Mktg 430 Ch 9

Front 1

advertising appeal

Back 1

The approach used to attract the attention of consumers and/or to influence their feelings toward the product, service, or cause.

Front 2

creative execution style

Back 2

The manner or way in which a particular advertising appeal is transformed into a message.

Front 3

informational/rational appeals

Back 3

Advertising appeals that focus on the practical, functional, or utilitarian need for a product or service and emphasize features, benefits, or reasons for owning or using the brand.

Front 4

emotional appeals

Back 4

Advertising messages that appeal to consumers' feelings and emotions.

Front 5

transformational advertising

Back 5

An ad that associates the experience of using the advertised brand with a unique set of psychological characteristics that would not typically be associated with the brand experience to the same degree without exposure to the advertisement.

Front 6

reminder advertising

Back 6

Advertising designed to keep the name of the product or brand in the mind of the receiver.

Front 7

teaser advertising

Back 7

An ad designed to create curiosity and build excitement and interest in a product or brand without showing it.

Front 8

user-generated content

Back 8

A form of advertising. Ads that are created by consumers rather than by the company and/or its agency

Front 9

headline

Back 9

Words in the leading position of the advertisement; the words that will be read first or are positioned to draw the most attention.

Front 10

direct headline

Back 10

A headline that is very straightforward and informative in terms of the message it is presenting and the target audience it is directed toward. Direct headlines often include a specific benefit, promise, or reason for a consumer to be interested in a product or service.

Front 11

indirect headlines

Back 11

Headlines that are not straightforward with respect to identifying a product or service or providing information regarding the point of an advertising message.

Front 12

subheads

Back 12

Secondary headlines in a print ad.

Front 13

body copy

Back 13

The main text portion of a print ad. Also often referred to as copy.

Front 14

layout

Back 14

The physical arrangement of the various parts of an advertisement including the headline, subheads, illustrations, body copy, and any identifying marks.

Front 15

voiceover

Back 15

A message or action on the screen in a commercial that is narrated or described by a narrator who is not visible.

Front 16

needledrop

Back 16

A term used in the advertising industry to refer to music that is prefabricated, multipurpose, and conventional and can be used in a commercial when a particular normative effect is desired.

Front 17

jingles

Back 17

Songs about a brand or company that usually carry the advertising theme and a simple message.

Front 18

script

Back 18

A written version of the commercial that provides a detailed description of its video and audio content.