Digital Advertising
the most common kind of digital ad
Banner Ad
A rough, rapidly produced pencil sketch that is used for trying out ideas.
Thumbnail
What is the first building block of the creative pyramid AND the buyer funnel?
Attention/Awareness
items that are branded with a company name/logo and given away
Promotional Items/Products
The internet version of word-of-mouth advertising is known as…
Viral Marketing
electronic junk mail
spam
The term for the words in the leading position of an advertisement. These words are usually in larger type than the rest of the ad.
Headline
A document that serves as the creative team’s guide for writing and producing the ad
Creative Brief
This type of advertising is most effective in spots where traffic is heavy and visibility is good
Billboard Structures
What one simple item identifies the sponsor of an ad and helps note that what you're seeing is, in fact, paid promotion?
The logo
What does the acronym HTML represent?
HyperText Markup Language
What is the difference between readership and circulation in magazines?
Circulation is the number of copies sold and readership is the total people who view the magazine
A statement in an ad campaign that is brief, repeatable and memorable.
Slogan
What is the biggest disadvantage to direct mail advertising?
It cost a lot to reach your target audience
All of the characters on the CBS crime drama "Hawaii 5-0" drive Chevrolet vehicles. This is most likely an example of
Product Placement
sites that allow people to type a word or phrase into a text box and quickly find information
search engines
Any ad for Samsonite luggage must contain its slogan, “Life’s a journey!” and the Samsonite logo. These required ad elements are referred to as _________.
The signature is a Mandatory
Advertising research that happens while your are in the process of coming up with ideas on what the ad should look like.
Creative Concept Research
In Piccadilly Square in London, TDK has a giant, elaborate, animated electronic sign that incorporates movements and flashy graphics. This is an example of...
A spectacular
The document that offers a description of a representation of your target audience based on research of current and potential customers
Customer Persona
The ability to monitor people’s actions on the Internet is known as
Behavioral Tracking
Highly refined facsimile of the finished ad
Comp (Comprehensive) Layout
What should guide all creative decisions for your advertising?
Advertising research and target audience research
The ad impressions for Billboards and Magazines have what key feature in common?
Both are estimates as it's almost impossible to give an exact number of highway views and readership totals.
What is the difference between a PUSH strategy and a PULL strategy
A push strategy is pushing product to distributors and a pull strategy is trying to pull customers in to buy a specific product