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34 Cards in this Set
- Front
- Back
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Trade Advertising
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business to business promotions
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consumer advertising
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ads directed to the retail customer
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Display ads
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print ads that include artwork and fancy typefaces to capture the reader's attention
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Trade Card
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Illustrated cards with a business message on one side and artwork on the other
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Ad Broker
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a liaison between advertisers and newspapers
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Puffery
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Exaggeration in advertising claims
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Subliminal Advertising
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promotional messages in which the consumer is not aware
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target marketing
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Process of breaking up the advertising audience into diverse segments to reach individuals most likely to purchase a product
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Circulation Waste
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the part of advertising received by people who the advertiser has no interest in reaching
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Billings
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the gross dollar amount that an advertising agency's client spends
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In-house agency
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organizations built into the corporate structure
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boutique agency
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ad agencies that specialize in creative services
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full-service agency
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ad agencies that supply all advertising and marketing services
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account executive
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employee who coordinates the agency's services for the client
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Pitching account
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presenting new ideas for ad campaigns to prospective client
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Audience research
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the gathering of data about consumers targeted in an advertising campaign
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Demographics
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measurement of audience characteristics that are easily observed and labeled
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psycho-graphics
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Measurement of audience characteristics that are difficult to observe and label
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positioning
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the process of finding specific customer types and creating advertising appeals for them
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Copy research
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studies that test the effectiveness of ad content
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focus groups
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small groups of potential consumers observed by a researcher
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Clutter
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The glut of ads that compete for the public's attention
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infomercials
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program length television commercials
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direct mail advertising
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advertising sent by mail
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media buyers
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advertising agency personnel who purchase ad time and space
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Image advertising
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the promotion of an idea that becomes associated with a project
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institutional ads
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trade group image promotions for entire indutries
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advocacy ad
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deigned to affect public opinion or government policy
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corrective ad
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designed to rectify an inaccurate impression
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counter advertising
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ads designed to fight an image that is not in the public interest
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Guerrilla Advertising
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advertising that use unorthodox tactics
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public service announcements
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ads on public interest issues presented as a service to the community
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Bait and switch advertising
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technique in which the seller provides bait in the form of an advertised bargain and a switch when the customer is persuaded to purchase more expensive product
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parity statement
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An assertion of equality that sounds like an assertion of superiority
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