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17 Cards in this Set
- Front
- Back
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advertising appeal
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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
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The manner or way in which a particular advertising appeal is transformed into a message
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informational/rational appeals
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Advertising appeals that focus on the practical, functional, or utilitarian need for a product or service and emphasize features, benegits, or reasons for owning or using the brand
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emotional appeals
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advertising messages that appeal to consumers' feelings and emotions
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transformational ad
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an ad that associates the experience of using the advertising brand with a unique set of psychological characteristics that would not typically be associated with the bran experience to the same deree without exposure to the advertisement.
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reminder advertising
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Advertiing designed to keep the name of the product or brand in the mind of the receiver
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teaser advertising
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An ad designed to create curiosity and build excitement and interest in a product or brand without showing it.
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headline
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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
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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 interested in a product or service.
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indirect headlines
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Headlines that are not straightforward with respect to identifying a product or service or providing information regarding the point of an advertising message.
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subheads
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Secondary headlines in a print ad
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body copy
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The main text portion of a print ad. Also often referred to as copy.
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layout
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The physical arrangement of the various parts of an advertisement including the headline, subjeads, illustrations, body copy, and any identifying marks.
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voiceover
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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
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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
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Songs about a brand or company that usually carry the advertising theme and a simple message
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script
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A writen version of the commercial that provides a detailed description of its video and audio content.
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