This card says to call out a name. What kind of a name? Can I say "Lannister? Or do I have to say something like "Lord", "Lady", "Ally", or any name thats in the traits area. Or, does it have to be very specific, like "Eddard Stark"?

The card is by card title, so it would be 'Eddard Stark' or 'lethal counterattack'. So very specific.