Advertising Message Testing
Before choosing a specific message marketers running large advertising campaigns will want to have confidence in their message by having potential members of the targeted audience provide feedback.
advertising messages, usually product-feature based, in which advertisers attempt to achieve their objectives by appeals to logic and reason rather than to the emotions, see emotional appeals in advertising
rational buying motives ...
An advertising message in broadcast media, commonly 10, 15, 30 or 60 seconds in length. Synonymous with “commercial' and usually referred to as a “spot.'
Anonymizer ...
Definition: An advertising message presented below the threshold of consciousness. A visual or auditory message that is allegedly perceived psychologically, but not consciously
Also Known As: subception
Related Articles ...
Fear Appeals in Advertising advertising messages which use fear as their focus; often employed in public service announcements, such as those seeking to discourage smoking, reduce the road toll, warn of the dangers of hard drugs, etc.
Share-of-voice (SOV) Shelf screamers (shelf talkers) A printed advertising message which is hung over the edge of a retail store shelf, e.g. "On Special," or "Sale item.
Impressions Every exposure to an advertising message is an "impression."
Influentials People who can influence buying habits of others.
Advertising messages in countries may well have to be adapted because of language barriers or the current message used in the national market may be offensive to overseas residents.
The use of certain colours may also need to be thought about.
Concentrate on continued R&D investment, customer satisfaction activities (with actionable response and follow-up), product guarantees, innovative promotions and advertising messages that apolitically support the brand's promise, ...
Announcement: An advertising message that is broadcast between programs (see Station break, Participation, Billboard), or an advertisement within a syndicated program or feature film; any broadcast commercial regardless of time length, ...
specialty advertising The placement of advertising messages on a wide variety of items of interest to the target markets such as calendars, coffee cups, pens, hats, note paper, t-shirts, etc.
Emotional Appeals in Advertising - advertising messages, usually based on imagery rather than information, ...
Spam - The sending of unsolicited emails or newsgroup posts in bulk often containing commercial advertising messages. Considered bad netiquette, bad business and illegal in some US states.
creative strategy - A determination of what an advertising message will say or communicate to a target audience.
creative tactics - A determination of how an advertising message will be implemented so as to execute the creative strategy.
HIDDEN PERSUADERS - A range of subtle or subliminal advertising messages.
HOOK - A clever phrase or melody used to capture the consumer's attention and help make the advertising message more memorable.
Creative appeal: the way in which an advertising message is formulated in order to provoke the desired response from the target audience. Types of appeal include rational, emotional, product-orientated or consumer-orientated appeal.
(Marketing) Vehicle: [veh] Vehicle refers to a host that is used to carry an advertising message.
Media strategy - A plan for bringing advertising messages to consumers through the usage of appropriate media.
Medium - A vehicle, such as television, used to convey information to an audience.
A plan that details how a company proposes to bring advertising messages to the attention of target markets through the use of various media channels—e.g., television, radio, print, online.
Messaging ...
Frequency - The estimated number of times individuals are exposed to an advertising message.
Full position ad - An ad bordered by reading matter in a newspaper, increasing the likelihood that consumers will read the ad.
[2] A specified audience or demographic group for which an advertising message is designed.
[usage] Objective, third-party market research will tell you how to best reach your target audience.
A local commercial inserted into a national program, or, more generally, an advertising message inserted into a larger advertisement, as for a local dealer or retailer, or a phrase, such as a public service slogan, or symbol; ...
The use of mailing lists to blanket usenets or private email boxes with indiscriminate advertising messages. Very bad netiquette. Even worse, it's bad business.
Frequency distribution
The number or percentage of individuals exposed to a newspaper’s advertising message, or an advertising campaign 1 time, 2 times, 3 times, etc.
Full coverage
Audience that encompasses a medium’s total reach.
FSI: Stands for Free Standing Insert; an FSI is a preprinted advertising message which is inserted into, print media unbound. These are most commonly found in newspapers.
MEDIA STRATEGY
A plan of action by an advertiser for bringing advertising messages to the attention of consumers through the use of appropriate media.
Today's consumers know that your advertising messages are designed to make you look good. They know that you have paid for the broadcast or cable airtime and the space in newspapers or magazines.
The average number of times an audience is potentially exposed to an advertising message over a given period.
Average Issue Reader ...
Online marketing
A vehicle for interaction between prospects and your website. It allows any user connected to the Internet to receive, view and act upon advertising messages as well as with organic, or non-paid, listings.
Prepare a budget and review it frequently. Select your items for advertising to help solve consumer problems and then present your advertising message as a form of planned communication to strengthen your market positioning.
Often the company delivering the Web page receives compensation for attracting users who view the advertising but has little or no control or interest in the specific advertising messages delivered.
Geico, Dell Computer, and Progressive Insurance do this. Overstock.com has also advertised a lot on traditional TV programs. Conventional advertising may also contain a web site address as part of a larger advertising message.
 See also: Advertising, Market, Marketing, Product, Place
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