Unit 20 Key Terms

Market -
All the consumers who used type of product, e.g. cornflakes

Market Share -
The percentage of those consumers who use a particular brand e.g. Kellogs

Market Research -
Activity of gathering information about audience needs and preference. This data is then used to target appropriate marketing/advertising to clearly defined audiences.

Brand Awareness -
To aim most advertising is to ensure the audience associate your brand with a specific product - therefore the audience becomes "brand aware" and choose your brand over competitors.

Aims of Advertising Campaigns:
- Create or raise brand awareness
- Introduce a new product to the market
- Increasing sales and achieve larger market shares than competitors ( Supermarkets are constantly doing this )
- Re-Brand an existing product ( McDonalds did this going from red and yellow to green and yellow in order to appear healthier )
- Generate feedback ( Creating very specific limited edition flavours and get the audience to vote via social media )
- Achieve a combination of the above

Segments -
Audience subgroups defined by sets of characteristics such as where they live or their lifestyle choices.

Audience Profile -
The specific demographic variables of an average target audience member for a given media product based on age, gender, income, ethnicity and interests.

Unique Selling Point -
Characteristics of a product that identify it as being different from its competitors

Value Proposition -
A promise to a customer that they will receive and/or experience value for their custom e.g. Coca-Cola promises to "Make you happy"

Celebrity Endorsement -

Taylor Swift advertising Diet Coke on print media:

Dwayne Johnson advertising gym shark:

Shock Advertising ( Shockvertising ) -

Deliberately, rather than inadvertently, startles and offends its audience violating norms for social values and personal ideals.

Shock Advertising Example - Not texting whilst driving:

This advert is shocking since it violates the norms for advertising and honestly shows the dangers of texting whilst driving and the consequences it can have, killing you and your friends.

Call to Action -

Part of the webpage or advert that encourages the audience to do something, for instance to subscribe, watch, buy, click, comment or share. Different components of the SAME campaign can have slightly different calls to action.

Above the line advertising - 

Where MASS media is used to promote brands and reach out to the target audience, these include traditional media such as television, radio and print. It is difficult for advertisers to get direct feedback, apart from at the point of sale/consumption.

Below the line advertising -

A more on-to-one form of advertising that involves the distribution of pamphlets, stickers, promotions, merchandising, brochure placed at the point of sale, this is mainly used for more NICHE audiences. Below the line advertising provides more DIRECT FEEDBACK and data on audience engagement than above the line advertising.

Social media can also be used to create a one-to-one from of advertising, using strategic hashtags, paid for social media advertising that targets a group according to the demographics that the business wants.