Brand awareness

The extend of recalling a particular brand and considering its existence on the market as available products to purchase or services to use. Brand awareness is common in measuring marketing communications effectiveness and main priority in marketing efforts.

See also: Brand share, Awareness set

Scatter market

A term used in the context of buying television time for advertising commercials by the firms through their ad agencies. This refers a period for purchasing television-advertising time that runs throughout the TV season instead of purchasing TV time in advance of the TV season.

Support advertising

A form of direct marketing in which the ad is designed to support other forms of advertising appearing in other media.

Bullets

Graphic device such as dots, stars, squares used to highlight salient selling points in advertising copy.

Likability of source in advertising

One of the three important characteristics of a source of a message in advertising. This refers to how the source is attractive to the audience in an advertising message. Qualities like candor, humour, and naturalness make a source attractive.

Ultravision sites

Outdoor advertising sites consisting of a series of advertisements produced as revolving slats to provide a succession of advertisements.

In-flight advertising

A variety of advertising media, which targets air travelers while they are in flight.

Stock music

Existing recorded music that may be purchased for use in a TV or radio commercial. It is also called needledrop.

Needledrop

An occupational term common to advertising agencies and the music industry. It refers to the music that is prefabricated, multipurpose, and highly conventional. It is, in that sense, the musical equivalent stock photos, clip art, or canned copy. Needledrop is an inexpensive substitute for original music; paid for on a one-time basis, it is dropped into a commercial or film when a particular normative effect is desired.

National spot advertising

All non-network advertising done by a national advertiser in local markets. Spot advertising offers the national advertiser flexibility in adjusting to local market conditions. The advertiser can concentrate commercials in areas where market potential is greater or where additional support is needed. This appeals to advertisers with uneven distribution or limited advertising budgets, as well as those interested in test marketing or introducing a product in limited market areas. National advertisers often use spot television advertising through local retailers or dealers as part of their cooperative advertising programs and to provide local dealer support.

Internalization (advertising)

This term is used in the context of the use of credible source in advertising to influence a message recipient. Internalization occurs when the receiver is motivated to have an objectively correct position on an issue and the receiver will adopt the opinion or attitude of the credible communicator if he or she believes the information from this source represents an accurate position on the issue