Begrippen Advertising and Communication Management

Marketing (AMA): The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives.
Exchange: The central focus of marketing: two or more parties with something of value to each other and a way to communicate.
Marketing concept: The idea that marketing is about understanding and satisfying customer needs and desires, not just producing goods; marketing creates the meaning behind a product.
Product-oriented company: A company that focuses on what it makes: the physical item, formula and features.
Marketing-oriented company: A company that focuses on what people want and feel: benefits, emotions and value.
Relationship marketing: Creating, maintaining and enhancing long-term relationships with individual customers and other stakeholders for mutual benefit.
Mass customization: Using IT, flexible manufacturing and new marketing processes to configure and personalize products for individual customers at scale (e.g. Nike By You).
Customer lifetime value: The value a customer generates over the entire relationship with a firm; a reason to invest in retention.
Marketing mix (4 Ps): The controllable elements product, price, place and promotion that marketers combine into a marketing program.
Integrated Marketing Communications (IMC): Planning concept that combines communication tools (advertising, sales promotion, PR, etc.) to provide clarity, consistency and maximum communications impact.
Brand identity: The combination of name, logo, symbols, design, packaging, product performance and associations consumers have with a brand; the sum of all contact points.
Promotion: The coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or promote an idea.
Promotional mix: The basic tools used to accomplish communication objectives: advertising, direct marketing, interactive/internet marketing, sales promotion, publicity/PR and personal selling.
Advertising: Any paid form of nonpersonal communication about an organization, product, service or idea by an identified sponsor.
Interactive/internet marketing: Two-way communication through online and digital media such as websites, apps and social media.
Publicity / public relations: Publicity: non-paid, nonpersonal communication such as news coverage; PR: managing the organization's image and relations with its publics.
Personal selling: Person-to-person communication in which a seller persuades prospective buyers, with immediate feedback.
NikePlus: Nike's membership program, joined automatically by downloading the Nike app, offering discounts, personalized recommendations and exclusive offers.
House of Innovation: Nike's flagship store concept (New York, Shanghai, Paris) integrating staff, screens, app services, customization and mobile checkout.
Repositioning: Changing the position a brand holds in consumers' minds, e.g. Samsung moving from copycat products to an upscale image.
Strategic marketing plan: Plan that guides resource allocation, evolves from corporate strategy and guides specific marketing programs and policies.
Marketing planning (McDonald): The planned application of marketing resources to achieve marketing objectives; a logical sequence of activities leading to objectives and plans.
SOSTAC: Planning framework: Situation analysis, Objectives, Strategy, Tactics, Actions, Control.
5 Ss: Types of (online) marketing objectives: Sell, Serve, Sizzle, Speak, Save.
Situation analysis: The 'where are we now' stage: SWOT, PEST, brand perceptions, consumer and competitor analysis.
Value proposition (VP): Clear statement of the benefits a product offers, how it solves needs and why it is better than competitors.
Online value proposition (OVP): The unique set of online benefits a brand offers to attract and retain customers on digital platforms.
Emergent strategy: Strategy in which analysis, development and implementation are interrelated and developed together, enabling fast response to change.
Strategic window: A limited-time opportunity created by environmental change, such as new technology like AI.
Third place: Starbucks' positioning of its stores as a comfortable space between home and work.
Balking: Customers not ordering because of long waiting times.
Opportunity analysis: Analysis of the marketplace to find opportunities for existing products in current markets, new products for current markets, or new products for new markets.
Market opportunities: Areas with favorable demand trends, unsatisfied needs, and where the company can compete effectively.
Competitive analysis: Analysis of competition from direct brand competitors to indirect competitors such as substitutes.
Competitive advantage: Something special a firm does or has that gives it an edge over competitors.
Target market: The segment(s) a company selects to direct its marketing programs to.
Market segmentation: Dividing a market into distinct groups that have common needs and respond similarly to a marketing action.
Market-product grid: Tool relating market segments to the firm's products or marketing actions (step 3 of segmentation).
Geographic segmentation: Dividing the market into geographic units such as nations, regions or neighbourhoods.
Demographic segmentation: Segmenting on age, sex, family size, education, income or social class.
Psychographic segmentation: Segmenting on personality and/or lifestyle; lifestyle is considered by many the most effective criterion.
VALS: Values and Lifestyles program of SRI; VALS 2 divides Americans into eight lifestyle segments by motivation and resources.
Behavioristic segmentation: Segmenting on usage, loyalty or buying responses to a product.
Benefit segmentation: Grouping consumers on the benefits or attributes they seek in a product.
Undifferentiated marketing: Ignoring segment differences and offering one product to the entire market.
Differentiated marketing: Marketing in several segments with separate strategies for each.
Concentrated marketing: Selecting one segment (niche) and trying to capture a large share of it.
Micromarketing: Targeting very narrowly: local marketing (cities, stores) or individual marketing (one person).
Positioning: The art and science of fitting the product to segments so as to set it meaningfully apart from competition.
Salient attributes: Attributes that are important to consumers and form the basis for purchase decisions.
Consumer market: All individuals and households that buy or acquire goods and services for personal consumption.
Consumer buyer behaviour: The buying behaviour of final consumers: individuals and households buying for personal consumption.
Buyer's black box: The part of the buyer behaviour model where stimuli are processed: buyer characteristics and decision process, not directly observable.
Culture: The set of basic values, perceptions, wants and behaviours learned by a member of society.
Subculture: A group of people with shared value systems based on common life experiences and situations.
Social class: Relatively permanent divisions in society whose members share similar values, interests and behaviours.
Reference group: A group that serves as a point of reference in forming a person's attitudes and behaviour.
Roles and status: A person's position in each group they belong to, which influences purchases (e.g. clothing reflecting status).
Lifestyle: A person's pattern of living expressed in activities, interests and opinions.
Personality: The unique psychological characteristics that distinguish a person or group.
Maslow's hierarchy of needs: Needs arranged from physiological, safety, belongingness and esteem to self-actualization; lower needs are satisfied first.
Customer journey: The sum of ongoing experiences a customer has with a brand, from awareness to advocacy.
Customer journey mapping: Mapping customer touch points and experiences in detail to understand and improve the journey.
Touch point: Any point of contact between a customer and a brand in any channel or medium.
Customer experience (CX): Non-deliberate, spontaneous responses and reactions to particular stimuli (Becker and Jaakkola, 2020).
Brand experience: Sensations, feelings, cognitions and behavioural responses evoked by brand-related stimuli; sensory, affective, intellectual and behavioural dimensions.
Brand advocacy: Customers actively recommending a brand to others; the end point of the customer journey.
Hierarchy of effects: Class of models implying that consumers move through a sequence of stages before purchase (e.g. AIDA, DAGMAR).
Innovators: The 2.5% most venturesome adopters who try new ideas at some risk.
Early adopters: 13.5% of adopters; opinion leaders who adopt early but carefully.
Early majority: 34% of adopters; deliberate, adopting before the average person.
Late majority: 34% of adopters; skeptical, adopting after most people have tried it.
Laggards: 16% of adopters; suspicious of change, adopting when the innovation has become a tradition.
Persona: A partly fictional profile representing a target customer, based on real research and data.
Pain points: The particular challenges or problems customers face with a product or service.
Advertising creativity: The ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems.
Creative personnel: Copywriters, art directors and commercial directors, often with non-business backgrounds, relying more on intuition than logic.
Young's creative process: Five steps: immersion, digestion, incubation, illumination, reality/verification.
Immersion: Gathering raw material and information through background research (Young, step 1).
Digestion: Working over the information and wrestling with it in the mind (Young, step 2).
Incubation: Putting the problem out of the conscious mind so the subconscious can work on it.
Illumination: The birth of an idea, the 'Eureka' moment.
Verification: Checking whether the idea solves the problem and shaping it to practical usefulness.
Account planning: Conducting research and gathering all relevant information on the product, brand and target consumers to support the creative process.
Advertising campaign: A set of interrelated, coordinated marketing communication activities centred on a single theme appearing in different media over a specified period.
Campaign theme: The central message of a campaign, used in all advertising and promotion; usually meant to last longer than one campaign plan.
Copy platform (creative brief): Written document specifying the basic elements of the creative strategy: problem, objectives, target audience, major selling idea, creative strategy statement, supporting information.
Major selling idea (big idea): The central theme of a campaign: the strongest singular thing you can say about the product, with the broadest meaningful appeal.
Unique selling proposition (USP): A specific benefit proposition that competitors cannot or do not offer and that is strong enough to attract new customers.
Brand image advertising: Using the image of the brand as the main selling idea, common for products hard to differentiate functionally.
Inherent drama: Approach that finds the characteristic of the product that makes consumers buy it and presents it in a believable way.
Unlearning curve: Research process Young and Laramore used with Ugly Mug to uncover consumer insights without changing what the brand is.
Shelf space: Retail display space; the core problem for Ugly Mug, since only about 10% is available to small roasters.
High-involvement product: Product perceived as personally important, expensive, risky or symbolic, requiring extensive search and evaluation (e.g. cars, insurance).
Low-involvement product: Product with low risk, low cost and limited relevance, bought with minimal effort using habits and simple cues (e.g. snacks, shampoo).
Advertising appeal: The approach used to attract attention and influence feelings toward a product; rational or emotional.
Informational/rational appeal: Appeal focusing on practical, functional or utilitarian needs, emphasising features, benefits and facts.
Rational motives: Purchase criteria such as comfort, convenience, economy, health, quality, durability, efficiency and performance.
Feature appeal: Rational appeal focusing on the dominant traits of a product; informative, used for technical and high-involvement products.
Competitive advantage appeal: Rational appeal comparing the brand with competitors and claiming superiority.
Favourable price appeal: Rational appeal making the price offer the dominant point of the message.
News appeal: Appeal in which news about the product, service or company dominates the ad.
Product/service popularity appeal: Appeal stressing the number of users, switchers or recommending experts, or market leadership.
Emotional appeal: Appeal relating to consumers' social and/or psychological needs.
Emotional integration: Portraying characters in an ad as experiencing an emotional benefit from using the product (Kamp and MacInnis).
Transformational ad: Ad that links the usage experience with psychological characteristics not otherwise associated with it, changing how consumers interpret using the brand.
Execution style: The way an appeal is presented in the ad, e.g. animation, personality symbol or fantasy.
Animation: Execution style using drawn or computer-created scenes, cartoons, puppets or fictional characters.
Personality symbol: Execution style using a central character that delivers the message and with which the product is identified.
Fantasy execution: Execution style offering a brief escape into another lifestyle, with the product central; popular for image advertising on TV.
Media planning: The series of decisions involved in delivering the promotional message to prospective purchasers and/or users of the product or brand.
Media plan: The guide for media selection, containing media objectives and the media strategies designed to attain them.
Media objectives: Goals for the media program, designed to lead to communication and marketing objectives.
Media strategy: Plan of action for attaining the media objectives.
Medium: General category of delivery systems, such as broadcast, print, direct mail or outdoor.
Media vehicle: Specific carrier within a medium category, e.g. Time magazine or the programme 60 Minutes.
Reach: The number of different audience members exposed at least once to a media vehicle in a given period.
Coverage: The potential audience that might receive the message through a vehicle.
Frequency: The number of times the receiver is exposed to the media vehicle in a specified period.
Unduplicated reach: The number of different people reached, counting each person only once; key for new product introductions.
Effective reach: Percentage of the audience reached at an effective frequency, generally 3 to 10 exposures.
Gross rating points (GRP): Reach (%) multiplied by average frequency; the total weight of a media schedule.
Waste coverage: Media coverage of people who are not in the target market.
Media mix: The combination of media used in a campaign, based on objectives, product, budget and preferences.
Continuity: Scheduling method with a regular, continuous pattern of advertising without gaps.
Flighting: Scheduling method with intermittent periods of advertising and no advertising.
Pulsing: Scheduling method combining continuity with periods of stepped-up advertising.
Mood (media): The atmosphere a medium creates that carries over to and enhances the ad.
Wearout: Loss of advertising effectiveness caused by excessive repetition.
Clutter: The amount of advertising and non-programme material in a medium, which reduces each ad's impact.
Editorial environment: The content surrounding an ad; consistency with it reduces required frequency.
Cost per conversion: Total media cost divided by the number of conversions a media type produces.
Customer-based brand equity (CBBE): The differential effect that brand knowledge has on consumer response to the marketing of that brand (Keller, 1993).
Differential effect: The difference in consumer response to a branded versus an unbranded version of the same marketing.
Brand knowledge: A brand node in memory with linked associations; consists of brand awareness and brand image.
Brand awareness: The strength of the brand node in memory, reflected in brand recognition and brand recall.
Brand recognition: Consumers' ability to confirm prior exposure to the brand when given the brand as a cue.
Brand recall: Consumers' ability to retrieve the brand from memory given the product category, a need or a purchase situation as a cue.
Brand image: Consumers' perceptions of a brand as reflected by strong, favourable and unique associations in memory.
Consideration set: The set of brands a consumer seriously considers for purchase.
Brand salience: The depth and breadth of brand awareness; base of the CBBE pyramid (who are you?).
Brand performance: How well the product meets functional needs: features, reliability, service, style and design, price.
Brand imagery: Extrinsic properties of the brand that meet psychological and social needs: user profiles, situations, personality and values, heritage.
Brand judgments: Customers' personal evaluations of the brand: quality, credibility, consideration, superiority.
Brand feelings: Emotional responses to the brand: warmth, fun, excitement, security, social approval, self-respect.
Brand resonance: The relationship and degree of 'sync' customers feel with the brand: loyalty, attachment, community, engagement.
Points-of-parity and points-of-difference: Associations shared with competitors versus associations that are unique to the brand; built at the meaning level.
Brand personality: Human characteristics associated with a brand: sincerity, excitement, competence, sophistication, ruggedness.
Product category structure: How product categories are organised in memory, which determines when a brand is recalled.
Customer relationship management (CRM): Using data systems and applications to track consumer activity and manage customer interactions.
Customer equity: The sum of the lifetime values of all customers.
Value equity: Customers' objective assessment of a brand's utility (quality, price, convenience).
Relationship equity: Customers' tendency to stay with a brand beyond objective and subjective assessments.
Broadcast media: Television and radio: time-oriented media organised in networks and individual stations.
Zipping: Fast-forwarding through commercials when playing back a recorded programme.
Zapping: Changing channels to avoid commercials.
Sponsorship (TV): Arrangement in which an advertiser is responsible for producing, and usually the content of, a programme as well as its advertising.
Participations: Several advertisers buying commercial spots within one programme; about 90% of network time is sold this way.
Dayparts: Specific time segments of a broadcast day, with costs varying by audience size.
Image transfer: Using the audio of a TV commercial in radio so listeners recall the TV images.
Mental imagery: Radio's ability to make listeners create their own picture of the message.
Closing period: The lead time before a medium's airtime or publication by which the ad must be delivered; very short for radio.
Fragmentation: The spreading of an audience across many stations or media, making it harder to reach.
Brand identity (Keller): First level of the CBBE pyramid, answering 'Who are you?', built through salience.
Brand meaning: Second level of the pyramid ('What are you?'), consisting of performance and imagery.
Brand response: Third level ('What about you?'), consisting of judgments and feelings.
Brand relationships: Fourth level ('What about you and me?'), consisting of resonance.
Rational route: Left side of the CBBE pyramid: performance leading to judgments.
Emotional route: Right side of the CBBE pyramid: imagery leading to feelings.
Ecosystem lock-in: Loyalty created because a brand's products work best together, making switching costly (Apple).
Advocacy: Customers recommending the brand to others, a sign of resonance.
Brand rituals: Repeated customer behaviours around a brand, such as the daily Starbucks visit, supporting community and resonance.
Green siren: Starbucks' recognisable logo, a key salience cue.
Elastic user: Cooper's term for a vague, undefined user that each team member stretches to fit his or her own preferences, so that any feature can be justified. Personas replace it with one specific person.
Goal-directed design: Cooper's design approach that focuses on the goals a specific persona wants to achieve rather than on tasks or available features.
Proto-persona: A persona built quickly from the team's own assumptions, for example in a workshop. Fast and useful for alignment, but at risk of stereotypes because it is not based on research.
Negative persona: A persona describing a type of customer the brand deliberately does not target, used to keep messages and design focused.
Data-driven persona: A persona generated from analytics, CRM or social media data, sometimes automatically. Scalable and easy to update, but better at showing behaviour than motives.
Customer journey map: A visual representation of the steps a persona goes through with a brand, showing per stage the touchpoints, actions, thoughts, emotions, pain points and opportunities.
Zero moment of truth (ZMOT): The online research a consumer does before purchase, such as searching, reading reviews and watching videos. The term was popularised by Google.
First moment of truth (FMOT): The first encounter with the product at the point of purchase, such as the store shelf or product page; a term associated with Procter and Gamble.
Second moment of truth (SMOT): The experience of using the product, which shows whether the brand keeps its promise.
User experience (UX): The experience a person has while using a specific product, system or interface, such as an app or website. UX is part of the broader customer experience.
Emotional curve: The line in a customer journey map that shows how the customer's feelings rise and fall across the stages, highlighting where pain points occur.
Elaboration Likelihood Model (ELM): Petty and Cacioppo's (1986) dual model of persuasion: attitude change follows a central route when motivation and ability to process are high, and a peripheral route when they are low.
Central route: Persuasion through careful evaluation of the arguments in a message; produces enduring, resistant attitudes that predict behaviour.
Peripheral route: Persuasion based on cues rather than arguments when motivation or ability is low; produces temporary attitudes that need repetition.
Peripheral cue: A message element that influences attitudes without argument processing, such as an attractive source, music, humour or the number of arguments.
Attitude persistence: The extent to which an attitude lasts over time; higher for attitudes formed through the central route than through the peripheral route.
Heuristic-Systematic Model (HSM): Chaiken's (1980) dual model in which people evaluate messages through systematic processing (effortful scrutiny) and/or heuristic processing (simple stored decision rules); both modes can co-occur.
Sufficiency principle: HSM principle that people keep processing until their confidence in a judgement reaches a desired level; a large confidence gap triggers systematic processing.
Automated bidding: An algorithm sets the bid for each auction based on the predicted value of the impression, in line with a goal such as a target cost per acquisition or return on ad spend.
Algorithmic dayparting: Adjusting bids by hour and day based on when a specific audience is predicted to respond, a fine-grained, data-driven version of classic dayparting.
Dynamic creative optimization (DCO): Automatically assembling and testing combinations of creative elements (headlines, images, calls to action) and showing the best combination to each audience.
Frequency capping: A limit on the number of times the same person is shown an ad in a period, used to prevent wearout.
digital advertising: Paid, sponsor-identified persuasive communication through digital media and devices that is typically addressable, interactive and measurable.
omnichannel: An approach in which all channels and touch points are integrated around the customer, giving a seamless, consistent experience based on shared customer data.
multichannel: Presence in several channels that are managed largely separately, each with its own team, budget and objectives.
cross-channel: Channels are linked along specific customer journeys so that customers can move between them, with partly shared data and messages.
digital advertising ecosystem: The network of advertisers, agencies, publishers, platforms, data providers and ad tech that together plan, buy, sell, deliver and measure digital ads.
walled gardens: Large platforms that act as publisher, ad seller, data owner and measurement provider in a closed environment, keeping user data inside.
ad server: Technology that stores ad creatives, decides which ad fills a slot, delivers it and records impressions and clicks.
demand-side platform (DSP): Software used by advertisers and agencies to buy ad inventory automatically across many publishers and exchanges.
supply-side platform (SSP): Software used by publishers to offer inventory to many buyers at once and maximize revenue per impression.
ad exchange: A digital marketplace where buyers (DSPs) and sellers (SSPs) trade ad impressions, often through auctions.
customer data platform (CDP): A system that builds unified, persistent profiles of known customers from a firm's first-party data across channels. Contrast with a DMP, which mainly segments anonymous audience data.
programmatic buying: Automated buying and selling of digital ad inventory through software and algorithms instead of manual negotiation.
real-time bidding (RTB): A form of programmatic buying in which each impression is auctioned in the fraction of a second while a page or app loads.
first-party data: Data a firm collects itself in its direct relationship with customers, such as purchases, loyalty and website behavior.
third-party data: Data collected by parties without a direct relationship with the consumer, often through cross-site tracking, and sold as audience segments.
cookieless shift: The industry move away from third-party cookies and cross-site tracking, driven by privacy regulation and browser and operating system changes.
contextual targeting: Placing ads based on the content of the page or app rather than on the user's personal browsing history.
algorithmic persuasion: Persuasive communication in which algorithms, based on user data, decide or co-decide who sees which message, when and in which form.
networked communication: A view of advertising as communication flowing through a network of people and platforms in which consumers share, comment on and co-create messages.
Pass-along readership: Readers who read a copy of a magazine or newspaper obtained from someone else. Total audience equals circulation plus pass-along readers.
Split runs: A magazine service in which two versions of an ad are printed in different copies of the same issue, so the advertiser can test which version works better.
Preprinted inserts: Advertising flyers that are printed separately and distributed together with a newspaper.
Support media: Media used to reach audiences missed by the primary media and to reinforce their messages, such as out-of-home advertising, product placement and branded entertainment.
Transit advertising: Advertising inside and outside buses, trains and taxis and in stations and airports. It offers long exposure time to commuters but reach is limited to transit users.
Place-based media: Advertising placed in locations where specific audiences gather, such as gyms, cinemas, doctors' offices, campuses and stores.
Product placement: Including a brand in a film, TV programme, game or other entertainment content, usually for payment. The brand is part of the content and cannot be zapped.
Branded entertainment: Content such as a web series, game or event that the brand creates or co-creates around itself, aiming at engagement rather than interruption.
Native advertising: Paid content that matches the form and style of the platform on which it appears, such as sponsored articles or posts.
Paid media: Channels the marketer pays to use, such as advertising, paid search and sponsored posts. They offer control and reach.
Owned media: Channels the brand controls itself, such as its website, app, brand social media accounts and email lists.
Earned media: Exposure the brand does not pay for but earns through publicity, shares, reviews and word of mouth. Highly credible but not controllable.
Direct marketing: A system of marketing by which organizations communicate directly with target customers to generate a response or transaction.
Database marketing: Building and using a list of current and potential customers with data on their characteristics and purchases to target communication and build relationships.
RFM scoring: Rating customers on recency, frequency and monetary value of their purchases to identify the most valuable and responsive customers.
Infomercials: Long-form TV commercials, often styled as a programme, that demonstrate a product and ask viewers to order directly.
Cost per order: The cost of a direct marketing campaign divided by the number of orders it generated; a basic measure of direct marketing efficiency.
Sales promotion: Activities that offer extra value or incentives to the sales force, distributors or consumers to stimulate immediate sales.
Slotting allowances: Fees that manufacturers pay to retailers to obtain shelf space for new products; a form of trade allowance.
Cooperative advertising: Advertising whose cost is shared, most often between a manufacturer and a retailer that features the manufacturer's product (vertical cooperative advertising).
Sales promotion trap: A situation in which competing brands all keep using promotions to defend share, so that costs rise for everyone without any brand gaining share or building equity.
Marketing public relations (MPR): Public relations activities designed to support marketing objectives such as awareness, credibility and reaching hard-to-reach audiences.
Cause marketing: Linking a brand to a social cause, often by donating part of the revenue per purchase, to build goodwill and corporate image.
Pretesting: Research done before an ad or campaign is implemented, to decide whether it should run and how it can be improved. It is mainly diagnostic.
Posttesting: Research done after an ad or campaign has run, to determine whether it met its objectives and to guide future campaigns.
Laboratory tests: Tests in which people see ads in a controlled location; they offer control but suffer from testing bias and a lack of realism.
Field tests: Tests of ads under natural viewing conditions; realistic, but with less control over other influences.
Concept testing: The earliest form of testing, in which the basic idea for an ad or campaign is shown to consumers before money is spent on production.
Animatic: A rough commercial made of filmed storyboard drawings with a soundtrack, used to test an idea before full production.
Consumer juries: Groups of target consumers who rate or rank alternative ads; simple and cheap, but jurors may act as experts and halo effects may occur.
Theater tests: Pretests in which participants watch a programme with embedded commercials, and brand preference is measured before and after exposure.
Eye tracking: A physiological measure that records where and how long the eyes fixate on an ad, page or screen.
Galvanic skin response: A physiological measure of changes in skin conductance, used as an indicator of arousal; it does not show whether the reaction is positive or negative.
Inquiry tests: Posttests that count the direct responses (coupons, calls, requests, visits) generated by an ad.
Starch: A classic recognition test for print ads reporting the percentage of readers who noted the ad, associated it with the brand and read most of it.
Day-after recall: A recall test in which viewers are contacted the day after a commercial aired and asked what they remember of it.
Tracking studies: Repeated measurement of awareness, recall, attitude, image and intention over time, related to the timing and weight of advertising.
Single-source systems: Research systems that link advertising exposure and actual purchases for the same households.
CTR: Click-through rate: clicks divided by impressions, expressed as a percentage.
CPM: Cost per thousand impressions: cost divided by impressions, multiplied by 1,000.
CPA: Cost per acquisition: total cost divided by the number of conversions.
Share of voice: A brand's share of all advertising spending or conversation in its category.
Attribution model: A rule or statistical method that divides the credit for a conversion among the touchpoints on the path to purchase, such as last click or linear.
Incrementality: The extra result that would not have occurred without the advertising, measured by comparing an exposed group with an unexposed holdout group.
ROAS: Return on ad spend: attributed revenue divided by advertising cost. It ignores product costs and usually does not separate incremental from existing demand.
Brand lift: The measured increase in a brand metric such as awareness or purchase intent among exposed people compared with an unexposed control group.
advertising clutter: The amount of advertising in a medium and the perception that there is too much of it. Digital and mobile media, and AI-generated volume, increase clutter.
ad avoidance: All actions by media users that reduce their exposure to advertising. It has cognitive, affective and behavioral components.
cognitive avoidance: Ignoring ads by not paying attention to them, for example scrolling past sponsored posts.
affective avoidance: Negative feelings such as irritation or distrust towards ads, a medium or advertising in general.
behavioral avoidance: Taking action to remove or skip ads, such as clicking skip, closing pop-ups or installing an ad blocker.
banner blindness: The learned tendency to ignore elements that look like banner ads or appear where ads are usually placed.
ad blocking: Using software that prevents ads from loading or being shown; the most radical form of behavioral avoidance.
webrooming: Researching a product online and then buying it in a physical store.
showrooming: Examining a product in a physical store and then buying it elsewhere, often online.
ROPO: Research online, purchase offline: offline sales triggered by online search and advertising, often missed by online measurement.
cross-media synergy: The combined effect of several media is larger than the sum of their separate effects.
personalized advertising: Advertising adapted to an individual on the basis of personal data. Tailored advertising adapts to a segment instead.
personalization-privacy paradox: The tension between wanting relevant personalized offers and worrying about the personal data needed to create them.
perceived intrusiveness: The feeling that an ad interferes with one's thoughts or activities or reveals that the advertiser knows too much.
personalization reactance: Resistance against an overly personal or pushy ad because consumers feel their freedom of choice is threatened.
dataveillance: Continuous monitoring of people through the data they generate in digital environments, discussed by Strycharz, Zhang and Segijn (2025).
computational advertising: Data-driven, algorithm-based advertising in which algorithms decide which ad is shown to whom, where, when and at what price.
programmatic advertising: Automated buying and selling of ad inventory, often through real-time auctions per impression.
dynamic creative optimization: Technology that builds ad versions from components and serves each viewer the version most likely to work.
recommender systems: Algorithms that suggest products or content based on past behaviour and similar users; they increasingly merge with advertising.
budget pacing: Algorithmic spreading of the budget over time so it is not spent too early or left unspent.
human-AI co-creation: Joint creation of advertising in which humans provide strategy and judgment and AI provides speed and variation.
algorithm aversion: The tendency to prefer human judgment or work over algorithmic output, even when the algorithm performs equally well.
AI disclosure: A label or statement telling consumers that AI was used to create (part of) an advertisement.
Influencer marketing: Cooperation between a brand and social media content creators who integrate brand messages into their own content for their followers, in exchange for payment or other benefits.
Mega influencer: An influencer with a very large following (commonly over about one million), offering broad reach but lower engagement and weaker perceived closeness.
Macro influencer: An influencer with a large following (commonly about 100,000 to one million) combining substantial reach with a recognisable niche.
Micro influencer: An influencer with a modest following (commonly about 10,000 to 100,000) in a specialised niche, usually with higher engagement and credibility.
Nano influencer: An influencer with a small following (commonly about 1,000 to 10,000) and a very close relation with followers; low cost but limited reach.
Source credibility: The extent to which a message source is perceived as believable, mainly based on expertise and trustworthiness, often complemented by attractiveness.
Homophily: Perceived similarity between source and receiver in values, background or lifestyle, which increases persuasiveness.
Parasocial relationship: A one-sided, imagined relationship in which a follower feels close to a media figure who does not know them personally.
Persuasion knowledge: Consumers' knowledge of marketers' persuasion goals and tactics; when activated, for example by a disclosure, it can lead to more critical processing.
Sponsorship disclosure: A clear indication (such as 'ad' or 'paid partnership') that content is commercial, required by law and self-regulatory codes.
Momfluencers: Mothers who share content about parenting and family life and use it for brand collaborations, often featuring their children, which raises ethical concerns.
Virtual influencers: Computer-generated characters with a social media presence that act like human influencers; they give brands control but raise authenticity and transparency issues.
Buzz marketing: Activities designed to generate conversation and excitement about a brand so that the message spreads from consumer to consumer.
Static in-game advertising: Brand messages built into a game during development that cannot be changed, targeted or updated afterwards.
Dynamic in-game advertising: Ads served into reserved spaces in a game through an internet connection, so they can be updated, targeted and measured.
Advergames: Games created by or for a brand to promote it, usually with the brand central to gameplay.
Esports sponsorship: Sponsoring professional gaming teams, players, tournaments or streams to reach gaming audiences and build associations with gaming culture.
Standardization: Using the same advertising strategy and execution in all countries, for economies of scale and a consistent global image.
Think global, act local: A middle way in international advertising: a central global strategy and core idea with execution adapted to local markets.
Hofstede's cultural dimensions: A model comparing national cultures on power distance, individualism, masculinity, uncertainty avoidance, long-term orientation and indulgence.
High context cultures: Cultures in which meaning is largely carried by context, relationships and symbols, so advertising tends to be indirect and image-based.
Unfair Commercial Practices Directive: The main EU law prohibiting misleading and aggressive commercial practices, including undisclosed paid editorial content.
Digital Services Act: EU law requiring online platforms to make ads recognisable and to show who paid and why a user is targeted; it bans profiling-based ads to minors.
Dark patterns: Interface designs that steer or pressure users into choices that benefit the company, such as hiding the option to refuse tracking.
Medium-based definition: Early view of digital advertising as a paid promotional message delivered through a digital medium such as the web, email or search engines (Barnes, 2002; Strauss & Frost, 2001).
Algorithmic mediation: The role of automated computational systems in deciding who sees which advertisement, when and how; one of the five conceptual dimensions of digital advertising (McStay, 2017).
Five conceptual dimensions: Rodgers and Thorson (2026): persuasive intent, digital platform infrastructure, interactive communication, data-driven targeting and personalization, and algorithmic mediation and optimization.
Persuasive intent: Brand-initiated communication designed to influence audiences; the first conceptual dimension of digital advertising.
Immersive advertising: Advertising in virtual or augmented settings, one of the practices digital advertising encompasses according to Rodgers and Thorson (2026).
Advertising (classic definition): Any paid form of nonpersonal communication about an organization, product, service or idea by an identified sponsor (Belch & Belch, 2021).
Medium-based definitions: Early definitions of digital advertising (web, online, internet advertising) that focus on the delivery medium (Barnes, 2002; Strauss & Frost, 2001).
Brand-initiated communication: Dahlen and Rosengren's (2016) view of advertising: communication started by a brand with the intent to impact people, paid or not.
Algorithmic mediation: Algorithms and automated systems decide which ad is delivered to whom and when (McStay, 2017).
From 'what and where' to 'who, when and how': Rodgers and Thorson's summary of how definitions shifted from message and medium to audience construction, segmentation and predictive delivery.
Paid, owned and earned media: Paid: bought space; owned: the brand's own channels; earned: free exposure through shares, reviews and media coverage. Newer definitions of advertising include all three.