Mktg 430 Ch 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 apropriate ideas that can be used as solutions to comm problems

Front 4

divergence

Back 4

Determinant of creativity. Refers to the extent to which an ad contains elements that are novel, different or unusual

Front 5

relevance

Back 5

Determinant of creativity. Refers to the degree to which the various elements of the ad are meaningful useful, or valuable to the consumer.

Front 6

account planning

Back 6

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 the aspects of an IMC campaign.

Front 7

general preplanning input

Back 7

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

Front 8

product/service-specific preplanning input

Back 8

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

Front 9

problem detection

Back 9

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 10

focus groups

Back 10

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 11

ethnographic research

Back 11

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

Front 12

storyboard

Back 12

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

Front 13

animatic

Back 13

A preliminary version of a commercial whereby a videotape of the frames of a storyboard is produced along with an audio soundtrack.

Front 14

advertising campaign

Back 14

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 15

campaign theme

Back 15

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

Front 16

slogan (tagline)

Back 16

A statement or phrase consisting of a few words that succinctly express the company image, identity, and/or positioning a company or brand wants to communicate.

Front 17

creative brief

Back 17

Document that specifies basic elements of the creative strategy such as the basic problem or issue the advertising must address, the advertising and comm objectives, target audience, major selling idea or key benefits to communicate, campaign theme or appeal, and supportive info or requirements.

Front 18

major selling idea

Back 18

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

Front 19

unique selling proposition (USP)

Back 19

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 20

image advertising

Back 20

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 21

inherent drama

Back 21

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