10 Questions
What type of advertising is designed to promote a favorable image of a company?
Institutional Advertising
What is the term for the agencies or means used to convey messages to the public?
Media
What type of advertising involves paying to promote ideas, goods, or services in various media outlets?
Advertising
What is the term for a personal website where an individual shares thoughts, pictures, and comments with visitors?
Blog
What type of digital broadcast includes audio, images, and video delivered separately or in combination?
Podcast
What is the primary goal of media planning in advertising?
To select the most appropriate advertising media and decide the time or space in which ads should appear
What is the term for the number of times an audience sees or hears an advertisement?
Frequency
What is the purpose of a headline in an advertisement?
To capture the reader's attention and generate interest
What is the term for a group of advertisements, commercials, and related promotional materials and activities designed to meet the specific goals of a company?
Advertising Campaign
What is the term for the photograph, drawing, or other graphic element used in an advertisement?
Illustration
Study Notes
Advertising Terms
- Advertising: A form of nonpersonal promotion where companies pay to promote ideas, goods, or services in various media outlets.
Media Types
- Broadcast Media: Advertising using radio and television.
- Print Media: Advertising in newspapers, magazines, direct mail, signs, and billboards.
- Internet Advertising: Advertising using email or the World Wide Web.
- Specialty Media: Relatively inexpensive useful items featuring an advertiser's name or logo; also called giveaways or advertising specialties.
- Transit Advertising: Advertisements seen on public transportation.
Advertising Strategies
- Promotional Advertising: Advertising designed to increase sales.
- Institutional Advertising: Advertising designed to create a favorable image for a company and foster goodwill in the marketplace.
Media Planning
- Media Planning: The process of selecting the appropriate advertising media and deciding the time or space in which ads should appear to accomplish a marketing objective.
Advertising Measurements
- Audience: The number of homes or people exposed to an advertisement.
- Frequency: The number of times an audience sees or hears an advertisement.
- Impression: A single exposure to an advertising message.
- Cost Per Thousand: The media-measurement cost of exposing 1000 readers or viewers to an advertising impression.
Advertising Campaigns
- Advertising Campaign: A group of advertisements, commercials, and related promotional materials and activities designed as part of a coordinated advertising plan to meet the specific goals of a company.
Advertising Elements
- Illustration: A photograph, drawing, or other graphic element used in an advertisement.
- Logotype: A graphic symbol for a company, brand, or organization; logo.
- Signature: The name of the advertiser or logotype that is the distinctive identification symbol for a business.
- Headline: A phrase or sentence in an advertisement that captures the reader's attention, generates interest, and entices them to read the rest of the ad.
- Slogan: A catchy phrase or words that identify a product or company.
- Copy: The selling message of a written advertisement.
- Ad Layout: A sketch that shows the general arrangement and appearance of a finished ad.
- Advertising Proof: A presentation of an ad that shows exactly how it will appear in print.
Advertising Agencies
- Advertising Agencies: An independent business that specializes in developing ad campaigns and crafting the ads for clients.
- Clip Art: Inexpensive or free images, stock drawings, and photographs used in advertising.
Test your knowledge of different advertising types, including broadcast media, promotional advertising, internet advertising, and institutional advertising. Identify the characteristics of each type and see how well you understand the world of advertising!
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