Terminology Flashcards
(39 cards)
AAA
American Academy of Advertising. An association of educators, students, and former educators in advertising.
AAAA
American Association of Advertising Agencies. An association whose members are ad agencies.
AMPHTML
Created using Accelerated Mobile Pages (AMP). These ads are faster, lighter, and more secure. AMPHTML ads is a more efficient and secure way to advertise on the web. These ads can run on all web pages and not just AMP pages. Impossible to spread malware with AMPHTML ads
ANA
Association of National Advertisers. An association whose members are advertisers, i.e., companies that advertise their products or services.
Abandoned Cart
When a user adds a product to the online shopping cart of an e-commerce site but doesn’t proceed to checkout and complete the purchase. Users may abandon because they aren’t ready to buy. Instead, they are using their cart as more of a “wish list” as they shop around and compare prices. Setting up automatic, personalized email alerts to remind users they have items in their cart is often just the nudge they need to finish checking out.
A/B Tests
Creating 2 versions of a digital asset to see which one users respond to better. Examples of assets include a landing page, display ad, marketing email, and social post. In an A/B test, half of your audience automatically receives “version A” and half receives “version B.” The performance of each version is based on conversion rate goals such as the percentage of people who click on a link, complete a form, or make a purchase.
Accordion Insert
An ad inserted in a magazine, folded with an accordion-style fold.
Accumulation
An audience-counting method, where each person exposed to a specific vehicle is counted once within a certain time period.
Ad Copy
The words in your advertising messages to customers. Ad copy can be the headline of a display ad, the subject line of a marketing email, the call to action (CTA) of a Facebook ad, or the script of a video or TV spot. Ad copy is distinguished from ad design elements such as photography and illustration, although copy and design should always work together as a whole.
Ad Extensions
Specific information you can tack onto your Google Ads to help them perform better. There are several options, including: store location, call button, product pricing, seller rating, app download, and additional website links. Google doesn’t charge extra for having extensions. But it does charge a pay-per-click (PPC) fee when users click on most types of extensions, just like when users click on an ad itself.
Adnorm
A measure of readership averages for print publications over a two-year period, used as a baseline for comparing specific ads to an average.
AdSense
A Google marketing program that pays website publishers for allowing relevant ads from Google to run on their sites automatically. Keywords determine relevance. The ads can include text, images, and video. They are designed to be high quality but unobtrusive to the website’s content across desktop and mobile devices. Publishers have some control in rejecting ads they don’t like and prioritizing ads they like best. Payment to publishers is usually on a pay-per-click (PPC) basis.
Advance Premium
A premium provided to a consumer, on the condition of some later purchase.
Advertiser
The manufacturer, service company, retailer, or supplier who advertises their product or service.
Advertising
A paid, mediated, form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future.
Advertising Budget
The money a company puts toward promoting its products and services to its target audiences. An advertising budget typically spans the cost of paid media, photography, printing, mailing, and the support of advertising professionals. Some businesses set their advertising budget based on a percentage of sales. Whatever your method, keep your return on investment (ROI) in mind. Any vendor should be able to give you a clear idea of what you should expect in return for the expense.
Advertising Elasticity
The relationship between a change in advertising budget and the resulting change in product sales.
Advertising page exposure
A measure of the opportunity for readers to see a particular print advertisement, whether or not that actually look at the ad.
Advertising Plan
An explicit outline of what goals an advertising campaign should achieve, how to accomplish those goals, and how to determine whether or not the campaign was successful in obtaining those goals.
Advertising research
Research conducted to improve the efficacy of advertising. It may focus on a specific ad or campaign, or may be directed at a more general understanding of how advertising works or how consumers use the information in advertising. It can entail a variety of research approaches, including psychological, sociological, economic, and other perspectives.
Advertising Specialty
A product imprinted with, or otherwise carrying, a logo or promotional message. Also called a promotional product.
Advertorial
Advertising and editorial content combined. If you think of a traditional printed magazine or newspaper, the line between ads and editorial articles is distinct—and often literal. An advertorial brings the 2 formats together to educate readers about a product through an editorial-esque storytelling experience. They’ve become a popular online advertising tactic that is typically labeled “sponsored” or “paid” so as not to mislead users about the source of the information.
Advocacy Advertising
Advertising used to promote a position on a political, controversial or other social issue.
Affirmative disclosure
A disclosure of information in an advertisement, required by the Federal Trade Commission or other authority, that may not be desired by the advertiser. This information frequently admits to some limitation in the product or the offer made in the advertisement.
