ADVERTISING NOTES

company or individual that pays to advertise a product or message SPONSOR

person or group of people who buy products or services CONSUMER

the basic idea or theme that sponsors want to communicate to a target audience MESSAGE

specific group a sponsor hopes to persuade; members share characteristics such as age, gender, background, values, or buying habits TARGET AUDIENCE

short, memorable phrase used in advertisements; intended effect is for people to remember the slogan and associate it with the product, such as Nike’s “Just Do It.”® SLOGAN

promotional message that appears at the top or side of a Web site BANNER AD

large outdoor advertising sign found along highways or on buildings BILLBOARD

promotional message in a magazine or newspaper; uses design, visuals, and text to appeal to a target audience PRINT AD

advertisement of a product or service through its use or placement in a TV show or film PRODUCT PLACEMENT

message that persuades the public to take a specific action or adopt a certain viewpoint toward an issue, an organization, or a cause PUBLIC SERVICE ANNOUNCEMENT (PSA)

ad aired on radio; relies on music, sound effects, creative scripts, memorable voices, and effective language RADIO SPOT 8QYigFnw

short film promoting and previewing an upcoming movie or show; appears before feature movies in theaters and on TV; often uses fast-paced visuals, sounds, and special effects to make an impact TRAILER (TEASER) EBI_L24&feature=r elated

ad broadcast on TV; uses many techniques—special effects, music, dazzling visuals, and creative scripts—to create a memorable message; often more expensive than other ads; cost varies according to the time it is aired TV COMMERCIAL e-uHQna0

thfeWWmgI Suggests that everyone is using the product. Bandwagon

Shows a popular celebrity promoting a product. Celebrity Spokesperson igaO7-Q

Taps into certain emotions, such as happiness, sadness, or excitement. E0v2wJSY Emotional Appeals

GRwtIIOjsQ Uses vague words - such as patriotism and freedom - that bring to mind values people agree with; often provides little or no concrete evidence. Glittering Generalities

Makes the consumer laugh; often gives little information about the product. W3yiAPR6g4 Humor

Appeals to consumers’ desire to be different from everyone else; the opposite of the bandwagon appeal. a4WVILrs Individuality

Uses words that have positive connotations, such as “tasty,” “fresh,” or “sensational.” FsZw5jtU Loaded Words

Uses specific words, images, or phrases that are stated or shown over and over again. cfcbmbs Repetition

Taps into people’s desire to be special or part of an elite group. GT8Q_tjk Snob Appeal