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27 Cards in this Set
- Front
- Back
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What is the #1 rule in advertising?
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Advertising is a business (p11)
-People need to be crazy and think outside of the box to get a job, but then will be controlled by the client in the real world to do boring stuff |
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What are you selling and what is consumer buying?
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Consumer is buying satisfaction of their wants and needs and companies are selling things to fulfill these needs
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What are right brain attributes?
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Originality, pictures, emotions, feelings
Right brain thinking is holistic, big picture, intuitive, and nonlinear Moving away from left brain thinking and the "Information Age" into a "conceptual age" which is about creators and empathizers |
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Jobs and responsibilities of the creative department
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Designers and copywriters:
Drives the creative process- understands the product inside and out Roles include: research, client contact, new business pitches, PR, Broadcast producer, and creative management |
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What does AIDA stand for?
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Awareness/Attention, Interest, Desire, Action
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How do you apply a concept??
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What is a copy platform used for?
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Also known as creative strategy statement
-Used as a means to organize information -Should cover product features and benefits, competitive advantages and weaknesses, info about the target audience, the tone of the message, and a simple statement about the product -Use for following reasons: 1. Provide framework for ad 2. Identify the positioning statement/One Thing 3. Support the One Thing with believable info 4. Connect people with the product 5. Organize client's thoughts 6. Justify creative decisions |
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What is brand promise?
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The brand name is shorthand for all the products attributes, good and bad
A personal promise conveying the product's personality which reflects on the people who buy the product |
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What is a positioning statement?
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A simple, overriding statement about the product
-"The Big Idea, One Thing, etc" -The perception consumers have of your product relative to the competition |
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What is resonance?
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when your external message connects with internal values and feelings; when the ad evokes meaning in a listener or viewer; a connection with feelings inside of the consumers mind
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American Association of Ad Agencies? (AAAA)
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Mission is to undertake to extend and broaden the application of high ethical standards
Will not knowingly create ads that are: 1. False and misleading (statements, visual, verbal) 2. Testimonials that do not reflect the real opinion of those involved 3. Price claims that are misleading 4. Claims insufficiently supported or distort the true meaning of statements made by professional or scientific authority 5. Statements, suggestions, or pictures offensive to public decency or minority segments of the population |
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Why does advertising work?
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?
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What is Digital Millenium Copyright Act?
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Made to protect copyrighted material online
-Extends existing copyright laws to the internet, while limiting the liability of the providers of online services for copyright infringement by their users |
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How are public figures protected?
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They can't be used in ads or other materials unless they sign off- includes dead celebrities
-doesn't protect them from tabloids and paparazzi |
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What trends are changing the current demographic landscape?
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More single people/families, Ethnic groups are growing (African American, hispanic, asian, women)
-Latino population growing fast, outnumbering blacks, and they are also younger |
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How does the text define mature americans?
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65+ years old, have a strong work ethic, self-sacrificing, tolerant of authority, comfortable with conformity, loyal, and patriotic; appreciate good value
-Responds positively to building relationships and marketing that involves life-changing events |
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Concepting approaches from Ch. 6
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1. Show the product
2. Show the benefit 3. Show the alternative 4. Comparison 5. Metaphors 6. Borrowed interest 7. Testimonials or case history |
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The alterative concept approach
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By showing what happens when you do not use the product, or use the competition's product
Showing the opposite of basic wants and needs that customers are looking to fulfill |
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What does borrowed interest refer to? How is it applied?
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Using something that is unrelated to make a point-No direct connection to the product name or benefit
-Applied by using an attention grabbing graphic or headline that grabs the readers attention; objective is brand recognition |
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What do you have to ensure when comparing to another product?
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-Don't compare youself to #2 in the market if you are #1
-Make sure your product claims are correct -Make sure claims are as factually bulletproof as possible -Collect hard evidence in advance to support assertions -The risk-reward ratio is beneficial |
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What do you consider when using visual metaphors?
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If the target audience can understand/make the connection between the visual metaphor and the brand
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What is advertising?
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A Paid form of communication to promote a product, service, brand, or cause through the media.
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Traditional advertising
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Includes print, tv, radio, outdoor ads
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Nontraditional promotions
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Direct marketing, sales promotion, point of sale, public relations, email, online advertising, search engine marketing, mobile, social networks, guerilla marketing, buzz, WOM
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What are consumer wants and needs?
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Comfort, Security, Stimulation, Affiliation, Fulfillment
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What are goals and mission of Ad Council?
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Mission: Identify a select number of significant public issues and work collaboratively with members to stimulate action on those issues through communications programs
Goal: Make measurable differences in society -Want to create awareness, foster understanding, and motivate action to make positive changes in our society |
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What is concepting?
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The development of the Big Idea
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