Chap14 Flashcards
brochures
sales material printed on heavier paper and featuring color photographs, illustrations, typography
types of outdoor advertising meant for longterm use and that work best where traffic is heavy and visibility is good. They carry printed or painted messages, are created in sections, and are brought to the site where they are assembled and hung on the billboard structure.
bulletin structures
business reply mail
a type of return mail that enables the recipient of direct-mail advertising to respond without paying postage
a type of direct-mail list that has been compiled by another source, such a a lists lo of automobile owners, union member,s and so forth. It is the most readily available type of list but offers the lowest response expectation.
compiled lists
dimensional direct mail
direct mail advertising that uses 3-D shapes and unusual material
direct-mail advertising
All forms of advertising sent directly to perspective customers without using one of the commercial media forms
eight-sheet posters (definition and dimensions)
A type of outdoor advertising offering a 5’ x 11’ printing area on a panel surface 6 feet tall by 12 feet wide
electronic sign
Large displays providing text and graphic messages, similar to those found in sports stadiums.
folders
Large, heavy stock fliers, often folded and sent out as self mailers.
full showing
If you purchase in transit advertising where one card will appear in each vehicle in the system.
house list
A company’s most important and valuable direct mailing list, which may contain current, recent, and long past customers or future prospects.
house organs
Internal and external publications produced by business organizations, including stockholder reports, newsletters, consumer magazines, and dealer publications. Most are produced by companies’ advertising or public relations department or by its agency.
immersive advertising
Proprietary techniques developed by Neopets.com for integrating in an advertiser’s product or service into a website experience.
inside card
A transit advertisement, normally 11 x 20”, at least in the wall rack above the windows of interest.
A firm that stuffs envelopes, affixes labels, calculate postage, sort pieces into stacks or bundles, and otherwise repairs items for mailing.
Letter shop
list broker
An intermediary who handles rental of mailing lists for list owners on a commission basis.
A type of direct mailing list, composed of people who have responded to the direct-mail solicitations of other companies, especially those whose efforts are complementary to the advertiser’s.
mail-response lists
100 showing
The basic unit of sale for billboards or posters is 100 gross rating point this daily.
postcards
A card sent by advertisers to announce sales, offer discounts, or otherwise generate consumer traffic.
What is the most common form of direct mail?
Sales letters
premium
An item offered free or at a bargain price to encourage the consumer to buy an advertised product.
self-mailers
Any type of direct mail piece that can travel by mail without an envelope.
A traditional term referring to the relative number of outdoor posters used during a contract, indicating the intensity of market coverage.
Showing
spectaculars
Giant electronic signs that usually incorporate movement, colors, and flashy graphics to grab the attention of the viewers in high-traffic areas.
