Help
Options
Didn't know it?
click below
click below
Knew it?
click below
click below
Don't Know
Remaining cards (0)
Know
retry
shuffle
restart
0:00
Embed Code - If you would like this activity on your web page, copy the script below and paste it into your web page.
Normal Size Small Size show me how
Normal Size Small Size show me how
ADV 2
| Question | Answer |
|---|---|
| Attitude Test | Direct questions, semantic differential tests, or unstructured questions measure changes in respondents' attitudes after a campaign; measure a campaign's effectiveness in creating a favorable image for a company, its brand, or its products |
| Central Location Projection Test | respondents are shown test commercials, usually in shopping centers, and questions are asked before and after exposure. |
| Clutter Tests | test commercials are shown with noncompeting control commercials to determine their effectiveness, measure comprehension and attitude shifts, and detect weaknesses. |
| Direct Questioning | elicit a full range of responses from people and thereby infer how well advertising messages convey key copy points. Effective for testing alternative messages in the early stages of development, when respondents' reactions and input can best be acted on |
| Experimental Method | a scientific investigation in which a researcher randomly assigns different consumers to two or more messages or stimuli. |
| Focus Group | company invites six or more people typical of the target market to a group session to discuss the product, the service, cor the marketing situation. |
| Halo Effect | a form of ad pretesting in which respondents are likely to rate the ads with the best firs impression as the highest in all categories |
| IMC Strategy Research | Used to seek information regarding the elements of the creative mix; product concept, target audience, communication media, and the creative message |
| In-depth interview | carefully planned but loosely structured questions that help the interviewer probe respondents' deeper feelings |
| Informal (exploratory) Research | the second step in the research process usedto learn more about the market, the competition, and the business environment, and to better define the problem. |
| Inquiry Tests | consumers respond to an offer for information or free samples—so that researchers can test a message's attention-getting value, readability, and understandability |
| Intensive Techniques | qualitative research aimed at probing the deepest feelings, attitudes, and beliefs of respondents through direct questioning. Typical methods include in-depth interviews and focus groups |
| Marketing Information System (MIS) | a sophisticated set of procedures designed to generate a continuous, orderly flow of information for use in making marketing decisions |
| Marketing Research | research that helps managers make marketing decisions by identifying consumer needs, market segments; information for developing new products and marketing strategies; and enabling managers to assess the effectiveness of promotional activities. |
| Media Subclasses | small divisions of media classes including newspapers, magazines, radio, and television. |
| Mediu Units | the size and length of an advertisement, usually a half or full page |
| Media Vehicle | the particular media publication or program |
| Merchandise | also known as the product concept, one of the 5Ms of advertising testing in which companies pretest package design, how a message positions the brand, and how well it communicates the product features |
| Message | the idea encoded and formulated by the source and sent to the receiver. In terms of advertising testing,an agency might test the headline, the text, the illustration, the typography—or the message concept |
| Motives | emotions, desires, physiological needs or similar impulses that may incite consumer action- messages are created to appeal to consumer motives and pretesting is used to identify and appeal to compelling needs and motives |
| Non-probability Samples | don't give every unit in the universe an equal chance of being included, so there's no guarantee the sample is representative- but they are easier and less expensive/less time consuming than probability samples |
| Observation Method | researchers monitor consumer activities, typically in their native environments, such as a store, a park, or the workplace. Typically performed by large, independent, marketing companies |
| Posttesting | testing the effectiveness of an ad after it has been run |
| Pretesting | testing the effectiveness of an ad before recommending it to clients |
| Primary Data | Information collected by the company or agency about a specific problem; typically expensive and time-consuming |
| Primary Research | used when a company wants to collect its own data about a specific problem or issue; two types: quantitative and qualitative |
| Projective Techniques | used to unearth people's underlying or subconscious feelings, attitudes, interests, opinions, needs, and motives. Indirect questions try to involve consumers in a situation where they can express feelings about the problem or product |
| Qualitative Research | used to get people to share their motives, beliefs, and perceptions; it enables researchers to gain insight into both the population whose opinion will be sampled and the subject matter itself. |
| Quantitative Research | Used to gain reliable, hard statistics about specific market conditions or situations. Three common methods include observation, experiment, and survey |
| Random Probability Samples | everyone in the universe has an equal chance of being selected |
| Recall Tests | reveal the effectiveness of message components, such as size, color, or themes. But they measure what respondents noticed, not whether they actually buy the product. |
| Reliability | For a test to be reliable, it must be repeatable-it must produce approximately the same result each time it is administered |
| Sales Tests | a useful measure of an advertisements effectiveness when advertising is the dominant element or the only variable in the companies marketing plan. More effective for campaign use. |
| Sample | A portion of the population used to represent target audience. |
| Sample Units | the individuals, families, or companies being surveyed |
| Secondary Data | information previously collected or published, usually for some other purpose. This information is readily available, either internally or externally, and can be gathered more quickly and inexpensively than primary data. |
| Survey | researcher gains information on attitudes, opinions, or motivations by questioning current or prospective customers. Can be conducted via personal interview, telephonically, mail, or on the Internet |
| Test Market | An isolated geographic area used to test a product |
| Universal Product Code (UPC) | A bar code all packaged goods have; allows researchers to tell which products are selling and how well |
| Universe | the entire target population of prospective customers |
| Validity | results must be free of bias and reflect the true status of the market |
| Bottom-up Marketing | focuses on the specific tactic and develops it into an overall strategy |
| Communications Media | all the vehicles that might transmit the marketer's message |
| Communications Objectives | are outcomes that can reasonably be associated with promotional activities, such as increases in brand recognition or awareness, increased comprehension of a brand's attributes or benefits etc. |
| Creative Mix | target audience, product concept, communications media, and advertising message |
| DAGMAR | Russell Colley introduced this system of defining advertising goals for measuring advertising results. Emphasizes communication objectives |
| Empirical Research Method | when a company runs a series of tests in different markets with different budgets to determine the best level of advertising expenditure. |
| IMC Message | what the company plans to say and how it plans to say it, both verbally and nonverbally |
| IMC Plan | a written document that directs a companies advertising effort. A natural outgrowth of the marketing plan, it analyzes the situation, sets advertising objectives, and lays out a specific strategy from which ad campaigns are created |
| IMC Strategy | the methodology advertisers use to achieve their advertising objectives; determined by a specific combination of the creative mix |
| Marketing Objectives | the third part of the marketing plan, are clear, quantifiable, realistic marketing goals that are to be accomplished within a defined time period. Two broad categories: sales-target objectives and communication objectives. |
| Marketing Plan | a document that serves as a guide for the present and future marketing activities of an organization |
| Marketing Strategy | describes how the company plans to meet its marketing objectives; three steps: (1) defining the particular target markets; (2) determining the strategic position; and (3) developing an appropriate marketing mix for each target market. |
| Mission Statement | first step of the marketing plan; a short description of the organization's purpose and philosophy. |
| Objective/Task Methods | Also referred to as the "budget build-up method" defines objectives and how advertising is to be used to accomplish them |
| Percentage of sales method | one of the most popular techniques for setting promotional budgets; may be based on a percentage of last year's sales, anticipated sales for next year, or a combination of the two |
| Product Concept | The “bundle of values” the marketer presents to the consumer |
| Sales-Target Objectives | include goals related to increasing or maintaining sales volume and market share; must be specific, quantifiable, and realistic |
| Share of Market/Share of Voice Method | an attempt to link promotional dollars with sales objectives; Belief that a company's best chance of maintaining its share of a market is to keep a share of IMC (voice) somewhat ahead of its market share. |
| Situation Analysis | the second part of the marketing plan;a detailed description of the brand's current marketing situation. |
| Subliminal Advertising | advertisements with messages (often sexual) supposedly embedded in illustrations just below the threshold of perception |
| SWOT Analysis | uses the facts contained in the situation analysis to point out strengths, weaknesses, opportunities, and threats for the brand. Strengths and weaknesses represent company capabilities, while opportunities and threats represent environmental factors. |
| Tactics | determine the specific short-term actions to be taken, internally and externally, by whom, and when. |
| Target Audience | the specific people the IMC will reach, is typically larger than the target market |
| Advertising Impression | a possible exposure of the advertising message to one audience member. Also known as Opportunity to See (OTS) |
| Advertising Response Curve | indicate that incremental response to advertising actually diminishes, rather than builds, with repeated exposures |
| Attention Value | concerns the advertising message and copy, as well as the medium. A consideration in selecting media based on the degree of attention paid to ads in particular media by those exposed to them. |
| Audience | the total number of people or households exposed to a medium |
| Blinking | a scheduling technique in which advertisers flood the airwaves for one day on both cable and network channels to make it virtually impossible to miss the ads |
| Brand Development Index | indicates the sales potential of a particular brand in a specific market area. It is calculated as the percent of the brands total US sales in the area/ percent of the total US population in the area times 100 |
| Bursting | running the same commercial every half hour on the same network during prime time |
| Category Development Index | Used to determine the potential of the whole product category; calculated as the percent of the product category’s total US sales in the area/Percent of total US population in the area times 100 |
| Circulation | the number of subscribers for print media |
| Continuity | the duration of an advertising message or campaign over a given period of time |
| Continuous Schedule | advertising runs steadily and varies little over the campaign period to build continuity and push consumers to purchase regularly |
| Cost Efficiency | the cost of exposing the message to the target audience rather than to the total circulation |
| Cost Per Point (CPP) | Used to determine which broadcast methods are most effective in relation to the target audience. Calculated as the ad cost divided by the rating points. |
| Cost Per Thousand (CPM) | a common term describing the cost of reaching 1000 people in a medium’s audience. Used to compare the cost of many media vehicles. Calculated as the cost of the ad divided by the number of thousands of people in the audience |
| Distribution Objectives | define where, when, and how often advertising should appear |
| Effective Frequency | defined as the average number of times a person must see or hear a message before it becomes effective |
| Effective Reach | measures the number or percentage of the audience who receive enough exposures to truly receive the message |
| Exposure Value | think of how many people an ad “sees” rather than the other way around. The value of an ad determined by how well it exposes an ad to the target audience. |
| Five M's | the elements of the media mix that include markets, money, media, mechanics, and methodology |
| Flighting | alternates periods of advertising with periods of no advertising. This intermittent schedule makes sense for products and services that experience large fluctuations in demand throughout the year |
| Frequency | measures the intensity of a media schedule, based on repeated exposures to the medium or the program. Frequency is important because repetition is the key to memory. Average frequency= total exposures/audience reach |
| Gross Impressions | By multiplying a medium's total audience size by the number of times an advertising message is used during the period |
| Gross Rating Points (GRP's) | By adding the ratings of several media vehicles (as we did for gross impressions) we can determine the message weight of a given advertising schedule |
| Markets | a group of potential customers who share a common interest, need, or desire, who can use the offered good or service to some advantage, and who can afford or are willing to pay the purchase price. |
| Mechanics | dealing creatively with the available advertising media options |
| Media | communications vehicles paid to present an advertisement to it’s target audience. |
| Media Planning | used to conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time. |
| Message Weight | the total size of the audience for a set of ads or an entire campaign.There are two ways to express message weight: gross impressions and gross rating points |
| Methodology | the overall all strategy of selecting and scheduling media vehicles to achieve the desired reach, frequency, and continuity objectives |
| Mixed-Media Approach | uses a combination of advertising vehicles in a single advertising campaign. |
| Pulsing | the advertiser maintains a low level of advertising all year but uses periodic pulses to heavy up during peak selling periods. This strategy is appropriate for products like soft drinks, which are consumed all year but more heavily in the summer. |
| Rating | simply the percentage of homes (or individuals) exposed to an advertising medium. |
| Reach | the total number of unique (or different) people or households exposed, at least once, to a medium during a given period of time, usually four weeks |
| Readers Per Copy (RPC) | variable used to determine the total reach of a given print medium |
| Recency Planning | the important thing for advertising is to be there when the consumer is ready to buy, and that suggests continuity.(Erwin Ephron) |
| Roadblocking | a scheduling technique in which the advertiser buys air time on all four networks simultaneously |
| Spillover Media | local media that many consumers in a neighboring country inadvertently receive |
| Synergy | an affect achieved when the sum of the parts is greater than that expected from simply adding together the individual components |
| Television Households (TVHH) | Households with TV sets |
| Audit Bureau of Circulations (ABC) | an organization supported by advertising agencies, advertisers, and publishers that verifies circulation and other marketing data on newspapers and magazines for the benefits of its members |
| Bleed | When the dark or colored background of the ad extends to the edge of the page |
| Bulk Discounts | offer advertisers decreasing rates (calculated by multiplying the number of inches by the cost per inch) as they use more inches. |
| Business Magazines | the largest category of print media- target business readers.They include trade publications for retailers, wholesalers,business and industrial magazines for businesspeople involved in manufacturing and services and professional journals for professionals |
| Circulation Audit | a thorough analysis of the circulation procedures, outlets of distribution, readers, and other factors (Usually conducted by ABC) |
| Classified Ads | provide a community marketplace for goods, services, and opportunities of every type, from real estate and new-car sales to employment and business opportunities. |
| Classified Display Ads | run in the classified section of the newspaper but feature larger type and/or photos, art borders, abundant white space, and sometimes even color. |
| Cover Date | The date printed on the cover of a magazine |
| Color Strip | samples of eye shadow, blush, lipstick, and other makeup that readers can try immediately; expensive to produce but some advertisers feel that this is worth it |
| Column Inch | 21/16 inches wide by 1 inch deep |
| Combination Rates | are often available for placing a given ad in (1) morning and evening editions of the same newspaper; (2) two or more newspapers owned by the same publisher; and (3) in some cases, two or more newspapers affiliated in a syndicate or newspaper group. |
| Consumer Magazines | purchased for entertainment, information, or both, are edited for consumers who buy products for their own personal consumption |
| Contract Rates | local advertisers can obtain discounts of up to 70 percent by signing a contract for frequent or bulk space purchases |
| Controlled Circulation | the publisher mails the magazine free to individuals who the publisher thinks can influence the purchase of advertised products |
| Cooperative (co-op) Programs | The manufacturer pays fully or partially to create and run the ad, which features the manufacturer's product and logo along with the local retailer's name and address. |
| Cover Position | advertising space on the front inside, back inside, and back cover pages of a publication, which is usually sold at a premium price |
| Custom Magazines | These look like regular magazines and are often produced by the same companies that publish traditional magazines. However, they are essentially magazine-length ads, which readers are expected to purchase at newsstands |
| Daily Newspaper | published as either a morning or evening edition at least five times a week, Monday through Friday |
| Demographic Editions | reach readers who share a demographic trait, such as age, income level, or professional status. |
| Display Advertising | includes copy, illustrations or photos, headlines, coupons, and other visual components |
| Earned Rates | a discount applied retroactively as the volume of advertising increases through the year |
| Farm Publications | directed to farmers and their families or to companies that manufacture or sell agricultural equipment, supplies, and services |
| Flat Rates | National papers that do not offer any discounts |
| Fragrance Strips | sample a scent by opening a sealed insert tucked into a magazine |
| Frequency Discounts | based on the number of ad insertions, usually within a year |
| Full Position | The preferred position near the top of a page or at the top of a column next to reading matter |
| Gatefold | an insert whose paper is so wide that the extreme left and right sides have to be folded into the center to match the size of the other pages.Not all magazines provide gatefolds, and they are always sold at a substantial premium. |
| Geographic Editions | target geographic markets at different rates |
| Guaranteed Circulation | the number of copies the publisher expects to circulate |
| Horizontal Publications | deal with a particular job function across a variety of industries. Offer excellent reach and tend to be well read |
| Vertical Publications | covers a specific industry in all its aspects |
| Independent Shopping Guide | Free community newspaper that offers advertisers local saturation. Also called penny savers |
| Insert | The advertiser prints the ad on high-quality paper stock to add weight and drama to the message, and then ships the finished ads to the publisher for insertion into the magazine at a special price |
| Insertion Order | states the date(s) on which the ad is to run, its size, the desired position, the rate, and the type of artwork accompanying the order. |
| Island Halves | Dominates the page and therefore costs more than a regular half-page. Similar to junior units but surrounded by more editorial matter |
| Junior Units | a large ad (60 percent of the page) placed in the middle of a page and surrounded with editorial matter |
| Local City Magazine | Readership is usually upscale business and professional people interested in local arts, fashion, and business. |
| Media Buyer | The person in charge of negotiating and contracting with the media; often specialize in one kind of medium |
| National Rate | Essentially a higher rate; averages 75 percent higher, but some papers charge as much as 254 percent more. |
| Newspaper Association of America (NAA) | launched a one-order, one-bill system for national advertising, called the Newspaper National Network. Advertisers can make multimarket newspaper buys by placing one order and paying one bill, instead of having to contact—and pay—each paper individually. |
| On-Sale Date | the date the magazine is actually issued |
| Open Rate | a newspaper's highest rate for a one-time insertion |
| Paid-Circulation | the total number of copies of an average issue of a newspaper or magazine that is distributed through subscriptions and newsstand sales |
| Pop-Ad | 3D advertisement |
| Preferred-Position Rate | a choice position in a magazine ad for which a higher rate is charged |
| Preprinted Inserts | The advertiser prints the inserts and delivers them to the newspaper plant for insertion into a specific edition. |
| Primary Circulation | represents the number of people who buy the publication, either by subscription or at the newsstand. |
| Proof Copy | a copy of the completed advertisement that is used to check for final errors and corrections |
| Public Notices | For a nominal fee, newspapers carry these changes in business/personal relationships, public governmental reports, notices of private citizens, and financial reports. Often follow a preset format |
| Rate Base | is the circulation figure on which the publisher bases its rates |
| Rate Card | lists advertising rates, mechanical and copy requirements, deadlines, and other information. |
| Reading Notice | a common variation of a display ad which looks like editorial matter and sometimes costs more than normal display advertising |
| Regional Publications | targeted to a specific area of the country, such as the West or the South |
| Run-of-paper Advertising Rates | entitle a newspaper to place a given ad on any newspaper page or in any position it desires. Although the advertiser has no control over where the ad appears in the paper, most newspapers try to place an ad in the position the advertiser requests |
| Secondary (or pass along) Readership | an estimate determined by market research of how many people read a single issue of a publication |
| Standard-size Newspaper | 22 inches deep and 13 inches wide and divided into six columns. |
| Sunday Supplement Magazine | a newspaper distributed Sunday magazine |
| Tabloid Newspaper | generally about 14 inches deep and 11 inches wide |
| Tearsheets | the printed ad cut out and sent by the publisher to the advertiser as a proof of the ads print quality and that it was published |
| Volume Discounts | based on the total amount of space bought during a specific period |
| Weekly Newspapers | serve small urban or suburban residential areas and farm communities. They are now the fastest-growing class of newspapers. Has a longer life and more readers per copy than a daily newspaper |
| Affidavit of Performance | Returned to the advertiser or agency after an ad is run specifying when the spots aired and what make goods are available. |
| Audience Composition | the distribution of the audience into demographic categories |
| Avails | available time slots |
| Average Quarter-Hour Audience | identifies the average number of people listening to a specific station for at least five minutes during a 16-minute period of any given day part |
| Average Quarter-Hour Rating | expresses the AQH persons as a percentage of the population. |
| Average Quarter-Hour Share | the station's audience (AQH persons) expressed as a percentage of the total radio listening audience in the area. |
| Barter Syndication | first-run programs offered free or for a reduced rate, but with some of the ad space (usually 50 percent) presold to national advertisers. |
| Broadcast TV | reaches its audience by transmitting electromagnetic waves through the air across some geographic territory |
| Cable TV | reaches its audience through wires, which may be strung from telephone poles or laid underground. |
| Cume Persons | the total number of different people who listen to a radio station for at least five minutes in a quarter-hour within a reported daypart |
| Cume Rating | the cume persons expressed as a percentage of the population being measured |
| Daypart Mix | a media scheduling strategy based on the TV usage levels reported by the rating service |
| Designated Market Areas (DMAs) | geographic areas (cities, counties) in which the local TV stations attract the most viewing |
| Drive Times | (6–10 a.m. and 3–7 p.m.) during the week (Monday through Friday), when many listeners are commuting to or from work or school. |
| First-Run Syndication | involves original shows which are produced specifically for the syndication market |
| Imagery Transfer | When advertisers run a schedule on TV and then convert the audio portion to commercials fully 75 percent of consumers replay the video in their minds when they hear the radio spot. |
| Inventory | Commercial Time |
| Local Time | radio spots purchased by a local advertiser or agency |
| Makegoods | free advertising time an advertiser receives to compensate for spots the station missed or ran incorrectly or because the program's ratings were substantially lower than guaranteed. |
| Networks | any of the national television or radio broadcasting chains; ABC, CBS, NBC, and Fox |
| Off-Network Syndication | former popular network programs (reruns) are sold to individual stations for rebroadcast |
| Participation Basis | several advertisers buy 30- or 60-second segments within a program. Enabling them to spread their budgets and avoid long-term commitments to any one program. |
| Preemption Rate | the advertiser agrees to be “bumped” (preempted) if another advertiser pays the higher, no preemption rate. |
| Program-length Advertisement | a long term television commercial that may run as long as an hour (also called an infomercial) |
| Program Rating | refers to the percentage of TV households in an area that are tuned in to a specific program. Rating= TVHH tuned to a specific program/ total TVHH in area |
| Programming Formats | the genre of music or other programming style that distinguishes radio stations from one another |
| Rating Services | The companies that measure the program audiences of TV and radio stations for advertisers and broadcasters |
| Run-of-station (ROS) | for the lowest rate, an advertiser can order spots this way leaving total control of spot placement up to the station. |
| Satellite Radio | a two-player system between first-out-of-the-block XM and Sirius, now the owner of both services. |
| Share | The percentage of homes with sets in use (HUT) tuned to a specific program |
| Sponsorship | When an advertiser underwrites the cost of a program |
| Spot Announcements | a specific advertising message run between programs with no relationship to them. Less expensive than participations and more flexible than network advertising because they can be concentrated in specific regions of the country |
| Spot Radio | national advertisers purchase of airtime on individual stations |
| Total Audience | The total number of homes reached by some portion of a program |
| Total Audience Plan (TAP) | guarantees a certain percentage of spots in the better day parts if the advertiser buys a total package of time. |
| UHF | ultrahigh frequency, channels 14 and above |
| VHF | very high frequency, channels 2 through 13 |
Created by:
CaitlynAC