Senin, Maret 31, 2008


Definisi berikut bukan saya yang buat, entah siapa yang nulis saya ngga punya catatan. Saya ambil dari file di komputer dan posting di sini agar para pemula memahami istilah-istilah yang digunakan di dalam dunia periklanan. Semoga manfaat...

advertising idea
- The theme or concept that serves as the organizing thought for an advertisement. Ideas are used to dramatize the product-related information conveyed in advertising.

concept statement
- A verbal and/or pictorial statement of a concept (for a product or for advertising) that is prepared for presentation to potential buyers or users to get their reaction prior to its being implemented. Product concepts are followed by prototypes; advertising concepts by one of several forms of semifinished production.

concept statement, commercialized
- A term used in distinguishing two types of product concept statements. A commercialized product concept statement is prepared in an advertising format, as a persuasive statement. A noncommercialized product concept statement is prepared in neutral, nonpersuasive format.

idea generation
- That stage of the new product development cycle in which ideas are sought for new products. These ideas may be created in-house or sought from outsiders. This stage is often called concept generation rather than idea generation, because the new product is but a concept at this time. The activity of generation often follows some stated or implied strategic focus, and it precedes the concept evaluation stage.

screening of ideas
- The step just prior to research and development and systems design in the product development process. It involves use of scoring models, checklists, or personal judgments and is based on information from experience and various market research studies (including concept testing). Screening calls for judgments that predict the organization's ability to make the item and its ability to market the item successfully. It culminates in directions to guide technical personnel in their developmental efforts.

advertising campaign
- A group of advertisements, commercials, and related promotional materials and activities that are designed to be used during the same period of time as part of a coordinated advertising plan to meet the specified advertising objectives of a client.

- Any announcement or persuasive message placed in the mass media in paid or donated time or space by an identified individual, company, or organization.

- The placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/ or persuade members of a particular target market or audience about their products, services, organizations, or ideas.

promotion mix
- The various communication techniques such as advertising, personal selling, sales promotion, and public relations/product publicity available to a marketer that are combined to achieve specific goals.

advertising strategy
- A statement prepared by the advertiser (often in association with an advertising agency) setting forth the (1) competitive frame, (2) target market, and (3) message argument to be used in an advertising campaign for a specific product or service.

copy platform
- A statement prepared by the advertiser (often in association with an advertising agency) setting forth the advertising strategy, a summary of the rationale for the strategy, and related background information.

advertising objective
- A statement prepared by the advertiser (often in association with an advertising agency) to set forth specific goals to be accomplished and the time period in which they are to be accomplished. Objectives can be stated in such terms as products to be sold, the amount of trial purchases, the amount of repeat purchases, audience members reached, the frequency with which audience members are reached, and percentages of the audience made aware of the advertising or the product.

advertising claim
- A statement made in advertising about the benefits, characteristics, and/or performance of a product or service designed to persuade the customer to make a purchase.

advertising effectiveness
- An evaluation of the extent to which a specific advertisement or advertising campaign meets the objectives specified by the client. There is a wide variety of approaches to evaluation, including inquiry tests, recall tests, and market tests. The measurement approaches include recall of ads and advertising themes, attitudes toward the advertising, persuasiveness, and impact on actual sales levels.

advertising message
- The visual and/or auditory information prepared by an advertiser to inform and/or persuade an audience regarding a product, organization, or idea. It is sometimes called the creative work by advertising professionals in recognition of the talent and skill required to prepare the more effective pieces of advertising.

advertising copy
- The verbal or written component of advertising messages.

advertising agency
- An organization that provides a variety of advertising related services to clients seeking assistance in their advertising activities. A full-service advertising agency engages in the planning and administration of advertising campaigns, including setting advertising objectives, developing advertising strategies, developing and producing the advertising messages, developing and executing media plans, and coordinating related activities such as sales promotion and public relations. A limited-service advertising agency concentrates on one of the major advertising agency functions such as developing and producing advertising messages or media plans.

advertising penetration
- The percentage of the target market that remembers a significant portion of the advertising message conveyed by an advertised campaign.

awareness-trial-repeat (A-T-R)
- A paradigm consisting of three key steps by the intended user. The steps take the person or firm from a state of ignorance about a new product to the point of product adoption. Awareness (cognition) may be of the product generally, its brand, and one or more of its attributes. Trial means some form of test purchase or use, following upon favorable affect stemming from knowledge regarding the attributes. Repeat means the trial was sufficiently successful to warrant one or more repeat purchases. There are other, similar, paradigms (for example attention, interest, desire, action) but these are not new product specific and do not cover the entire product adoption process.

- An approach to understanding how advertising and selling supposedly work. The assumption is that the consumer passes through several steps in the influence process. First, Attention must be developed, to be followed by Interest, Desire, and finally Action as called for in the message. Another, but similar, scheme was developed by Lavidge and Steiner in 1961, later to be dubbed the AIDA: Hierarchy of Effects Model by Palda in 1966. This approach involves the hierarchy of effects: awareness, knowledge, liking, preference, conviction, and finally purchase in that order. Note the similarity to the adoption process.

formula selling
- A selling approach in which the sales presentation is designed to move the customer through the stages in the decision-making process such as get the customer's attention, develop interest, build desire, and secure action (AIDA).

hierarchy of effects model
- 1. A concept related to the manner in which advertising supposedly works; it is based on the premise that advertising moves individuals systematically through a series of psychological stages such as awareness, interest, desire, conviction, and action. 2. An early model that depicted consumer purchasing as a series of stages including awareness, knowledge, liking, preference, conviction, and purchase.

low involvement hierarchy
- In the hierarchy of effects model, the order consists of acquiring information, leading to formation of positive attitudes and then to the behavioral act of purchase or trial. Under low involvement conditions, the process is reversed such that it is after purchase, if at all, that interest and attitudes emerge.

agency theory
- A theory of the firm that seeks to explain corporate activities as arising out of the natural conflicts between the principals (stockholders) and agents (managers) of a firm.

creative boutique
- A limited-service advertising agency that focuses its work on the development of highly effective (creative) advertising messages for its clients.

1 komentar:

Harian mengatakan...

Hmm... bbrp baru dengar istilah2nya. Yg cukup akrab: AIDA, trutama dulu pas belajar Direct Selling. Klo bisa, dijelaskan definisi masing2 ini: advertising, promotion dan marketing. Kayaknya beda tp ada juga tumpang-tindihnya.