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adstock

Overview page. Subjects: Marketing.

A technique developed by The Brand Consultancy to measure the effect and performance of an advertising campaign by focusing on the recall in the minds of target audiences that an...

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advertising

Overview page. Subjects: Arts and Humanities — Marketing.

A communication that is paid for by an identified sponsor with the object of promoting ideas, goods, or services. It is intended to persuade and sometimes to inform. The two basic aspects...

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advertising agency

Overview page. Subjects: Marketing.

A business organization specializing in planning and handling advertising on behalf of clients. A full-service agency provides a range of services to clients, including booking advertising...

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advertising appeal

Overview page. Subjects: Media Studies.

The rhetorical modes of persuasion underlying the implicit psychology of advertisements. Distinctive appeals contribute to brand positioning. For analytical purposes, ad appeals are often...

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advertising discourse

Overview page. Subjects: Media Studies.

1. In linguistics and discourse analysis, the ways in which different forms of language and various linguistic (and sometimes also visual and aural) techniques—are deployed...

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advertising effectiveness

Overview page. Subjects: Media Studies.

Whether, and to what extent, advertisements or advertising campaigns achieve their marketing goals (most importantly the effectiveness with which they reach and influence their specific...

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advertising research

Overview page. Subjects: Marketing.

A method conducted to determine the efficacy of advertising. Such research focuses on either the performance of a specific advert, or advertising campaign, or at a more general...

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alignment

Overview page. Subjects: Media Studies.

1. (semiotics) The relation of one pair of culturally widespread oppositional concepts (such as male/female) to another pair (such as mind/body)—reflected in the thematic...

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Bill Backer

Overview page. Subjects: Marketing.

(1926–)

During his 25-year career with the advertising agency McCann-Erickson Worldwide, New York, Backer created some of the more successful advertising campaigns in history. For...

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DAGMAR

Overview page. Subjects: Marketing.

A method developed by Russell Colley in 1961, its purpose is the measurement of advertising effectiveness. Its central idea is that the audience moves through phases of awareness of an...

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gendered technologies

Overview page. Subjects: Media Studies.

The association of a technology primarily with one sex. For example, the domestic (landline) telephone was culturally feminized by its fixed location in the private sphere (see null...

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hybrid model

Overview page. Subjects: Marketing.

A combination of two or more online marketing payment models. A hybrid campaign might be a mix of impression-based (CPM) and performance-based (CPC or CPA), or a mix of two...

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launch

Overview page. Subjects: Marketing.

The introduction of something new into the marketplace. Launches are the staple of new campaigns and can involve new products and services, concepts, public relations stunts, promotional...

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media mix

Overview page. Subjects: Media Studies.

The use of two or more different media together in an advertising campaign. See also marketing communications mix.

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media plan

Overview page. Subjects: Marketing.

An outline of the objectives of an advertising campaign, the target audience, and the specific media vehicles that will be used to reach that audience.

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primary audience

Overview page. Subjects: Media Studies.

Targeted group for some form of mediated communication, such as for an advertising campaign or a television channel, defined by demographics and/or lifestyle (see also target...

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quantitative research

Overview page. Subjects: Social Sciences.

Methods of investigating phenomena which involve the collection and analysis of numerical data. Such methods are particularly associated with surveys and experiments. Compare qualitative...

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response elasticity

Overview page. Subjects: Marketing.

The extent to which the consumer market can be increased by the effect of stimuli such as an advertising campaign. See also advertising.

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response rate

Overview page. Subjects: Public Health and Epidemiology.

The proportion, percentage, or fraction of individuals who reply to inquiries that have been directed to all the individuals in a population, or a representative sample of them. The...

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situation analysis

Overview page. Subjects: Public Health and Epidemiology — Business and Management.

The gathering and evaluation of information to identify the target group and strategic direction of an advertising campaign.

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