Advertising ESOS (24 free ebooks)

TOPIC VOCABULARY 24 Free ebooks Main Types of advertisements Other types of advertisements 15/08/2015 ADVERTISING VOCABULARY More types of advertising Other Useful Advertising Vocabulary Advert, advertisement or ad? All these forms of the words are correct but ad is mostly used in spoken English only You should also be aware of a common pronunciation problem: ad, advert, advertise, advertising, advertisement… ESOS Magazine and Book Distribution fb.com/esos.ielts Sách nằm 24 FREE EBOOKS ESOS  Yêu cầu bạn không chỉnh sửa… Đóng góp phản hồi để ESOS hoàn thiện tiếp theo:  FEEDBACK  Paradise bookstore, Ha Noi, Viet Nam TV commercial Scenes and Key Frames A commercial is planned in scenes, segments of action that occur in a single location A scene may include several shots from different angles The key frame is the shot that sticks in the mind and becomes the image viewers remember when they think about the commercial IELTS 8.0 Definition Promotion of products and services using colour, action, sound and sight These are good to show how something works and can be persuasive Scripts, Storyboards and Photoboards A television script contains all the words, dialogue, lyrics, instructions, and descriptions of the details we’ve been discussing - sets, costumes, lighting, and so forth Planning the TV Commercial A storyboard, which is a visual plan or layout of the commercial, is drawn to show the number of scenes, composition of the shots, and progression of the action A photoboard uses photographic stills instead of art to illustrate the progression of images It’s created from the still photos or frames from the filming and is used to present to clients The common lengths of TV commercials are 10, 15, 20, 30, and 60 seconds The most common length for a TV commercial is 30 seconds SENSE OF SATISFACTION Page No-Ownership, No Copyright Paradise bookstore, Ha Noi, Viet Nam CONTENTS Newspaper ad The charges are published on a rate card, which is a list of the costs for advertising space and the discounts given to local advertisers and advertisers who make volume buys Most advertising sales are handled locally by the sales staff of the newspaper; however, newspaper representatives sell space for many different newspapers This saves an advertiser or its agency from the need to make a multitude of buys to run a national or regional campaign in newspapers The system is known as one-order, one-bill Definition Newspaper advertising can be described as national or local (retail), as well as classified and online, is sold based on the size of the ad space and the newspaper’s circulation Newspaper Ad Sales Another alternative that allows national advertisers to pay the local rate is cooperative (co-op) advertising with a local retailer Co-op advertising is an arrangement between the advertiser and the retailer whereby the retailer buys the ad and the manufacturer pays half - or a portion depending on the amount of space the manufacturer’s brand occupies Contact Us Page No-Ownership, No Copyright Slogan: Never Eat Alone! Group: fb.com/groups/esos.ielts Fanpage: fb.com/esos.ielts Never give up on your DREAMS! Types of Newspaper Ad Display: The dominant form of newspaper advertising, can be any size and can be placed anywhere in the newspaper except the editorial page Classified: advertising by individuals to sell their personal goods and advertising by local businesses Supplements: magazine-style publications inserted into a newspaper, especially in the Sunday edition, that are either syndicated nationally or prepared locally Magazine ads Corporate publications are produced by companies for their customers and other stakeholders Fit magazines into media mix Definition These are aimed at a specific market and interest group The ads are colourful and eye-catching but can be more expensive than newspaper ads Types of Magazines Trade magazines aimed at retailers, wholesalers, and other distributors Geographic editions help encourage local retail support by listing the names of local distributors Demographic editions group subscribers according to age, income, occupation, and other classifications Editorial content: the most widely used categories are general editorial, women’s, shelter, business and special interest Distribution and Circulation: Magazine revenues come from advertising, subscriptions, and singlecopy sales Professional magazines aimed at physicians, lawyers, and other professionals Page No-Ownership, No Copyright Physical Characteristics: 1/2 x 11 inches and x inches Ownership: Some magazines are owned by publishing companies, organizations Industrial magazines aimed at manufacturers Farm magazines aimed at those working in agriculture Live Learn Grow SENSE OF SATISFACTION Paradise bookstore, Ha Noi, Viet Nam CONTENTS Billboards, posters Size and Format Printed posters are created by the advertiser or agency, printed, and shipped to an outdoor advertising company They come in two sizes based on the number of sheets of paper used to make the image: sheet (5 x 11 feet) and 30 sheet (12 x 25 feet) Definition These are often signs on the road or at sports stadiums Large billboards can give a message with impact but with limited information An advertiser uses outdoor boards for two primary reasons First, for national advertisers, this medium can provide reminders to the target audience A second use for billboards is directional; it acts as primary medium when the board is in proximity to where a brand is available Page No-Ownership, No Copyright Painted outdoor bulletin differ from posters in that they are normally created on site and vary in size or shape, although their standard size is 14 x 48 feet They can be painted on the sides of buildings, on roofs, and even natural structures, such as the side of a mountain Designers can add extensions to painted billboards to expand the scale and break away from the limits of the long rectangle These embellishments are sometimes called cutouts because they present an irregular shape Don’t PAUSE your life Another innovation for billboards, electronic posters, and kiosks is the use of digital displays Digital displays use wireless technology, which allows them to be quickly changed to reflect an advertising situation or the presence of a target audience member Posters are used on kiosks, bulletin boards, the sides of buildings, and even vehicles Kiosks are typically located in places where people walk, such as a manysided structure in a mall or near a public walkway, or where people wait Contact Us Slogan: Never Eat Alone! Group: fb.com/groups/esos.ielts Fanpage: fb.com/esos.ielts Direct Mail Builds in feedback: Direct mail is particularly conducive to marketing research and can be modified until the message design matches the needs of the desired target audience Definition A direct-mail piece is a print advertising message for a product or service that is delivered by mail: a letter, a brochure, a sample, a premium, and an order card with a return envelope Advantages Reaches the unreachable: Direct mail allows the marketer to reach audiences that are inaccessible via other media Limitations Negative perceptions: The main drawback of using direct mail is the widespread perception Cost: Direct mail has a higher cost per thousand than mass media Tells a story: The medium offers a variety of formats and provides enough space to tell a complete sales story Page No-Ownership, No Copyright Mailing list: To deliver an acceptable response rate, the quality of the mailing list is critical It must be maintained and updated constantly Response rate: Difficulty of keeping relevant data in the database, the response rate can be lower Engages attention: When it is received, it can engage the reader’s attention Personalizes the message: Because of the use of databases, it is now possible to personalize direct mail across a number of consumer characteristics Do not go where the path may lead, go instead where there is no path and leave the trial SENSE OF SATISFACTION Paradise bookstore, Ha Noi, Viet Nam Vulnerability: Direct-mail delivery is vulnerable to natural disasters as well as catastrophes such as the 9/11 terrorist attacks CONTENTS Radio advertising Radio can also engage the imagination more than other media because it relies on the listener’s mind to fill in the visual element Many radio ads use drama, especially public service announcements (PSAs), which are spots created by agencies that donate their time and services on behalf of some good cause PSAs run for free on radio and TV stations Three categories Definition This approach reaches a target audience and relies on them listening to a particular station However, the message can easily be forgotten Media planners use radio to deliver a high level of frequency because radio commercials, particularly jingles, which are commercials set to music, lend themselves to repetition Page No-Ownership, No Copyright Network Radio Advertising can be bought from national networks that distribute programming and advertising to their affiliates A radio network is a group of local affiliates connected to one or more national networks through telephone wires and satellites Spot Radio Advertising lets an advertiser place an advertisement with an individual station rather than through a network It makes up nearly 80 percent of all radio advertising If you’re going through hell KEEP GOING Local stations also offer flexibility through their willingness to run unusual ads, allow last-minute changes, and negotiate rates Syndicated Radio Advertising: This is the original type of radio programming that plays on a large number of affiliated stations Program syndication has benefited network radio because it offers advertisers a variety of high-quality, specialized, and usually original programs Both networks and private firms offer syndication A local talk show may become popular enough to be “taken into syndication.” Contact Us Slogan: Never Eat Alone! Group: fb.com/groups/esos.ielts Fanpage: fb.com/esos.ielts Text messages Female teenagers were leaders in exploring text messaging on their cell phones and teaching others Instant messaging (IM): Exchanging text-based messages in real time via an Internet communications service Definition These promotions reach a target audience in real-time but they have a limited number of characters in the text Mobile Marketing Messages on mobile phones usually look like small banners tucked into the corner of a Web page or text messages that can resemble spam Instant messaging (IM), in which two people chat via their computers, has been used more for business, as has the Bluetooth technology, which keeps businesspeople in touch with their companies and clients wherever they are In addition to becoming essential communication, information, and entertainment tools in most people lives, cell phones also open up new avenues for commercial communication Cell phones also launched new product lines such as graphic faceplates and specialty ring tones Text messaging (TM) Communicating using brief messages keyboarded into a cell phone Page No-Ownership, No Copyright The days you are (the) most uncomfortable are the days you learn the most about yourself Mobile marketing is the strategy based on reaching people on the run via their cell phones It refers to the use of wireless communication (WiFi) and GPS locational devices to reach people on the move with geotargeting capabilities Mobile marketing includes instant messaging, video messages and downloads, and banner ads on these mobile devices SENSE OF SATISFACTION Paradise bookstore, Ha Noi, Viet Nam CONTENTS Internet Pop-ups Banners The most common form of online advertising is small banner ads containing text, images, and perhaps motion (animation) Banners in this small format have to be creative to stand out amidst the clutter on a typical Web page and, similar to outdoor advertising, they have to grab the surfer’s attention with few words Definition Pop-ups and pop-behind are types of ads that burst open on the computer screen either in front of or behind the opening page of a website The Internet is more interactive than any other mass medium This makes Web advertising more like two-way communication, and that’s a major point of difference from other advertising forms Page No-Ownership, No Copyright Effective banners arouse the interest of the viewer, who is often browsing through other information on the computer screen Sometimes banners provide brand reminder information only, like a billboard, but they usually also invite viewers to click on the banner to link to an ad or the advertiser’s home page The effectiveness of such efforts is monitored in part by the number of click-throughs Never apologize for showing your feelings When you do, you are apologizing for the truth Their creators make banners entertaining by using multimedia effects such as animation and sound, interactivity, emotional appeals, color, and provocative headlines Effective banner ads satisfy the need for entertainment, information, and context (a link to a product), and often use promotional incentives, such as prizes or gifts, to motivate visitors to click through to the sponsor’s website13 to drive action Contact Us Slogan: Never Eat Alone! Group: fb.com/groups/esos.ielts Fanpage: fb.com/esos.ielts Email Advertising Some users still operate that way, but with newer forms like instant messaging, Facebook, and Twitter, many users are always online and that has changed the function, as well as the speed, of online connections Definition Direct advertising to the customer It is cost effective as long as the customer database is up-to-date E-Mail Communication One of the attractive features of using email for advertising is that it is so inexpensive All it takes is a list of e-mail addresses, a computer, and an Internet connection E-mail marketing E-mail marketing software and advertising assistance is available from such companies as Constant Contact, which even provides email templates • Addressable to current customers • Addressable to prospects • Unsolicited and often unwanted, or spam SENSE OF SATISFACTION No-Ownership, No Copyright Issue: Spam Although e-mail marketing has enjoyed increased success, the practice has received intense criticism for generating too much unwanted e-mail, otherwise known as spam E-mail is a product of an earlier time in online communication - back in the days when we used to log on and off and check messages in bursts Page Fall down SEVEN times, stand up EIGHT Email spoofing is the creation of email messages with a forged sender address Paradise bookstore, Ha Noi, Viet Nam CONTENTS Flyers • Persuade or send a social, religious, or political message, as in evangelism or political campaign activities on behalf of a political party or candidate Low-cost The gem cannot be polished without friction, nor man perfected without trials Flyers are inexpensive to produce Their widespread use intensified with the spread of desktop publishing systems Definition Small flyers with printed information handed out to customers face to face They can be attractive and informative but also costly Flyers may be used by individuals, businesses, or organizations to: • Advertise an event such as a music concert, nightclub appearance, festival, or political rally • Promote a good or service, such as a restaurant or nightclub • Recruit members Page 10 No-Ownership, No Copyright In recent years, the production of flyers through traditional printing services has been supplanted by Internet services; customers may send designs and receive final products by mail Cheap to produce, contemporary flyers are frequently produced in 300 g/m2 glossy card, whereas a leaflet might be produced on a 130 g/m2–170 g/m2 weight paper and can be a very effective form of direct marketing There are many different flyer formats • A4 (roughly letterhead size) Distribution and use • A5 (roughly half letterhead size) • DL (compliments slip size) Flyers are handed out on the street (a practice known as flyering or leafleting), posted on bulletin boards, or given away at events Bulletin boards are found on college campuses, in cafés, community meeting houses, laundromats and small markets • A6 (postcard size) Contact Us Slogan: Never Eat Alone! Group: fb.com/groups/esos.ielts Fanpage: fb.com/esos.ielts Transit advertising Interior transit advertising is seen by people riding inside buses, subway cars, and taxis Definition Exterior transit advertising is mounted on the side, rear, and top exteriors of these vehicles, so pedestrians and people in nearby cars see it Transit advertising is mainly an urban mass advertising form that places ads on vehicles such as buses and taxis that circulate through the community as moving billboards Transit advertising is reminder advertising; it is a frequency medium that lets advertisers get their names in front of a local audience who drive a regular route at critical times such as rush hour Transit advertising also includes the posters seen in bus shelters and train, airport, and subway stations Painted vehicles is another type of transit advertising The greater the difficulty, the more glory in surmounting it Skillful pilots gain their reputation from storms and tempests It started in 1993, when PepsiCo paid Seattle in return for permission to wrap six city buses with its logo Most of these posters must be designed for quick impressions, although people who are waiting on subway platforms or bus shelters often study these posters, so here they can present a more involved or complicated message than a billboard can More recently recessionweary drivers have been tempted to sign up to have their cars and trucks wrapped with ads for brands such as Jamba Juice and Verizon in exchange for monthly payments Types of transit advertising SENSE OF SATISFACTION Page 11 No-Ownership, No Copyright Paradise bookstore, Ha Noi, Viet Nam CONTENTS Covert advertising Television Advertising Television is used for advertising because it works like the movies It tells stories, engages the emotions, creates fantasies, and can have great visual impact Because it’s an action medium, it is also good for demonstrating how things work It brings brand images to life and adds personality to a brand Definition Covert advertising is when a product or brand is embedded in entertainment and media For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo Page 12 No-Ownership, No Copyright What Does Covert Advertising Do? Abstract: Advertising as a tool in the promotion/ communication armoury creates tremendous impact among consumers in terms of awareness and other consequences thereof Among different forms of advertising, covert advertising also plays a vital role as it creates better impact with regard to communication and sales The great glory in living, lies not in never falling but rising every time we fall Introduction: Covert advertising as a vehicle in the advertising medium has been used among other vehicles to create awareness about products/ brands among prospective consumers and as a reminder among customers Its impact cannot be underestimated and the consequences thereof about products/ brands Covert advertising is nothing but a unique kind of advertising in which a product/ brand is placed as an insert in a movie which is normally endorsed or patronized by a celebrity acting in the movie Contact Us Slogan: Never Eat Alone! Group: fb.com/groups/esos.ielts Fanpage: fb.com/esos.ielts Sponsorship However, the costs of producing and sponsoring a 30- or 60-minute program make this option too expensive for most advertisers Sponsorships and Event Definition A company sponsors an event or entity in return for recognition of the brand or product For example, companies funding schools or sporting events in return for them using their equipment Program sponsorships Marketing Sponsorships occur when companies support an event, say, a sporting event, concert, or charity, either financially or by donating supplies and services Event marketing means building a product’s marketing program around a sponsored event, such as the Olympics or a golf tournament The advertiser assumes the total financial responsibility for producing the program and providing the accompanying commercials Sponsorship can have a powerful effect on the viewing public, especially because the advertiser can control the content and quality of the program as well as the placement and length of commercials Page 13 No-Ownership, No Copyright You have to learn the rules of the game and play them better than anyone else Sponsorships and event marketing include sports sponsorships; support for the arts; entertainment tours and attractions; festivals, fairs, other annual events; and cause marketing Sponsorships typically cost a lot of money SENSE OF SATISFACTION Paradise bookstore, Ha Noi, Viet Nam Companies undertake sponsorships to build brand associations and increase the perceived value of the brand in the consumer’s mind CONTENTS Telemarketing Most calls are made from databases of prospects who were previously qualified on some factor, such as an interest in a related product or a particular profile of demographics and psychographics Occasionally a cold call is used, which means the call center staff are calling random numbers, but this practice has a much lower response rate Two types of telemarketing Definition This involves promoting and selling over the phone This offers direct contact with the customer but can be intrusive if it is a “cold-call”, which means an unasked for call Atypical telemarketing campaign usually involves hiring a telemarketing company to make a certain number of calls using a prepared script These callers work in call centers, which are rooms with large banks of phones and computers Page 14 No-Ownership, No Copyright An inbound telemarketing or incoming telemarketing call is initiated by a customer The consumer can be responding to an ad, catalog, e-mail, or fax Calls originating from the firm are outgoing or outbound telemarketing These calls typically generate the most consumer resistance because they are uninvited, intrusive, and unexpected Intrusion, Fraud, and Privacy A smooth sea never made a skilled sailor Telemarketing has its drawbacks Perhaps the most universally despised telemarketing tool is predictive dialing Predictive dialing technology makes it possible for telemarketing companies to call anyone - even those with unlisted numbers Many people consider these calls a nuisance, and they can even be alarming, because burglars have been known to call a house to see if anyone’s home before they attempt a break-in Contact Us Slogan: Never Eat Alone! Group: fb.com/groups/esos.ielts Fanpage: fb.com/esos.ielts Celebrity Endorsement Some singers, models and film stars have at least one licensed product or service which bears their name Usage Definition A celebrity is paid to promote and market a product through TV ads or event appearances This can be effective as it is high profile but it does rely on the celebrity image remaining constant and popular Celebrity branding The use of a celebrity or of a sports professional can have a huge impact on a brand Celebrities also provide voice-overs for advertising Some celebrities have distinct voices which are recognizable even when faces are not visible on a screen It is hard to fail, but it is (even) worse never to have tried to succeed Benefits Celebrity branding is a type of branding or advertising in which a celebrity becomes a brand ambassador and uses his or her status in society to promote or endorse a product, service or charity The most popular forms of celebrity brand lines are for clothing and fragrances Page 15 No-Ownership, No Copyright The ability to build brand equity is a valuable asset One of the strongest reasons for using a celebrity as a product endorsement is that it can link the product to the celebrity's skills SENSE OF SATISFACTION Paradise bookstore, Ha Noi, Viet Nam CONTENTS Other Useful Advertising Vocabulary Adjectives to describe advertising Other Useful Advertising witty/humorous: The idea is that if you can make someone laugh with a witty advert, then they will be more likely to buy the product • eye-catching = appealing, attractive • subtle = not obvious memorable: Almost all the best adverts are memorable in some way • flick through a magazine = look at the pages quickly persuasive: Some ads are extremely persuasive and we find we buy products we not really need • catchy tune = an appealing melody • to target an audience = to aim for a group of people misleading: Although there are regulations against this, many adverts are still misleading • peak viewing time = a time when the majority of people are watching word-of-mouth: It is frequently said that the most effective form of advertising is word-of-mouth advertising • glossy = shiny • specific market = particular group of people • specific interest group = particular group of people with the same interests • persuasive = it convinces us to something or think something • memorable = it stays in our minds for a long time • intrusive = causing annoyance, uninvited • invasion of privacy = when your privacy has been invaded (entered) without permission • up-to-date = current • customer database = list or record of customers Page 16 No-Ownership, No Copyright Other Useful Advertising Vocabulary Smart advertising words and phrases (Part 1) Smart advertising words and phrases (Part 2) Advertorial (Media most often used in: All media): An advertisement that appears to be a news story Deadline (All media): The latest time to submit material for advertising Brief (All media): This is like a plan for your advertising It explains what you would like to be achieved from the campaign, the amount of money you intend to spend on the campaign and the time frame the campaign would adhere to This is normally given to your advertising agency or the advertising sales representative selling you advertising Demographic (All media): A general description used to determine the type of people you want to see your advertisements (age group, employment, location etc.) Circulation (Newspapers and magazines): The number of publications sold Column space (Newspapers and magazines): Generally used to describe the size of an advertisement All newspaper pages are split into columns; the number varies as does the width Advertising space tends to be measured by the number of columns, by the centimetres or inches The number of columns tells you how wide the advertisement will be and the number of centimetres or inches tells you how high the advertisement will be Copy (All media): This is the text to form the basis of the advertisement or the commercial Copy is normally supplied to the organisation producing the material If asked to supply copy for editorial consideration, supply up to 500 words that can be culled down according to the length of the article Page 17 No-Ownership, No Copyright Early right hand (Newspapers and magazines): Describes the prime advertising pages—close to the front and on a right-hand page Impacts (Television): The total number of people who have seen the campaign 10 Flighting (All media): Ongoing advertising that runs automatically 11 Frequency (Television and radio): The average number of times viewers were exposed to the commercial 12 Key number (Television and radio): A unique number used to identify your commercials Even slight changes to an advertisement require the issuing of a new key number 13 Layout (Newspapers and magazines): The design of an advertisement 14 Live read (Radio): Commercial read live by an announcer 15 Loading (All media): Extra cost paid for prime position of advertisements or commercials Other Useful Advertising Vocabulary Smart advertising words and phrases (Part 3) Smart advertising words and phrases (Part 4) 16 Masthead (Newspapers and magazines): Generally refers to the top of the front page of a newspaper or magazine Can also refer to an advertisement that runs across a page in a similar format 24 TRP …or TARP… (Television): TARP (Target Audience Rating Point) is a way of measuring see a particular commercial based on the schedule provided by the station It provides a means of comparing schedules between television stations 17 Position (Newspapers and magazines): Where the advertisement appears in the publication 18 Production (All media): Generally refers to the production of your advertisement or commercial 19 Ratings (Television and radio): The number of people of various age groups that view or listen to a particular programme or time slot 20 Reach (Television and radio): The number of people in your targeted audience who had at least one opportunity to see/hear your campaign 21 Run of station (Television and radio): Commercials aired at nonspecific times on television or radio (generally during lower rating time slots) 22 Schedule (Television and radio): A detailed plan showing the days and times your commercials will be aired It is supplied by the station, normally in the form of a proposal 23 Storyboards (Television): Rough sketches showing the concept of a television commercial Storyboards are used to plan television commercials Page 18 No-Ownership, No Copyright For example, if the ABC Corporation decided that its market was men aged 18 - 45 and it aired commercials at p.m on a particular station where 20 per cent of the viewing audience fitted into this demographic, the commercial has a TARP of 20 Each time the commercial is aired the TARP figure is accumulated so the commercial might acquire a total of 200 for the week Generally, the higher the TARP the more impact the campaign will have 25 Voiceover (Television): The sound track for a television commercial Sách nằm 24 FREE EBOOKS ESOS  Yêu cầu bạn không chỉnh sửa… Đóng góp phản hồi để ESOS hoàn thiện tiếp theo:  FEEDBACK  ... time when the majority of people are watching word-of-mouth: It is frequently said that the most effective form of advertising is word-of-mouth advertising • glossy = shiny • specific market =... Definition Direct advertising to the customer It is cost effective as long as the customer database is up-to-date E-Mail Communication One of the attractive features of using email for advertising. .. fb.com/groups /esos. ielts Fanpage: fb.com /esos. ielts Transit advertising Interior transit advertising is seen by people riding inside buses, subway cars, and taxis Definition Exterior transit advertising