Chapter 11 Flashcards
(29 cards)
The advertising practice of strategically placing products in movies, TV shows, comic books, and video games so the products appear as part of a story’s set environment
Product Placement
In the days before modern advertising, individuals who purchased space in newspapers and sold it to various merchants.
Space Brokers
a 1950s term that refers to hidden or disguised print and visual messages that allegedly register on the subconscious, creating false needs and seducing people into buying products.
Subliminal Advertising
In advertising, a catchy phrase that attempts to promote or sell a product by capturing its essence in words.
Slogan
In advertising, large firms or holding companies that are formed by merging several individual agencies and that maintain worldwide regional offices; they provide both advertising and public relations services and operate in-house radio and TV production studios.
Mega-Agencies
In advertising, small regional ad agencies that offer personalized services.
Boutique Agencies
In Advertising and public relations agencies, the department that uses social science techniques to assess the behaviors and attitudes of consumers toward particular products before any ads are created.
Market research
In market research, the study or audiences or consumers by age, gender, occupation, ethnicity, education, and income
Demographics
In market research, the study of audience or consumer attitudes, beliefs, interests, and motivations
Psychographics
A common research method in psychographic analysis in which moderators lead small-group discussions about a product or an issue, usually with six to twelve people.
Focus Groups
A market-research strategy that divides consumers into types and measures psychological factors, including how consumers think and feel about products and how they achieve (or do not achieve) the lifestyles to which they aspire
Values and Lifestyles Storyboard
In advertising, a blueprint or roughly drawn comic-strip version of a proposed advertisement.
Storyboard
Short videos or other content that marketers hope will quickly gain widespread attention as users share it with friends online, or by word of mouth
Viral Marketing
In Advertising, the individuals who choose and purchase the types of media that are best suited to carry a client’s ads and reach the targeted audience.
Media Buyers
The strategy of inundating a variety of print and visual media with ads aimed at target audiences.
Saturation Advertising
In Advertising, client liaisons responsible for bringing in new business and managing the accounts of established clients
Account Executives
In Advertising, the process of evaluating or reinvigorating an ad campaign, which results in either renewing the contract with the original ad agency or hiring a new agency
Account Reviews
Advertisements that pop up in a screen window as a user attempts to access a new Web page
Interstitials
A computer term referring to unsolicited email
Spam
An advertising strategy that associates a product with the endorsement of a well-known person
Famous-Person Testimonial
An Advertising strategy that associates a product with simplicity and the common person
Plain Folks Pitch
An advertising strategy that attempts to convince consumers that using a product will enable them to maintain or elevate their social station.
Snob-Appeal Approach
An advertising strategy that incorporates exaggerated claims that everyone is using a particular product, so you should, too.
Bandwagon Effect
An advertising strategy that plays on a sense of insecurity, trying to persuade consumers that only a specific product can offer relief
Hidden-Fear Appeal
