Ch.10 Flashcards
Product Placement
Buying spaces for particular good to appear in a TV show, movie, or music video.
Space Bookers
Individuals who purchased space in newspapers and sold it to various merchants.
Subliminal Advertising
This term, coined in the 1950s, refers to hidden or disguised print and visual messages that allegedly register in the subconscious and fool people into buying products.
Slogan
The phrase that attempts to sell a product by capturing its essence in words.
Mega-agencies
large ad firms that fromed by merging several agencies and that maintain regional offices world wide
Boutique agencies
small, that devote their talents to only a handful of select clients.
Market Research
to assess the behaviors and attitudes of consumers toward particular products long before any ads are created.
Demographics
mainly studied and documented audience members’ age, gender, occupation, ethnicity, education, and income.
psychographics
a research approach that attempts to categorize consumers according to their attitudes, beliefs, interests, and motivations.
Focus groups
a small-group interview technique in which a moderator leads a discussion about a product or an issue, usually with six to twelve people.
Values and Lifestyles(VALS)
using questionnaires, VALS researchers measured psychological factors and divided consumers into types.
Storyboard
a sort of blueprint or roughly drawn comic-strip version of the potential ad.
viral marketing
short videos or other content that (marketers hope) quickly gains widespread attention as users share it with friends online, or by word of mouth.
media buyers
people who choose and purchase the types of media that are best suited to cary a client’s ads, reach the targeted audience, and measure the effectiveness of those ad placements.
saturation advertising
in which a variety of media are inundated with ads aimed at target audiences.
Account executives
are responsible for bringing in new business and managing the accounts of established clients, including overseeing budgets and the research,creative, and media planning work done on their campaigns.
Account reviews
The process of evaluating and reinvigorating a products image by reviewing an ad agency’s existing campaign or by inventing several new agencies to submit new campaign strategies, which may result in the product company switching agencies.
interstitials
which pop up in new screen windows as a user clicks to a new Web page.
spam
now accounts for more than 85% of e-mail messages.
famous-person testimonial
a product is endorsed by a well-known person
Plain-folks pitch
associates a product with simplicity.
snob-appeal approach
attempts to persuade consumers that using a product will maintain or elevate their social status.
bandwagon effect
points out in exaggerated claims that everyone is using a particular product.
Hidden-fear appeal
plays on consumers’ sense of insecurity
irritation advertising
creating a product-name recognition by being annoying or obnoxious
association principle
a persuasive technique used in most consumer ads that associates a product with a positive cultural value or image even if it has little connection to the product.
Myth analysis
wich provides insights into how ads work at a general cultural level.
Commercial speech
any print or broadcast expression for which a fee is charged to organizations and individuals buying time or space in the mass media.
political advertising
the use of ad techniques to promote a candidate’s image and persuade the public to adopt a particular viewpoint.
