Advertising Chapter 10
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Advertising. Chapter 10
- 1.Tear Sheet
- A.
Any ad that shows up and you click on it-they count the clicks- clicks navigate you away from the original site
- B.
Tear-out Ad to prove to a manufacturer that you ran their ad. Used only by newspapers
- C.
Pass-it-on forwarding ads virtually.
- 2.Click-Through:
- A.
EDvelops the verbal message, the copy(words) within the ad spoken by imaginary persona
- B.
Tear-out Ad to prove to a manufacturer that you ran their ad. Used only by newspapers
- C.
Any ad that shows up and you click on it-they count the clicks- clicks navigate you away from the original site
- 3.The Copy writer:
- A.
Responsible for the nonverbal aspect of the message, the design, which determines the visual look and feel of the ad.
- B.
Supervises art director and copy writer. Typically a former copywriter. Responsible for creative product and the form the final ad takes.
- C.
Develops the verbal message, the copy(words) within the ad spoken by imaginary
- 4.Art Director:
- A.
Supervises art director and copy writer. Typically a former copywriter. Responsible for creative product and the form the final ad takes.
- B.
Responsible for the nonverbal aspect of the message, the design, which determines the visual look and feel of the ad.
- C.
Supervises art director and copy writer. Typically a former copywriter. Responsible for creative product and the form the final ad takes.
- 5.Creative Director:
- A.
Supervises art director and copy writer. Typically a former copywriter. Responsible for creative product and the form the final ad takes.
- B.
Develops the verbal message, the copy(words) within the ad spoken by imaginary
- C.
Tear-out Ad to prove to a manufacturer that you ran their ad. Used only by newspapers
- 6.Tag line:
- A.
The final date for an ad to be ready to go. Camera ready, shot edited. "In the bag!"
- B.
Phrase that catches your eye. Songs, sayings. etc.
- C.
Most important. Readability
- 7.Storyboard:
- A.
How many times you pass a magazine along. Hard to know circulation numbers
- B.
Most important- Readability.
- C.
T.V. Commercial-Creative's put together a show they talk the client through.
- 8.Closing date for Ad:
- A.
Phrase that catches your eye. Songs, sayings. etc.
- B.
Most important- Readability.
- C.
The final date for an ad to be ready to go. Camera ready, shot edited. "In the bag!"
- 9.Type:
- A.
Most important- Readability.
- B.
Not important
- C.
Who Cares
- 10.Pass-along readership:
- A.
T.V. Commercial-Creative's put together a show they talk the client through.
- B.
Most important- Readability.
- C.
How many times you pass a magazine along. Hard to know circulation numbers
- 11.Account Executive:
- A.
Readability
- B.
Liaison between agency and company
- C.
Mach ad- Making of the print ad
- 12.Ad Layout:
- A.
Most important- Readability.
- B.
Mach ad- Making of the print ad
- C.
Phrase that catches your eye. Songs, sayings. etc.
- 13.Creatives:
- A.
A simple description and explanation of an ad campaigns overall creative approach. what advertising says, how it says it, and why. Contains three components: Verbal( what the advertising should say) Nonverbal (Overall nature of the ad's graphics,, Technical(approach and mechanical outcome, including budget.)
- B.
Is the creative team's guide for writing and producing the ad. Written statement of the most important issues to consider. Who, What, Why,Where and when.
- C.
As a group of people who work in the creative department regardless of their specialty .
- 14.Writing the Creative Brief:
- A.
As a group of people who work in the creative department regardless of their specialty .
- B.
Is the creative team's guide for writing and producing the ad. Written statement of the most important issues to consider. Who, What, Why,Where and when.
- C.
A simple description and explanation of an ad campaigns overall creative approach. what advertising says, how it says it, and why. Contains three components: Verbal( what the advertising should say) Nonverbal (Overall nature of the ad's graphics,, Technical(approach and mechanical outcome, including budget.)
- 15.Elements of Message Strategy:(all three)
- A.
Verbal: Guidelines for what the advertising should say.
- B.
Non Verbal: Overall nature of the ad's graphics, any visuals that must be used.
- C.
Technical: preferred execution approach and mechanical outcome, including budget and scheduling limitations.
- 16.
- A.
Non Verbal: Overall nature of the ad's graphics, any visuals that must be used.
- B.
Process in which tow or more people get together to generate new ideas . Source of sudden inspirations.
- C.
To originate, conceive a thing or idea that did not exist before. Involves combine two or more previously unconnected ideas into something new.
- 17.Brainstorming:
- A.
Non Verbal: Overall nature of the ad's graphics, any visuals that must be used.
- B.
Process in which tow or more people get together to generate new ideas . Source of sudden inspirations.
- C.
To originate, conceive a thing or idea that did not exist before. Involves combine two or more previously unconnected ideas into something new.
- 18.Physiological Impact of Color:
- A.
Red: Blood and fire. Brown: Masculine color. Yellow: High impact catch consumer's eye. Green: Symbol of health. Blue: Coldest color. Black: Sophistication - High end merchandise. Orange: "Edible"
- B.
On Verbal: Overall nature of the ad's graphics, any visuals that must be used.
- C.
Process in which tow or more people get together to generate new ideas . Source of sudden inspirations.
- 19.Visualization:
- A.
Process in which tow or more people get together to generate new ideas . Source of sudden inspirations.
- B.
The flash of insight-takes place. The big idea is bold, creative initiative that builds on the startegy, joins the product benefit with consumer desire in a fresh life.
- C.
Is the most important in creating the advertisement. It is where the search for the "big idea" that flash of insight takes place
- 20.Big Idea:
- A.
Is the most important in creating the advertisement. It is where the search for the "big idea" that flash of insight takes place
- B.
The flash of insight-takes place. The big idea is bold, creative initiative that builds on the startegy, joins the product benefit with consumer desire in a fresh life.
- C.
Process in which tow or more people get together to generate new ideas . Source of sudden inspirations.
- 21.Blocks of Creativity:
- A.
Many causes of blocks of creativity are information overload, mental or physical fatigue, stress, fear, insecurity. Occurs when people in the agency start "thinking like the client.
- B.
Action: Stimulate the consumer's physiological screens to attractive attention.
- C.
He act or process of managing the visual presentation of the commercial or ad. It actually refers to the whole positive feeling for the product.
- 22.Art Direction:
- A.
Interest: Second step. Keeps consumer involved.
- B.
Action: Stimulate the consumer's physiological screens to attractive attention.
- C.
The act or process of managing the visual presentation of the commercial or ad. It actually refers to the whole positive feeling for the product.
- 23.The creativity Pyramid: Attention, Interest, Credibility, Desire, Action
- A.
Attention: Stimulate the consumer's physiological screens to attractive attention.
- B.
Interest: Second step. Keeps consumer involved.
- C.
Credibility: Claims to backed up by facts. Comparison ads can build credibility. Well known people, test results.
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