Final - Exam 3 Review

Front 1

message

Back 1

the idea formulated and encoded by the source and sent to the receiver

Front 2

channel

Back 2

the means by which the encoded message travels from the source to the receiver
oral communication, print media, TV, & internet

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consumer behavior

Back 3

the activities, actions, & influences of people who purchase & use goods & services to satisfy their personal or household needs & wants
-what makes people make the purchase decisions they make

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selective perception

Back 4

choosing from the many sensations bombarding our central processing unit those that fit well with current or previous experiences, needs, desires, attitudes & beliefs, focusing attention on some & ignoring others

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persuasion

Back 5

closely linked to learning; when change in belief, attitude or behavioral intention is caused by promotion communication

Front 6

brand loyalty

Back 6

consumer's conscious or unconscious decision to repurchase a brand continually because consumer perceives the brand has right product features, image, quality, or relationship at the price

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selective retention

Back 7

how we remember something
we all see messages & interpret things differently

Front 8

account planner/ strategist

Back 8

brings a research perspective understanding what is in a consumer's head & represents the consumer within the campaign development process

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marketing research

Back 9

systematic gathering, recording & analysis of information to help managers make decisions

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advertising research

Back 10

systematic gathering & analysis of information specifically to facilitate the development or evaluation of strategies, ads, commercials, & media campaigns

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pretesting

Back 11

to increase the likelihood of preparing the most effective message, testing the message content for gaps or flaws before recommending it to clients,
often conducted through focus groups

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posttest

Back 12

ad tracking; provides advertiser with useful guidelines for future advertising, testing effectiveness after it has been done

Front 13

primary data

Back 13

fielding new research & gathering the information straight from marketplace

Front 14

secondary data

Back 14

readily available information that has been previously collected internally or externally
faster and less expensive

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focus group

Back 15

a qualitative method of research where 4 or more people typically of the target market, discuss the product, service or marketing situation for an hour or more
usually for primary data

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research process

Back 16

analyzing situation & defining the problem (MIS)
informal secondary research
establishing research objectives- primary data
conducting formal research- focus groups, surveys
interpreting and evaluating findings

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copywriter

Back 17

person who created the words & concepts for ads & commercials typically works w art director

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art director

Back 18

typically in charge of nonverbal aspect of the message
works along w graphic designers & production artists, determine's how the ad's verbal & visual symbols will fit together; the look & feel

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creative director

Back 19

head of creative team of agency copywriters & artists
responsible for creative product, the form the final ad takes

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creatives

Back 20

the people who work in the creative department regardless of their specialty

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visualization

Back 21

artist's conceptualization of idea & implementing it
creative process in advertising where the artist's search for the big idea takes place
analyzes the problem, assembles all pertinent information, & develops some verbal or visual concepts of how to communicate what needs to be said. *most important step in creating the ad

Front 22

big idea

Back 22

the flash of creative insight; the bold advertising initiative that captures the essence of the strategy in an imaginative, involving way & brings the subject to life to make the reader stop, look, & listen

Front 23

creative process

Back 23

creative brief (creative work plan)
execution (creating it into an ad)
production

Front 24

creative brief

Back 24

a creative work plan
consumer problem to overcome
advertising goal
target audience
specific strategy or practice
reason why

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creative approach

Back 25

keep it simple, don't sell product sell product's benefits, sex up when appropriate, use celebrities carefully, exploit potential of color, go with the flow, avoid ambiguity, heighten contrast, use children & animals, make copy as inviting as possible
factual #s, imaginative, emotional- fear guilt love

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design

Back 26

visual pattern or composition of artistic elements chosen & structured by the graphic artists

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layout

Back 27

an orderly formation of all the parts of an ad
visuals, headline, subheads, body copy, slogan, seal, logo, & signature

Front 28

design principles

Back 28

optical center- formal balance, informal balance
movement- reader's eye flow can use pointing
proportion-accorded space based on importance
white space- isolation
contrast- color size or style
clarity or simplicity- as simple as possible
unity- ad's elements must relate; harmonious
continuity- relationship of ad to rest of campaign

Front 29

headline

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words in leading position of ad, words that will be read first or are positioned to draw the most attention
NEEds to gain attention of audience and give a promise of benefit in few words

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subhead

Back 30

secondary smaller headline that may appear above or below a headline

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body copy

Back 31

text of an advertisement that tells the complete story & attempts to close the sale.logical continuation of heads & subheads & in a smaller type

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tagline

Back 32

a standard company statement for ads, salespeople, & company employees

Front 33

script

Back 33

when writing radio copy- it contains two columns
left side has speaker's names & descriptions of any soundFX , right column contains the dialogue called the audio

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sound effects

Back 34

SFX- sounds other than music or dialogue used in radio & TV

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image

Back 35

convey message; bring in the reader; illustration/ image; both effective depending on what message is being conveyed (usually photographs are more)

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storyboard

Back 36

using the TV script, the art director creates a series of roughs to present the artistic approach, the action sequences & style of commercial
a layout

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animatic

Back 37

a rough TV commercial usually as a pretest, produced by photographing storyboard sketches on a film strip or video w audio portion synchronized on tape
standard cost 10,000 now comps are cheaper