Advertising Objective – A specific communication task to be achieved, related to a defined group, time, duration and penetration level. To verify if the objective has been achieved, it must be defined as accurately as possible. See also: Dagmar Model
Advertising Target Group – A group of people to which an advertising message is directed. This target group (related to the marketing target group) can consist of (potential) buyers and/or users as well as those who can influence purchase (parents, advisers, etc.) See also: Target group/Research target group
Aida Model – A model that attempts to show how advertising works. It maintains that advertising works only if the following sequential reactions are generated: Attention – in the advertised product or service
Interest – in the advertised product or service
Desire – for the advertised product or service
Action – in purchasing the advertised product or service
These four elements in the process can be studied independently. See also: Advertising Model
Attention Value – The level at which an advertisement can generate and hold the attention of an observer or prospect. This attention value is dependent not only upon the quality of the advertising message but also upon the areas of interest of the observer or prospect. See also: Selective perception/Attention
Below the Line Activities – All advertising activities that are not under taken via radio, television and the regular-printed mass mass media such as daily papers and magazines. Below the line activities include sample distribution, folders, brochures, sponsored media, advertising on trains, buses, balloons.
Carry-Over Effect -Syn: Sleeper effect The effect of an advertisement or commercial continues after its appearance. It includes the buildup of a favorable consumer or prospect attitude and tendency to purchase by the potential consumer. The ad or commercial thus “continues” to work. See Also: Sleeper effect
Commercial – Syn: Spot Period of time purchased on radio or television for the dissemination of an advertisement. Normal length of commercials varies according to country, radio and television companies’ norms and the advertiser’s budget.
Copy platform – A basic rationale for an advertising program. Generally based upon a creative strategy. It describes the sale of ideas, their importance, and the way in which they should be presented.
Corporate Communications – A collective term for all kinds of advertisements and other forms of mass communications that are intended to alter the image of an organization in some particular way. Generally the terrain of large multi-nationals. The concept “people” is usually the focal point, e.g.. General Motors: “People building transportation to serve people”;ITT: “The best ideas are the ideas that help people.” There is no advertising of products or services. Corporate communications research usually consists of image research. See also: Image research
Corporate Identity – A collective term for characteristics-tangible and psychological- by which one organization differs from the other, making it unique. Corporate identity is created by: the name of the organization, its logo, house style corporate and product advertising campaigns, the architecture and fittings of its buildings, shops offices, etc. See also: Image
Corporate Image – The image of a (normally commercial) organization held by the public or a selected market. It is the result of many interrelated factors and is significant in the commercial success of an enterprise. See also: Image
Corporate public relations – All public relation activities that are aimed at supporting the general objectives of a company or organization. See also: Public relations
Credibility – 1. The trust that is put by people in the claims of a product, brand or service, or advertising message.
2. The trust that is put in the source in mass communication (so called source credibility). See also: Mass communication/Communication/Source/Sender
Dagmar Model – Dagmar stands for Defining Advertising Goals for Measured Advertising Results. It is the title of a book by R. Colley that advises that advertising effectiveness can be evaluated by means of prior established objectives (for example, the development of brand awareness).
See also: Advertising Model
Effect -Literally, the result. Often loosely used to describe communication effect or advertising effect. The intended, or not, results of an advertisement, commercial or below the line activity. See also: Communication effect/ Advertising effect
Image – The picture that someone has of a person, object, organization, product. It includes both subjective, objective, true and untrue elements. Based partly on experience and knowledge. See also: Image Research
Impact – The effect of an advertising campaign or specific advertisement or commercial. It is a vague term See also: Advertising effect
Irritation – 1) Interview -Whenever a research interview lasts too long or goes badly- and creates irritation or impatience. Can be created both by interviewer and interviewee. Does not help research results. 2) Advertising – A difficult to demonstrate but very real factor that plays a negative role in the acceptance of advertising on radio, tv,and in the printed media. It can be contribute to an unfavorable and undesired attitude. This problem can be caused, for example, poor quality, too frequent distribution or overexposure, untrue and doubtful claims, and insensitive handling. See also: Duration of interview/Commercial