Glossary
Frameworks AdRevila cites.
Every reference in an AdRevila report links to a primer here. Each entry names the concept, where it comes from, and how to use it in DTC creative.
- 5 Stages of AwarenessEugene Schwartz, Breakthrough Advertising (1966)
The five stages a buyer moves through before purchase, from Unaware to Most-Aware. The single most-cited diagnostic in DTC creative strategy.
- Ad-to-LP ContinuityEli Weiss / DTC creative practice
The ad's promise must survive the click. Mismatch between the ad's hero message and the landing page kills CVR and LTV.
- AIDA — Attention, Interest, Desire, ActionElias St. Elmo Lewis, ~1898
The original direct-response copy framework — earn attention, build interest, intensify desire, ask for action. Default for cold prospecting on Solution-Aware traffic.
- AuthorityRobert Cialdini, Influence
People defer to credentialed experts and institutional sources. Doctors, scientists, named brands, certifications.
- BAB — Before, After, BridgeDirect-response copywriting
Show the buyer's current state, paint the desired future, bridge with the product. The cleanest copy structure for transformation products.
- Bold Statement HookHook archetype taxonomy
A first-person claim in the first 1-3 seconds that triggers either disbelief or "tell me more." The hook of choice for transformation products.
- Cialdini's Seven Principles of InfluenceRobert Cialdini, Influence (1984) + Pre-Suasion (2016)
Seven research-backed levers — reciprocity, commitment, social proof, authority, liking, scarcity, unity — that shift buyer behavior. The most-cited persuasion framework in advertising.
- Commitment & ConsistencyRobert Cialdini, Influence
A small initial yes makes the bigger yes more likely. The mechanism behind multi-step funnels and quiz-style ads.
- CTA commitment — low, mid, highDirect-response copywriting + landing-page practice
The three-tier classification of how much a call-to-action asks the viewer to commit. Low-commit CTAs ("Learn more") protect cold traffic; high-commit CTAs ("Buy now") qualify warm traffic.
- Direct Address HookHook archetype taxonomy
"If you're a [type of person]…" — an explicit second-person hook that pre-qualifies the viewer by self-identification.
- DTC performance metrics — CTR, CVR, AOV, ROAS, LTVPerformance marketing
The five most-cited metrics in DTC paid media plus four engagement metrics (hook rate, 3-second hold, completion rate, comments rate). Each measures a different part of the funnel.
- FAB — Features, Advantages, BenefitsDirect-response copywriting
A three-stage translation of product specs into buyer outcomes. Features describe what it is, Advantages describe how it works, Benefits describe what the buyer gets.
- Guarantee TypesAlex Hormozi, $100M Offers (2021)
Four guarantee taxonomies — Unconditional, Conditional, Anti, Implied — and when each one lifts CVR by taking risk off the buyer.
- Hook / Body / CTA FrameworkPerformance creative industry standard (Motion, MagicBrief, Sovran)
The three structural slots that performance-creative dashboards organize around. Hook (0-3s) earns attention. Body (3s-end) persuades. CTA closes.
- LikingRobert Cialdini, Influence
People are more easily influenced by people they like. Familiarity, similarity, attractiveness, and compliments all build liking.
- Narrative script structureCreative-strategy industry practice
A continuous story arc — character → tension → resolution — instead of a structured pitch frame like PAS or FAB. Often outperforms structured frames on warm traffic and considered purchases.
- PAS — Problem, Agitate, SolveDirect-response copywriting
A three-part body structure — name the problem, amplify the pain, present the solution. The default copy framework for Problem-Aware audiences.
- PASTOR — Problem, Amplify, Story, Testimony, Offer, ResponseRay Edwards / John Meese
A six-part long-form copy structure used most often in launches, supplements, and info-product ads. PAS expanded with story, testimony, and an explicit offer/response close.
- Pattern Interrupt HookHook archetype taxonomy (TikTok / Meta)
A visual, audio, or textual break against feed norms in the first 1-3 seconds. The default hook archetype for Meta cold traffic.
- Proof-First HookHook archetype taxonomy
Opens with a number, testimonial, or result before introducing the product. The hook of choice for credibility-driven categories.
- Question HookHook archetype taxonomy
A direct question in the first 1-3 seconds the viewer can't help answering internally. Best for Problem-Aware audiences.
- ReciprocityRobert Cialdini, Influence
People feel obliged to return value when value is given first. The most overused (and underused) of Cialdini's seven principles.
- ScarcityRobert Cialdini, Influence
Limited time, limited stock, or exclusivity increases perceived value. The most misused of Cialdini's seven principles.
- Social ProofRobert Cialdini, Influence
People decide what to do by looking at what similar people are doing. Reviews, counts, testimonials, and "others bought" cues are all social proof.
- Steal the Strategy, Not the AdDTC creative practice (codified by Needle)
The senior-strategist move when seeing a winning ad — identify the mechanism, not the surface. Re-execute the principle with the surface that fits your category.
- Thumbstop RatioNick Shackelford
The 3-second view rate divided by impressions. The canonical KPI for hook strength on Meta + TikTok cold traffic.
- Ugly-Native AestheticBarry Hott
Ads that look like organic content beat polished brand films on cold traffic. The core principle behind UGC-style DTC creative.
- UnityRobert Cialdini, Pre-Suasion
People are more easily persuaded by those they share identity with. "We" framing — same tribe, same category, same values — is the underlying mechanism.
- Value EquationAlex Hormozi, $100M Offers (2021)
A four-lever model for scoring how compelling an offer is. Dream Outcome times Perceived Likelihood divided by Time Delay times Effort & Sacrifice.
- Visual style — ugly-native, mid, producedPerformance creative practice
The three-tier visual taxonomy ad teardowns use to classify production aesthetics. Ugly-native looks like organic UGC; mid is creator-led with light production; produced is brand-led with studio polish.