Chapter 13-The Media Support Industry Flashcards
Handbills
Announcements on single sheets of paper.
Trade Advertising
Business-to-business promotions.
Consumer Advertising
Ads directed to the retail customer.
Display Ads
Print ads that include artwork and fancy typefaces to capture the reader’s attention.
Trade Cards
Illustrated cards with a business message on one side and artwork on the other.
Ad Broker
A liaison between advertisers and newspapers.
Puffery
Exaggeration in advertising claims.
Subliminal Advertising
Promotional messages of which the consumer is not consciously aware.
Target Marketing
The process of breaking up the advertising audience into diverse segments to reach those individuals most likely to purchase a particular product.
Circulation Waste
That part of advertising received by people whom the advertiser has no interest in reaching.
Billings
The gross dollar amount that an advertising agency’s client spends.
In-House Agencies
Organizations built into a corporate structure.
Boutique Agencies
Ad agencies that specialize in creative services.
Full-Service Agencies
Ad agencies that supply all advertising and marketing services.
Account Executive
Employee who coordinates the agency’s services for the client.
Pitching Accounts
Presenting new ideas for ad campaigns to a prospective client.
Audience Research
The gathering of data about consumers targeted in an advertising campaign.
Demographics
Measurements of audience characteristics that are easily observed and labeled, such as age, gender, income, occupation, and ethnicity.
Psychographics
Measurements of audience characteristics that are difficult to observe and label, such as the psychological (and sometimes hidden) dimensions of attitudes, beliefs, values, interests, and motivations.
Positioning
The process of finding specific customer types and creating advertising appeals for them.
Copy Research
Studies that test the effectiveness of ad content, or copy.
Focus Group
Small groups of potential consumers observed by a researcher.
Clutter
The glut of ads that compete for the public’s attention.
Infomercials
Program-length television commercials.
Direct Mail Advertising
Advertising sent by mail.
Media Buyers
Advertising agency personnel who purchase ad time and space.
Image Advertising
The promotion of an idea that becomes associated with a product.
Institutional Ads
Trade group image promotions for entire industries.
Advocacy Ads
Ads designed to affect public opinion or government policy.
Corrective Ads
Ads designed to rectify an inaccurate impression.
Counteradvertising
Ads designed to fight an image that is not in the public interest.
Guerrilla Advertising
Advertising that uses unorthodox tactics.
Public Service Announcements (PSA’s)
Ads on public interest issues presented as a service to the community.
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.
Parity Statement
An assertion of equality that sounds like an assertion of superiority.
