Advertising Exam 3

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3 dimensions of creativity

Back 1

originality, relevance, elaboration and synthesis

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Affidavit of performance

Back 2

Document that certifies airing of commercials billed by a radio or TV station. It usually accompanies the station’s invoice to the advertiser, and serves as a substitute for the clippings that newspaper and magazine publishers send to the advertiser as a proof of services rendered.

Front 3

Average quarter hour audience

Back 3

The AQH figure is the average number of audience members during a typical quarter-hour (measured as quarters of the hour from :00 to :15, :15 to :30, :30 to :45, and :45 after the hour to the top of the hour, respectively.

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Bleed

Back 4

Image to the edge of the paper. There is no white border around the image.

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Blueline

Back 5

Proofs made from film onto paper with a bluish tint are called Blueline Proofs. Blueline proofs are printed on light-sensitive paper that reproduce only in blue. Therefore, if your project contains more than one color, each ink color will be represented by a different shade of blue. Blueline proofs show all artwork and text in position, as well as the trim and binding edges. However, blueline proofs doe not reflect the final paper stock or true color.

Front 6

Brainstorming

Back 6

group creativity technique by which a group tries to find a solution for a specific problem by gathering a list of ideas spontaneously contributed by its members

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Chromalin

Back 7

To make a Chromalin, the same color separation film negatives used to make print plates are used to apply each four-color process color to four sheets (one for each color) of clear plastic. The four sheets are then fused together in exact register and laminated, resulting in an extremely accurate representation of the desired image. press proofs of Chromalins, Matchprints, or other brand name color proofs are requested by magazines along with advertisement art to evaluate printed output for color quality.

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Classified ad

Back 8

generally appears in a distinct section, was traditionally text-only, and was available in a limited selection of typefaces

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Close and trial close

Back 9

Trial close comes before close and emphasizes selling points. Close is call to action

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CMYK

Back 10

Cyan, Magenta, Yellow, Black (4 color process)

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Cover pages in a magazine

Back 11

4 cover pages front & back, called 1st, 2nd, 3rd, 4th covers

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Creative brief

Back 12

Who—target audience, Why—rational or emotional reason to buy, What—positioning & strengths of product, Where—media plan, When—scheduling of ads (continuity), How—style, tone

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Creative pyramid

Back 13

uses 5-step structure similar to advertising pyramid to help the creative team convert the advertising strategy and the big idea into the actual physical ad/commercial

Front 14

Design vs. layout

Back 14

Layout - the part of graphic design that deals in the arrangement and style treatment of elements (content) on a page.

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Display ad

Back 15

type of advertising that typically contains text (i.e., copy), logos, photographs or other images, location maps, and similar items. In periodicals, display advertising can appear on the same page as, or on the page adjacent to, general editorial content.

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DMA

Back 16

Designated Market Area. (NEED MORE)

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Dummy

Back 17

The handheld look and feel of brochures, multi-page materials, or point-of-purchase displays

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Eye movement or flow

Back 18

how reader’s eyes travel the page

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Eye tracking

Back 19

A research method that determines what part of an advertisement consumers look at, by tracking the pattern of their eye movements.

Front 20

First run syndication

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First-run syndication refers to programs that run on individual stations as opposed to a particular network in their initial broadcast. This means that a show that is syndicated, like Jeopardy!, may run on an ABC station in one market but a CBS station in another. The nature of syndicated shows means that it will not be on the same time everywhere, as each individual station will choose when it airs.

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Font

Back 21

a quantity of sorts composing a complete character set of a single size and style of a particular typeface. For example, the complete set of all the characters for “9-point Bulmer” is called a font, and the “10-point Bulmer” would be another separate font, but part of the same font family, whereas “9-point Bulmer boldface” would be another font in a different font family of the same typeface. One individual font character might be referred to as a “piece of font” or a “piece of type”.

Front 22

Format of radio commercials

Back 22

The two primary types of radio ads are “live reads” and produced spots. Produced commercial formats include: straight read with sound effects/music in the background, dialogue, voiced by two or more personalities, monologue (where the voice talent portrays a character, as opposed to an announcer), and jingles. Studies show that the quality of the commercials is as important to listeners, generally, as the number of ads they hear.

Front 23

Four color process

Back 23

Four color process is a system where a color image is separated into 4 different color values by the use of filters and screens (usually done digitally). The result is a color separation of 4 images that when transferred to printing plates and printed on a printing press with the colored inks cyan, magenta, yellow and black, reproduces the original color image. This is called CMYK color.

Front 24

Gatefold

Back 24

large ads that have to be folded to fit into magazine

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Halftone

Back 25

Halftone is the reprographic technique that simulates continuous tone imagery through the use of dots, varying either in size, in shape or in spacing. "Halftone" can also be used to refer specifically to the image that is produced by this process.

Front 26

Headlines

Back 26

Leading sentence or sentences at the top or bottom of an ad. Uses largest font size—biggest print. Headline should compel reader to look at other parts of the ad. Purposes: attract attention, engage audience, explain visual, lead into body copy, present selling message

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Subheads

Back 27

A few words/short sentence above/below the headline. Includes info not in the headline. Font size is smaller than the headline but bigger than body copy. Entices reader to body copy.

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Body copy

Back 28

Text component that tells a more complete story of the brand. Reinforces the headline, subhead, and visuals. While seldom read (only 5% exposed to ad read body copy), still must be artfully crafted.

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Kerning

Back 29

process of adjusting the spacing between characters in a proportional font, usually to achieve a visually pleasing result. Kerning is the adjustment of the space between individual letter forms vs. tracking which is the uniform adjustment of spacing applied over a range of characters.

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Leading

Back 30

Line spacing – adjusting space between lines to please the eye

Front 31

Left brain vs. right brain

Back 31

each side of the brain controls different types of thinking. Additionally, people are said to prefer one type of thinking over the other. For example, a person who is "left-brained" is often said to be more logical, analytical and objective, while a person who is "right-brained" is said to be more intuitive, thoughtful and subjective.

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Legibility

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can the copy be read very quickly and easily. This relates in particular to headlines. Sans serif fonts are more legible.

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Mandatories

Back 33

Sometimes ads must contain something specific. It is mandatory. Examples; Logo, Address, Slogan, Phone number or WWW site, Legal language

Front 34

Mnemonic devices in ads

Back 34

technique that helps you remember something (NEEDS MORE)

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Number of words in radio commercials

Back 35

10 seconds – 20-25 words; 20 seconds – 40-45 words; 30 seconds – 60-70 words; 60 seconds – 130-150 words.

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Off net syndication

Back 36

reruns

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Pantone

Back 37

The company is best known for its Pantone Matching System (PMS), a proprietary color space used in a variety of industries, primarily printing, though sometimes in the manufacture of colored paint, fabric, and plastics. Like choosing colors at a paint store you choose specific colors you want for spot color printing using Pantone colors

Front 38

Preprinted inserts

Back 38

ad is printed on heavier paper & inserted

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Process color

Back 39

CMYK/Four-color

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Purposes of visuals in ads

Back 40

Capture Attention, Identify subject, Qualify readers, Arouse interest in headline, create favorable impression, clarify copy, show product in use support truth of copy, emphasize features, provide campaign continuity

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Rating

Back 41

TV – Nielsen rates both national and local television viewing. Radio – Arbitron rates radio listenership

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Readability

Back 42

can body copy be easily read. Serif fonts are more readable. Black print on a white background is most readable.

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Reverse type

Back 43

light or bright letters against a dark background. It is difficult for the reader to read and can even hurt his eyes.

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Roger von Oech’s 4 roles

Back 44

Explorer, Artist, Judge, Warrior

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ROP

Back 45

Run of Press. Newspaper decides placement. Advertiser has no control (but get discount)

Front 46

ROS

Back 46

Short for run of site, in Online Advertising ROS is a type of online ad buying campaign where the banner, image, or media ad can appear on any page within the targeted Web site.

Front 47

Serif and sans serif fonts

Back 47

Many magazines employ sans serif typefaces, as some editors state that they are "cleaner", regardless of any impact on readability from the lack of serifs.[1] Numerous studies have been done on the readability of serif vs. sans serif typefaces. Studies indicate that serif typefaces may be more readable in print. Studies of on-screen use are more ambiguous, suggesting that low screen resolutions make serifs more difficult to discern, with a resulting erosion of readability compared to sans serif fonts.

Front 48

Share of audience

Back 48

% of radio or television sets tuned to a particular station or channel during a given period. Formula: Radio (or TV) rating x 100 / Number of Radio (TV) sets

Front 49

Sizes of magazines

Back 49

Standard, 8in x 11in

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Standard Size Newspaper

Back 50

22in x 13in wide, 6 columns (VERIFY)

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Tabloid Newspaper Size

Back 51

14in x 11in

Front 52

Spot color

Back 52

using one or more colors for a graphic, headline, etc. Very selective use of color often on only a limited number of pages.

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Stages in layout development

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Thumbnail--rough first drafts; Rough layout--second draft; Comprehensive--polished approximation of final draft; Mechanical--camera ready; Dummy—handheld look and feel of brochures, multipage materials, POP

Front 54

Storyboard

Back 54

how the ad will look with illustrations resembling the actual shots

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Syndication

Back 55

The sale of the right to broadcast radio shows and television shows by multiple radio stations and television stations, without going through a broadcast network, though the process of syndication may conjure up structures like those of a network itself, by its very nature. It is common in countries where broadcast programming is scheduled by television networks with local independent affiliates, particularly in the United States

Front 56

Tearsheet

Back 56

a page in a newspaper or periodical that is cut or perforated so that it can be easily torn out

Front 57

Trap

Back 57

White spaces between colors

Front 58

Types of design balance (5)

Back 58

Formal balance, Informal balance, Horizontal balance, Occult balance, Oppositional balance (FIHOO)

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Formal Balance

Back 59

This is when objects equal in size, shape and variety are on either side at equal distances from the center point and symmetrical balance is achieved. The photo on the right is an example of formal balance.

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Informal Balance

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This is when the objects may be different in shape and size, but each side weighs the same, or appears to weigh the same.

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Horizontal balance

Back 61

when attention is given to the horizontal line, which exists in every composition, and is either used as the room’s focal point or is used as a key design element.

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Occult balance

Back 62

Usually seen in abstract art, Asian floral designs, and many southern gardens. This is the type of meandering balance which occurs when the background is dominant, but the overall composition consists of varying shapes, sizes and textures and creates a sense of movement. This balance has rhythm and seems off balance at first, but usually, a center axis can be found from where everything else flows

Front 63

Oppositional balance

Back 63

When two independent objects are balanced by their unity. Think opposites, male/female or yin/yang. Oppositional balance is often achieved with choice of color.

Front 64

Types of headlines

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Benefit – the promise of the product. News/information – announces news. Provocative – provoke curiosity. Question – asks a question. Command – orders readers to do something.

Front 65

Consumer magazine

Back 65

purchased for entertainment, info, or both.

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Business Magazine

Back 66

largest category, targets business readers

Front 67

Types of newspapers

Back 67

Daily, Weekly, Standard, Tabloid

Front 68

Vertical Publications

Back 68

cover specific industry in all aspects (video games)

Front 69

Horizontal Publications

Back 69

deal with a particular job function across a variety of industries

Front 70

Typography

Back 70

select type styles to enhance the desired personality of the product and compliment the tone of the ad

Front 71

Verbal elements in ads

Back 71

words

Front 72

Z format

Back 72

Mentally impose the letter Z or a backwards S on the page. Place important items or those you want the reader to see first along the top of the Z. The eye normally follows the path of the Z, so place your "call to action" at the end of the Z.

Front 73

Preproduction phase

Back 73

bidding, choosing production company, casting, planning, special events, pre-production meeting

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Production Phase

Back 74

produce basic elements, producing ancillary elements

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Post Production

Back 75

editing, sound mix, final tape, approved, videotape duplicates, interlock, optical slop print, answer print, release print

Front 76

Nonverbal elements in an ad

Back 76

images and visuals

Front 77

Tabloid Newspaper

Back 77

trends around the world favor tabloids. Tabloid refers to newspaper’s size and not content

Front 78

TV Production

Back 78

the Shoot: Location, Sound, Lights, Cameras, Talent. TV Post production – editing, mixing, prints