The theory that arguments presented at the end of the message are considered to be stronger and therefore are more likely to be remembered.
Social channels of communication such as friends, neighbors, associates, coworkers, or family members.
Advertising effectiveness measures that are taken before the implementation of the advertising campaign.
The variety of advertising forms including outdoor, transit, skywriting, and other media viewed outside the home.
A delayed or lagged effect whereby the impact of advertising on sales can occur during a subsequent time period
The general category of communication vehicles that are available for communicating with a target audience such as broadcast, print, direct mail, outdoor, and other support medium
The process by which a message recipient transforms and interprets a message.
A strategy whereby companies sell their products through multiple distribution channels including retail stores, online, catalogs, and mobile apps
A media scheduling pattern in which periods of advertising are alternated with periods of no advertising.
An ad designed to create curiosity and build excitement and interest in a product or brand without showing it.
A spiral that results when a number of competitors extensively use promotions. One firm uses sales promotions to differentiate its product or service and other competitors copy the strategy, resulting in no differential advantage and a loss of profit margins to all
Online game designed to promote a product and/or brand.
The use of a remote control device to change channels and switch away from commercials.
The practice of either directly or indirectly naming one or more competitors in an advertising message and usually making a comparison on one or more specific attributes or characteristics
An ad on a web page that may be “hot-linked” to the advertiser’s site