business comm. Flashcards
teaser campaign
an advertising campaign aimed at arousing interest in a product
unique selling proposition
the unique product benefit that the comptetition cannot claim
marketing mix
using several different types of communication to support marketing goals which include Advertising, Personal selling, Publicity and sales promotion
integrated marketing communication
a management concept that is designed too make all aspectd of marketing communicationn work together as a unified force, rather than permitting each other to work in isolation
target audience
a specified auidence or demographic group for which an advertising message is designed
public relations
communication with various sectors of the public to influence their attitudes and opinions in the interest of promoting a person, product or idea
publicity
a type of public relations in the form of a news item or story which conevys info about a product, service or idea in the media
promotional mix
the levels and interplay of the elemnts of a product’s or service’s marketing efforts, including product features, pricing, packaging, advertising, merchandising, distribution, and marketing budget; esp. as these elemnts affect sales results
AIDA
Attention, Interest, Desire, Action. A historical model of how advertising works, by first getting the consumer’s attention then their interest
creatives
the art directors and copywriters in an ad agency
trademark
a brand name, publication title, or the like, presented in a special lettering style or typeface and used in the manner of a trademark
fsi(free trading insert)
an ad, or a group of ads inserted, but not bound in a print publication, on pages that contain only the ads and are seperate from any editoral or entertainment matter
brand name
name used to distinguish one product from its competitors. it can apply to a single product, product line or company
logotype(logo)
icon,symbol, or brand name used to identify a specific manufacturer product or service
logotype(logo)
icon,symbol, or brand name used to identify a specific manufacturer product or service
copy
all spoken words or written text in an advertisement
tagline
a slogan or phrase that usually conveys the most important product attribute or benefit that the advertiser wishes to convey. generally a theme to the campaign
premium
an item other than the product itself which is offered free or at a nominal price as an incentive to buy the advertised product or service
ad copy
the printed text or spoken words in an advertisement
voiceover (vo)
the technique of using the voice of an unseen speaker during film, slides, or other voice material
blow-in card
an advertisement,subscription request, or other printed card “blown” into a print publication rather than bound to it
jingle
a short song, usually mentioning a brand or product benefit, used in an advertisement
caption (hook)
an ad’s headline
bleed
allowing a picture or ad to extend beyond the normal morning of a printed page, to the edge of the page
appeal
the ad’s selling message
gatefold
double or triple sized pages, generally in magazines, that fold out into a large advertisement
body copy
the text of a print ad, not including the headline logo or subscript material
artwork
the visual components of an ad
insert
an advertisement, collection of advertisement, or other promotional matter published an advertiser/ group of advertisers to be inserted in a magazine or newspapers
