Advertising page exposure
A measure of the
for readers to see a particular print advertisement,whether or not that actually
at the ad.
An explicit outline of what goals an advertising campaign should achieve, how toaccomplish those goals, and how to determine whether or not the campaign wassuccessful in obtaining those goals.
Research conducted to improve the efficacy of advertising. It may focus on a specificad or campaign, or may be directed at a more general understanding of howadvertising works or how consumers use the information in advertising. It can entail avariety of research approaches, including psychological, sociological, economic, andother perspectives.
A product imprinted with, or otherwise carrying, a logo or promotional message. Alsocalled a promotional product.
An advertisement that has the appearance of a news article or editorial, in a printpublication. See Infomercial, below.
Advertising used to promote a position on a political, controversial or other socialissue.
A disclosure of information in an advertisement, required by the Federal TradeCommission or other authority, that may not be desired by the advertiser. Thisinformation frequently admits to some limitation in the product or the offer made inthe advertisement.
A measure of newspaper advertising space, one column wide and 1/14th inch deep.
The agency's fee for designing and placing advertisements. Historically, this wascalculated as 15 percent of the amount spent to purchase space or time in the variousmedia used for the advertising. In recent years the commission has, in many cases,become negotiable, and may even be based on some measure of the campaign'ssuccess.
Stands for Attention, Interest, Desire, and Action. This is a historical model of howadvertising works, by first getting the consumer's attention, then their interest, etc.
A research method frequently used to determine what consumers remember about anadvertisement they have seen or heard.
An artist's technique for creating a smooth gradation of color. It is often used to coverimperfections in a photograph, e.g., in a model's skin.
Ala carte services
Rather than provide
advertising services for one price, an agency may provide onlythe services that a client wishes to purchase.
The final edited version (print) of a television commercial, for approval by the client.It may still need color correction, etc.