Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
14 Cards in this Set
- Front
- Back
|
How to make a creative brief |
CYoung and Rubicam adtg. creative worksheet - key facts - consumer problem that adtg. will solve - advertising obj. - prospect definiton who are you talking to - competition -consumer benefit -reason why |
|
|
Who writes a creative brief? |
the account executive w/ the client - for the creative team art director and copy writer - a roadmap |
|
|
Types of Rational Strategies |
hard sell - Generic - Preemptive -USP - Positioning - Product Feature |
|
|
Types of emotional strategies |
soft sell - brand image - lifestyle advtg. - resonance |
|
|
Generic |
ad claim= category claim - market leader should use brand is associated with category - also use if you have a completely new category |
|
|
Premptive |
Claude Hopkins and the Pepsodent ad - first use of generic claim thereby preempting competition from using - scientific advertising injects science into the art of advtg. - first to measure effectiveness of advtg. |
|
|
USP |
unique selling proposition - Rosser Reeves 1. proposition- to consumer, buy this product and you get this benefit 2. Unique 3. Selling-proposition should move consumer to purchase ex. M&M and Anacin |
|
|
USP |
you should buy a ----- because it's the only one that ------. |
|
|
Positioning |
Trout and Ries - advtg should be used to establish an available place for your product in consumers mind relative to competition - who should positioning? market leader challengers |
|
|
Product Feature |
When to use - if choice is rational - if product has competitive advantages - if market is fierce -focuses on distinctions that matter |
|
|
Brand image |
- emotional and soft sell - image=personality - Important for badge products beer, cigarettes, cars, clothes - personality of brand |
|
|
How to create brand personality |
name ad style trade characters don't try to change your personality used in fashion, cosmetics |
|
|
Lifestyle advertising |
sell the consumer a way of living rather than simply a product - personality of consumer - soft sell |
|
|
Resonance |
-soft sell - focus on emotions that evoke positive associations from consumer memories - pulls at heartstrings, elicit emotions - many ads combine head and heart - makes you tear up |
