Advertising

Advertising Vocabulary

UNIVERZITA TOMÁŠE BATI VE ZLÍNĚ, FAKULTA MULTIMEDIÁLNÍCH KOMUNIKACÍ, ÚSTAV MARKETINGOVÝCH KOMUNIKACÍ
2019 1
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• Animatic

• a preliminary form of a television commercial consisting of a series 
of drawings with a voice-over, prepared chiefly for test-marketing

https://www.youtube.com/watch?v=dkfrCeRdXsM

https://www.youtube.com/watch?v=FCDKQaH2-_s

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Storyboard

sequence of the key scenes (setting, dialogue, and action) of a television

commercial with pictures or sketches and text.

Presented by an advertising agency, it helps the client to visualize the concept

and in deciding whether or not to proceed with the final production.

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 TESTED ANIMATICS
Free your belly Lady Activia

Feel great with Activia Transformation of life in belly

Free up your belly! Bring back life where it naturally belongs!

Ms Pink Hybernation
& Grey

Change your habits and feel great Change your habits and feel great
Activia - Caress for belly Great inside shows outside
 Winning concept LADY ACTIVIA

• Positive, relevant • Not sufficient demonstration • Positive evaluation of the magic moment – situation in
atmosphere in the the following story takes place the belly/the dark forest at the beginning of this
opening scene. in the stomach. scene.

Navraťte život tam, kam přirozeně patří. Dopřejte svému bříšku každý den Activii, která jako jediná Activia.
obsahuje živé kulltury Bifidus ActiRegularis.

• Positive evaluation of the atmosphere (calmness,

• For part of the respondents the
enjoying the yoghurt alone etc.) in the garden when
change too drastic, the flowers
returning back to the reality and energy to walk
too colorful.
towards the garden.

• Final product demo communicating relevant emotion

Lightness and highly truthfull claim.
A ožijete uvnitř i navenek!
 Packshot, Aftershot
Packshot (pack shot)
is a still or moving image of a product, usually including its packaging and
labeling, used to portray the product´s reputation in advertising or other media.
It is an important stimulus to sales, with the goal of triggering in-store, on-shelf
product recognition.

From 2 to 5 seconds of 30 seconds commercial

The term packshot also refers to product placement in a movie or television

show.

Aftershot
Part of advertising which takes place after packshot.
Used for humor or to complete story.

https://www.youtube.com/watch?v=m0rKn7X7UWk 7
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Jingle = short tune used in advertising and for other commercial uses.

The jingle contains one or more hooks and meaning that explicitly promote the
product being advertised, usually through the use of one or more advertising
slogans.

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in-store communication
Audio shelf talker
•Device attached to the rack
•Draws attention to product
•system is activated by button or motion sensor

 
 

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in-store communication
Bottle glorifier
designed to match the shape of the bottle

 
 

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in-store communication
Counter display – small display, standing on
the shelf

 
 

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in-store communication
Floor display

stand on the ground

make from one or more materials (plastic,

cardboard, metal, etc.)

presenting, visibility, differs

 
 

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in-store communication
pallet decorations, decorative pallet isles
 - provides massive exposure
- point of sale
 

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in-store communication
Dump bin – bin
Large volume.
(cardboard, plastic, wire)
Used for mass sale of bulk products.

 
 

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Animalvertising

Form of advertising that uses animal (mostly domestic) as an

advertising medium.

Type of ambient or guerilla advertising.

Small risk of animal cruelty.

Applied on skin or body.

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• 2015
• Hong Kong
• Longines

• 1900
• California
• Circus
• Piano by the Bartlett
Music Co.
Bowflag
Flying banner
Feather flag
Beach flag
Bow flag

 
 

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In-flight advertising

is advertising that targets potential consumers aboard an airline.

It includes: commercials during in-flight entertainment programming,

advertisements in in-flight magazines or on Boarding Passes, ads on seatback
tray tables and overhead storage bins, and sales information by flight
attendants. 

Ads can be tailored to the traveler's destination, or several of

the airlines destinations, promoting local restaurants, hotels, businesses and
shopping. 

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Fiat, Leo Burnet, Sao Paulo
 Malaysia Airlines
• Golden Holidays
• „feel“ their next holiday
• Attractive prices
• Package (flight + hotel)
 Aruba tourism office
• copy of Golden Holidays
• from agency TBWA
 NH Hotels
• Iberia Airlines
• „headrest“
• Various activities
offered by the hotel
• Golf, sauna, beach
Brazil laptop brand Scholz and friends
advertising agency
Slim fast company for
Allpharm, Germany
 Reverse/clean graffiti

Method of creating temporary or semi-permanent images on walls or other

surfaces by removing dirt from a surface.

It can also be done by removing dirt/dust with the fingertip from windows or
other dirty surfaces, such as writing "wash me" on a dirty vehicle.

Others, such as graffiti artist Moose, use a cloth or a high-power washer to

remove dirt on a larger scale.

Reverse graffiti has been used as a form of advertising, although this usage has
been controversial, as its legality varies depending on jurisdiction.

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 Reverse/clean graffiti

Form of street art.

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 Tissue-pack advertising

Type of guerrilla marketing, Japan, Hiroshi Mori.

Companies use small, portable tissue packages to move

advertising copy directly into consumers' hands. About
4 billion of these packages of tissues are distributed on the
streets annually in Japan—largely outside of subway stations.

http://achoomedia.com/about_tissuepacks.html

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 Tissue-pack advertising

Its origins date back to the late 1960s when Hiroshi Mori, the
founder of a paper-goods manufacturer in Kōchi was looking
for ways to expand demand for paper products.

At the time, the most common free sample in Japan was

boxes of matches. These were often given away at banks and
then used by women in the kitchen. Mori figured tissues
would have even wider appeal than the matches, and as a
result he developed the machinery to fold and package tissues
into easy-to-carry, pocket-size packs. The new product was
marketed only as a form of advertising and was not sold to
consumers.

Canada, USA, UK.

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 from A to Z

UGC – User Generated Content

1.Wikipedia, YouTube, blogs – content is made by users

2. Advertising created by the users of the product.

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Teaser

The form of advertising messages.

Two or more phases of advertising.

Goal: to increase attention

After few days there is explanatory or they add something.

Necessary to use wide promotion.

 
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Teaser – 2GIS, business directory
Biphasic format of advertising

So many calories you have never seen.

Discover them in 130 sweet-shops.
Teaser – 2GIS,