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Media in Your Life chapter 11

Terms in this set (22)

advertising
communication that is paid for and is usually persuasive
era of creativity
advertisers emphasized entertainment as well as information
Integrated Marketing communications (IMC)
assures that the use of all commercial media and messages is clear, consistent, and achieves impact
sales promotions
are specific features like coupons to directly spur sales
click-through rate
the percentage of readers who click on the ad to visit the advertisers page
viral marketing
marketing where ideas are spread about products in chat rooms, blogs, social networking sites, or other internet based avenues
database marketing
is used when advertisers store information about consumers so that they can personalize messages
CANSPAM law
regulates commercial e-mail
product placement
is the practice of inserting commercial products for a fee
advertising media
are the communication channels that carry messages to consumers
Research organizations
compile statistics about consumers and their media habits and evaluate advertising messages
brand
consists of all the dimensions that identify and give unique value to a product or company
advertising plan
is a written document outlining objectives and strategies for a products advertising
account executives
are the liaisons between the agency and the client
media departments
negotiate on behalf of the advertiser to buy space from media companies
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