An outline of key idea(s) the advertising campaign conveys.
The key element in the advertisement that taps into, or activates, a consumer's personal value system (a value, idea, or concept).
The approach used to design the advertisement that attracts attention or presents information to consumers, through the use of humor, fear, sex, logic, or emotions.
Methods used to deliver the advertising message
Advertising management program
The process of preparing and integrating a company's advertising efforts with the overall IMC message.
Process of outsourcing the creative aspect of an advertisement to the public.
Advertising Campaign Management
The process of preparing and integrating a specific advertising program in conjunction with the overall IMC message.
Research that identifies key product characteristics that become selling points.
Research that is used to understand the context of a product's use
A set of consumers or business people who are retained to talk about a particular topic, product, or brand.
The brands that quickly come to mind when consumers are asked to identify brands from a product category
The first or second pick when a consumer reviews his or her evoked set of possible purchasing alternatives
Combing advertisements with other marketing efforts into a larger, more integrated effort revolving around a central idea or theme.
Pulsating schedule of advertisement
Continuous advertising with bursts of higher intensity (more ads in more media) during the course of the year.
Fighting Schedule of Advertising
A schedule whereby companies present ads only during specific times and not at all during other times of the year
Continuous Campaign Schedule of Advertising
When the company advertises in level amounts throughout the year.
The facts that substantiate the unique selling point of a creative brief.
The company, legal, and mandatory restrictions placed on advertisements. They include legal protection for trademarks, logos, and copy registrations.