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23 Cards in this Set
- Front
- Back
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message theme
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an outline of key idea(s) that the advertising program is supposed to convey
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leverage point
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the key element in the advertisement that taps into, or activates, a consumer’s personal value system (a value, idea, or concept)
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appeal
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how that leverage point and executional theme combine to attract attention, through humor, fear, sexual suggestiveness, rational logic, or some other method
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executional framework
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how the message will be delivered (musically, visually, verbally, written statements, etc)
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advertising management program
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the process of preparing and integrating a company’s advertising efforts with the overall IMC message
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general preplanning input
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the task of studying a client organization by the advertising agency, from a rich set of sources, to provide understanding and background before preparing an advertising campaign
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product-specific research
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research that identifies whether there are problems associated with a given product or service and the major selling idea to be used in the advertising campaign
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major selling idea
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the primary message concerning the product or service benefits to be transmitted to consumers in an advertising campaign
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qualitative research
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collecting subjective information and opinions about a company, its products, and services, often through the use of focus groups
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values and lifestyle model (VAL)
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research designed to predict consumer behavior by understanding self-orientation and resources
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personal drive analysis (PDA
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a model that helps the researcher understand individual psychological drives toward indulgence, ambition, or individuality, which affect brand choices
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advertising account executive
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the key go-between for both the advertising agency and the client company
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creatives
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the people who actually develop and produce advertisements
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advertising campaign management
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the process of preparing and integrating a specific advertising program in conjunction with the overall IMC message
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top of mind brand
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the brand that is nearly always mentioned when consumers are asked to identify brands that quickly come to mind from a product category
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top choice
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the first or second pick when a consumer reviews his or her evoked set of possible purchasing alternatives
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puffery
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the use of an exaggerated claim about a product or service without making an overt attempt to deceive or mislead
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promotional campaign
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combining advertisements with other marketing efforts into a larger, more integrated effort revolving around a central idea or theme
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pulsating schedule of advertising
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continuous advertising with bursts of higher intensity (more ads in more media) during the course of the year, most notably during peak seasons
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flighting schedule of advertising
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a schedule in which companies present ads only during specific times and not at all during off-seasons
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continuous campaign schedule of advertising
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when the company advertises in level amounts because product purchases are essentially “random” events
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support
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the facts that substantiate the unique selling point of a creative brief
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constraints
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the company, legal, and mandatory restrictions placed on advertisements. They include legal protection for trademarks, logos, and copy registrations
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