UNIT 11 - ADVERTISING

A paid-for advertisement which includes editorial content

the organization that takes care of advertising for clients

A time-limited set of ads - campaigns may run across different media, for one month or ten years, but can be categorized together as they are the execution of a central idea

describing an audience by age, gender, ethnicity, or location

small, select groups representing a target audience who are paid to answer questions at the behest of a market research study

the practice of paying for a branded product to be used by a character in a movie - eg: James Bond driving a BMW Z3

establishing the market niche of a product - which may not be as the brand leader - and advertising to the appropriate segment of the audience

Unique Selling Proposition/Point - a highlighted benefit of a product which makes it stand out from all rival brands

a statement of objectives that a client works out with an advertising agency

a defined set of customers whose needs a company plans to satisfy