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Advertising and Promotion

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Advertising and Promotion (MKT621)
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Lesson 44
GLOSSARY OF ADVERTISING
OVERVIEW
As we are approaching towards the final stages of the course advertising and promotion it is
important that the important points of the definition of advertising are revised for refreshing the
memory of the students and besides this the various important terms used in the advertising
profession to acquaint the students with them in their profession.
DEFINCATION OF ADVERTISING
Although advertising has been define in many ways and forms and there are standards
definitions of it yet following are the important points which define advertising very simply
keeping in mind its role and action.
·  It is paid form of communication.
·  The Sponsor is identified.
·  Most advertising tries to persuade or influence consumer to do. Something though in
some cases it is merely to make consumers aware of product or company.
·  Message is conveyed through different types of media.
·  Advertising makes message reach large audience of potential consumers.
·  Advertising is a form of mass communication therefore it is non- personal.
Following are few of the terms used by the advertising professionals. Besides these there may
be many other in use but these are the most common be used terms:
ACCOUNT EXECUTIVE
The advertising agency employee who serves as the main contact with the client & as liaison
with the creative staff.
ADJACENCY
In radio, a commercial time-slot immediately before or after a specific program (e.g. an
adjacency to 6 o' clock news).
ADVERTISING SPECIALITY
Misc. giveaways given to customers as sales incentives.
AGATE LINE
In newspaper, a measurement of classified advertising space .There are 14 agate lines in 1
column inch.
ART DIRECTOR
The leader of an agency's design team; helps Conceive the basic idea for an ad, then turns the
execution over to others.
AUDIO LOGO
In radio or TV, a slogan used in every commercial, usually at the end of commercial.
BILL BOARD
Very large ads placed on boards by roadsides or sides of buildings. Two common types of Bill
boards are posters &painted bulletins.
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BODY COPY
Smaller copy that follows headlines and/or subhead. Body copy elaborates on thought
expressed in the headline.
BUMP
To move an Ad at the discretion of the station Or advertiser, to another space or time slot.
BULK RATE
In newspaper, the rate charged to regular advertisers. A publication may offer dozens of
different contract rates, depending on amount of advertising purchased. Giveaways given to
customers as sales.
CIRCULATION
In newspaper & magazines, the number of copies distributed. Actual readership may be larger
since more than one person may read a single copy.
CLIP ART
Illustrators, symbols and magazines, and graphic devices that are mass-produced and pre-
packaged for use in ads.
COLUMN INCH OR CENTIMETER
In newspaper, a measurement of space; one inch tall by the width of the column.
COPY
All words used in print or broadcast Ads, whether written or spoken.
COPYWRITER
A writer specializing in advertising and /or other types of business
CORPORATE IDENTITY
Your Logo and/or logotype in combination with other standard elements that are used on your
letterhead, business cards, trucks, signs etc.
CREATIVES
General term for designers, writers, art directors, illustrators & others ­ creating Ads.
CROP
Deleting unneeded or unwanted portions of a photo, not done by cutting the photo but by
measuring and marking those areas to be included or not.
DAYPART
In Radio or TV, segments of the broadcast Day (e.g. Prime time etc.) .
DEMOGRAPHICS
A set of statistics about a person or group of people. Demographic information may include
age, sex, marital status, ethnic background, occupation, religion, household income, household
size and other factual information.
DIMENSIONAL MAILING
In direct mail, a solicitation containing a three dimensional object such as a pen, a cassette tape
etc.
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DESKTOP PUBLISHING (DTP)
Computerized production of ads, this is now used by most designers & publications. DTP
software of varying degree of sophistication is also available.
DISPLAY ADVERTISING
In newspaper, all ads that use graphics, photos etc. Basically applies to any ad outside of the
classified section. Ads within classified section that uses graphics are display classified or
classified display ads.
DOLLY
In video, moving camera closer or farther away from the scene being shot. (as against a Zoom,
in which camera remains stationary while illusion of movement is achieved by lens).
DOTS PER INCH (DPI)
A measure of the resolution of a laser or ink-jet printer. Higher the number, tighter the
resolution, therefore better reproduction. For best quality, camera-ready art should be printed at
least 900DPI or better.
DUB
In radio & TV -
1)
Copy of an audio or videotape.
2)
Process of copying a tape or video (to dub)
FLIGHT
In radio, a short-term schedule.
FLUSH-LEFT TYPE
Typeset copy that is aligned on the left margin & "ragged" on the right margin.
FLUSH-RIGHT TYPE
Aligned on the right margin & ragged on left.
FONT
Various Typefaces.
FORMAT
In radio, a description of the type of programming featured on a station.
FREQUENCY
The number of times a listener / reader is potentially exposed to an advertising message.
GRAPHIC DESIGNER
An artist specializing in ads, brochures, packaging & other commercial forms of art.
FOUR-COLOR SEPARATION
The process by which color photos or illustrations are prepared for color printing. The tones in
original are broken down into dot patterns & printed in four colors: Magenta (red), Yellow,
Cyan (blue) & Black.
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HALF TONE
1.
Process by which photos & illustrations are normally prepared for black & white
printing.
2.
The printed photo by itself.
LOGO
A symbol identifying a company, product or service.
LOGOTYPE
A distinctive typestyle used to present the name of a company, product or service, Can be used
in place of or in conjunction with a logo.
MEDIA
Publications, broadcast stations, and other vehicles, which are paid to carry advertising.
MECHANICAL
An assembly of type, logos, photographs & other graphic elements in a form that the
publication or printer can reproduce. Also called "paste up" or "mechanical art".
POINT, POINT SIZE
In typesetting, a measure of type size.
POINT OF PURCHASE
Selling materials used at selling location (restaurants, retail stores, banks, drug stores, grocery
stores, etc.) e.g. display racks, counter cards etc.
POSITIONING
How the company, product, or service is perceived by the best potential customer, Image or set
of beliefs created by the company, expressed by all elements of the marketing mix.
POSITIONING STATEMENT
A one sentence statement that clearly communicates the components of positioning: benefits,
target & competition.
POSTER
A type of billboard that is mass produced by screen printing. Poster billboards come in several
sizes.
POST-PRODUCTION
In television & video, editing & all other related work performed after actual shooting.
PRIME TIME
In television, the most popular evening viewing hours.
PRODUCTION
The overall process of producing the finished camera - ready
PRODUCTION ARTIST
Artist who produces the camera ready art. e.g. the graphic designer, or an assistant.
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PROMOTION
The mix of advertising, sales promotion, public relations, & any other communications that
convey the positioning to the target.
PROOF
A checking copy of a print ad or brochure, prepared by the printer.
PSYCHOGRAPHICS
Segmenting groups of people by their style choices. Also meant to further define target.
PUBLIC RELATIONS
Activities other than paid advertising designed to attract media news or feature coverage and/or
to influence public opinion. Also called PR.
PUBLICITY
A specific type of public relations designed to attract coverage of a specific event.
RATE CARD
The list of a publication's or station's rates. May also contain production information,
circulation figures, etc.
RATING
The percentage of total number of Individuals (or homes) exposed to a particular radio or TV
program.
REEL
In TV & video, a sampling of a production company's work. Usually presented on video
instead of film, but still called a reel.
RESPONSE DEVICE
In direct response advertising, a reply card.
SCREEN PRINTING
In outdoor, transit, and other types of advertising, printing done by pressing ink through a
fabric mesh.
SLOGAN
The written or verbal equivalent of a logo.
SOUND EFFECTS (SFX)
In radio, TV, & sales videos, sounds other than speaking, singing, instrumental music.
SPOT
A radio or TV commercial.
SPOT COLOR
In print advertising, flat areas of color added to highlight or call attention to parts of an ad.
STORYBOARD
In TV a cartoon like set of panels showing how a commercial will look.
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TALENT
In radio, TV and Video; any actor or narrator.
TARGET
The best potential customer; defined in terms of demographics, lifestyles, media usage, product
usage and benefits sought. Also known as target audience or target market.
TEAR SHEET
A copy of a print ad, given to advertiser by the publication after the ad has run. Always request
a tear sheet when placing your advertising order.
TRADEOUT
An exchange of product or services for media space or time.
TRANSIT ADVERTISING
Signs appearing inside or outside of buses, taxis etc.
TYPESETTING
The process by which copy into its final size, shape, and layout for ad production. Once done
separate typesetting companies, it is now usually done by designers, on computer, as part of the
design process itself.
TYPOGRAPHY, TYPE
The end product of the typesetting process.
VOICE OVER
In TV & video, narration in which the person speaking does not appear on camera.
WHITE SPACE
In print advertising, blank space surrounding type, illustrations and graphics.
ZONED COVERAGE
In newspaper, advertising only in certain sections of a city.
ZOOM
In video an effect achieved with the lens only, of moving closer or farther from the scene being
shot.
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Table of Contents:
  1. INTRODUCTION TO ADVERTISING:Its growing importance, Explanation of Personal and non-personal selling
  2. INTRODUCTION TO ADVERTISING:ADVANTAGES, Communication, Information, Various Media
  3. INTRODUCTION TO ADVERTISING:FUNCTIONS OF ADVERTISING, IMPACT OF ADVERTISING
  4. ADVERTISING AND SOCIETY:PRACTICAL BENEFITS, ETHICS IN ADVERTISING, Marketplace & Market space
  5. MARKETING TOOLS:COMPONENTS OF MARKETING MIX, PRODUCT LIFE CYCLE (PLC) CURVE
  6. MARKETING TOOLS:SWOT Analysis, Contents & Structure, ROLE & FUNCTION OF ADVERTISING
  7. ROLE AND FUNCTIONS OF ADVERTISING:Structure of an Advertising Agency, How to Select an Advertising Agency
  8. ADVERTISING PLANNING:ADVERTISING OBJECTIVES, Types of Advertising, Positioning Strategies
  9. POSITIONING:BRANDING, 7 Steps of Creative Process, UNIVERSAL ADVERTISING STANDARDS
  10. ADVERTISING MESSAGE:Message Content, BASIC TERMS & CONCEPTS
  11. ADVERTISING BUDGET:4 Methods to determine, ADVERTISING RESEARCH, ADVERTISING RESEARCH
  12. ADVERTISING REACH:BROAD COMMUNICATION OBJECTIVES, ADVERTISING COPY METHODS, MEDIA RESEARCH
  13. PRE – PLACEMENT EVALUATION:ACCOUNT PLANNING, MARKET, COMPETITION
  14. WORKING OF ADVERTISING:12 Steps to develop effective campaign, SOURCE or THE ADVERTISER
  15. ADVERTISING RESPONSE HIERARCHY MODELS:AIDA MODEL, PROCESS REQUIRED TO GET BIG IDEA
  16. PROBLEM SOLVING STRATEGIES:Procedure to Handle Problems, In brief, Eight principles apply to consumer behavior
  17. CONSUMER BEHAVIOUR:ADVERTISING APEALS, MEDIA MIX DECISIONS, Target Rating Point (TRP)
  18. CREATIVITY IN ADVERTISING:Three aspects are most accepted, Four Rules of Creativity
  19. COPY WRITER:CHARACTERISTICS OF COPYWRITER, IMPORTANCE OF LANGUAGE
  20. WHY ADVERTISING:Advertising & Market Education, ADVERTISEMENT CAMPAIGNS
  21. METHODS TO APPRECIATE A PROBLEM:SPONSORSHIP—an important tool, Special Characteristics
  22. IMPORTANT TOOL OF ADVERTISING:TELEVISION ADVERTISING, TRANSIT ADVERTISING
  23. ONLINE ADVERTISING:Banners, Logos, Email Ads, Keywords on Search Engines, New Developments
  24. ONLINE ADVERTISING:Structural Challenges, Adobe Photoshop, JAVA, HTML, DHTML, ASP & JSP
  25. SALES PROMOTION:Consumer Oriented Promotion, HOW TO USE TRADE PROMOTION, Dealing with the Trade
  26. PUBLICITY:PERSONAL SELLING, ROLE OF SALES PERSON, FUTURE OF GLOBAL ADVERTISING
  27. MARKETING ENVIRONMENT:Competitors, The Target Buyer, Segmenting your Market, FUTURE OF MARKET GROWTH
  28. MARKETING PLAN:Situational Analysis, Macro – Environment Situation, Marketing Objectives, Financial Objectives
  29. MARKETING PLAN:PROMOTING BUSINESS IN LOW COST, SUPPLY CHAIN, BUYER IDENTIFICATION
  30. HOW TO BE GOOD CLIENTS:CHANNEL BUYERS, HOW TO BE GOOD CLIENTS 14 RULES
  31. CLIENT – AGENCY RELATIONSHIP:HOW TO KEEP CLIENTS (10 Ways), Three Points for Consideration
  32. CLIENT – AGENCY RELATIONSHIP:ADVERTISING WITHOUT AN AGENCY, LOGO AND CORPORATE IDENTITY
  33. NEWSPAPER ADVERTISING:AD PRODUCTION,TYPES OF NEWSPAPER ADS, CIRCULATION
  34. OTHER ADVERTISING MEDIUM:HOW TO USE MAGAZINES, HOW TO USE RADIO, Daypart buying options
  35. UTILITY OF VARIOUS MEDIA:TAPE OR FILM, UTILITY OF TV, DIRECT MAIL PACKAGE
  36. OTHER ADVERTISING MEDIA:POINT OF PURCHASE (POP), TRANSIT ADVERTISING, LIMITS OF ADVERTISING
  37. CONTINUOUS TRACKING:PLANNING CAMPAIGN, HOW TO UNDERSTAND ADS, ASK BASIC QUESTIONS
  38. SEASONAL ADVERTISING:MAXIMIZING IMPACT, THE WEB ADVERTISING, MEASURING ADVERTISING
  39. COMPONENTS OF ADVERTISING:BUY - OLOGY OF MIND, BUY - OLOGY OF MIND
  40. CRITICISM ON ADVERTISING:SHOULD ADVERTISING BE ABOLISHED,
  41. EFFECT OF ADVERTISING:HOW TO PROMPT AWARENESS, CREATING DESIGN THAT SELLS
  42. CREATING EFFECTIVE DESIGN:LANGUAGE OF TYPOGRAPHY, HEADLINES THAT COMMUNICATE
  43. WORKSHEETS:DEMOGRAPHICS OF YOUR TARGET, YOUR COMPETITOR
  44. GLOSSARY OF ADVERTISING:ACCOUNT EXECUTIVE, PROOF, VOICE OVER
  45. CONCEPT OF AN AD:HOW TO DEVELOP A CONCEPT OF AN AD