First Terms Quiz Flashcards
Strategy
Broad set of ideas to engage the target market
Media Planning
Specific plan to enact your strategy
Media Buying
The implementation of your media plan
IO
Insertion order – contract of the station showing the specifics of an ad buy
Media Outlet
The place where the ad will appear or the entity that owns that space
OOH
Out of home. Anything outside
Gross
The cost of an ad plus the ad agency’s commission (usually 15%)
Net
The cost of an ad without agency commission
Trade advertising
Aka barter. Trading product instead of money for advertising
Added value
Stuff the outlets throw in for free
ROS
Run of station or run of site. They’re gonna put your ads on wherever/whenever they have room
SEO Marketing
Search engine optimization. Making sure your site is at the top of search results
Remarketing
Stalker ads, the kind that follow you around the internet after you visit a site
CTA
Call to action, i.e. “Buy now!” or “Click here!”
Direct Response Marketing
Something that allows the purchase to be traced back to that ad, like a code
Influencer Marketing
A social media personality or celebrity promotes the product in exchange for product, not cash
Earned Media/PR
Publicity gained through media that is not paid advertising. Advertising interrupts content that people want to consume; earned media is the content
Collateral
Stuff handed out at an event
Cherry-picking
When you get to choose where your ads show up
Remnant deal
When you get whatever’s left for a cheap rate. Aka a space-available bonus
BIDs
Business Improvement Districts. They decide where the receptasigns go
Big bellies
The big three-receptacle trash bins
Bus kings
Bus sides that take up the whole side of the bus
2x7
A newspaper ad, measured in columns by inches
CPM
Cost per thousand
Scarcity marketing
Restricting the availability of something to boost sales
