Term
|
Definition
- Newspaper advertising is a form of news
- few type of advertising that is not considered intrusive
- copy doesnt have to work to hard to catch readers attention
- copy is straight forward & informative
- Not a good surface for reproducing fine details or color photos
- may get art from artwork serice,clip art or graphic artists.
|
|
|
Term
|
Definition
- Ties closely with the magazine special interest. May be valued as much as the articles.
- Ads must catch the attention of the readers
- Ads are more creative than newspaper ads
- Magazines traditionally led the way in graphic improvements
- Ads are turning to attetion getting devices.
|
|
|
Term
|
Definition
- Attract only those who are prospects
- Work in conjunction with the visual to stop & grab the reader's attention.
- Involve the reader
- Include the slling premise
- Lead readers into the body copy.
|
|
|
Term
Types of Headlines
Direct action |
|
Definition
Include the product name, product benefit or attribute
- Assertion
- command
- How-to Statments
- News Announcements
|
|
|
Term
Types of Headlines
Indirect
|
|
Definition
Creates interest in the rest if the advertisment. Uses:
|
|
|
Term
Purposes & Types of Body copy
Develops the sales message, states the argument ,summarizes the proof, provides explanation.
|
|
Definition
- Translation
- Straight forward
- Narrative
- Explanation
- Dialouge
|
|
|
Term
|
Definition
| Includes all elements that readers see in their intitial scanning. |
|
|
Term
|
Definition
| Includes the elements that are designed to be read and absorbed, such as the text of message and captions. |
|
|
Term
|
Definition
| Have the second highest priority in copy. |
|
|
Term
|
Definition
| First responsiblity if the art director is to choose visual elements used in ad or commercial to produce a layout. |
|
|
Term
|
Definition
| a small preliminary sketch of a different layout |
|
|
Term
|
Definition
| Ads done to siz without attention to looks |
|
|
Term
|
Definition
| Layouts drawn to size, used for presentations |
|
|
Term
|
Definition
| Art is finished, designed to impress audience |
|
|
Term
|
Definition
| Largely computer based and generate to guide color separations |
|
|
