Deceptive advertising (False advertising)

The practice of using incomplete or misleading information in the adverts, i.e. providers of services that do not inform customers about some surcharges in the price that is announced in an advertisement, i.e. air fair with undisclosed air charges.

See also: Counterfeit goods, Case rate

Body text (Body copy)

Main block of text within advertisement which is apart from headlines, logo, pictures to the ad, etc., i.e. the explanation of it about the product and/ or offer. Usually it is kept brief and short, though main criteria is that it should be convincing and sell well.

See also: Headline, Direct headline

Drop

The term used by media planners to indicate the inactive time segments when the delivery of messages cease according to the scheduling. Usually such periods take turns in scheduling with Flighting and  Pulsing.

See also: Flight

Pulsing (Pulse scheduling)

In media planning, the combination between the other 2 methods of strategic scheduling that are basic – Continuous pattern and  Flighting. Pulsing is applied for products and services that are regularly at sales but have some seasonal specifics and require emphasis over some period, for example clothing and car insurances.

See also: Continuous pattern, Flighting, Continuity, Flight

Informational advertising (Rational advertising)

Certain approach that utilizes rational strategies in convincing consumers to buy a product or choose a brand. Informational ads usually call consumer cognitions, needs, and routines. Very often marketers even combine Informational with Transformational  advertising, thus calling rational and emotional reaction at the same time, for example a warm feeling of a cup of coffee (irrationality, emotion) as a day-starter (every day, routine).

White papers

Informational reports provided by a company in order to highlight specifics of  its services, solutions or products; sales and marketing presentations to potential customers prior to the actual purchase, white papers may also be designated to explain some features of technologies or methods used.

Computer interview

Interviewing that is conducted via a computer – questionnaire runs on its screen while respondents answer using a console.

Computer graphics

Software allowing automated presentation of researched data, displaying preferred form of illustration, i.e. chart, pie, bar, etc.

Computer generated imagery (CGI)

Computer technology allowing rich electronic effects for multimedia. Constant developments in this field have led to multiple layers being added simultaneously nowadays. CGI is widely spread in movie cinema, TV programs, television commercials and printed media. It allows computer artists to create content without actors castings, scenes preparations, expensive costumes, sets and physical effects.

Dadaism (Dada movement)

Art and cultural movement of modernism that spread through Europe in 1920s as an anti-reaction to the atrocities of the World War I. Dadaists from the early 20th century in art, literature, theatre and design pulled back to rationality and logic, promoting absurdity and intuition.

Postmodernism (Post-modernism)

The era after Modernism, subdivided by two separate periods: from 1950s till late 1980s, and 1990s till nowadays. During the first period television became the primary news source along with many other significant and unprecedented changes in economics, culture and society – the baby boom from the 60s, assertion of feminism, emerging of pop styles, etc. The second period is determined by the digital means of communication and dissemination. Some argue that “digitality” should be distinguished from post-modernity as a separate developmental period.

Key line

1. An outer-line that is used to position an artwork into printing.
2. Identification on an order form for the customer to be entered to company's database and followed up.

Unintended audience

Includes everyone who is exposed to an advertising message, even those who are not specifically targeted by the source.

Subliminal stimuli

In the context of advertising it refers to a message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing. Subliminal stimuli have been focus of intense study as well as public concern.

Media panels

It is a data gathering technique that is comprised of samples of respondents whose television viewing behaviour is automatically recorded by electronic devices, supplementing the purchase information recorded online or in a diary. Given the growing popularity of Internet, syndicated services are geared to this medium.

Local advertising

Advertising done by companies within the limited geographic area where they do business.

Decentralized organizational structure of advertising

A method of organizing for international advertising and promotion where managers in each market or country have decision-making authority.

Client-participant focus groups

One of the variants of focus groups. In this type of focus groups the client personnel are identified and made part of the discussion group. Their primary role is to offer clarification that will make the group process more effective.

Social system

A physical, social or cultural environment to which people belong and within which they function.

Mobile billboards

An out-of-home ad medium in which advertisements can be transported to different locations (signs painted on automobiles, trailers pulling billboards and the like).