Advertising Principles - Evidence-based principles

Dictionary of terms used in Advertising Principles

There are 61 entries in this glossary.
Search for glossary terms (regular expression allowed)
Begins with Contains Exact term Sounds like
All A B C E F G H I J L M N R S T U V W
Term Definition
Intention

A plan by a consumer to engage in certain behavior such as to purchase a product, make a donation, or attend a function.

IPA (Institute of Practitioners in Advertising)

A U.K. organization that has been conducting awards competitions to recognize campaigns that clearly demonstrate advertising effectiveness. The awards began in 1979. As of 2009, there were over 830 tested case histories summarized in 17 volumes, and accessible through ipa.co.uk and the World Advertising Research Center (warc.com).

Ipsos ASI

One of the world’s largest advertising research firms. It provided findings from analyses of non-experimental data on 30-second TV commercials that it had tested for recall and persuasion among adult women. Appendix C describes some of its procedures.


© Copyright J. Scott Armstrong and Kesten C. Green. All rights are reserved.
Web Design by Zoe Communications Ltd.