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33 Cards in this Set

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An element of the creative mix comprising what the company plans to say in its advertisements and how it plans to say it-verbally or nonverbally.
advertising message
The whole visual presentation of a commercial or advertisement-the body language of an ad. This also refers to the style of photography or illustration employed, the way color is used, and the arrangement of elements in an ad so that they relate to one another in size and proportion.
The act or process of managing the visual presentation of an ad or commercial.
art direction
Along with graphic designers and production artists, determines how the ad's verbal and visual symbols will fit together.
art director
A role in the creative process that experiments and plays with a variety of approaches, looking for an original idea.
Artist role
The flash of creative insight-the bold advertising initiative-that captures the essence of the strategy in an imaginative, involving way and brings the subject to life to make the reader stop, look, and listen.
big idea
A process in which two or more people get together to generate new ideas; often a source of sudden inspiration.
An element of the creative mix, comprising the various methods or vehicles that will be used to transmit the advertiser's message.
communications media
The creative point in advertising where the search for the "big idea" takes place. It includes the task of analyzing the problem, assembling any and all pertinent information, and developing some verbal or visual concept of how to communicate what needs to be said.
A person who creates the words and concepts for ads and commercials.
A written statement that serves as the creative team's guide for writing and producing an ad. It describes the most important issues taht should be considered int he development of the ad, including a definition and description of the target audience; the rational and emotional appeals to be used; the product features that will satisfy the customer's needs; the style, approach, or tone that will be used in the coby; and, generally, what the copy will say.
creative brief
Heads a creative team of agency copywriters and artists that is assigned to a client's business; is ultimatly responsible for the creative product-the form the final ad takes.
creative director
The step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways.
creative process
A five-step model to help the creative team convert advertising strategy and the big idea into the actual physical ad or commercial. The five elements are: attention, interest, credibility, desire and action.
creative pyramid
The people who work in teh creative department, reguardless of their specialty.
Involves combining two or more previously unconnected objects or ideas into something new.
Marketing appeals that are directed at the consumer's psychological, social, or symbolic needs.
emotional appeals
A role in the creative process that searches for new information, paying attention to unusual patterns.
Explorer role
A style of thinking that tends to fragment concepts into components and to analyze situations to discover the one best solution.
fact-based thinking
Negatively organized motives, such as problem removal or problem avoidance, that are the most common energizers of consumer behavior.
A role in the creative process that evaluates the results of experimentation and decides which approach is more practical.
Judge role
The address, phone number, Web address, etc., that the advertiser usually insists be included within an ad to give the consumer adequate information.
The specific determination of what a company wants to say and how it wants to say it. The elements
message strategy (rationale)
Communication other than through the use of words, normally visual.
The consumer's perception of a product as a "bundle" of utilitarian and symbolic values that satisfy functional, social, psychological, and other wants and needs. Also, as an element of the creative mix used by advertisers to develop advertising strategy, it is the bundle of product values the advertiser presents to the consumer.
product concept
Marketing appeals that are directed at the consumer's practical, functional need for the product or service.
rational appeal
The specific group of individuals to whom the advertising message is directed.
target audience
One of the three components of message strategy, it refers to the preferred execution approach and mechanical outcome including budget and scheduling limitations.
Positively originated motives that promise to "transform" the consumer through sensory gratification, intellectual stimulation, and social approval. Also called reward motives.
A style of thinking where decisions are based on intuition, values, and ethical judgements.
value-based thinking
Words, written or spoken.
The creative point in advertising where the search for the "big idea" takes place. It includes the task of analyzing the problem, assembling any and all pertinent information, and developing some verbal or visual concept of how to communicate what needs to be said.
A role in the creative process that overcomes excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization.
Warrior role