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Image advertising | Advertising which aims to establish a positive identity for the corporation or to rebut criticism | |
Advocacy or issue advertising | Advertising which takes a stand on some issue on behalf of the advertiser; is not designed to promote products | |
Advocacy advertising | Advertising that is concerned with the propagation of ideas and elucidation of social issues of public importance in a manner that supports the position and interest of the sponsor | |
Continuity | The strategy of scheduling the advertising evenly over the weeks and months of the year = Media scheduling strategy where a continuous pattern of advertising is used over the time span of the advertising campaign | |
Characterisation attributes | Those attributes used in advertising which associate the product with the kind of people who use it | |
Pioneer advertisements | Advertisements that that increase primary demand for the product that bring nonusers into the users category | |
Direct action advertisements | Advertisements designed to move consumers and customers to take some immediate action | |
Emotional advertisements | Advertisements that attempt to create moods that will subsequently be associated with the product | |
Financial-relation advertising | Advertising which portrays the corporation as fiscally sound and run by forward-looking management | |
Competitive advertisements | Advertisements that create selective demand-that is, a preference for the advertiser’s brand as opposed to a competitors | |
Comparative advertising | The practice of either or indirectly naming one or more competitors in advertising message and usually making a comparison on one or more specific attributes or characteristics | |
Reinforcement advertisements | Advertisements that booster and enhance satisfaction with purchases already made | |
Reminder advertisements | Advertisements that aim at reinforcement by keeping the product in the buyers’ minds | |
Delayed-action advertising | The advertisements which attempt to influence consumer attitudes and preferences, thus helping to set the stage for a purchase | |
Slice-of-life advertisements | Advertisements that show the product being used by ‘ordinary people’ in very common settings or engaged in everyday activities | |
Trade advertisements | Advertisements for the purpose of influencing intermediaries either to stock a product or to advance it through distribution channels on its way to ultimate consumers | |
Informative advertisements | Advertising for the purpose of creating knowledge of the product | |
Testimonial advertisements | Advertisements that attempt to get consumer to identify with someone who claims that he or she uses and likes the product | |
Flighting (or pulsing) | The strategy of unevenly timed exposures of advertising | |
Aerial advertising | A form of outdoor advertising where messages appear in the sky in the form of banners pulled by aeroplanes, skywriting, and on blimps | |
Vehicles | Specific outlets within a larger advertising medium | |
Industrial advertisements | Advertising to promote goods and services for business and organisational use | |
Co-operative advertising | A form of promotion in which the manufacturer makes available to the wholesaler-or more commonly to the retailer- a fund intended to help cover the costs of the channel member’s advertising which features the manufacturer’s brand | |
Corporate advertising | Campaigns formerly known as public opinion, image, or institutional advertising-media space or time bought for the benefit of the corporation rather than of any of its products | |
Creative strategy | The primary message to be communicated by the advertising campaign. This is the major responsibility of the advertising agency | |
Creative tactics | A determination of how and advertising message will be implemented so as to execute the creative strategy | |
Creative boutiques | Small agencies specialising in the creative work for an advertising campaign | |
Creative service department | The section of an advertising agency which is responsible for the creation, design, and production of whatever will appear or be heard on radio or television or in print | |
Full-service advertising agency | The type of advertising agency that has the resources to offer its clients a wide range of services, including the four most basic services: account management/marketing, creative, media, and research | |
Agency evaluation process | The process by which a company evaluates the performance of its advertising agency. This process includes both financial and qualitative aspects | |
In-house agencies | Advertising agencies owned by the advertiser, which perform the functions of a full-service advertising agency | |
Costs per thousand (CPM) | The media cost of reaching 1000 persons, used to compare across media vehicles | |
Copyright | The exclusive legal right to reproduce, publish, and sell a literary, musical, dramatic, or artistic work | |
Lables | A lable encompasses any printed information on the packaging that describes the product | |
Informative lables | Lables that tell the consumer about the product’s ingredients, use, dating, and so on | |
Brand | A name, term, symbol, or design or a combination of them that is intended to identify the goods or services of one seller or group of sellers and to differentiate them from products of competitors | |
Brand equity | The value of a brand, based on the extent to which it has high brand loyalty, name awareness, perceived quality, strong brand associations, and other assets such as patents, trademarks, and channel relationships | |
Brand extension | Using a successful brand name to launch a new or modified product in a new category | |
Co-branding | The practice of using the established brand names of two different companies on the same product | |
Forms of fighting brands | national, own, private, product, family, blanket | |
Brand development index (BDI) | An index that is calculated by taking the percentage of a brand’s total sales that occur in a given market as compared to the percentage of the total population in the market | |
Brand extension strategy | The strategy of applying an existing brand name to a new product |