Mc Chap 8

Front 1

creative strategy

Back 1

a determination of what an advertising message will say or communicate to a target audience

Front 2

creative tactics

Back 2

a determination of how an advertising message will be implemented so as to execute the creative strategy

Front 3

advertising creativity

Back 3

The ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems

Front 4

account planning

Back 4

the process of conducting research and gathering all relevant information about a client's product, service, brand, and consumers in the target audience for use in the development of creative strategy as well as other aspects of an IMC campaign

Front 5

general preplanning input

Back 5

Information gathering and/or market research studies on trends, developments, and happenings in the marketplace that can be used to assis in the initial stages of the creative process of advertising.

Front 6

product/service-specific preplanning input

Back 6

specific studies provided to the creative department on the product or service, the target audience, or a combination of the two.

Front 7

problem detection

Back 7

a creative research approach in which consumers familiar with a product (or service) are asked to generate an exhaustive list of problems encountered in its use

Front 8

focus groups

Back 8

a qualitative marketing research method whereby a group of 10 to 12 consumers from the target market are led through a discussion regarding a particular topic such as a product, service, or advertising campaign.

Front 9

ethnographic research

Back 9

a research technique that involves observing or studying consumers in their natural environment.

Front 10

storyboard

Back 10

a series of drawings used to present the visual plan or layout of a proposed commercial

Front 11

animatic

Back 11

a preliminary version of a commercial whereby a videotape of the grames of a story board is produced along with an audio soundtrack

Front 12

advertising campaign

Back 12

a comprehensive advertising plan that consists of a series of messages in a variety of media that center on a single theme or idea.

Front 13

campaign theme

Back 13

the central message or idea that is communicated in all advertising and other promotional activities

Front 14

copy platform

Back 14

a document that specifies the basic elements of the creative strategy such as the basic problem or issue the advertising must address, the advertising and communications objectives, target audience, major selling idea or key benefis to communicate, campaign theme or appeal, and supporting information or requirements.

Front 15

major selling idea

Back 15

the basis for the central theme or message idea in an advertising campaign

Front 16

unique selling proposition (USP)

Back 16

An advertising strategy that focuses on a product or service attribute that is distinctive to a particular brand and offers an important benefit to the customer

Front 17

image advertising

Back 17

Advertising that creates an identity for a product or service by emphasizing psychological meaning or symbolic association with certain values, lifestyles, and the like

Front 18

inherent drama

Back 18

An approach to advertising that focuses on the benegits or characteristics that lead aconsumer to purchase a product or service and uses dramatic elements to emphasize them.