CREATIVE RESEARCH TERMS GLOSSARY
Produced by the ARF CREATIVE COUNCIL GLOSSARY WORKING GROUP
a
- A/B Testing
- Abandonment Rate
- Ad
- Ad Compression
- Ad Concept Testing
- Ad Hoc Market Research
- Ad Hoc Marketing Research
- Ad Performance
- Ad Prototype
- Ad Recall
- Ad Recognition
- Ad Scheduling
- Ad Testing
- Ad Tracking
- Ad Views (Impressions)
- Addressable Media
- Advertiser
- Advertising Awareness
- Advertising Campaign
- Advertising Claim
- Advertising Clutter (Ad Clutter)
- Advertising Concept (Ad Concept)
- Advertising Copy (Ad Copy)
- Advertising Creative
- Advertising Effectiveness
- Advertising Exposure
- Advertising Genre
- Advertising Media
- Advertising Objective
- Advertising Plan
- Advertising Plan
- Advertising Reach
- Advertising Response Model
- Advertising ROI
- Advertising Strategy
- Advertising Testing
- Advertising Theme
- Advertising Tracking Research
- Advertising Wear-Out
- Advertorial
- Advocacy Advertising
- Affect Heuristic
- Affective AI
- Affective Response (Affective)
- AIDA Model
- Aided (ad or brand recall, awareness)
- Alertness
- Animatic
- Animation
- Anthropomorphic (creative genre)
- Anthropomorphization (Anthropomorphize)
- AOA (Area of Analysis)
- AOI (Area of Interest)
- Arousal
- Artificial Intelligence (AI)
- Artwork
- Asset (Brand Asset) (Product Asset) (Creative Asset)
- Attention
- Attitude
- Attitude Research
- Attitude, Awareness & Usage (AA&U) Study
- Attribute
- Attribution
- Audience
- Audio Advertising
- Audio Arrangement
- Audio Mix
- Augmented Reality (AR)
- Awareness
- Awareness, Prompted
- Awareness, Spontaneous
b
- Background
- Banner Ad
- Behavior
- Behavioral Coding
- Behavioral Targeting
- Benchmark(s)
- Bias (general)
- Bias, Acquiescence
- Bias, Anchoring
- Bias, Authority
- Bias, Cognitive
- Bias, Confirmation
- Bias, Context Effect
- Bias, Contrast Effect
- Bias, In-Group
- Bias, Interviewer
- Bias, List Order
- Bias, Measurement Instrument
- Bias, Nonresponse
- Bias, Observation
- Bias, Order
- Bias, Position
- Bias, Response
- Bias, Sample Selection
- Bias, Sampling
- Bias, Selection
- Bias, Sequence
- Bias, Social Desirability
- Bias, Survey
- Bias, Systematic
- Big Data
- Big Idea
- Billboard Advertising
- Biometric Sensor
- Biometrics
- Biosensor
- Biosensor
- Bleed
- Bleed ad (Bleed)
- Blind Test (Blinded Experiment)
- Blinded Experiment
- Blink Rate Analysis
- Board-o-matic
- Body Copy
- Bookends
- Brand
- Brand Asset
- Brand Association
- Brand Attribute
- Brand Awareness
- Brand Character (ad lingo)
- Brand Equity
- Brand Essence
- Brand Fit
- Brand Identity
- Brand Image
- Brand Impact (Brand Lift)
- Brand Lift (Brand Impact)
- Brand Loyalty
- Brand Messaging
- Brand Name
- Brand Personality
- Brand Positioning Studies
- Brand Proposition
- Brand Recall
- Brand Recognition
- Brand Safety
- Brand to Hand
- Branding
- Branding Strategy
- Breakthrough
- Breathing Frequency
- Brief
- Broadsheet
- Bus Card
- Bus Wrap
- Buying Behavior
- Buying Influence
- Buying Intent
- Buying Motives
c
- Call to Action
- Campaign Integration
- Campaignable Idea
- CAPI (Computer-Assisted Personal Interview)
- Caption
- CASI (Computer-Assisted Self-Administered Interview)
- Category Usage
- CATI (Computer-Assisted Telephone Interview)
- CAWI (Computer-Assisted Web Interview)
- Celebrity Branding
- Celebrity Endorsement
- Celebrity Endorsement (creative genre)
- Cell
- Central Location Test (CLT)
- Central Location Test (CLT), Pre-Recruited
- Central-Location Study
- Channel of Distribution
- Character (creative genre)
- Choice Heuristic
- Choice Modeling
- Churn
- Circulation
- Claim
- Claim Substantiation
- Classified ad
- Click Rate
- Click Through
- Click-Through-Rate (Click Rate)
- Close-Up (CU)
- Cluster Sampling
- Clutter Reel
- Cognition
- Cognitive Dissonance
- Cognitive Effort
- Cognitive Heuristic
- Cognitive Load/Workload
- Cognitive Process
- Cognitive Response
- Commercial Testing
- Communication Strategy Research
- Comparative Claims
- Comparison/Comparative
- Competitive Analysis
- Competitive Claims
- Competitive Parity
- Competitive Strategy
- Completion Rate
- Computer Generated Imagery (CGI)
- Concept
- Concept (Idea Generation)
- Concept Board
- Concept Development
- Concept Evaluation Stage
- Concept Optimization
- Concept Statement
- Concept Test
- Conceptual Mapping
- Confirmatory research
- Connected TV Advertising
- Conscious
- Consciousness
- Consideration Set
- Construct Validity
- Consumer Behavior
- Consumer Motivation
- Consumer Neuroscience
- Content Analysis
- Contextual Advertising
- Convergent Validity
- Conversion Rate
- Cooperation Rate
- Copy
- Copy Development Research
- Copy Platform
- Copy Research
- Copy Structure
- Copy Style
- Copy Testing
- Copy, Body
- Copy, Colloquial
- Copy, Comparative
- Copy, Descriptive
- Copy, Educational
- Copy, Endorsement
- Copy, Human Interest
- Copy, Institutional
- Copy, Knocking
- Copy, Scientific
- Copy, Suggestive
- Core/Basic Emotions
- Correspondence Analysis
- Cost Per Interview (CPI)
- Crawl
- Creative
- Creative Asset
- Creative Brief
- Creative Development Research
- Creative Idea
- Creative Mandatories
- Creative Platform
- Creative Process
- Creative Rotation
- Creative Strategy
- Creative Territory
- Creative Testing
- Cross-Device
- Cross-Device Measurement
- Custom Marketing Research
- Customer Behavior
- Customer Loyalty Research
- Cut
- Cutaway
d
- Data Cleaning
- Data Management Platform (DMP)
- Day-after recall
- Deadpan (creative genre)
- Debriefing
- Deductive Research
- Demand-Side Platform (DSP)
- Descriptive Research
- Diagnostic research
- Differentiated Advantage
- Digital Out of Home Advertising
- Direct Cognitive Response
- Direct Mail Advertising
- Direct Response
- Direct Response Advertising
- Discrete Choice Analysis
- Disengagement
- Display Advertising
- Display Remarketing
- Dissolve
- Double Blind Test
- Drama (creative genre)
- Drop-off Rate
- Dropout Rate
- Dubbing
- Duration
e
- Editorial Content
- Electrocardiography (ECG)
- Electrocardiography (EKG)
- Electrodermal Activity (EDA)
- Electroencephalography (EEG)
- Electromyography (EMG)
- Eligible Participant
- Email Marketing
- Emotion Analytics
- Emotion Recognition
- Emotional (creative genre)
- Emotional Appeals
- Emotional Benefit
- Emotional Response
- Emotional Trigger
- Emotionally Neutral
- Emotions
- Engagement
- Episodic memory
- Ethnographic Research
- Evaluative Research
- Event Related Potentials - ERP
- Evoked Set
- Exclusion Criteria
- Exemplary (creative genre)
- Experimental Design
- Explicit
- Explicit (creative genre)
- Exploratory Research
- Exposure Effectiveness
- External Validity
- Eye Tracking
- Eye Tracking Research
f
- Facial Action Coding System (FACS)
- Facial Coding
- Facial Electromyography (fEMG)
- Facial EMG/Electromyography
- Facial Expression Analysis
- Fade
- Fear Appeals
- Feeling State
- Film Noir/Cult film (creative genre)
- Finding
- Finish-Testing
- Fixation
- Fixation Count (FC)
- Fixations Before
- Flighting
- Focalism
- Focus Group
- Focus Group Discussion
- Focus Group Facility
- Focus Group Moderator
- Focus Group, Bulletin Board
- Focus Group, Exploratory
- Focus Group, Global
- Focus Group, Internet
- Focus Group, Moderator's Guide
- Focus Group, Online
- Focus Group, Teleconference
- Focus Group, Telephone
- Focus Group, Two-Way
- Focus Group, Video
- Focus Group, Videoconference
- Forced Exposure
- Frequency
- Full Position Ad
- Functional Benefit
- Functional Magnetic Resonance Imaging (fMRI)
g
h
i
- Iconic Triggers
- Iconography
- Idea Screening
- Idea-Centric Creativity
- Ideation
- Illustrations
- Image Advertising
- Image, Aspirational (creative genre)
- Implicit
- Implicit (creative genre)
- Implicit Association Test (IAT)
- Implicit measures
- Implicit Response Testing
- In-Game Ad
- In-Market Testing
- Incentive
- Incidence
- Inclusion Criteria
- Incompletes
- Indirect Cognitive Response
- Inductive Research
- Infomercial
- Informational Advertising
- Informed Consent
- Inline Ad
- Insert
- Insertion Order
- Inter-Beat Interval
- Internet Research
- Interstitials
- Interview
- Interview, Central Location
- Interview, Central Location Telephone
- Interview, Depth
- Interview, Door-To-Door
- Interview, Exit
- Interview, Face-to-Face
- Interview, Focus Group
- Interview, Friendship Pair
- Interview, From-Home Telephone
- Interview, Group
- Interview, Group In-Depth
- Interview, In-Depth
- Interview, In-Home
- Interview, Intercept
- Interview, Mall-Intercept
- Interview, On-Site
- Interview, One-On-One
- Interview, Online
- Interview, Personal
- Interview, Qualitative
- Interview, Telephone
- Interview, Telephone In-Depth
- Interviewer
- Interviewer Cheating
- Interviewer Effect
- Interviewer Error
- Interviewer Variance
- Involvement
- Irony (creative genre)
l
m
- Magazine Supplement
- Market Research
- Market Research Online Community (MROC)
- Marketing Campaign
- Marketing Concept
- Marketing Mix
- Marketing Plan
- Marketing Research Objective
- Marketing Research Problem
- Marketing Science
- Measurement Error
- Mechanical Observation
- Mechanicals
- Media Channel
- Media Outlet
- Media Plan
- Media Strategy
- Media Target
- Medium (plural, Media)
- Memory
- Memory Activation
- Memory Activation
- Memory Encoding
- Memory Structures
- Mere-Exposure Effect
- Message
- Metaphor (creative genre)
- Metaphor Technique
- Mixed Reality (MR)
- Mixing
- Mnemonic
- Mobile Advertising
- Mobile Qualitative
- Monadic Test
- Mood
- Mood/Evocative (creative genre)
- Motivation
- Motivational Intensity
- Motivational Research
- Mouse Tracking
- Multicultural Research
- Multidimensional Scaling (MDS)
- Musical (creative genre)
n
- Name Testing
- National Advertising
- Native Advertising
- Natural Observation
- Need State
- Need vs. Want
- Negative Advertising
- Negative Appeal
- Network Broadcast
- Neural Engagement
- Neuroeconomics
- Neuromarketing
- Neutral (facial coding)
- News Value (creative genre)
- Newspaper Advertising
- Newspaper Supplement
- Noise
- Nonconscious
- Nonconscious measures
- Nonverbal Communications
- Norms
- Nostalgia (creative genre)
- Noticeability
- Null Hypothesis
o
p
- Paid Placements
- Paired-Comparison Test
- Panel
- Panel Research
- Panel Study
- Panel Tenure
- Panel, Consumer
- Panel, Continuous
- Panel, Diary
- Panel, Internet
- Panel, Mail
- Panel, Telephone
- Parity Claims (ad lingo)
- Parody (creative genre)
- Participant
- Participant Fatigue
- Pastiche (creative genre)
- Perceptual Mapping
- Performance Lift
- Personalization Technique
- Personally Identifiable Information (PII)
- Persuasion
- Photoboard
- Photomatic
- Photoplethysmography (PPG)
- Physiological Reaction Technique
- Pilot Experiment
- Pilot Study
- Pilot Test
- Pitch
- Point-of-Purchase Advertising
- Poll
- Pool Out
- Pop-Under Ad
- Pop-Up Ad
- Population Specification Error
- Positioning
- Positioning Research
- Positioning Statement
- Positive (facial coding)
- Post-Testing
- Potty/Gross (creative genre)
- Pre-Press Proof
- Pre-Roll
- Pre-Test (Pre-Testing)
- Preference Test
- Preferred Position
- Press Proof
- Primary Data
- Primary Research
- Principle of Proportion
- Principle of Rhythm
- Principle of Simplicity
- Principle of Unity
- Principle of Variety
- Print Ad
- Print Media
- Private Marketplace (PMP)
- Problem Solution Approach
- Problem-Solution (creative genre)
- Product Asset
- Product Attribute
- Product Demonstration
- Product Demonstration (creative genre)
- Product Image
- Product Placement
- Production Value (ad lingo)
- Professional Participant
- Programmatic Media
- Projective Techniques
- Promotion (creative genre)
- Prompts
- Proof
- Psychographic
- Psychographic Research
- Public Service Announcement (PSA) (creative genre)
- Pupil Dilation
- Pupilometry
- Purchase Influence
- Purchase Intent
q
- Q-Sort
- Qualified Participant
- Qualitative Data
- Qualitative Research
- Quantitative Data
- Quantitative Research
- Question, Closed-Ended
- Question, Dichotomous
- Question, Direct
- Question, Double-Barreled
- Question, Double-Direct
- Question, Fixed-Alternative
- Question, Indirect
- Question, Leading
- Question, Loaded
- Question, Multi-Coded
- Question, Multi-Punch
- Question, Multiple-Choice
- Question, One-Sided
- Question, Open-Ended
- Question, Scaled-Response
- Question, Single Response
- Question, Structured
- Question, Subjective
- Question, Unbiased
- Question, Unstructured
- Questionnaire
- Questions, Screening
- Quick Cutting (ad lingo)
r
- Radio Advertising
- Random Error
- Randomize
- Rational Appeals
- Re-Edit
- Reaction Time
- Recall
- Recall Measurement
- Recall Test
- Recall, Claimed
- Recall, Copy Point
- Recall, Day-After
- Recall, Proven
- Recall, Related
- Recall, Spontaneous
- Recognition
- Refusal Rate
- Relevancy
- Reliability
- Research Brief
- Research Design
- Research Hypothesis
- Research Method
- Research Specifications
- Resonance Baseline
- Resonance Lift
- Respiration Rate
- Respondent Fatigue
- Response
- Response Latency
- Response Rate
- Reversed Out Type
- Rip-o-matic
- Role-Playing
- Rotate
- Rough Cut
- Rough-o-matic
s
- Saccades
- Saliency
- Salient Beliefs
- Sample
- Sample Design
- Sample Design Error
- Sample Distribution
- Sample Population
- Sample Selection Error
- Sample Size
- Sample Universe
- Sampling
- Sampling Cell
- Sampling Error
- Sampling Formula
- Sampling Frame
- Sampling Frame Error
- Sampling with Replacement
- Satire (creative genre)
- Satisficing
- Scale
- Scale Accuracy
- Scale Reliability
- Scale, Bipolar
- Scale, Categorical
- Scale, Comparative
- Scale, Continuous Rating
- Scale, Forced Rating
- Scale, Graphic Rating
- Scale, Hedonic
- Scale, Itemized Rating
- Scale, Likert
- Scale, Measurement
- Scale, Metric
- Scale, Nominal
- Scale, Ordinal
- Scale, Paired-Comparison
- Scale, Pictorial
- Scale, Purchase-Intent
- Scale, Rank-Order
- Scale, Semantic Differential
- Scale, Single Item
- Scale, Stapel
- Scale, Unbalanced
- Scale, Verbal Rating
- Scatological (creative genre)
- Scene
- Sci-Fi/Fantasy/Surrealism (creative genre)
- Scientific Claim
- Scoring
- Scratch Track
- Screen-Out
- Screener
- Screening Criteria
- Search Engine Ad
- Secondary Data
- Secondary Research
- Segment (Audience/Target)
- Selection Error
- Selective Perception
- Self-Report
- Semantic Memory
- Semiotic Analysis
- Semiotics
- Sensory
- Sentence Completion Test
- Sequential Monadic Test
- Set
- Shock Value (creative genre)
- Short-term Memory
- Shot
- Show Cards
- Sidebar Ad
- Simile (creative genre)
- Single Source Data
- Skin Conductance Response
- Skip Pattern
- Skyscraper Ad
- Slapstick (creative genre)
- Slice of Life, Realism (creative genre)
- Slogan
- Snowball Sampling
- Social Media Advertising
- Soft Sell
- Sound Effects (SFX)
- Special Effects
- Speeding
- Split Run
- Split-Sample Test
- Spot
- Stability
- Standard Advertising Unit (SAU)
- State-of-Finish
- Static Ad/Image
- Statistical significance
- Steady-State Topography (SST)
- Steal-o-matic
- Stimulus/Stimuli
- Stock Footage
- Stock Photography
- Stop Motion (Single Frame)
- Story Completion Test
- Storyboard
- Storytelling (creative genre)
- Storytelling Technique
- Straightlining
- Structured Observation
- Structured Questionnaire
- Structured Response
- Study Design
- Study Inputs
- Study Participant
- Study Specifications
- Sub-Headline
- Subhead
- Subject
- Subliminal Advertising
- Subway Card
- Superimposed (ad lingo)
- Superiority Claim (ad lingo)
- Surrogate Information Error
- Survey
- Survey Instrument
- Survey Objectives
- Survey Research
- Survey, Attitude
- Survey, Attitude & Usage
- Survey, Door-to-Door
- Survey, Email
- Survey, Mail
- Survey, Mobile
- Survey, Online
- Survey, Piggyback
- Survey, Pop-Up
- Survey, Telephone
- Symbolism (creative genre)
- Syndicated Research
- System 1
- System 2
- Systematic Error
t
- Tagline
- Take
- Talent
- Target Audience
- Target Market
- Target Population
- Target Rating Point
- Telecine
- Telephone Sample
- Television Commercials (TVC)
- Terminate
- Termination Rate
- Test-Retest Reliability
- Testimonial (creative genre)
- Text Ad
- Theory of Reasoned Action
- Third-Person Techniques
- Time Spent in Fixation
- Time to First Fixation (TTFF)
- Titles
- Top-Box Score
- Top-of-Mind Awareness (TOMA)
- Total Fixation Duration (TFD)
- Trade/Equity Character (ad lingo)
- Trademark
- Trading Desk
- TV/Television Advertising
- Typography
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