Front 2

Institutional Advertising

Back 2

Advertising messages that promote the activities, personality, or point of view of an organization or company.

Front 3

Corporate Advertising

Back 3

Advertising that promotes the company as a whole instead of a firm's individual products.

Front 4

Advocacy Advertising

Back 4

A type of public service advertising where an organization seeks to influence public opinion on an issue because it has some stake in the outcome.

Front 5

Public Service Advertisements (PSA)

Back 5

Advertising run by the media for not-for-profit organizations or to champion a particular cause without charge.

Front 6

Advertising Campaign

Back 6

A coordinated, comprehensive plan that carries out promotion objective sand results in a series of advertisements placed in media over a period of time.

Front 7

Limited-Service Agency

Back 7

An agency that provides one or more specialized services, such as media buying or creative development.

Front 8

Full-Service Agency

Back 8

An agency that provides most or all of the services needed to mount a campaign, including research, creation of ad copy and art, media selection, and production of the final messages.

Front 9

Account Executive

Back 9

A member of the account management department who supervises the day-to-day activities of the account and is the primary liaison between the agency and the client.

Front 10

Account Planner

Back 10

A member of the account management department who combines research and accout strategy to act as the voice of the consumer in creating effective advertising.

Front 11

Creative Services

Back 11

The agency people who dream up and produce the ads.

Front 12

Research and Marketing Services

Back 12

Advertising agency department that collects and analyzes information that will help account executives develop a sensible strategy and assist creatives in getting consumer reactions to different versions of ads.

Front 13

Media Planners

Back 13

Agency personnel who determine which communication vehicles are the most effective and efficient to deliver the ad.

Front 14

User-Generated Content

Back 14

Online consumer comments, opinions, advice and discussions, reviews, photos, images, videos, podcasts, webcasts, and product, related stories available to other consumers.

Front 15

Do-It-Yourself Ads

Back 15

Product ads that are created by consumers.

Front 16

Crowd Sourcing

Back 16

A practice in which firms outsource marketing activities to a community of users.

Front 17

Green-washing

Back 17

A practice in which companies promote their products as environmentally friendly when in truth the brand provides little ecological benefit.

Front 18

Corrective Advertising

Back 18

Advertising that clarifies or qualifies previous deceptive advertising claims.

Front 19

Puffery

Back 19

Claims made in advertising of product superiority that cannot be proven true or untrue.

Front 20

Creative Strategy

Back 20

The process that turns a concept into an advertisement.

Front 21

Creative Brief

Back 21

A guideline or blueprint for the marketing communication program that guides the creative process.

Front 22

Advertising Appeal

Back 22

The central idea or theme of an advertising message.

Front 23

Unique Selling Proposition (USP)

Back 23

An advertising appeal that focuses on one clear reason why a particular product is superior.

Front 24

Reminder Advertising

Back 24

Advertising aimed at keeping the name of a brand in people's minds to be sure consumers purchase the product as necessary.

Front 25

Mystery Advertising

Back 25

Ads that generate curiosity and interest in a to-be-introduced product by drawing attention to an upcoming ad campaign without mentioning the product.

Front 26

Execution Format

Back 26

The basic structure of the message such as comparison, demonstration, testimonial, slice-of-life and lifestyle.

Front 27

Tonality

Back 27

The mood or attitude the message conveys.

Front 28

Jingles

Back 28

Original words and music written specifically for advertising executions.

Front 29

Slogans

Back 29

Simple, memorable linguistic devices linked to a brand.

Front 30

Pretesting

Back 30

A research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they appear in the media.

Front 31

Media Planning

Back 31

The process of developing media objectives, strategies, and tactics for use in an advertising campaign.

Front 32

Digital Media

Back 32

Media that are digital rather than analog including Web sites, mobile or cellular phones, and digital video such as YouTube.

Front 33

Owned Media

Back 33

Internet sites such as Web Sites, blogs, Facebook, and Twitter accounts that are owned by an advertiser.

Front 34

Paid Media

Back 34

Internet media such as display ads, sponsorship, and paid key word searches that are paid for by an advertiser.

Front 35

Earned Media

Back 35

Word-of-mouth or buzz using social media where the advertiser has no control.

Front 36

Banners

Back 36

Internet advertising in the form of rectangular graphics at the top or bottom of Web pages.

Front 37

Buttons

Back 37

Small banner-type advertisements that can be placed anywhere on a Web page.

Front 38

Pop-up Ad

Back 38

An advertisement that appears on the screen while a Web page loads or after it has loaded.

Front 39

Search Engines

Back 39

Internet programs that search for documents with specified keywords.

Front 40

Web Directory

Back 40

Internet program that lists sites by categories and subcategories.

Front 41

E-mail Advertising

Back 41

Advertising messages sent via e-mail to large numbers of people simultaneously.

Front 42

Spam

Back 42

The use of electronic media to send unsolicited messages in bulk.

Front 43

Permission Marketing

Back 43

E-mail advertising in which on-line consumers have the opportunity to accept or refuse the unsolicited e-mail.

Front 44

Mobile Advertising

Back 44

A form of advertising that is communicated to the consumer via a handset.

Front 45

Video Sharing

Back 45

Uploading video recordings on to Internet sites such as YouTube so that thousands or even millions of other Internet users can see them.

Front 46

Vlogs

Back 46

Video recordings shared on the Internet.

Front 47

Branded Entertainment

Back 47

A form of advertising in which marketers integrate products into entertainment venues.

Front 48

Augmented Reality

Back 48

A form of technology where a view of a real-world environment joins a layer of virtual computer-generated imagery to create a mixed reality.

Front 49

Advergaming

Back 49

Brand placements in video games.

Front 50

Support Media

Back 50

Media such as directories or out-of-home media that may be used to reach people who are not reached by mass media advertising.

Front 51

Out-Of-Home Media

Back 51

Communication media that reach people in public places.

Front 52

Digital Signage

Back 52

Out-of-home media that use digital technology to change the message at will.

Front 53

Place-Based Media

Back 53

Advertising media that transmit messages in public places, such as doctors' offices and airports, where certain types of people congregate.

Front 54

Media Schedule

Back 54

The plan that specifies the exact media to use and when to use it.

Front 55

Reach

Back 55

The percentage of the target market that will be exposed to the media vehicle.

Front 56

Frequency

Back 56

The average number of times a person in the target group will be exposed to the message.

Front 57

Gross Rating Points (GRP's)

Back 57

A measure used for comparing the effectiveness of difference media vehicles: average reach x frequency.

Front 58

Cost Per Thousand (CPM)

Back 58

A measure used to compare the relative cost-effectiveness of different media vehicles that have different exposure rates; the cost to deliver a message to 1,000 people or homes.

Front 59

Posttesting

Back 59

Research conducted on consumers' response to actual advertising messages they have seen or heard.

Front 60

Unaided Recall

Back 60

A research technique conducted by telephone survey or personal interview that asks whether a person remembers seeing an ad during a specified period without giving the person the name of the brand.

Front 61

Aided Recall

Back 61

A research technique that uses clues to prompt answers from people about advertisements they might have seen.

Front 62

Attitudinal Measures

Back 62

A research technique that probes a consumer's beliefs or feelings about a product before and after being exposed to messages about it.

Front 63

Public Relations (PR)

Back 63

Communication function that seeks to build good relationships with an organization's public's, including consumers, stockholders, and legislators.

Front 64

Publicity

Back 64

Unpaid communication about an organization that appears in the mass media.

Front 65

Crisis Management

Back 65

The process of managing a company's reputation when some negative event threatens the organization's image.

Front 66

Public Relations Campaign

Back 66

A coordinated effort to communicate with one or more of the firm's publics.

Front 67

Press Release

Back 67

Information that an organization distributes to the media intended to win publicity.

Front 68

Internal PR

Back 68

PR activities aimed at employees of an organization.

Front 69

Investor Relations

Back 69

PR activities such as annual and quarterly reports aimed at a firm's investors.

Front 70

Lobbying

Back 70

Talking with and providing information to government officials in order to influence their activities relating to an organization.

Front 71

Speech Writing

Back 71

Writing a speech on a topic for a company executive to deliver.

Front 72

Corporate Identity

Back 72

Materials such as logos, brochures, building design, and stationery that communicate and image of the organization.

Front 73

Media Relations

Back 73

A PR activity aimed at developing close relationships with the media.

Front 74

Sponsorships

Back 74

PR activities through which companies provide financial support to help fund an event in return for publicized recognition of the company's contribution.

Front 75

Special Events

Back 75

Activities -- from a visit by foreign investors to a company picnic -- that are planned and implemented by a PR department.

Front 76

Guerilla Marketing

Back 76

Marketing activity in which a firm "ambushes" consumers with promotional content in places they are not expecting to encounter this kind of activity.

Front 77

Sales Promotion

Back 77

Programs designed to build interest in or encourage purchase of a product during a specified period.

Front 78

Rebates

Back 78

Sales promotions that allow the customer to recover part of the product's cost from the manufacturer.

Front 79

Frequency Programs

Back 79

Consumer sales promotion programs that offer a discount or free product for multiple purchases over time: also referred to as loyalty or continuity programs.

Front 80

Premiums

Back 80

Items offered free to people ho have purchases a product.

Front 81

Product Sampling

Back 81

Distributed free trial-size versions of a product to consumers.