Advertising

Front 1

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.

Back 1

advertising message

Front 2

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.

Back 2

art

Front 3

The act or process of managing the visual presentation of an ad or commercial.

Back 3

art direction

Front 4

Along with graphic designers and production artists, determines how the ad's verbal and visual symbols will fit together.

Back 4

art director

Front 5

A role in the creative process that experiments and plays with a variety of approaches, looking for an original idea.

Back 5

Artist role

Front 6

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.

Back 6

big idea

Front 7

A process in which two or more people get together to generate new ideas; often a source of sudden inspiration.

Back 7

brainstorming

Front 8

An element of the creative mix, comprising the various methods or vehicles that will be used to transmit the advertiser's message.

Back 8

communications media

Front 9

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.

Back 9

conceptualization

Front 10

A person who creates the words and concepts for ads and commercials.

Back 10

copywriter

Front 11

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.

Back 11

creative brief

Front 12

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.

Back 12

creative director

Front 13

The step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways.

Back 13

creative process

Front 14

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.

Back 14

creative pyramid

Front 15

The people who work in teh creative department, reguardless of their specialty.

Back 15

creatives

Front 16

Involves combining two or more previously unconnected objects or ideas into something new.

Back 16

creativity

Front 17

Marketing appeals that are directed at the consumer's psychological, social, or symbolic needs.

Back 17

emotional appeals

Front 18

A role in the creative process that searches for new information, paying attention to unusual patterns.

Back 18

Explorer role

Front 19

A style of thinking that tends to fragment concepts into components and to analyze situations to discover the one best solution.

Back 19

fact-based thinking

Front 20

Negatively organized motives, such as problem removal or problem avoidance, that are the most common energizers of consumer behavior.

Back 20

informational

Front 21

A role in the creative process that evaluates the results of experimentation and decides which approach is more practical.

Back 21

Judge role

Front 22

The address, phone number, Web address, etc., that the advertiser usually insists be included within an ad to give the consumer adequate information.

Back 22

mandatories

Front 23

The specific determination of what a company wants to say and how it wants to say it. The elements

Back 23

message strategy (rationale)

Front 24

Communication other than through the use of words, normally visual.

Back 24

nonverbal

Front 25

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.

Back 25

product concept

Front 26

Marketing appeals that are directed at the consumer's practical, functional need for the product or service.

Back 26

rational appeal

Front 27

The specific group of individuals to whom the advertising message is directed.

Back 27

target audience

Front 28

One of the three components of message strategy, it refers to the preferred execution approach and mechanical outcome including budget and scheduling limitations.

Back 28

technical

Front 29

Positively originated motives that promise to "transform" the consumer through sensory gratification, intellectual stimulation, and social approval. Also called reward motives.

Back 29

transformational

Front 30

A style of thinking where decisions are based on intuition, values, and ethical judgements.

Back 30

value-based thinking

Front 31

Words, written or spoken.

Back 31

verbal

Front 32

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.

Back 32

visualization

Front 33

A role in the creative process that overcomes excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization.

Back 33

Warrior role