디지털 시대의 광고 용어 300

김병희

저자:김병희
서울대학교를졸업하고한양대학교광고홍보학과에서광고학박사를받았다.현재서원대학교광고홍보학과교수로재직중이다.한국광고학회제24대회장,한국PR학회제15대회장,정부광고자문위원회초대위원장,서울브랜드위원회제4대위원장으로봉사했다.그동안『스티커메시지:스킵되지않고착착달라붙는말과글을만드는법』(한국경제신문,2022),『광고가예술을만났을때아트버타이징』(학지사,2021),『어떻게팔지답답한마음에슬쩍들춰본전설의광고들』(이와우,2018)을비롯한60여권의저서를출간했다.또한,「광고건전성의구성요인과광고효과의검증」(2022),「AnalysisoftheInterrelationshipsamongUsesMotivationofSocialMedia,SocialPresence,andConsumerAttitudesinStrategicCommunications」(2019)를비롯한110여편의논문을국내외주요학술지에발표했다.한국갤럽학술상대상(2011),제1회제일기획학술상저술부문대상(2012),교육부·한국연구재단의우수연구자50인(2017)등을수상했고,정부의정책소통에기여한공로를인정받아대통령표창(2019)을받았다.

발간사
머리말

제1장광고와소비자행동
001가치소비ValueConsumption
002가치와라이프스타일ValueandLifestyle
003감성적반응EmotionalResponse
004감정Emotion
005계획된행동이론TheoryofPlannedBehavior(TPB)
006고전적조건화모형ClassicalConditioningModel
007공감Sympathy
008관여도Involvement
009광고신뢰TrustinAdvertising
010광고태도AttitudetowardtheAd
011광고회피AdvertisingAvoidance
012구매의도PurchaseIntention
013기분Mood
014기술수용모형TechnologyAcceptanceModel(TAM)
015기억Memory
016노출Exposure
017단순노출효과MereExposureEffect
018목표소비자TargetConsumer
019사회적학습이론SocialLearningTheory
020소비가치ConsumptionValue
021소비자경험ConsumerExperience
022소비자기대ConsumerExpectation
023소비자만족ConsumerSatisfaction
024소비자의사결정여정ConsumerDecisionJourney
025소비자행동ConsumerBehavior
026수면자효과SleeperEffect
027심리적특성Psychographics
028아르모형AARRRModel
029아이다모형ADIAModel
030아이드마모형AIDMAModel
031아이사스모형AISASModel
032위계효과모형HierarchyofEffectsModel
033윤리적소비EthicalConsumption
034인게이지먼트Engagement
035인구통계적특성Demographics
036인지Awareness
037인지반응CognitiveResponse
038인지부조화CognitiveDissonance
039인지학습이론CognitiveLearningTheory
040자아이미지Self-Image
041자아일치성Self-Congruity
042자아효능감Self-Efficacy
043잠재의식효과SubliminalEffect
044재인Recognition
045정교화가능성모형ElaborationLikelihoodModel(ELM)
046정박효과AnchoringEffect
047정보처리InformationProcessing
048제품지식ProductKnowledge
049조작적조건화모형OperantConditioningModel
050주의Attention
051준거집단ReferenceGroup
052지각Perception
053지각된위험PerceivedRisk
054최초상기TopofMind
055충동구매ImpulseBuying
056태도Attitude
057통찰Insight
058필요와욕구NeedsandWants
059합리적행동이론TheoryofReasonedAction(TRA)
060행동학습이론BehavioralLearningTheory
061혁신의확산DiffusionofInnovation
062회상Recall

제2장광고전략의핵심요인
063간접광고ProductPlacement(PPL)
064고객가치제안CustomerValueProposition
065고객생애가치CustomerLifetimeValue
066관계마케팅RelationshipMarketing
067광고기획자AccountExecutives(AE)
068광고브리프AdvertisingBrief
069광고전략모형AdvertisingStrategyModel
070광고캠페인AdvertisingCampaign
071광고콘셉트AdvertisingConcept
072광고프레젠테이션AdvertisingPresentation
073광고핵심메시지AdvertisingKeyMessage
074광고효과AdvertisingEffects
075구매시점광고PointofPurchaseAdvertising(POP)
076그리드광고전략모형GRIDModel
077글로벌광고GlobalAdvertising
078대량마케팅MassMarketing
079마케팅믹스MarketingMix
080메시지전략MessageStrategy
081메시지프레이밍MessageFraming
082미시마케팅MicroMarketing
083벤치마크Benchmark
084브리프광고전략모형Saachi&Saachi’sTheBrief
085세분화표적화포지셔닝STP
086소셜커머스SocialCommerce
087알오아이광고전략모형DDBNeedham’sR.O.I.
088이벤트Event
089자기시장잠식Cannibalization
090제품수명주기ProductLifeCycle(PLC)
091중사용자HeavyUser
092지속가능소비SustainableConsumption
093직접마케팅DirectMarketing
094차별화Differentiation
095크로스위치광고전략모형Dentsu’sCrosswitch
096통합마케팅커뮤니케이션IntegratedMarketingCommunication(IMC)
097틈새마케팅NicheMarketing
098파레토법칙ParetoPrinciple
099판매촉진SalesPromotion(SP)
100포지셔닝Positioning
101푸시전략마케팅PushStrategyMarketing
102풀전략마케팅PullStrategyMarketing
103풀커버리지FullCoverage
104혜택Benefit

제3장광고크리에이티브
105감성소구EmotionalAppeal
106고유판매제안UniqueSellingProposition
107광고기호학AdvertisingSemiotics
108광고디자인AdvertisingDesign
109광고수사학AdvertisingRhetorics
110광고창의성AdvertisingCreativity
111광고카피AdvertisingCopy
112광고헤드라인AdvertisingHeadline
113기사형광고Advertorial
114레이아웃Layout
115배경음악BackgroundMusic
116보디카피BodyCopy
117부당광고UnfairAdvertising
118부정소구NegativeAppeal
119비교광고ComparativeAdvertising
120서체Typography
121성적소구SexAppeal
122스토리보드Storyboard
123슬로건Slogan
124실증형Demonstrations
125아이디어발상IdeaGeneration
126양면광고SpreadsAdvertising
127위협소구FearAppeal
128이성소구RationalAppeal
129일러스트레이션Illustration
130일상의단면형SliceofLife
131유머소구HumorAppeal
132유명인보증형CelebrityEndorsements
133증언형Testimonials
134징글Jingle
135창의주성Creotaxis
136챗GPT활용카피라이팅CopywritingwithChatGPT
137카피플랫폼CopyPlatform
138크리에이티브전략CreativeStrategy
139크리에이티브콘셉트CreativeConcept
140토막광고SpotAdvertising

제4장광고와미디어
141결합미디어ThroughTheLine(TTL)
142고시간시청대PrimeTime
143광고기반무료스트리밍텔레비전FAST
144광고점유율ShareofVoice(SOV)
145광고침입성AdvertisingIntrusiveness
146광고혼잡도AdvertisingClutter
147교통광고TransitAdvertising
148급속채널이동ChannelZapping
149급속화면이동ChannelZipping
150도달률과유효도달률ReachandEffectiveReach
151디지털사이니지DigitalSignage
152리슨시플래닝RecencyPlanning
153마음점유율MindShare
154매체사Publisher
155매체와비히클MediaandVehicle
156미디어렙MediaRepresentatives
157미디어믹스MediaMix
158미디어플래너MediaPlanner
159미디어플래닝MediaPlanning
160발행부수공사AuditBureauofCirculations(ABC)
161방송광고BroadcastAdvertising
162비티엘BTL
163빈도와유효빈도FrequencyandEffectiveFrequency
164순도달범위NetCoverage
165시선추적EyeTracking
166시청률Rating
167에이티엘ATL
168열독률Readership
169오오에이치광고OutofHome(OOH)Advertising
170이월효과CarryoverEffect
171임프레션Impression
172점유율Share
173정보성광고Informercial
174천명당광고비CostPerMille(CPM)
175총도달률GrossRatingPoints(GRPs)
176푸시미디어PushMedia
177풀미디어PullMedia

제5장디지털광고와마케팅
178가망고객당비용CostPerLead(CPL)