Advertising Terms and Definitions: A Comprehensive Guide, Quizzes of Communication

Download Advertising Terms and Definitions: A Comprehensive Guide and more Quizzes Communication in PDF only on Docsity! TERM 1 message theme DEFINITION 1 key ideas in advertisement TERM 2 message strategy DEFINITION 2 primary tactic or approach used to deliver the message theme1. Cognitive - ration arguments2. Affective- feelings and emotional3. conative - actual purchasing TERM 3 cognitive message strategy DEFINITION 3 rational arguments or pieces of information to consumers TERM 4 generic message DEFINITION 4 advertisement that directly promotes the product's attributes of benefits without any claim of superiority TERM 5 preemptive message DEFINITION 5 claim of superiority based on product's specific attribute or benefit with the intent of preventing the competition from making the same or similar statement TERM 6 unique selling proposition (USP) DEFINITION 6 An explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner TERM 7 hyperbole DEFINITION 7 an untestable claim based on some attribute or benefit TERM 8 comparative advertisement DEFINITION 8 allows an advertiser to directliy or indirectly compare a product to the competition's TERM 9 affective message strategies DEFINITION 9 advertisements that invoke feelings or emotions and match those feelings with the good, service, or company TERM 10 resonance advertising DEFINITION 10 connects a product with a consumer's experiences in order to develop stronger ties between the product and the consumer