Exam 2

Business Administration 464 with Blankenburg at University of Wisconsin - Milwaukee

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By: Lauren Guenther
Created: 2011-03-27
Size: 161 flashcards
Views: 17

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source

the sender--person, group, or organization--of the message

credibility

the extent to which a source is perceived as having knowledge, skill, or experience relevant to a communication topic and can be trusted to give an unbiased opinion or present objective information on the issue

internalization

process by which a credible source influences a message recipient. Internalization occurs when the receiver is motivated to have an objectively correct position on an issue and the receiver will adopt the opinion or attitude of the credible communicator if he or she believes the information from this source represents an accurate position on the issue.

sleeper effect

a phenomenon in which the persuasiveness of a message increases over time

attractiveness

a source characteristic that makes him or her appealing to a message recipient. Source attractiveness can be based on similarity, familiarity, or likability.

identification

the process by which an attractive source influences a message recipient. Identification occurs when the receiver is motivated to seek some type of relationship with the source and adopt a similar position in terms of beliefs, attitudes, preferences, or behavior.

source power

the power of a source as a result of his or her ability to administer rewards and/or punishments to the receiver.

compliance

type of influence process where a receiver accepts the position advocated by a source to obtain favorable outcomes or to avoid punishment

primacy effect

theory that the first information presented in the message will be the most likely to be remembered

recency effect

theory that arguments presented at the end of the message are considered to be stronger and therefore are more likely to be remembered.

one-sided message

communications in which only positive attributes or benefits of a product or service are presented

two-sided message

message in which both good and bad points about a product or claim are presented

refutational appeal

type of message in which both sides of the issue are presented in the communication, with arguments ordered to refute the opposing viewpoint

comparative advertising

practice of either directly or indirectly naming one or more competitors in an advertising message and usually making a comparison on one or more specific attributes or characteristics.

fear appeals

advertising message that creates anxiety in a receiver by showing negative consequences that can result from engaging in (or not engaging in) a particular behavior.

wearout

tendency for a television or radio commercial to lose its effectiveness when it is seen and/or heard repeatedly

qualitative media effect

positive or negative influence the medium may contribute to the message

clutter

nonprogram material that appears in a broadcast environment, including commercials, promotional messages for shows, public service announcements, and the like.

creative strategy

determination of what an advertising message will say or communicate to a target audience

creative tactics

determination of how an advertising message will be implemented so as to execute the creative strategy

advertising creativity

ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems

account planning

process of conducting research and gathering all relevant information about a client's product, service, brand, and consumers, in the target audience for use in the development of creative strategy as well as other aspects of an IMC campaign

general preplanning input

information gathering and/or market research studies on trends, developments, and happenings in the marketplace that can be used to assist in the initial stages of the creative process of advertising

product/service-specific preplanning input

specific studies provided to the creative department on the product or service, the target audience, or a combination of the two

problem detection

creative research approach in which consumers familiar with a product (or service) are asked to generate an exhaustive list of problems encountered in its use.

focus groups

a qualitative marketing research method whereby a group of 10 to 12 consumers from the target market are led through a discussion regarding a particular topic such as a product, service, or advertising campaign

ethnographic research

research technique that involves observing or studying consumers in their natural environment

storyboard

series of drawings used to present the visual plan or layout of a proposed commercial

animatic

preliminary version of a commercial whereby a videotape of the frames of a storyboard is produced along with an audio soundtrack

advertising campaign

comprehensive advertising plan that consists of a series of messages in a variety of media that center on a single theme or idea

campaign theme

central message or idea that is communicated in all advertising and other promotional activities

copy platform

document that specifies the basic elements of the creative strategy such as the basic problem or issue the advertising must address, the advertising and communications objectives, target audience, major selling idea or key benefits to communicate, campaign theme or appeal, and supportive information or requirements

major selling idea

basis for the central theme or message idea in an advertising campaign

unique selling proposition (USP)

advertising strategy that focuses on a product or service attribute that is distinctive to a particular brand and offers an important benefit to the customer

image advertising

advertising that creates an identity for a product or service by emphasizing psychological meaning or symbolic association with certain values, lifestyles, and the like.

inherent drama

approach to advertising that focuses on the benefits or characteristics that lead a consumer to purchase a product or service and uses dramatic elements to emphasize them

advertising appeal

basis or approach used in an advertising message to attract the attention or interest of consumers and/or influence their feelings toward the product, service, or cause.

creative execution style

manner or way in which a particular advertising appeal is transformed into a message

informational/rational appeals

advertising appeals that focus on the practical, functional, or utilitarian need for a product or service and emphasize features, benefits, or reasons for owning or using a brand

emotional appeals

advertising messages that appeal to consumers' feelings and emotions

transformational ad

ad that associates the experience of using the advertised brand with a unique set of psychological characteristics that would not typically be associated with the brand experience to the same degree without exposure to the advertisement

reminder advertising

advertising designed to keep the name of the product or brand in the mind of the receiver

teaser advertising

an ad designed to create curiosity and build excitement and interest in a product or brand without showing it

headline

words in the leading position of the advertisement; the words that will be read first or are positioned to draw the most attention

direct headlines

headline that is very straightforward and informative in terms of the message it is presenting and the target audience it is directed toward. Direct headlines often include a specific benefit, promise, or reason for a consumer to be interested in a product or service

indirect headlines

headlines that are not straightforward with respect to identifying a product or service or providing information regarding the point of an advertising message

subheads

secondary headlines in a print ad

layout

physical arrangement of the various parts of an advertisement including the headline, subheads, illustrations, body copy, and any identifying marks.

voiceover

message or action on the screen in a commercial that is narrated or described by a narrator who is no visible

needledrop

term used in the advertising industry to refer to music that is prefabricated, multipurpose, and conventional and can be used in a commercial when a particular normative effect is desired.

jingles

songs about a brand or company that usually carry the advertising theme and a simple message

media planning

series of decisions involved in the delivery of an advertising message to prospective purchasers and/or users of a product or service

media objectives

specific goals an advertiser has for the media portion of the advertising program

media strategies

plans of action for achieving stated media objectives such which media will be used for reaching a target audience, how the media budget will be allocated, and how advertisements will be scheduled

medium

general category of communication vehicles that are available for communicating with a target audience such as broadcast, print, direct mail, and outdoor

media vehicle

specific program, publication, or promotional piece used to carry an advertising message

reach

number of different audience members exposed at least once to a media vehicle (or vehicles) in a given period

coverage

measure of the potential audience that might receive an advertising message through a media vehicle

frequency

number of times a target audience is exposed to a media vehicle(s) in a specified period

sweeps period

times of year in which television audience measures are taken (February, May, July, and November)

survey of buying power index

index that provides information regarding population, effective buying income, and total retail sales in an area.

brand development index (BDI)

index that is calculated by taking the percentage of a brand's total sales that occur in a given market as compared to the percentage of the total population in a market

category development index (CDI)

index that is calculated by taking the percentage of a product category's total sales that occur in a given market area as compared to the percentage of the total population in the market.

waste coverage

situation where the coverage of media exceeds the target audience

continuity

media scheduling strategy where a continuous pattern of advertising is used over the time span of the advertising campaign

flighting

media scheduling pattern in which periods of advertising are alternated with periods of no advertising

pulsing

media scheduling method that combines flighting and continuous scheduling

unduplicated reach

number of persons reached once with a media exposure

program rating

percentage of TV households in an area that are tuned to a program during a specific time period

gross ratings points (GRPs)

measure that represents the total delivery or weight of a media schedule during a specified time period. GRPs are calculated by multiplying the reach of the media schedule by the average frequency.

target ratings points (TRPs)

number of persons in the primary target audience that the media buy will reach--and the number of times

effective reach

measure of the percentage of a media vehicle's audience reached at each effective frequency increment

average frequency

number of times the average household reached by a media schedule is exposed to a media vehicle over a specified period

cost per thousand (CPM)

computation used in evaluating the relative cost of various media vehicles that represents the cost of exposing 1,000 members of a target audience to an advertising message

cost per ratings point (CPRP)

computation used by media buyers

general advertising rates

retail/local advertising rates

nontraditional

medi

About this deck

By: Lauren Guenther
Created: 2011-03-27
Size: 161 flashcards
Views: 17

About StudyBlue

“Simply amazing. The flash cards are smooth, there are many different types of studying tools, and there is a great search engine. I praise you on the awesomeness.”
Dennis