Advertising 2

Front 1

6 steps of an advertising pitch

Back 1

1. brief recap of assignment
2. discuss creative strategy thoroughly
3. stress the campaign's theme
4. show how the big idea is being expressed
5. close with a summary statement
6. answer questions honestly

Front 2

4 of 9 major points of IMC

Back 2

1. advertising- create brand image, get new customers
2. sales promotion- contests, games, premiums, sweepstakes, continuity
3.public relations-communication between organization and its public
4.guerilla marketing- unconventional to pull max results from minimum resources

Front 3

6 guidelines for writing internet copy

Back 3

1. use highlighted key words
2. subheads must be meaningful
3. one idea/paragraph
4.use bulleted lists for complex ideas
5. write using inverted pyramid style
6.use 1/2 as many words as you'd use for conventional writing

Front 4

4 stages of designing a website

Back 4

1. research and planning -site map
2. concepts- navigation, design
3. development- copy
4. production- banner ad, static v dynamic, technical issues

Front 5

3 essentials for successful direct marketing

Back 5

the list, the message (grab attention), the offer

Front 6

5 advantages of using direct marketing over other forms of advertising

Back 6

1. pinpointing of demographics
2. personalized message
3. faster sales
4. variety of packaging option
5. less competition from other media

Front 7

direct marketing v mass media advertising

Back 7

direct- meant to sell now, people involved (info flows 2 ways)

adv- build brand awareness

Front 8

4 of 7 formats for writing a tv commercial

Back 8

1. demonstration (product in use, before and after, side by side)
2. slice of life (problem solution)
3. stories (beg, mid, end)
4. product as star- (food)

Front 9

3 questions to ask yourself before you write a tv commercial

Back 9

1. whats the big idea you need to get across
2. whats the benefit of the big idea
3. how can you turn that benefit into a visual element that will stick in the viewers mind

Front 10

3 different approaches to writing a radio commercial

Back 10

one voice, dialog (must sound natural), jingles

Front 11

tools available for writing a radio spot

Back 11

voice, music, sound effects

Front 12

pros and cons of radio advt

Back 12

pro-target specific audiences, mobile, intrusive (hard to ignore it), flexible- can get ad on air in a hurry
con- cant see it, short lived (dont remember them long), easy to get distracted

Front 13

tv commercial script format
how is a storyboard different from a script?

Back 13

storyboard-hand drawn depictions of each scene without having to shoot it, written explanation of scene (CU motorcycle) and copy required for scene "I like your bike"

Front 14

5 things you learned about advertising from juicing the orange.

Back 14

1. research is extremely important, although its been done, its not good to rely on top of the head ideas
2. creative leverage is more important than media leverage
3. outsmart not outspend
4. unconventional advertising and success
5. get inside the mind of the target market

Front 15

3 things Fallon in convinced of?

Back 15

1. creativity will be an increasingly essential business tool
2. you cant buy creativity but you can unlock it
3. creativity is not an easy path to walk but the rewards are worth it