Advertising Research
This is research conducted before a campaign runs that guides message strategy and targeting.
What is developmental research?
This is the process of deciding where, when, and how often advertising should appear.
What is media planning?
This creative team member is primarily responsible for shaping an ad’s verbal message and tone.
Who is the copywriter?
This term describes the overall arrangement of visual and verbal elements in an ad.
What is layout?
Having to submit an ad in January for a July issue of National Geographic highlights this disadvantage of magazines.
What is long lead time?
This is research that's used to assess whether a campaign achieved its goals after launch.
What is evaluative (or post-campaign) research?
“The Bachelor,” as opposed to television itself, is an example of this in media terminology.
What is a vehicle?
This is a one-page document summarizes the key fact, objective, target audience, and problem to solve for a campaign and is used to inspire the creative team.
What is a creative brief?
Visual techniques used to guide the viewer’s eye through an ad demonstrates this design principle.
What is movement?
Sunday newspaper inserts promoting brunch specials for the week at a local diner highlight these key advantages of newspaper advertising.
What are timeliness and local reach?
When Spotify runs focus groups on college campuses to learn how Gen Z discovers artists, it’s doing this kind of research. (Primary or secondary?)
Primary research
In media metrics, this term refers to the average number of times an individual sees an ad.
What is frequency?
Advertising that relies on logic, product details, and comparisons rather than emotion reflects this kind of thinking.
What is hard thinking?
This is the term used to describe when an object takes up two-thirds of an ad’s layout in order to emphasize the importance of the item.
What is proportion?
A business publication like Forbes that covers multiple industries/business as a whole rather than one specific field describes this type of magazine.
What is a horizontal business magazine?
Showing two ad versions online to see which performs better is an example of this testing technique.
What is A/B testing?
In media metrics, this is the number of times an ad has the opportunity to be seen, regardless of duplication.
What are impressions?
A campaign that focuses on storytelling, emotion, and sensory experience rather than facts and comparisons uses this type of approach.
What is soft thinking?
A minimalist Apple ad that uses ample blank space in order to emphasize the iPhone in the ad is utilizing this design element.
What is white space?
This is the term for an ad that folds out to create an expanded, three-page spread in a magazine.
What is a gatefold?
A small-group discussion led by a moderator to explore opinions about a product or service is called this. Their ideal size is 6-8 people.
What are focus groups?
This automated approach replaces manual negotiations when buying ad space.
What is programmatic advertising?
Connecting two or more previously unrelated ideas to produce something new describes this concept.
What is creativity?
This is the term for the largest line of text in any ad, designed to grab attention and communicate the main idea.
What is a headline?
A magazine like AdWeek, which targets professionals within a single field, describes this type of magazine.
What is a vertical business magazine?