key terms 12.2
Advertising campaign
a coordinated series of linked ads with a single video or theme.
Unique selling proposition (USP)
A statement summarizing the features and benefits of the company or product, how it differs from the competition, and how it is better than the competition
Metrics
Standards of measurement
Creative plan
Outlines the goals, primary message, budget, and target market for different ad campaigns
Headline
Consists of the words designed to grab attention so viewers will read the rest of the ad
Hook
The aspect of an ad that grabs attention
Copy
Ad text that provides information and sells the product
Brand Name
The name given to a product consisting of words, numbers, or letters that can be spoken.
Logo
A picture, design, or graphic image, that represents the brand.
Tagline
Or slogan, is a phrase or sentence that summarizes an essential part of the product or business.
Action words
Verbs that tell the reader what to do
Typography
The visual aspect of the words printed on a page
Typeface
A particular style for the printed letters of the alphabet, punctuation, and numbers
Weight
Refers to the thickness and slant of the letters
Environmental print
Print that appears in everyday life.
Art
All of the elements that illustrate the message of an Ad
Layout
The arrangement of the headline, copy, and art on a page
White space
The blank areas on a page where there is no art or copy
Signature
Identifies the person or company paying for the Ad
Advertising Self-regulation Council (ASRC)
Establishes the policies and procedures for advertising self-regulation
Promotion
The process of communicating with potential customers in an effort to influence their buying behavior
Product promotion
A promotion specific products
Institutional promotion
Focuses on promoting the company rather than its products
Persuasion
Uses logic to change a belief or get people to take a certain action
Communication Process
Is a series of actions on the part of the sender and the receiver of a message and the path the message follows
Sender
The person who has a message to communicate
Encoding
The process of turning the idea for a message into symbols that can be communicated
Channel
How the message is transmitted, such as face-to-face conversation, telephone, text, or another method that is appropriate for the situation
Receiver
The person who reads, hears, or sees the message
Decoding
The translation of a message into terms that the receiver can understand
Feedback
The receiver's response to the sender and concludes the communication process
Promotional Mix
A combination of the elements used in a promotional campaign
Advertising
Any nonpersonal communication paid for by an identified sponser
Visual Merchandising
The process of creating floor plans, displays, and fixtures to attract customer attention and encourage purchases
Storefront
The store exterior that reflects the image of the business
Marquee
An overhanging structure containing a sign at the entrance of the store
Public Relations (PR)
applying communication skills that promote goodwill between a business and the public
Press release
A story featuring useful company information written by the company PR contact
Integrated marketing communications(IMC)
A promotional strategy that combines the elements of the promotional mix to create a unified marketing message
Promotional Campaign
The coordination of marketing communications to achieve a specific goal
Electronic Promotion
Any promotion that uses the Internet, email, or other digital technology
Participatory marketing
A promotion that uses multiple elements to communicate and interact with consumers
AIDA
Attention, Interest, Desire, Action