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66 Cards in this Set
- Front
- Back
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Key to a good brainstorming session
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never be afraid to look and feel stupid by coming up with a really, really bad idea.
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Qualities necessary in order for someone to be a successful copywriter or are director
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1) the ability to see what it not there.
2) continued motion through ideas 3) knowledge of the profession 4) media expertise 5) a habit of observing the human species 6) knowledge of the product or service. 7) the understanding that advertising is a business 8) excellence 9) the ability to cry a little but laugh a lot |
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What is the creative concept?
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an idea that imaginatively solves the client's advertising problem
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What is the main goal of brainstorming?
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to discuss the creative brief and imagine a way to solve a problem
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4 stages of the design process
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1) concept development
2) thumbnails 3) roughs 4) super comprehensives |
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What are Roughs?
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quickly drawn ideas used to represent how the final ad will look.
Done in full size and are typically done in black and white. |
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What are super comprehensives?
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They are created from the final roughs. They are generated on a computer with all headlines, subheads, photos or illustrations, a logo and completed body copy, simulating exactly how the finished design will look and read.
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5 possible visual options the art director might consider using
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1) photography
2) line art 3) illustration 4) clip or stock art 5) graphic images |
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One reason to use photographs
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Believability
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Graphic Design
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a combination of visuals and type to colorfully, symbolically, and uniquely represent an idea or concept.
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What does the logo do and where should it be placed on an ad?
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The logo closes the ad and it should be the last thing the viewer sees
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3 basic types of spokespersons
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-Celebrities
-Specialists and CEOs -Common man |
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6 elements of an ad
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1) headline
2) subhead 3) visual 4) body copy 5) logo 6) call to action |
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Serif typeface
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has feet, or delicate appendages that protrude from the edges of the letters. Have a more feminine appeal
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Sans Serif typeface
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has no appendages. more masculine appeal
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When is readability achieved?
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when the viewer can read an ad at a glance
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When is legibility achieved?
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Whether the viewer understood the message after a short glance
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4 main areas of copy
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- headlines
- subheads - body copy - slogans or taglines |
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The headline's job
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to stop attention, stand out on a crowded page, and be unforgettable, by either shouting out the key benefit or supporting the visual
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2 basic types of subheads
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overline and underline
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Overline subhead
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used as a teaser or attention-getter and appears above the headline
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Underline subhead
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appears below the headline and explains in more detail what the headline is saying
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Copy length is affected by:
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- the medium
- the target audience - the product or service |
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Longer copy is best when used for:
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- new product introductions
- technical copy - repositioning or reinventing the brand image - expensive products - rational products |
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Shorter copy is best when used for:
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- mainstream products
- emotional products - reminder advertising - inexpensive products |
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Detail copy
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the small copy placed near the logo or the bottom of the ad to inform the target about locations, phone or fax numbers
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Slogan
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represents the company's philosophy or a product's image
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How long is a slogan?
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3-7 words
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Tagline
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represents a current strategy or concept
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Newspaper advertising is also known as?
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Retail advertising
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Retail advertising must accomplish 2 things:
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1) sell a product or service
2) entice the reader into a response |
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what is an alternative to full color?
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Spot color: black and white with just a touch of color
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What is the largest piece of copy?
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the headline
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What should the headline answer?
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what a product can do for you
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Action oriented newspaper headlines
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- "Buy Now!"
- "50% off!" - While supplies last!" |
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Freestanding insert (FSI). Also known as supplemental advertising
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one-page, full color ads that are inserted into the newspaper
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Pros of newspapers
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1) timeline
2) sizes of ads 3) believability 4) loyal readers 5) cost 6) geographic concentration 7) frequency 8) coupons |
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Cons of newspapers
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1) mass media nature
2) creative disadvantages (paper) 3) clutter 4) short life span 5) declining readership 6) limited viewing 7) passivity 8) price-based advertising |
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Cooperative advertising
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two individual but compatible clients have paired up to share the cost of the advertising and to encourage consumers to use their products together.
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2 types of coop advertising
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vertical and horizonal
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Vertical cooperatives
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one sponsor pays more and plays a larger or more prominent role in the ad
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Horizontal cooperatives
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have budgets that are equally distributed, giving each sponsor equal exposure
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3 basic categories of magazines
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- consumer
- business or trade - farming |
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Metropolitan magazines
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published for consumers in a particular city
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Pros of magazines
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- select target market
- printing capabilities - life span - image - informative copy - creative options - geographic selectivity |
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Cons of magazines
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- early deadlines
- cost - clutter - sparse publication schedules |
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Cyber marketing
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traditional advertising and internet marketing used together
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What is used to track returning visitors to a site?
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Cookies
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Interstitials
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ads seen in the main browser between two pages of a website
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Rich media
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allows websites to use streaming audio and video and specialized effects
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Rich mail
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an e-mail ad that can include graphics and audio and video
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Phishing
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Like spam. A phishing e-mail looks like a legit message but is not. It's main goal is to trick the receiver into giving up personal information.
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Webisode
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one of a series of streams that use audio an video to tell a short story. Example: "Dove's Calming night"
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Weblog
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allows consumers to discuss a product or service
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Pop culture phenomenon
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social media
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Purpose of a bookend
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repetition
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Pros of Internet
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- individualized messaging
- databases - cost - flexibility - interactivity - simplicity of integration - engaging nature |
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Cons of Internet
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- clutter
- niche segmentation - reach - privacy issues - difficulty of measuring - unbalanced technology |
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Jobs of a website
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- showcase merchandise
- offer informative copy - highlight visuals - prominently display prices - offer an easy way to contact CSRs or make a purchase - offer a section covering FAQs |
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Alternative media or New media
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media used in advertising that do not fit in the standard or traditional media categories of broadcast, print, or out-of-home
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Examples of alternative media vehicles
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- blogging
- IM - Podcast advertising - online advertising - E-mail advertising - mobile marketing - viral marketing - viral videos - advertising on social networking sites |
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Viral marketing
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generating word of mouth. like a virus, is intended to "infect" others (be talked about or shared)
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Viral E-mail
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emails sent to us by friends, colleagues, or family members because they are interesting or entertaining
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Viral messages
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offer links that will take the viewer to the advertisers website
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Pros of alternative media
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- exposure
- creativity - high targetability - highly interactive nature - cost - lack of clutter |
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Cons of alternative media
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- intrusiveness
- ethical concerns - limited effectiveness - cost - life span |
