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Intro To Advertising > Chap14 > Flashcards

Flashcards in Chap14 Deck (32):
1

brochures

sales material printed on heavier paper and featuring color photographs, illustrations, typography

2

types of outdoor advertising meant for longterm use and that work best where traffic is heavy and visibility is good. They carry printed or painted messages, are created in sections, and are brought to the site where they are assembled and hung on the billboard structure.

bulletin structures

3

business reply mail

a type of return mail that enables the recipient of direct-mail advertising to respond without paying postage

4

a type of direct-mail list that has been compiled by another source, such a a lists lo of automobile owners, union member,s and so forth. It is the most readily available type of list but offers the lowest response expectation.

compiled lists

5

dimensional direct mail

direct mail advertising that uses 3-D shapes and unusual material

6

direct-mail advertising

All forms of advertising sent directly to perspective customers without using one of the commercial media forms

7

eight-sheet posters (definition and dimensions)

A type of outdoor advertising offering a 5' x 11' printing area on a panel surface 6 feet tall by 12 feet wide

7

electronic sign

Large displays providing text and graphic messages, similar to those found in sports stadiums.

8

folders

Large, heavy stock fliers, often folded and sent out as self mailers.

9

full showing

If you purchase in transit advertising where one card will appear in each vehicle in the system.

10

house list

A company's most important and valuable direct mailing list, which may contain current, recent, and long past customers or future prospects.

11

house organs

Internal and external publications produced by business organizations, including stockholder reports, newsletters, consumer magazines, and dealer publications. Most are produced by companies' advertising or public relations department or by its agency.

12

immersive advertising

Proprietary techniques developed by Neopets.com for integrating in an advertiser's product or service into a website experience.

13

inside card

A transit advertisement, normally 11 x 20", at least in the wall rack above the windows of interest.

14

A firm that stuffs envelopes, affixes labels, calculate postage, sort pieces into stacks or bundles, and otherwise repairs items for mailing.

Letter shop

15

list broker

An intermediary who handles rental of mailing lists for list owners on a commission basis.

16

A type of direct mailing list, composed of people who have responded to the direct-mail solicitations of other companies, especially those whose efforts are complementary to the advertiser's.

mail-response lists

17

100 showing

The basic unit of sale for billboards or posters is 100 gross rating point this daily.

18

postcards

A card sent by advertisers to announce sales, offer discounts, or otherwise generate consumer traffic.

19

What is the most common form of direct mail?

Sales letters

20

premium

An item offered free or at a bargain price to encourage the consumer to buy an advertised product.

21

self-mailers

Any type of direct mail piece that can travel by mail without an envelope.

22

A traditional term referring to the relative number of outdoor posters used during a contract, indicating the intensity of market coverage.

Showing

23

spectaculars

Giant electronic signs that usually incorporate movement, colors, and flashy graphics to grab the attention of the viewers in high-traffic areas.

24

statement stuffers

Advertisements enclosed in the monthly customer statement mailed by department stores, banks, utilities, or oil companies.

25

stock posters

A type of outdoor advertising consisting of a ready-made 30-sheet posters, available in any quantity and often featuring the work of first-class artists and lithographers.

26

A transit advertising, pads of business reply cards or coupons, affixed to interior advertisements for an extra charge, that allows passengers to request more detailed information, send in application blanks, or receive some other product benefit.

Take-ones

28

How much does One rating point equals of a particular market's population in 100 showing.

One rating point equals 1% of a particular market's population

29

The basic outdoor advertising structure; it consists of blank panels with a standard sized size and border. It message is first printed on large sheets of paper and then mounted by hand on the panel.

30-sheet poster panel

30

total bus

A special transit advertising by that covers the entire exterior of a bus including the front, rear, sides, and top.

31

And out of home medium that actually includes three separate media forms: inside cards; outside poster; in station, platform, and terminal close.

Transit advertising

32

transit shelter advertising

A newer form of out of home media, where advertisers can buy space on bus shelters and on the back of bus stop seats.