sponsored, paid message that is communicated through a nonpersonal channel. Advertising is one of the four variables in the promotion mix.
communications approach that relates to the motives of the target audience
company that includes one or more “core” advertising agencies, as well as units specializing in direct marketing, marketing services, public relations
advertising in which presents its point of view on a particular issue.
visual presentation of an advertisement
ad agency “creative” with general responsibility for the overall look of an advertisement. The art director chooses graphics, pictures, type styles, and other visual elements.
concept that can serve as the basis for a memorable, effective advertising message
words that are the spoken or written communication elements in advertisements
Language specialist who develops the headlines, subheads, and body copy used in print advertising and the scripts containing the words
Advertising that is not designed to directly stimulate demand for a specific product.
advertising, the way an appeal or selling proposition is presented. Creative execution is the “how,” and creative strategy is the “what.”
statement or concept of what a particular advertising message or campaign will say.
term that applies to art directors and copywriters.
advertising, an appeal intended to evoke an emotional response (as opposed to an intellectual response) that will direct purchase behavior.
advertising message whose art, copy, headlines, photographs, taglines, and other elements have been developed expressly for their worldwide suitability.
type of corporate advertising that informs the public about a major event, such as a name change, merger, etc.
integrated marketing communications (IMC)
approach to the promotion element of the marketing mix that values coordination and integration of a company’s marketing communication strategy.
communication strategy that calls for developing a basic pan-regional or global concept for which copy, artwork, or other elements can be adapted as required for individual country markets
public relations (PR)
One of four variables in the promotion mix. Within an organization, the department or function responsible for evaluating public opinion about, and attitudes toward, the organization and its products and brands.
Communication about a company or product for which the company does not pay.
advertising, an appeal to the target audience’s logic and intellect.
advertising, the promise or claim that captures the reason for buying the product or the benefit that product ownership confers.