Glossary

AIDA approach	the idea that to persuade consumers advertising must attract Attention, create Interest, stimulate Desire, and promote Action



ambient advertising	advertisements found outside the traditional media



awareness test	ad research technique that measures the cumulative effect of a campaign in terms of a product's "consumer consciousness"



banners	online advertising messages akin to billboards



blink ads	one-second spots in television advertising



brand awareness	an advertising goal when a number of essentially similar brands populate a given product category



cease-and-desist order	demand made by a regulatory agency that a given illegal practice be stopped



clutter	in television, when many individual commercials share one commercial break



commissions	in advertising, placement of advertising in media is compensated, at typically 15% of the cost of the time or space, through commissions



consumer culture	where personal worth and identity reside not in the people themselves but in the products with which they surround themselves



consumer juries	ad research technique where people considered representative of a target market review a number of approaches or variations of a campaign or ad



copy testing	measuring the effectiveness of advertising messages by showing them to consumers; used for all forms of advertising



corrective advertising	a new set of ads required by a regulatory body and produced by the offender that correct the original misleading effort



cost per thousand (CPM)	in advertising, the cost of reaching 1,000 audience members, computed by the cost of an ads' placement divided by the number of thousands of consumers it reaches



cyberadvertising	placement of commercials on various online sites



demographic segmentation	advertisers' appeal to audiences composed of varying personal and social characteristics such as race, gender, and economic level



extramercials	columns of ad content in cyberadvertising that slide down over a Web page's content



forced exposure	ad research technique used primarily for television commercials, requiring advertisers to bring consumers to a theater or other facility where they see a television program, complete with the new ads



intermercials	attractive, lively commercials that run while people are waiting for Web pages to download



interstitial ads	cyberadvertising images that seem to mysteriously appear and disappear on the screen as users click from one page to the next



newsbook	early weekly British publications that carried ads



parity products	products generally perceived as alike by consumers no matter who makes them



piggybacking	in television advertising, when a single sponsor presents two products in the same commercial



pop-outs	cyberadvertising that appears in a smaller window at the border of the Web page being read



psychographic segmentation	advertisers' appeal to consumer groups of varying lifestyles, attitudes, values, and behavior patterns



puffery	a little lie or exaggeration that makes advertising more entertaining than it might otherwise be



recall testing	ad research technique where consumers are asked to identify which ads are most easily remembered



recognition tests	ad research technique where people who have seen a given publication are asked whether they remember seeing a given ad



retainer	in advertising, an agreed-upon amount of money a client pays an ad agency for a specific series of services



shopbills	attractive, artful business cards used by early British tradespeople to promote themselves



siquis	pinup want ads common in Europe before and in early days of newspapers



targeted keyword buys	when a sponsor buys the right from an Internet service provider to have its ads pop up on the computer screen every time a user types in the sponsor's name



toy-based children's television programming	television programs aimed at children that feature characters that are also toys



transaction journalism	in cyberadvertising directly linking editorial content to sales



unique selling proposition (USP)	the aspect of an advertised product that sets it apart from other brands in the same product category



VALS	advertisers' psychographic segmentation strategy that classifies consumers according to values and lifestyles

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