Flashcards
Chapter 13 Advertising
Cards in this deck (34)
- 1William Caxtonprinted first advertisment
- 2John Campbellpublished first ad in British colonies
- 3Wayland AyerFounded first ad agency
- 4commission contractan advertising agency earns an agreed-upon percentage of what the advertising client spends for time and space, traditionally 15 percent
- 5performance contractan advertising agency earns expenses and an agreed-upon markup for the advertising client, plus bonuses for exceeding minimal expectations
- 6equity contractan advertising agency is compensated with shares of stock in an advertising client
- 7media planslay out where ads are placed
- 8CPMcost per thousand a tool to determine the cost effectiveness of different media
- 9Audit Bureau of Circulationsverifies circulation claims
- 10shelf lifehow long a periodical remains in use
- 11pass along circulationall the people who see a periodical
- 12ad clusterso many competing ads that all lose impact
- 13sponsored linkon screen hot spots to move an online advertisement
- 14click through feea charge to advertisers when an online link to their ads is activated, also, a fee paid to Web sites that host the links
- 15advergamea sponsored online game, usually for an established brand at its own site
- 16branda non generic product name designed to set the product apart from the competition
- 17David Ogilychampioned brand imaging
- 18brand imagespin put on a brand name
- 19store brandsproducts sold with a store brand, often manufactured by the retailer. Also called house brands and private labels.
- 20brandingenhancing a product image with a celebrity or already established brand name, regardless of any intrinsic connection between the product and the image
- 21lowest common denominatormessages for broadest audience possible
- 22unique selling propostionemphasizes a single feature
- 23Rosser Reevesdevised unique selling propostion
- 24Jack Troutdevised positioning
- 25positioningtargeting ads for specific consumer groups
- 26flight (or wewe)intense repetition of ads
- 27viral advertisingmedia consumers pass on the message, like a contagious disease, usually on the Internet
- 28stealth adsadvertisements, often subtle, in nontraditional unexpected places
- 29product placementwriting a brand name product into a television or movie script
- 30TiVoa television recording and playback device that allows viewers to edit out commercials. A competing device is ReplayTV.
- 31infomercialprogram length broadcast commerical
- 32'zinemagazine whose entire content, article and ads, pitches a single product or product line
- 33Harry McMahandubious about ad creativity
- 34Clio Awardaward for advertising creativity
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- Freshmen College Communication Flashcards on Chapter 13 Advertising, created by tenrav18 on 21/09/2015.
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