Chapter 11: Advertising Flashcards
(29 cards)
Product placement
The purchase of spaces for particular guts to appear in a TV show, movie, or music video
Space brokers
Individuals who purchase space in newspapers and sold it to various Merchants
Subliminal advertising
Hidden or disguised print/visual messages
Slogan
Phrase that attempts to sell a product by capturing its essence in words
Mega agencies
Large ad firms that are formed by merging several agencies that maintain several regional offices worldwide
Boutique agencies
Devote their talents to only a handful of select clients
Demographics
Mainly studied/documented audience members age gender occupation ethnicity education and income
Market research
Used to assess behaviors and attitudes of consumers towards a particular product long before any ads are created
Psychographics
Research approach that attempts to categorize consumers according to their attitudes, beliefs, interest, and motivation
Focus groups
Small group interview technique in which a moderator lead the discussion about a product or issue. Usually 6-12 people
Values and lifestyles (VALS)
Measures psychological factors/divides consumers into types
Storyboard
Blueprint or roughly drawn comic-strip version of a potential ad
Viral marketing
Short videos or other content that quickly gaines widespread attention
Media buyers
People who choose/purchase the types of media that are best suited to carry a client’s ads
Account executives (client liaison)
Responsible for bringing in new business and managing the accounts of established clients, including overseeing budget, research, creative and media planning
Interstitials
Pop up a new screen windows as a user clicks to a new webpage
Spam
Unsolicited commercial email
Famous person testimonial
When a product is endorsed by a well-known person example Justin Timberlake for Bud light, Taylor Swift for Diet Coke, Beyoncé for Pepsi
Plain folks pitch
Associates a product with simplicity
Snob appeal approach
Attempts to persuade customers w/using products that will maintain or elevate their social status
Bandwagon effect
Points out exaggerated claims everyone is using a certain product
Hidden for your appeal
Plays on consumer’s sense of insecurity
Irritation advertising
Creating product name recognition by being annoying
Association principle
Associates producer with positive culture value or image
