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27 Cards in this Set

  • Front
  • Back

Define the creative strategy

Wherethe art and science of advertising come together.Creativestrategy – what the ad says.Creativeexecution – how it says it. Effectivecreativity in advertising is measured not only by originality but also by itsstrategic contribution.

What are head and heart strategies?

Most advertising messages use acombination of two basic literary techniques to reach the head or the heart ofthe consumer.Two basic approaches totranslating message objectives into strategy.Hard- and Soft-Sell Strategies: §Hard sell: touches the mind andcreates a response based on logic §Soft sell: uses emotional appealsor images to create a response

What is the difference between a lecture and a drama?

1. Lecture: a serious instructiongiven verbally 2. Drama: relies on the viewer tomake inferences

Define Perception

Perception: create attention, awareness, interest, recognition, andrecall

Define persuasion

Persuasion: change attitudes, create conviction and build preference

Define cognition

Cognition: inform, educate and achieve understanding

Define affection

Affection: touch emotions, create feelings, sensations

Define transformation?

Transformation: establish brand identity and associations

Define behaviours

Behaviour: stimulate trial, purchase, repurchase or other action

What message drive perception

Attention and awareness



What messages persuade


Selling premises: benefit, promise,reason why, USP


What do messages drive cognition do?

Must identify productcharacteristics, features, attributes, point of differentiation

What do Messages that touch emotion do?

Highlight psychologicalattraction of the product to the target audience through emotional responses

Deliver a message that createsliking of a product

What messages transform a product into a brand?


Image advertising is used tocreate a representation in the customer’s mind Associations

What messages drive action?

Calls to action

Word-of-mouth, viral marketing orbuzz

What would your typical brief include

Problem to be solved

Advertising or communicationobjective

Target audience

Brand imperatives (position,personality, etc.)

Proposition and support

Creative parameters

Media considerations

What advertising executions are there?


Slice of Life







Problem solving/ Problem avoidance

What is USP?

USP, or unique selling proposition:is a benefit statement that is both unique to the product and important to the user.The USP is a promise that consumers will get this unique benefit only by using this product. For example, a single-minded proposition for a camera might state:‘Only this camera zooms automatically to follow the action’.

Define Humour

Advertisers use humour as a creative strategy because it gets attention; they hope that people will transfer the warm feelings they have as they are being entertained to the product. Humour is hard to do well because some people will think it’s funny but others may hate it. For a humorous ad to be effective, the selling premise must reinforce the point of the humour. The women of Australia collectively took a deep breath when Naomi Watts turned down a dinner date with Tom Cruise because ‘Mum’s doing a lamb roast’ and perhaps the whole nation took a deep breath when Sam Kekovich, in his inimical style, exhorted us to eat lamb on Australia Day.

Define Slice of Life

The slice-of-life format is an elaborate version of a problem solution staged in the form of a drama in which ‘typical people’ talk about a common problem and resolve it.

Define Spokesperson

In the spokesperson or endorser format, the ad uses celebrities we admire (Elle Macpherson, Simon Baker), creates characters (Louie the Fly) and presents experts we respect (Michelle Bridges) or someone ‘just like us’ whose advice we might seek out to speak on behalf of the product to build credibility (Pat Rafter, Lisa McCune).

Define Teasers

Teasers are mystery ads that don’t identify the product or don’t deliver enough information to make sense, but that are designed to arouse curiosity.They are often used to launch a new product. The ads run for a while without the product identification and then when curiosity is sufficiently aroused— usually at the point when the product is officially launched—a concluding ad runs with the product identification.

Define Shockvertising

Advertising that tries to grab attention and generate buzz by using outlandish creative ideas or provocative visuals is referred to as shock advertising or shockvertising. A standout example of this genre is that of ‘The Grim Reaper’, made by Grey Advertising in the late 1980s, to alert the public to the impending spread of AIDS in Australia. Benetton has also used this strategy for years, with mixed success. Pushing the envelope in terms of taste is a risky strategy but may appeal to younger target markets

Define Straightforward

A straightforward factual or informational message conveys information without any gimmicks, emotions or special effects.The infomercial style Brand Power uses is an extremeexample of straightforward advertising although, of course, a straightforward approach doesn’t have to be boring. In fact, Oil of Olay’s highly successful ‘Stop the seven signs of ageing’ is an example of this genre.

Define demonstration

A demonstration focuses on how to use the product or what it can do for you. In an ad created byYoung & Rubicam,Pro Hart creates a new painting but not on a canvas—on the carpet. His housekeeper arrives and, in shock, proclaims,‘Oh Mr Hart, what a mess’. However, she is soon able to clean it all off (raising considerable empathy among women viewers) because it’s a Dupont Stainmaster—the carpet that repels.

Define Comparison

A comparison contrasts two or more products, finding the advertiser’s brand superior. The comparison can be direct, with competitors mentioned, or indirect, with just a reference to ‘other leading brands’. As in demonstration, to see is to believe, so conviction is the objective, although comparison advertising can have unintended effects, such as branding the competitor.

Define problem solution/problem avoidance

In a problem solution format, also known as product-as- hero, the message begins with a problem and the product is the solution.A variation is the problem avoidance message format, in which the product helps avoid a problem. In a TVC introducing a new Wattyl paint in 2006, we see a beagle trotting around a recently painted room quite unfazed by the toxic smell usually associated with paint.The narrator explains it’s the first paint with all the ‘nasty bits’ taken out.