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31 Cards in this Set
- Front
- Back
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Trade Advertising |
Business-to-business promotions |
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Consumer Advertising |
Ads directed to the retail customer |
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Display Ads |
Print Ads that include artwork and fancy typefaces to capture the reader's attention |
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Trade Cards |
Illustrated cards with a business message on one side and artwork on the other |
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Ad Broker |
A liaison between advertisers and newspapers |
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puffery |
Exaggeration in advertising claims |
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subliminal advertising |
Promotional messages of which the consumer is not consciously aware |
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Target Marketing |
The process of breaking up the advertising audience into diverse segments to reach those individuals most likely to purchase a particular product |
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Circulation Waste |
That part of advertising received by people whom the advertiser has no interest in reaching |
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billings |
The gross dollar amount that an advertising agency's client spends |
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in-house agencies |
Organizations built into a corporate structure |
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boutique agencies |
Ad agencies that specialize in creative services |
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Full-service agencies |
Ad agencies that supply all advertising and marketing services |
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account executive |
Employee who coordinates the agency's services for the client |
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pitching accounts |
Presenting new ideas for ad campaigns to a prospective client |
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audience research |
The gathering of data about consumers targeted in an advertising campaign. |
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demographics |
Measurements of audience characteristics that are easily observed and labeled, such as age, gender, income, occupation, and ethnicity |
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focus groups |
Small groups of potential consumers observed by a researcher |
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copy research |
Studies that test the effectiveness of ad content, or copy |
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positioning |
The process of finding specific customer types and creating advertising appeals for them |
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psychographics |
Measurements of audience characteristics that are difficult to observe and label, such as the psychological dimensions of attitudes, beliefs, values, interests, and motivations |
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media buyers |
Advertising agency personnel who purchase ad time and space |
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image advertising |
The promotion of an idea that becomes associated with a product |
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institutional ads |
Trade group image promotions for entire industries |
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parity statement |
An assertion of equality that sounds like an assertion of superiority |
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bait-and-switch advertising |
Technique in which a seller provides bait in the form of an advertised bargain and a switch when the customer is talked into a more expensive product. |
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Public Service Announcments |
Ads on public interest issues presented as a service to the community |
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guerrilla advertising |
Advertising that uses unorthodox tactics |
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counteradvertising |
Ads designed to fight an image that is not in the public interest |
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corrective ads |
Ads designed to rectify an inaccurate impression |
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advocacy ads |
Ads designed to affect public opinion or government policy |
