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22 Cards in this Set
- Front
- Back
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Message theme
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An outline of key idea(s) that the advertising program is supposed to convey.
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Leverage point
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The key element in the advertisement that taps into, or activates, a consumers personal value system ( a value, idea, or concept).
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Appeal
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How the leverage point and executional theme combine to attract attention through humor, fear, sexual suggestiveness, rational logic, or some other method.
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Executional framework
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How the message will be delivered (musically, visually, verbally, written statements, etc.)
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Advertising management program
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The process of preparing and integrating a company's advertising efforts with the overall IMC message.
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General preplanning input
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The task of studying a client organization by the advertising agency, from a rich set of sources, to gain understanding and background before preparing an advertising campaign.
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Product-specific research
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Research that identifies information about a good or service and the major selling idea to be used in the advertising campaign.
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Major selling idea
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The primary message concerning the good or service benefits to be transmitted to consumers in an advertising campaign.
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Qualitative reserach
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Collecting subjective information and opinions about a company, its products, and services, often through the use of focus groups.
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Values and lifestyle model (VAL)
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Research designed to predict consumer behavior by understanding self-orientation and resources.
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Persona drive analysis (PDA)
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A model that helps the researcher undersand individual psychological drives toward indulgence, ambition, or individuality, which affect brand choices.
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Advertising account executive
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The key go-between for both the advertising agency an the client company.
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Creatives
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The people who actually develop and produce advertisements.
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Advertising campaign management
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The process of preparing and integrating a specific advertising program in conjunction with the overall IMC message.
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Top of mind brand
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The brand that is nearly always mentioned when consumers are asked to identify brands that quickly come to mind from a product category.
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Top choice
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The first or second pick when a consumer review his or her evoked set of possible purchasing alternatives.
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Promotional campaign
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Combining advertisements with other marketing efforts into a larger, more integrated effort revolving around a central idea or theme.
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Pulsating schedule of advertising
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Continuous advertising with bursts of higher intensity (more ads in more media) during the course other year.
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Flighting schedule of advertisng
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A schedule whereby companies present ads only during specific times and not at all during other times of the year.
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Continuous campaign schedule of advertising
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When the company advertises in level amounts throughout the year.
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Support
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The facts that substantiate the unique selling point of a creative brief.
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Constraints
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The company, legal, and mandatory restrictions placed on advertisements. They include legal protection for trademarks, logos, and copy registrations.
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