Types of Effects
What occurs when an advertising program begins to have a significant impact on consumer responses
What is Threshold Effects
A method advertisers use to help clarify the objectives of an advertising campaign
What is hierarchy of effects model
The process of preparing and integrating a company’s advertising efforts with the overall IMC message
What is advertising campaign management
A document that guides in the production of an advertising campaign or a specific commercial
What is a creative brief
Converting an advertising message from one language into another while attempting to preserve its intended meaning.
What is translation
An instance in which consumers ignore or even develop negative attitudes toward a brand because the campaign has become “old” or “boring”
What is wear-out effects
A model that explains ways to move consumers from product attributes to personal values by highlighting the product’s benefits
What is Means-End Conceptualization of Components for Advertising Strategy (MECCAS)
The process of outsourcing the creative aspect of an advertisement to the public
What is crowdsourcing
The facts that substantiate the unique selling point of a creative brief
What is support
Choosing the communication channels that will carry an advertising message. Internationally, choices may differ because media systems, availability, and regulations vary by country.
What is Media Selection
An instance in which an individual becomes ready to buy a product and remembers a key company due to the effectiveness of its marketing program
What is carryover effects
A conceptual model that shows how a message, or means, can lead consumers to a desired end state
What is a means-end chain
A key, memorable phrase in an advertisement that conveys a special meaning
What is a tagline
The company, legal, and mandatory restrictions placed on advertisements, which include legal protection for trademarks, logos, and copyright registrations
What are constraints
Adjusting an advertising campaign or message to fit the language, culture, expectations, or conditions of a particular country.
What is cultural adaptation
A point at which a promotional campaign has saturated the market and further advertising and promotional expenditures adversely affect profits
What is diminishing reutrns
A theory that suggests variable encoding will be more effective as consumers view advertisements in differing environments
What is variability theory
The brands that quickly come to mind when consumers are asked to identify brands from a product category
What is top of mind
Translating an advertising message into another language and then translating it back into the original language to check whether the meaning was preserved.
What is back translation
Television, radio, or other media outlets operated or controlled by a national government, which can affect the advertising options available to marketers.
What is State-Run Media
What occurs when a company stops advertising and consumers begin to forget the message
What are decay effects
A form of universal language that makes advertising possible for any good or service
What is visual Esperanto
The first or second pick when a consumer reviews his or her evoked set of possible purchasing alternatives
What is top choice
An advertising campaign developed for use in multiple countries or international markets.
What is International Advertising Campaign
Laws or regulations within a country that limit what products, claims, images, or messages advertisers may use.
What is Advertising Restrictions