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154 Cards in this Set

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develops the verbal message, the copy or words wintin the ad spoken by the imaginary persona. Typically works with the Art Director.
Art Director
responsible for the nonverbal aspect of the message, the design, which determines the visual look and intuitive feel of the ad.
Creative Director
tpically a former copywriter or art director who is ultimately responsible for the creative product, or the form the final ad takes.
As a group, the peolpe who work in the creative department are generally regerred to these people, regardless of their specialty.
Audience Resonance
The boom factor. It gets your attention right now. It catches your imagination.
Strategic Relevance
While the text and the visual carry out the ad message, behind the creative team's choice of tone, words, and ideas lies an advertising strategy. When the ad is completed, it must be relevant to the sponsor's strategy, or it will fail.
Offering relief grom some real or perceived problem. Usually are negative originated motives.
Using positive reinforcement to offer a reward. Ads achieve greatness. Army's "Be all you can be"
Advertising Strategy consists of what four elements?
Target Audience, Product Concept, Communications Media, and Advertising Message.
Message Strategy
determined by what a company wants to say and how it wants to say it.
Creative Brief
serves as the creative team's guide for writing and producing the ad. May also be regerred to as a copy platform, a work plan, or a copy strategy document. Considers who, what, where, when, why
Rational appeals
Directed at the consumer's practical, functional need for the product or service,
Emotional Appeals
target the consumer's psychological, social, or symbolic needs.
Objective, supprtive, and Tone statements.
O: a specific, concise description of what the advertising is supposed to accomplish or what problem is supposed to be solved.
S: A brief description of the ebidence that backs up the product promise, the reason for the benefit.
T: A brief statement of eith the advertising's tone or the long term character of the brand.
Message Strategy
Or rationale. A simple description and explanation of an ad campaign's overall creative appreach, what the ad says, how is says it, and why. Has three components (Verbal, nonverbal, and technical)
Guidelines for what the advertising should say, considerations that affect the choice for words, and the relationship of the copu approach to the medium or media that will carry the message.
Overall nature of the ad's graphics, any visuals that must be used, and the relationship of the graphics to the media in which the ad will appear.
Preferred execution approach and mechianical outcome including budget and scheduling limitations also any mandatories
Specific requirements for every ady, such as addresses, logos, and slogans.
invovles combining two or more previously unconnected objects or ideas into something new.
Max Weber
Dtermined that people think in two ways: an objective, rational fact-based manner and a qualitative, intuitive, value-based matter.
Allen Harrison & Robert Bramson
defines five categories of thinking: the synthesist, the idealist, the pragmatist, the analyst, and the realist.
Roger Ban Oech
Defined this dichotomy as hard and soft thinking. Har refers to concepts like logic, reason, precision, consistency, work, etc. Soft refers to less tangible concepts like mataphors, dreams, humber, plays etc.
The Creatives examine the information they have. the review the creative brieg and the marketing and advertising plan and they study the market, the product, and the competition.
A process conceived by Alex Osborn the former head of BBDO, in which two or more people get together to generate new ideas. All ideas are above criticism, and all ideas are written down for later reivew.
actually accomplish two major tasks including searching for the big idea and then implementing it.
Visuallization or conceptualization
The most important in creating the ad, its where the search for the big idea of flash of insight takes place.
Whats the difference between strategy and a big idea?
Strategy describes the direction the message should take. A big idea gives it to life.
Ways to think of new ideas for ads.
Adapt, imagine, reverse, connect, compare, and eliminate. parody
Art Direction
Refers to the act or process of managing the visual presentation of th ecommercial or ad, the term art actually regers to the whole presentation, visual, verbal, and aural.
Creative Pyramid
From bottom: Attention, interest, credibility, desire, action
this is when the creatives evaluate the practicality of their big ideas and decide whether to implement, modify, or discard them.
Michael Conrad
Former cheif creative officer is now currently the dean of the new Cannes Lions Academy, developed the rating scale. 10-1 World-Class to Appalling.
wins territory for big new ideas in a world resistant to change. Carries the concept into action, getting the big idea approved, produces, and planned in the media.
refers to how the art director and prahic artist choose and structue the artistic elements of an ad. A designer sets a style or the manner in which a thought or image is expressed.
White Space
givs an ad unity and balance in spite of the diversity of its elements.
An overall orderly arrangement of all the format elements of an ad: visual, headline, subheads, body copy, slogan, seal, logo, and signature.
Layout serves what purposes?
1. helpts the creative team develop the ad's psychological elements
2. Helps the agency and the client develope and evaluate in advance how the ad will look and feel.
3. Serves as a blueprint.
A very small rough, rapidly produced drawin that the artist uses to visualize layout approaches without wasting time on details. Very Basic
Comprehensive layout, or comp
a highly regined facsimile of the finished ad. Generally quite elborate, with colored photos, the final type stules and sizes and a glossy spray coat.
presents the handheld look and feel of brochures.
Where blanks type and line art are pated in place on a piece of white artboard called a pasteup with overlay sheets indicating the hue and positioning of color
Camera-ready art
printers refer to the mechanical or pasteup as this because they photography is using a large production camera before starting the reproduction process
The biggest challenge in approbal is what?
Keeping approvers from corrupting the style of the ad.
Poster-style format or picture-window layout and Ayer No. 1
The ads that score the higest recall employ a standare format with a single, dominant visual that occupies 60-70% of the ad's total area.
Readership drops with more than 50 words. T or F
Roy Paul Nelson
points out that the principles of design are to the layout artists what the tules of grammer are to the writer.
Basic rules for design
The design must be in balance.
The space within the ad should be broken up into pelasing proportions.
A directional pattern should be evident so the rader knows in what sequence to read.
Some force should hold the ad together and give it unity.
one element should have enough emphasis to dominate all others.
purpose of the visual
Capture the reader's attention
Clarify claims made by the copy
identify the subject of the ad
show the product actually being used.
Qualify readers by stopping those who are legitimate prospects.
Help convince the reader of the truth of copy claims.
Arouse the reader's interst in the headline.
Emphasize the product's unique features.
Create a favorable impression of the product or advertiser.
Provide continunity fo the campaign by using a unified visual technique in each ad.
Benefits Headlines
to promise the audience that experiencing the utility of the product or service will be reawrdinf. Shouldnt be too cute or clever, just simple statemetns of the products most important benefit.
News/Information Headline
Announces news or promises information.
Provocative Healines
provoke the reader's curiosity-to stimulate questions and thoughts.
Question headline
askas a question, encouraging reader sto search for the answer in the body of an ad.
Command Headling
orders the reader to do something, so it might seem negative. but readers pay attention to such headlines.
An additional smaller healine that may appear above the headline or below it. Above the headline is called a kicker or overline and may be underlined. Subheads may also appear in body copy.
Body Copy, or Text
comprises the interest, credibility, desire, and often even the action steps. It is logical continuation of the headline and subheads, set in smaller type.
Straight-sell copy
writers immediately explain or develop the headline and visual in a straightforawrd, factual presentaiton. Appeals to the prospect's reason.
Institutional Copy
Promote a philosophy or extol the mertis of an organization rather than product features. Intended to lend warmth and credibility to the organizations image.
Narrative copy
To tell a story. Ideal for the creatice writer, narratie copy sets up a situation and then resolves it at the last minute by having the product or service come to the rescue.
Dialogue/monologue copy
the advertiser can add the believability that narrative copy sometimes lacks.
picture-caption copy
espiecially useful for products that have a number of different uses or come in a variety of style or designs.
device copy
uses figures of speech such as puns alliteration, assonance, and rhymes as well as humor and exaggeration.
lead-in paragraph
a bridge between the headline and the sales ideas presented in the text.
Interior paragraphs
of the body copy should develop credibility by providing proof for claims and promises and they should build desireby using language that stirs the imagination.
trial close
gices them the opportunity to make the buying decision early.
the real action step. a good close asks consumers to do somethign and tells them how.
slongans, themelines, or taglines
being as successful headlines, like AT&T's "Reach out and touch someone"
slogans have two baic purposes: to provide continuity to a series of ads in a campaign and to reduce an advertising message stratedy to a brief, repeatable, and memorable positioning statement.
awared only when a produt meets standards established by a particular organization.
Logotypes and signature cuts
special designs of the ad's company or product name. They appear in all company ads and, like trademarks, give the product individuality and provide quick recognition at the point of purchase.
resembles a two-column list.
10 seconds, 20 seconds, 30 seconds, 60 seconds
20-25 words, 40-45 words, 60-70 words, 130-150 words
Storyboard roughs
present the artistic approach, the action sequences, and the style of the commercial. When the storyboard is approved, it serves as a guide for the final production phase.
casting brief
as the concept evolves, the creative team defines the characters' personalities in a detailed, written (this vocab word)
Straight announcement
one person, usually a radio or TB announcer, delivers the sales messagr. Popular because they are adatable to almost any product or situation.
integrated commercial
it can be woven into a show or tailored to the style of a given program.
presenter commercial
uses one person or character to present the product and carry the sales message.
where a satisfied user tells how effective the product is, can be highly credible in both TV and radio advertising.
convinces an audience better and faster than a spoken message.
Musical commercials or jingles
we hear on radio and TV are among the best and worst ad messages produced.
musical commercials have several variations, the entire message may be sung; and jingles may be written with a this word in the middle. or a hole for spoken copy.
Musical logo
After many repeitions of the ad's theme, the listener begins to associate the musical logo with the product. The jingle should have a hook.
That part of the logo that sticks in your memory.
slice of life.
commercials tha dramatize real-life situations.
Mnemonic device
can dramatize the product benefit an trigger instant recall.
Lifestyles technique
to present the user rather than the product
cartoons, puppet characters, and demonstrations with computer generated grpahics are very effective this word.
a sheet preprinted with a series of 8 to 20 blank windows in the shape of TV screens.
may be shot- a film strip of th esketches in the storyboard accompanies by the audio portion of the commercial sunchronized on tape.
In international markets what is the most important consideration for copywriters and creative directors is what?
a visual image representing some idea or thing, can have a meaning that cuts across national boundaris and reflects the tastes and attitudes of a group of cultures.
Media Buyer
Person in charge of negotiating and contracting with the media
when the dark or colored background of the ad extends to the edge off the page
cover position
if a company plans to advertise in a particular magazine consistently if may seek this position.
Junior unit
a large ad (60 percent of the page) placed in the middle of a page and surrounded with editorial matter.
Island Halves
surrounded by even more editorial matter. The island sometimes costs more than a regular half-page, but becauyse it dominates the page, many advertisers consider it worth the extra charge.
Custom Magazines
Look like regular magazines and are often produced by the same companie sthat publish traditional magazines.
Consumer Mags
purchased for entertainment, information, or both, are edited for conusmres who buy products for their own pesonal consumption: Time, Sports Illustrated.
Farm Publications
are directed to farmers and their families or to companies that manfacture or sell agricultural equipment, supplies, and services
Business Mags
By far the largest category, target business readers.
Local City Magazine
a magazine may also be classified as local, regional, or national. Most major U.S. cities have this word.
Regional Publications
targeted to a specific area of the country, such as the West or the South.
National Magazines
range form those with enormous circulations, such as TV Guide to small lesser-known national magazines.
Rate Base
the circulation figure on which the publisher bases its rates.
Guaranteed Circulation
the number of copies the publisher expects to circulate.
Audit Bureau of Circulations (ABC)
as many as 30% of consumer mags are audited by them dont make their circulation point.
Circulation audit
a thorough analysis of the circulation procedures, outlets of distribution, readers, and other factors.
Primary Circulation
Represents the number of people who buy the publication, either by subscription or at the newsstand.
Secondary or pass-along readership
which is an estimate determind by market research of how many people read a single issue of a publication is very important to magaines.
Vertical publication
covers a specific industry in all its aspects.
Horizontal publications
in contrast with vertical, deal with a particular job function across a variety of industries.
a paid basis means the recipient must pay the subscription price to recieve the magazine.
Controlled circulation
the publisher mails the magazine free to individuals who the publisher thinks can influence the purchase of advertised products.
cover date
three dates affect magainze purchases, is the date printed on the cover.
On-sale date
the date the magainze is actually issued.
Closing date
the date all ad material must be in the publisher's hands for a specific issue.
Cost per Thousand (CPM)
one way tom compare magazines is to look at how must it costs to reach a thousand people based on the magazin'es rates for a one-time, full-page ad. You get it by dividing the full-page rate by the number o thousans of subscribers.
Frequency Discounts
based onthe number of ad insertions usually within a year
Volume discounts
are based on the total amount of space bought during a specific period
Geographic editions
target geographic markets
Demographic editions
reach reader swho sahre a demographic trait, such as age, income lebel, or professional status.
Daily newspaper
is published as either a morning or evening edition at least five times a week, monday through friday.
Weekly newspapers
characteristicallt serve small urban or suburban residential areas and farm communities.
Standard Size newspaper
22 inches deep and 13 inches wide and divided into six columns.
Tabloid Newspaper
generally about 14 inches deep and 1 inches wide.
Standard advertising unit (SAU)
standardized the newspaper column width, page sizes, and ad sizes,
an SAU column inch
is 2 1/16 inches wide by 1 inch deep.
Sunday supplement Magazine
magazines such as the Lost Angeles Magazine of the Los Angeles Times.
Independent shopping guide
or free community newspaper, offers advertisers local saturation. Somesimes called pennysavers.
Display advertising
includes copy, illustrations or photos, headlines, coupons, and other visual componens such as the ads for the village voice discussed earlier.
Reading notice
looks like editorial matter and sometimes costs more than normal displat advertising.
Cooperative or co-op programs
sponsored by the manufacturers whose products they sell.
Classified Ads
Provide a community marketplace for goods, services, and opportunities of every type, from real estate and new-car sales to employment and business opportunities.
Classified Display Ads
run in the classified section of the newspaper but feature larger type and/or photos, art boarders, abundant white space, and sometimes even color.
Public notices
of changes in business and personal relationships, public governmental reports, notices by private citizens and organizations, and financial reports.
Preprinted Inserts
The advertiser prints the inserts and delivers them to the newspaper plant for insertion into a specific edition.
Rate Card
lists advertising rates, mechanical and copy requirements, deadlines, and other information
National rate
averages 75% higher, but some papers charge as much as 254 percent more.
Flat rates
Which means they allow no discounts, a few nespaper soffer a single flat rate to voth national local advertisers.
Open rate
highest rate for a one-time insertion
Contract rates
local advertisers can obtain discunts of up to 70% by signing a contract for frequent or bulk space purchases.
Bulk discounts
calculated by multiplying the number of inches by the coast per inch.
Frequency Discounts
by running a given ad repeatedly in a specific time period.
Earned rates,
a discount applied retroactivelt as the volume of advertising increases through the year.
Short rate
which is the difference between the conracted rate and the earned rate for the actual inches run.
Combination rates
are often abailable for placing a given ad in one morning and evening editions of the same newspaper, two or more newspapers owned by the same publisher and in some cases two or more newspapers affiliated in a syndicate or newspaper group.
Run-of-Paper Advertising rates
entitle a newspaper to place a give nad on any newspaper page or in any position it desires.
Preferred-position rate.
An advertiser can ensure a choice postion for an ad by paying a higher this rate.
Full position
the preferred position near the top of a page or at the top of a column next to reading matter.
Split runs
newspapers offer this so that advertisers can test the pulling power of different ads. Runs ads of two identical size, but different content, for the same product on the same day in the same or different press runs.
Newspaper Association of America (NAA)
continues to simplify national newspaper ad buys. The newspaper advertising vureau merged with the american newspaper publishers association and give other marketing associations for form this.
Insertion order
tells newspaper the dates on which the ad is to run, its size, the desired position, the rate, and the type of artwork accompanying the order.
Proof copy
Thing they give newspapers before its printed.
for national advertisers are handled through a privat ecentral office.