Bus 323 Exam 2

Front 1

Creative advertising vs. Business people

Back 1

Creative - some say that creative advertising tis the only way but some say that it doesn't always portray the message.
Business people - Business people think that advertisements should portray the message and nothing else

There needs to be a balance between the two

Front 2

Determinants of creativity

Back 2

Originality
Flexibility
Elaboration
Synthesis
Artistic Value

Front 3

Young's model of the creative process

Back 3

Immersion - Gathering material and info through background
digestion - Taking the info and working it over
Incubation - Turning the info over to sub-conscience to work on it
Illumination - The birth of the idea
Reality or verification - studying the idea and seeing if it still looks good

Front 4

Creative personnel

Back 4

Artists or Poets for the creative side of advertising, they think that good advertisement doesn't necessarily need to sell it just needs to make an emotional connection

Front 5

Product specific research

Back 5

General back-ground research and specific studies conducted on the product or service, the target market or a combination of the two.

Front 6

qualitative research

Back 6

Bigger organizations have their own research programs, in-depth research and focus groups

Front 7

Ethnographic research

Back 7

another form of qualitative research, sometimes anthropologists go into homes to study people in their homes.

Front 8

story board

Back 8

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

Front 9

Animatic

Back 9

A visual video to go along and aid the a storyboard

Front 10

advertising campaign

Back 10

a set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different medias across a specified time frame.

Front 11

major selling idea

Back 11

the central theme, an important part of the creative strategy

Front 12

Four best-known approaches to effective advertising

Back 12

Using a unique selling proposition- special core competency your product offers
Creating a brand image- marlboro man, rugged individual
Finding the inherent drama- connecting with the consumer emotionally
Positioning- positioning, head to head, different

Front 13

Informational/rational appeals

Back 13

Focus on the customers practical, functional, utilitarian need for the product or service

Front 14

Emotional appeal

Back 14

relate to the customers social and or psychological needs for purchasing a product or service.

Front 15

Transformational ad

Back 15

attempts to transform our feelings about a brand and transform our experience when using this product

Front 16

Reminder ads

Back 16

try to remind you, to build brand awareness

Front 17

Teaser ad

Back 17

used to build curiosity, interest, and or excitement about a product

Front 18

execution methods to present advertising messages

Back 18

Straight sell, demonstration, comparison, testimonial, slice of life, animation, personality symbol, imagery, dramatization, humor, combinations..........

Front 19

Direct headlines

Back 19

straight forward and informative in terms of the message they are presenting and the target audience they are directed at

Front 20

Indirect headlines

Back 20

not straight forward about product or service, often more attractive because they provoke curiosity

Front 21

sub heads

Back 21

headlines or lines in an ad besides the main one.

Front 22

body copy

Back 22

the main text portion of a print ad

Front 23

visuals

Back 23

third main component of a print ad is the visual element, the picture.

Front 24

layouts

Back 24

physical arrangement of the ad

Front 25

voiceover

Back 25

narrator, where the person who is speaking is not visible

Front 26

needledrop

Back 26

occupational term common to advertising agencies and the music industry refers to music that is prefabricated, inexpensive alternative for original music

Front 27

jingles

Back 27

a simple message, combo of words about a product that sticks in your head

Front 28

Stages of a commercial

Back 28

Preproduction- all the work and activities that occur before the actual shooting/recording of the commercial
Production- the period during which the commercial is filmed or videotaped and recorded
Postproduction- activities and work that occur after the commercial has been filmed and recordered

Front 29

Creative output

Back 29

creative output needs to be monitored because it needs to be a steady balance of creativity and connection. too much creativity can take away from the message and not enough can be so boring people loose interest

Front 30

limitations and advantages of TV ads

Back 30

TV obviously has numerous advantages, color, pictures, but its disadvantages are cost, lack of selectiveness, time, clutter....

Front 31

ZIpping/Zapping

Back 31

Zipping is fast-forwarding through the commercials
Zapping is changing the channel when commercials come on

Front 32

Network and spot advertising

Back 32

Network advertising is buying advertising from a television network
spot advertising is commercials purchased from local tv stations

Front 33

syndication
off-line syndication
first-run syndication

Back 33

syndication is advertising with shows that get sold from network to network
off-line syndication advertising with off air re-running shows like two and a half men
first run- shows produced specifically for syndication

Front 34

cable television advantages and disadvantages

Back 34

cable has some advantages because news stations can reach certain geographic areas
it is becoming increasingly hard to purchase air time on cable TV

Front 35

Program rating and program share

Back 35

program rating is the percentage of people who are tuned in to a specific channel at a specific time.
program share is the percentage of households using tv in a specififc time frame tuned into a specific program

Front 36

advantages and limitations of radio advertising

Back 36

Radio has many advantages such as cost, receptiveness, selectivity, flexibility, and mental imagery are just a few
Radio also contains some disadvantages of creativity, no image, number of people it can reach at a time

Front 37

3 classifications of magazines

Back 37

Consumer magazines- bought by the general public for info or entertainment
farm publication- all magazines directed at farmers or agriculture
Business publication- business magazines

Front 38

advantages and disadvantages of magazine advertising

Back 38

advantages are long shelf life, excellent selectivity, prestige, creativity
disadvantages are the inconsistent costs, limited reach, long lead time takes a while to get there, clutter and competition.

Front 39

Gatefolds

Back 39

kind of like a centerfold, creative capability offered from magazine advertising

Front 40

Bleeding pages

Back 40

where the print on the magazine page bleeds all the way to the edge of the page with no border. gives the idea of a much larger ad

Front 41

Circulation

Back 41

represents the number of people who receive a publication through subscription or store purchase

Front 42

pass-along readership

Back 42

when the primary subscriber or purchaser gives a magazine to another person.

Front 43

total audience or readership

Back 43

the number of readers per copy (primary and passalong readers) multiplied by the circulation

Front 44

major types of newspapers

Back 44

second major form of print advertising consisting of daily papers, weekly papers, national papers, special audience papers, newspaper supplements

Front 45

advantages and disadvantages of newspaper

Back 45

advantages- daily news, easily accessible, flexibility, geographically specific
disadvantages- poor reproduction quality, short life span, clutter

Front 46

three main types of newspaper advertising

Back 46

display- illustrations, headlines, white space any visual
classified- ads, provide paper with revenue
inserts- special advertisements inserted into newspapers