Execution

Objectives

And Strategies

Special Terms

Objective

Aim or goal; what one wishes to accomplish.

Strategy

Plan; the means of reaching a goal.

Copy

The words written for a print advertisement or broadcast commer­cial.

Unit sales

Product sales, expressed in whole numbers.

Fiscal year

The financial year of a company. It is usually different from the calendar year. Example: September 1 to August 31.

Target market

The consumers toward whom advertising is directed; the segment of the population most likely to use the product.

DAGMAR

Defining Advertising Goals for Measured Advertising Results. Russell Colley's theoretical framework for setting advertising objectives.

Target audience

The people toward whom the advertising message is directed; those expected to see or hear it.

Survey

Means of questioning consumers about their attitudes and opin­ions, usually in person.

Questionnaire

A survey in writing.

Hierarchy of effects

Steps in a consumer's mental process before purchase based on the effects of advertising.

AIDA

A hierarchy of effects of good advertising: Attention, Interest, De­sire, Action.

USP

Unique Selling Proposition. A product feature (benefit) around which an advertising campaign is constructed.

Execution

The form that advertising takes.

Дата добавления: 2015-07-19