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24 Cards in this Set
- Front
- Back
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What is Copy in Advertising? |
Words in the advertisement, Words at end of commercial is copy |
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What are some words in Advertising? |
Dialogue, Voiceover, Headline, Tagline, Words in logo, Body Copy |
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What is the Headline? |
Most important copy component of a PRINT AD |
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What are the two basic headlines? |
Direct headline and Indirect headline |
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Direct Headline: |
Most likely to grab the reader |
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What two elements must be presented in a direct headline? |
Product name and product benefit or attribute |
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Indirect Headline: |
does not give you everything up front, wants to reel you in "provokes" |
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Indirect headline makes: |
Curiosity, Puns, Creates interest in the rest of the ad, and makes higher readership |
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What is the risk with Indirect headlines? |
If it doesn't intrigue, then it's an audience wasted ad |
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What are some Headline task? |
Designed to attract attention to an individual ad, Segments readers "the break up," Leads readers to the copy |
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What is the Tagline? |
Companies Signature/Slogan |
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What is the Task? |
It gains attention Provides a consistent link in the campaign Summarize brand position "how they want us to perceive the brand" Ex: Subway "eat fresh" |
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Effective taglines: |
Should have three characteristics |
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What are these three characteristics? |
They should be short, though no specific length Should be easy to remember Should trigger thoughts about the brand, Ex: Nike "just do it" Mercedes "the best or nothing" |
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What is the Logo? |
Visual design representing the company or product Ex: Target Logo |
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What is the components of body copy? |
They are not always formal paragraphs, 3 types: Lead, Interior, and Final Paragraph. |
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What is the LEAD paragraph in the body copy? |
It is tied to the headline It transitions to body copy Traditional basic ad |
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What are the Interior paragraphs in body copy? |
Details of the ad, "can be short" |
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What is the Final paragraph in body copy? |
Call to action, "check out website, test drive" |
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What are some benefits to the reader of writing good copy? |
Solution to a problem Consumer point of view Single purpose |
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What about write to one person? |
Psychographic profiles "but really reaching out to audience" |
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What about involving the reader? |
It presents the unexpected |
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What about credibility and believability? |
This is especially important when dealing with facts ex: ask your vet, doctor, cite a website |
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What about writing style? |
Relationship building, Conversational tone, Personal Ex: Email, posts on fb, commercial with an employer or boss All styles are different Trying to establish relationship |
