Promotional Strategy 5-7

Front 1

message theme

Back 1

an outline of key ideas that the advertisinnng program is supposed to convey.

Front 2

leverage point

Back 2

the key element in the ads that taps into or activates a cosumer personal value system

Front 3

appeal

Back 3

how the leverage point and executional theme combine to attract attention through humor, fear sexual suggestiveness, rational logic, or some method

Front 4

executional framework

Back 4

how the message will be deliviered

Front 5

advertising management program

Back 5

the process of preparing and integrating a company's advertising efforts with the overall IMC message

Front 6

general preplanning input

Back 6

the task of studying a client organizationby the advertising agency from a rich set of sources to gain understanding and background before preparing and ad campaign

Front 7

product specific research

Back 7

research that identifies information about a good or service and the major selling idea to be used in the ad campaign

Front 8

major selling idea

Back 8

the primary message concerning the good or service benefits to be transmitted to consumers in an ad campaign.

Front 9

qualatitive research

Back 9

collecting subjective information and opinions about the company its prducts, and services, often through the use of focus groups.

Front 10

value and lifestylemodel

Back 10

research design to predict consumer behavior by understanding self orientation and resources

Front 11

personal drive analysis

Back 11

a model that helps the researcher understand individual psychological drives towqrds indulgence, ambition, or individuality, which affects brand choice

Front 12

advertising account executive

Back 12

the key go between for both advertising agency and the client agency

Front 13

creatives

Back 13

the people who creat and develop and produce ads

Front 14

advertising campaign management

Back 14

the process of preparing and integrating a specific ad program in conjunction wth the overall IMC message.

Front 15

top of mind brand

Back 15

the brand that is nearly always mentioned when consumers are asked to identify brands that quickly come to mind from a product category.

Front 16

top choice

Back 16

the first or second pick when a consumer reviews his or her evoked set of possible purchasing alternatives

Front 17

promotional campaign

Back 17

combining ads with other marketing efforts into a larger, more integrated effort revolving around a central idea or theme

Front 18

pulsating schedule of ads

Back 18

continuous ads with bursts of higherintensity during the course of the year

Front 19

continous campaign of schedule of ads

Back 19

when the company ads in level of amounts throughout the year

Front 20

support

Back 20

the facts that substaniae the unique sellig poit of creative brief

Front 21

constraints

Back 21

the company legal, and mandatory restriction placed on ads. The include legal protection for trademarks, logos, and copy registration

Front 22

messsage theme

Back 22

the outline of the key idea that ad program is supposed to convey

Front 23

message strategy

Back 23

the primary tactic used to deliver the message theme

Front 24

cognitive message strategy

Back 24

the presentation of rational argumentsor pieces of information to consumers

Front 25

generic messages

Back 25

direct promotions of product attributes or benefits without any claim of superiority

Front 26

preeemptive messages

Back 26

claims of superiority based on a specific attribute or benefit of a product that preemts the copetition from making the same claim

Front 27

unique selling propisition

Back 27

an explicit testable claim of uniqueness or superiority that can be supported or substantiated in some matter

Front 28

hyperbole

Back 28

making an untestable claim based upon some attribute or benefit

Front 29

comparative advertisment

Back 29

the direct or indirect comparison of a good or service to the competition

Front 30

affective message strategies

Back 30

ad designed to invoke feelings and emotions and match them with good service or company

Front 31

resonance advertising

Back 31

attempting to connect a product with a consumers experience to develop stronger ties between the product and the consumer

Front 32

emotional advertising

Back 32

attempting to elicit powerful emotions that eventually lead to brand recall and choice

Front 33

action inducing conative advertisements

Back 33

ads that create situations in which cognitive knowledge of the product or affective liking of the product follow the actual purchases or arise durng usage of the product

Front 34

promotional support conative advertisement

Back 34

ads designed to support other promotional efforts

Front 35

executional framework

Back 35

the manner in which an ad appeal is presented

Front 36

expert authority

Back 36

when advertiser seeks to convince viewers that a given product is superior to other brands in some authoritive manner

Front 37

sources and spokespersons

Back 37

person in the ads who make the actual presenation

Front 38

similarity

Back 38

consumers are more inclined to be influenced by a message delivered by a person who is somehow similar

Front 39

identification

Back 39

occurs when the recevier is able, in some manner, to identify with the source, either through a fantasy or by similar belief, attitudes, preference, behaviors, or by being in the same or similar situation

Front 40

visual consistency

Back 40

occurs when consumers see a specific imae or visual display repeatdly

Front 41

variability theory

Back 41

a theory stating that when a consumer sees the same ad in different environments, the ad will be more effective.