Chapter 11 Flashcards
Individuals who purchased space in newspapers and sold it to various merchants.
Space brokers
Buying spaces for particular goods to appear in a TV show, movie, or music video.
Product placement
Subliminal advertising
Hidden or disguised print and visual messages that allegedly register in the subconscious and fool people into buying products.
Slogan
Phrase that attempts to sell a product by capturing its essence in words.
Mega-agencies
Large as firms that formed by merging several agencies and that maintain regional offices worldwide.
Boutique-agencies
Devote their talents to only a handful of select clients.
Assessed the behaviors and attitudes of consumers toward particular products long before any ads are created.
Market research
Demographics
Age, gender, occupation, ethnicity, education, and income
Psychographics
Research approach that attempts to categorize consumers according to their attitudes, beliefs, interests, and motivations.
Measures psychological factors and divides consumers into types. Not every product suits every consumer and encourages advertisers to vary their sales slants to find market niches.
Values and lifestyles (VALS)
Blueprint or roughly drawn comic-strip version of the potential ad.
Storyboard
Short videos or other content that quickly gains widespread attention as users share it with friends online or by word of mouth.
Viral marketing
People who choose and prix jade the types of media that are best suited to carry a client’s ads, reach the target audience, and measure the effectiveness of those placements.
Media buyers
A variety of media and inundated with ads aims at target audiences.
Saturation advertising
Account executives
Client liaisons 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
Process of evaluating and reinvigorating a product’s image by reviewing an ad agency’s existing campaign or by inviting several new agencies to submit new campaign strategies.
Interstitials
Pop up in new screen windows as a user clicks to a new web page.
Famous-person testimonial
A product is endorsed by a well-known person.
Plain-folks pitch
Associates a product with simplicity.
Snob-appeal approach
Persuade consumers that using a product will maintain or elevate their social status.
Bandwagon effect
Points out in exaggerated claimed that everyone is using a particular product.
Hidden-fear appeal
Plays on consumers’ sense of insecurity.
Irritation advertising
Creating product-name recognition by being annoying or obnoxious.
Association principal
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.
Provides insights into how ads work at a general cultural level.
Myth analysis
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.
