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27 Cards in this Set
- Front
- Back
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A group of advertisements, commercials and related promotional materials and activities designed to be used during the same period of time as part of a coordinated advertising plan to meet the specified advertising objectives of a client.
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Advertising Campaign
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Request for Proposal: a request from a client to a number of agencies to prepare an initial credentials presentation, which usually includes initial qualifications for the requesting client.
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RFP
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Value-Added Lifestyle information which categorizes consumers into a number of captioned groups which reflect their income, buying habits, education and other demographic and psychographic information.
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VALS
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A phenomenon of interactive marketing; a new category of nonstructured advertising / marketing aimed at social groups in which the group participants create the system of communication
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Social Marketing
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Programming that first appeared on network television and scored high ratings and audience approval. It is then rebroadcast to a well defined, sometimes large, loyal audience built by the program's original popularity.
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Syndication
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Copy research that tries to identify specific thoughts that were generated by an ad.
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Cognitive response analysis
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How much, if anything, the viewer of an ad remembers of the ad message.
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Recall
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(1) A name, term, symbol or design (or combination thereof) intended to clearly identify and differentiate a seller's product from the competitor's; (2) a conceptual entity that focuses the organization of marketing activities (usually with the purpose of building equities for that brand in the marketplace)
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Brand
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Viewing a large market of people with different demands as many smaller homogeneous markets.
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Market Segmentation
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A marketing approach which considers how consumers perceive a product relative to competitive offerings.
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Positioning
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Exists when consumers are bombarded by hundred of marketing messages per day.
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Clutter
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Principles that serve as guidelines for both individuals and organizations.
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Ethics
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a financial yardstick which measures the profit on a project relative to the investment.
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Return on Investment (ROI)
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The study of populations characteristics such as age, gender, income, education and occupation.
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Demographics
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The study of lifestyle characteristics such as personal attitudes, interests and options
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Psychographics
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The means of accomplishing objectives (the methods used to reach goals)
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Strategies
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What the advertiser hopes to accomplish as a result of advertising.
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Objectives
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The methods used to implement strategies.
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Tactics
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A legal term for paid communications, primarily advertising.
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Commercial Speech
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The process of analyzing and choosing media for an advertising and promotions campaign.
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Media Strategy
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The number of people, households or businesses in a target audience exposed to media vehicle or message schedule at least once during a given time period.
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Reach
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The number of times an individual, household or business within a particular target market is exposed to a particular ad within a specified time period.
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Frequency
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The particular group of consumers or demographic strata to whom your advertising message is targeted.
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Target Audience
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A written document designed to outline the marketing objective, the rationale for the objective and how it will be fulfilled.
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Marketing Plan
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Gathering and analysis of original information from a sample or population.
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Primary Research
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Gathering and analysis of information which is available in published form; printed or online sources
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Secondary Research
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Focusing on low cost, creative strategies to reach the right people in a market area.
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Guerilla Marketing
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