Flashcards
Media Terminology
Cards in this deck (28)
- 1ACCOUNTThe relationship between agency and client- an account may cover one campaign or many years of advertising, and may include all the products marketed by a client or just one.
- 2ADVERTORIALAn paid-for advertisement which includes editorial content; normally identified in a print magazine with the word "Advertisement" printed as a head across the top of the page to distinguish it from genuine (in theory unbiased) editorial content
- 3AGENCYThe organisation that takes care of advertising for clients.
- 4ANCHORAGEThe 'pinning down of meaning' that a caption provides when coupled with an ambiguous image - or vice versa
- 5ANIMATICA filmed storyboard, where stills or short extracts are put together as a rough edit to show the client prior to the filming and editing of a full quality (and therefore expensive) TVC (TV Commercial)
- 6BENEFITSThe features of a product that are highlighted to customers in ads. There are only two real benefits: better and cheaper. An ad may highlight the supposed emotional benefits of owning a product (e.g. you'll be happier, more attractive)
- 7BILLBOARDSpace for outdoor advertising
- 8BRANDA brand is a product or range of products that has a set of values associated with it that are easily recognised by the consumer.
- 9BRIEFThe outline of a campaign's purpose given to the agency by the cline.t The brief is then developed further by the agency for internal use.
- 10CAMPAIGNA time-limited set of ads - campaigns may run across different media, and for one month or ten years, but can be categorised together as they are the execution of a central idea.
- 11CLIENTThe organisation who pays the agency
- 12COVERAGECalculated in percentages, the proportion of a target audience who has the opportunity to see an ad once
- 13CREATIVEThe creative ideas behind an ad, or the person/team who comes up with them
- 14CLASSIFIEDAdvertising which does not used pictures, and is generally not produced by an agency. A good example of how vendors can communicate directly with buyers.
- 15COPYThe text created for an ad
- 16DEMOGRAPHICSDescribing an audience by age, gender, ethnicity, location - i.e. the facts about them
- 17FOCUS GROUPSSmall, select groups representing a target audience who are paid to answer questions at the behest of a market research organisation
- 18FREQUENCYThe number of times an audience get the opportunity to see an ad
- 19PITCHThe communication by the agency of a campaign strategy to the client
- 20PENETRATIONThe proportion of a potential market that is actually using a particular brand
- 21PRODUCT PLACEMENTThe practice of paying for a branded product to be used by a character in a movie - e.g. James Brown driving a BMW Z3
- 22PRODUCT POSITIONINGEstablishing the market niche of a product - which may not be as the brand leader - and advertising to the appropriate segment of the audience
- 23PROPAGANDAThe deliberate manipulation of information in order to achieve certain objectives - NB this is RARELY used in connection with modern advertising
- 24PSYCHOGRAPHICSDescribing an audience by their shared psychological profile (likes, dislikes, etc.)
- 25REACHSimilar to coverage
- 26SLOGANLine of copy which encapsulates the campaign strategy
- 27SPACEThe pages in a magazine or newspaper which can be sold (as double page spreads, foldouts, full, half and quarter pages) to advertisers
- 28USP<Unique Selling Proposition/Point - a highlighted benefit of a product which makes it stand out from all rival brands.
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- Flashcards on Media Terminology, created by mercedes_white on 28/11/2014.
- Created by
- mercedes_white · Nov 2014
- Updated
- Feb 19, 2016
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