Advertising

Front 1

LAYOUT

Back 1

arrangement of all copy and artwork

*Headlines and illustrations grab readers attention (or stop the reader) in print ad most

-Visual vs. Verbal

Front 2

Visual- broad image
copy-main point

Back 2

these elements work together for a successful ad.

-greater emphasis on visual

Front 3

Illustration Tasks

Back 3

-headline
-broad ideas
-feeling & emotion
-tell a story

Front 4

Design

Back 4

1. Balance- equality of ad's elements horizontally & vertically
2. focal point- single element that draws reader into ad.
-Only 1 focal point per ad
-includes COPY & VISUAL

3. eye movement
- The manner in which the eye reads an ad
- upper left to lower right
- GAZE MOTION
4. unity- all elements tie together

Front 5

Focal point

Back 5

single element that draws reader into ad
- copy & visual
-only 1 focal point per ad

Front 6

types of layouts

Back 6

1. picture window
2. poster
3. copy heavy

Front 7

Picture Window

Back 7

characterized by:
1.illustration
2.headline
3.body copy

Front 8

poster

Back 8

characterized by:
- bold visual
-creates mood, image, feeling
- very limited copy

Front 9

copy heavy

Back 9

characterized by:
-extensive copy
-little or no visual support
-serious and involving topics
(high involvement products that people want more info. about) ex. nutrisystem weight loss product

Front 10

Broadcast production

Back 10

1.Script
2.Storyboard
3. Television production
4.Creating effective tv commercials
5. Radio production

Front 11

Script

Back 11

-written document
-specifies AUDIO and VISUAL instructions
-discussion of PROPOSED COMMERCIAL
-many departments are involved
-INTERNAL USE

Front 12

Storyboard

Back 12

-developed from Script
- BLUEPRINT for production
3 components of storyboard:
1. Pictures- main scenes, visuals
2. Video- written descrip. of what camera sees
3. Audio - written descrip. of what is heard

Front 13

Presentation

Back 13

-helps agency sell its creative ideas

Front 14

Television production

Back 14

1. preproduction
2. production
3. postproduction

Front 15

preproduction

Back 15

all planning and decisions prior to filming

Front 16

production

Back 16

shooting the storyboard, takes a while, economical =key

Front 17

postproduction

Back 17

all activity after the filming of the storyboard
-edit the ad, add music, sound effects, remix audio

Front 18

creating effective television commercials

Back 18

1. visually capitvating
--most content=visual, ads are visually enhancing
2. K.I.S.S----> focus on 1 main idea
3. opening is critical-----> attention held early
4. Entertainment has to sell---> has to be tied back to product. * Advertising is not pure entertainment
5. Believable---> credibility is crucial
6. show Desired Behavior---> when possible

DO NOT NEED TO HAVE ALL 6 CONCEPTS IN 1 AD.

Front 19

Radio Production

Back 19

(most difficult copyright)
NO VISUALS, no storyboard, creates difficulties

1. grab attention early-->station switching, tuning out
2.THEATER OF MIND-->use voices, sounds to let listener's imagination create visual
3.music and jingles
4.image transfer--> transfer visual medium to radio
5. K.I.S.S--> focus on 1 MI
6. ask for action--> behavior
7. repetition --> listener can't see the product

Front 20

specific radio strategies

Back 20

1. humor
2. unique voices
3. sound effects --> allows us to visualize
4. music

Front 21

Assessment research

Back 21

-evaluating the success of the creative project with strategic objectives.
-early research= greatest value
-conducted throughout entire creative process

Front 22

Directional Research

Back 22

-guides creative effort
-useful during situational analysis:
1. consumer analysis
2. product analysis
3. competitive analysis
4. macro analysis

Front 23

Developmental pretesting

Back 23

(concept testing) - tests ideas on funny situations
-conducted during strategy development
-early in creative process
-quick and inexpensive
-small sample sizes
-focus on AWARENESS and attitude change

Front 24

Final Pretesting

Back 24

-Finished ads or close to finished
-tweak it. last check before investment in media
***largest portion of budget

Front 25

Field test

Back 25

-more common
-conducted under natural conditions
-sacrifice control for REAL WORLD IMPACT

Front 26

Laboratory Test

Back 26

-exposure in a controlled setting
-sacrifice realism for CONTROL
-cause & effect, surveys, retest

Front 27

Post-testing

Back 27

-after the campaign is in the marketplace
-evaluation of campaign objectives
-beginning of situation analysis for the next campaign (it's on-going)

one ad starts before one ends

Front 28

Awareness

Back 28

-most common variable that is measured

DAY AFTER RECALL
--> the percent of respondents that can recall a message the day after exposure to the message

Front 29

problems with awareness

Back 29

- low involvement products test poorly
-less effective for emotional messages
- measure intrusiveness, not effectiveness
-not ideal
-no creative judgment

Front 30

Attitude

Back 30

measures:
changes in perception

Front 31

Behavior

Back 31

measures:
more common in post testing

sales results

purchase intent

Front 32

Physiological Response

Back 32

-measures heat rate, pupil dilation
- not 100% reliable

-no mental effort
-not natural

Front 33

Methods available

Back 33

1. experiments
2. surveys
3. focus groups

Front 34

experiments

Back 34

-cause and effect based on exposure to an ad
-Field experiments
-natural viewing
- no control
-Lab experiments
-control
-no realism

Front 35

surveys

Back 35

Telephone
- losing popularity
(but decreases in landline, more difficult to gain access thru telephone surveys)

Internet
- more desirable
- fastest growing

Front 36

focus groups

Back 36

-development of ideas
-qualitative data --> gives you rich info, but subjective
-small groups and moderator
-open-ended discussion

Front 37

focus group problems

Back 37

1) subjective analysis- qualitative data
2) appearance of reality (may not be accurate)
3) consumers aren't experts on advertising

Front 38

REACH

-unduplicated/ net reach

Back 38

-percent of the target market that is exposed to the message at least once during the relevant time period

unifying element: exposed at least once
-usually 4 weeks

Front 39

frequency

Back 39

-how often
-usually for day to day products (soda, toilet paper)

-average # of exposures received by a member of the target market during the relevant time period
-4 weeks
-NOT percent, but AVERAGE

Front 40

Inverse relationship

Back 40

fixed budget:

-as reach increases, frequency decreases
-as frequency increases, reach decreases

Front 41

Rating

Back 41

-percent of the target market that is tuned to a specific program or station
-cost of advertising time is largely a function of the rating
-potential audience
-V/PA=R (viewers/potential audience)=ratings
-rating increases, price of ad increases
-ratings decrease, show doesn't have a ton of viewers, cancel show

** rating is never larger than share

Front 42

Share

Back 42

percent of target market's sets in use at a particular time, tuned to specific program

V/AA=SH

viewers / actual audience= share

**higher number

Front 43

gross rating points

Back 43

total number of rating points in a media plan

R x F= GRP