Advertising Terms

1
Advertising Terms

• A quick guide to buzzwords

2
Primary Types of Ads

• TV Radio or Broadcast
• Print (magazine, newspaper)
• Outdoor (signs usually on stationary things)
• Mobile (bus wraps, moving signs on trucks, etc.)
• Internet static or interactive (this latter
  means viewer can engage with it)

3
Some Jargon (used in the video The Truth in Ad
Sales)

• ROI -- return on investment
• If something has a massive ROI it means that
  for x expense, you will get a tremendous return
  for the dollar spent.
• Thinking 360º -- Avoid unintended consequences
  by understanding stakeholders and the entire
  context surrounding a new concept.
• C-suite -- creating something thats going to
  impress a clients power executives.

4
Other terms

• Branding the clear, unique, memorable identity
  (or not) of a product or service
• On strategy once a client has articulated
  what they hope to communicate about product X,
  the creative team creates a campaign that
  attempts to memorably communicate that message.
  They create a campaign strategy. If one ad in the
  campaign is markedly different from the other
  techniques used, that ad might be off strategy.
  When all ads sync together and communicate
  cohesively as a team, they are on strategy.

5
Campaign

• May be an entire broadcast, print, and
  interactive sweep, with all formats on strategy
  to communicate a similar message.
• Term may simply denote a three-ad collection in
  one medium (print, broadcast, etc.) Generally,
  something is not called a campaign unless it IS
  three ads. Two or fewer ads on a given strategy
  would operate as standalones.

6
The Key Message

• Applicable to a single ad or to a campaign.
• Promotional materials should target your desired
  attraction group / target demographic-psychographi
  c
• Goals of your material are to
• attract, engage, and persuade
• No one ad, brochure, or promotion will work for
  every receiver.
• Aim one key message and one primary appeal
  need or want
• Information overload -- avoid cramming every bit
  of available information into a single ad. Great
  contemporary advertising is spare and focused.

7
Guerilla Advertising

• Gets the message out in unexpected ways
• Meant to generate buzz
• Often controversial
• Targets large urban environments (more people
  more media coverage)
• Uses surprising platforms for message ex. The
  booty call ad for a local gym, printed on
  underwear, etc.
• Sometimes called big bang or street blitz.