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18 Cards in this Set
- Front
- Back
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Advertising appeal |
The basis or approach used in an advertising message to attract the attention or interest of consumers and/or influence their feelings toward the product, service, or cause |
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Creative execution style |
The manner or way in which a particular advertising appeal is transformed into a message |
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Informational/rational appeals |
Advertising appeals that focus on the practical, functional, or utilitarian need for a product or service and emphasize features, benefits, or reasons for owning or using the brand |
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Emotional appeals |
Advertising messages that appeal to consumers' feelings and emotions |
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Transformational ad |
An ad that associates the experience of using the advertised brand with a unique set of psychological characteristics that would not typically be associated with the brand experience to the same degree without exposure to the advertisement |
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Reminder advertising |
Advertising designed to keep the name of the product or brand in the mind of the receiver |
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Teaser advertising |
An ad designed to create curiosity and build excitement and interest in a product or brand without showing it |
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User-generated content |
Advertising and/or other forms of content provided by consumers or other nonprofessional sources |
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Headline |
Words in the leading position of the advertisement; the words that will be read first or are positioned to draw the most attention |
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Direct headlines |
A headline that is very straightforward and informative in terms of the message it is presenting and the target audience it is directed toward. Direct headlines often include a specific benefit, promise, or reason for a consumer to be interest in a product or service |
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Indirect headlines |
Headlines that are not straightforward with respect to identifying a product or service or providing information regarding the point of an an advertising message |
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Subheads |
Secondary headlines in a print ad |
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Body copy |
The main text portion of a print Ad. Also often referred to as copy. |
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Layout |
The physical arrangement of the various parts of advertisement including the headline, subheads, illustration, body copy, and any identifying marks |
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Voiceover |
A message or action on the screen in a commercial that is narrated or described by a narrator who is not visible |
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Needledrop |
A term used in the advertising industry to refer to music that is prefabricated, multipurpose, and conventional and can be used in a commercial when a particular normative effect is desired |
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Jingles |
Songs about a brand or company that usually carry the advertising theme and a simple message |
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Script |
A written version of the commercial that provides a detailed description of its video and content |
