Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
14 Cards in this Set
- Front
- Back
|
Dummy
|
Presents the handheld look and feel of brochures, displays, and multipage materials. Assembled by hand using color markers and sturdy paper to look like the finished product.
|
|
|
Layout
|
Overall orderly arrangement of all the format elements of an ad: headline, subheads, visuals, copy, captions, trademarks, and slogans.
|
|
|
Body Copy
|
aka the text of the ad. Where the advertiser tells the complete sell story. A logical continuation of the headline and subheads, set in smaller type. Types of body copies: Narrative:tells a story. Dialogue:characters tell the story. Picture:use pictures to tell the story. Device:figures of speech or humor.
|
|
|
Public Relations
|
The management function that focuses on the relationship and communications that organizations have with other groups (publics) for the purpose of creating mutual goodwill. Basically, advertising sells a products, whereas PR sells the organization.
|
|
|
Focus Group
|
Qualitative form of research. Four or more people typical of the target market get together and discuss the product, service, or marketing situation for an hour or more.
|
|
|
Contest Vs. Sweepstakes
|
Contests are competitions, whereas sweepstakes are random and everyone has an equal chance to win.
|
|
|
Creativity
|
To conceive a thing or idea that did not exist before, or to combine two or more unconnected objects or ideas into something new. Creativity develops the "Big Idea". The advertiser is the sponsor and the creative team is the author.
|
|
|
Visuals should...
|
Capture Attention! Clarify claims made by the copy, identify subject of ad, show the product being used, qualify readers, convince readers of the truth of the claim, emphasize unique characteristics.
|
|
|
Pretesting
|
Testing the effectiveness of an ad for gaps or flaws in message content before recommending it to clients, often conducted through focus groups.
|
|
|
Marketing Research
|
The systematic gathering, recording, and analysis of information to help managers make marketing decisions.
|
|
|
Ad Research
|
The systematic gathering and analysis of information specifically to facilitate the development or evaluation of advertising strategies, ads and commercials, and media campaigns.
|
|
|
Valid
|
An important characteristic of a research test. For a test to be valid, it must reflect the true status of the market.
|
|
|
Reliable
|
Also an important characteristic of a research test. For a test to be reliable, it must be repeatable, producing the same result each time it is administered.
|
|
|
BDI
|
Brand Development Index: The percentage of a brand's total sales in an area divided by the total population in the area; it indicates the sales potential of a particular brand in a specific market area.
|
