Term
Chapter 1:
An ad really has 2 parts: |
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Definition
| WHAT you're saying and HOW you're saying it (strategy and tactics) |
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Term
Chapter 1:
3 things to understand in creating a STRATEGY |
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Definition
1. the product
2. the consumer
3. the marketplace |
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Term
Chapter 2:
How to learn about your client's product |
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Definition
1. learn what's it it, how it works, etc. use it if possible
2. call the company's 800 number, website
3. surf the web and online databases
4. ask local dealers about your client's brand and it's competition
5. find out what other people think
6. learn about the product category
7. go to a library |
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Term
Chapter 2:
Two key issues in studying the competition |
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Definition
1. who is your client's competition exactly
2. what product category(ies) should your client's product compete in? |
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Term
Chapter 3:
Maslow's hierarchy of needs |
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Definition
1. physiological
2. safety
3. love and belongingness
4. esteem
5. self-actualization |
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Term
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Definition
| the need to perform difficult tasks, exercise one's skills (professional tools, sports equipment, any skill-providing service) |
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Term
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Definition
| the need to be autonomous, have options, be different (fashion makes this appeal, cars do too) |
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Term
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Definition
| the need to gain public attention, show off, be noticed (clothing and fashion accessories, cars, etc) |
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Term
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Definition
| the need to be highly regarded by others, to be held up as a good example ("badge" items: college degree, etc) |
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Term
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Definition
| the need to exercise power over others, direct and supervise, have influence (any power item, from a big car or house to a pesticide or detergent that has punch) |
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Term
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Definition
| the need to be closely associated with others, the need for relationships (joining the army, personal care items) |
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Term
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Definition
| the need to provide care for others, to have and protect (child care and pet care products) |
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Term
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Definition
| the need to receive help from others, be comforted, be encouraged and supported (anything that functions as a care-giver: personal services, especially those that work on the body; limos, salons, spas, etc-things that pamper us) |
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Term
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Definition
| the need to establish and develop one's sexual identity, be sexually attractive, give and receive sexual satisfaction (all gendered products; colognes, fashion, dating accessories and entertainments) |
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Term
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Definition
| the need to stimulate the senses, pursue vigorous activity, engage the mind and body, stimulate the palate, be active (sporting goods, health clubs, restaurants, bubble baths, etc) |
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Term
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Definition
| the need to relax, have fun, escape from routines, be entertained (vacations) |
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Term
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Definition
| the need to alter routine, be surprised, acquire new skills, have new and different experiences (travel, education, movies, books) |
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Term
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Definition
| the need to comprehend, teach and learn, discover patterns, make connections (self-improvement courses, education, movies, books) |
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Term
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Definition
| the need for order and cleanliness, to control uncertainty and avoid ambiguity, to make accurate predictions (all cleaners, repair services, maintenance items; "matched" goods, organizers |
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Term
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Definition
| the need to be free from fear; feel safe and protected, avoid accidents, acquire assets (insurance, alarm systems, safety equipment, etc) |
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Term
Chapter 4:
total market approach |
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Definition
| by creating one product and one argument for all humanity ("One size fits all" thinking) |
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Term
Chapter 4:
segmentation variables |
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Definition
| those dimensions by which market segments can be defined |
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Term
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Definition
| target including info about population size and shifts, gender and age, geographic location and mobility, income and expenditures, etc |
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Term
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Definition
| people's attitudes, opinions and habits (personality traits, lifestyles, and social class) |
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Term
Chapter 4:
Buying Behavior (6 things) |
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Definition
Occasions- When people buy something
Benefits Sought-What people seek in a product varies, and you can create market segments by appealing to those varying needs
Usage Rate- How often someone uses a product
Loyalty Status- finding out who the brand-loyal users are and what unites them and separates them from others
Readiness Stage- Are your target customers ready to buy, unaware of the brand or product category, informed, interested?
Attitude toward product- People's attitudes divide so you can target |
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Term
Chapter 4:
Assertions : SEE P.37 |
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Definition
| Buying categories by people thinking about consumers |
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Term
Chapter 5:
Product-Oriented Strategic Approach |
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Definition
appeal to sense of reason-emphasize the item for sale rather than the person who might buy it
1. Generic claim
2. Product Feature
3. Unique selling proposition
4. Positioning |
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Term
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Definition
| sell the product category, not the brand |
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Term
Chapter 5:
Product Feature |
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Definition
| sell a product feature; appeal to reason |
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Term
Chapter 5:
Unique Selling Proposition |
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Definition
| sell a benefit unique to the brand |
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Term
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Definition
| establish a distinct and desirable market niche |
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Term
Chapter 5:
Consumer-Oriented Strategic Approach |
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Definition
Stress the emotional qualities of life with the product
1. Brand image
2. Lifestyle
3. Attitude |
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Term
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Definition
| create and sell a personality for the brand |
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Term
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Definition
| associate the product with a way of life |
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Term
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Definition
| associate the product with a state of mind |
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Term
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Definition
| intentional overstatement (hyperbole) can be beneficial as it can "prove" the product benefit without your having to prove it, get a laugh or smile in the process, and create enough ripple on the page or screen to get consumers' attention |
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Term
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Definition
| Saying or showing less than the situation calls for |
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Term
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Definition
| the writing has a natural, authentic sound, free of cliches |
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Term
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Definition
| the writing is full of specifics; it's particular, not vague |
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Term
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Definition
| form matches content: the prose is not overwritten. it is stylistically graceful with strong, clear sentences and well-chosen language |
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Term
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Definition
| the writing has one central, unifying idea. it hangs together |
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Term
Chapter 8:
organization and structure |
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Definition
| the writing develops this idea in some order; has a beginning, middle, and end and coheres throughout |
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Term
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Definition
| what you’re saying- the plan of attack, the ad’s big idea, it’s selling argument |
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Term
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Definition
| how you’re saying it- the execution of your strategy, the particular form that it takes: the images, language, layouts, and media that you use |
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Term
Chapter 1:
Concept and Strategy |
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Definition
| Where they intersect is where your idea is communicated ex: Absolut- Absolut__ = Concept |
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Term
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Definition
| What are you selling, really? It can be something more and different from what it might at first appear |
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Term
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Definition
| Who are you selling to, exactly? Have you located the people in your best market? How well do you know them? The key to selling products is understanding people’s relationship with them and what they want from them. What needs and motives does your client’s product address and what problems does it solve? (Target Market) |
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Term
Chapter 1:
The Marketplace |
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Definition
| How does your client’s product (and it’s advertising) fit into the array around it? |
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Term
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Definition
| No sale occurs in a vaccum- meaning there are probably other products like it and the category has been advertised to consumers before. |
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Term
Chapter 2:
Primary Research |
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Definition
| Research you do yourself-focus groups, surveys, ect. |
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Term
Chapter 2:
Secondary Research |
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Definition
| Research done by someone else-*Done first! |
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Term
Chapter 2:
Indirect Competitors |
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Definition
ways consumers are spending money to satisfy the same need
Ex: Hallmark and e-cards, text messages |
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Term
Chapter 2:
Direct Competitors |
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Definition
Competing brands
ex: Hallmark and American Greetings |
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Term
Chapter 2:
You are always trying to find a way to come _______ the market |
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Definition
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Term
Chapter 2:
Augmented Product |
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Definition
| a whole cluster of attributes that add value- Theodore Levitt |
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Term
Chapter 3:
Most consumer goods appeal to which needs? |
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Definition
| Love and belongingness needs |
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Term
Chapter 4:
Marketing segmentation strategies |
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Definition
| creating separate selling arguments to separate segments or target markets of potential consumers, frequently w/ separate versions of the product |
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Term
Chapter 4:
Marketing rule of thumb |
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Definition
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Term
Chapter 4:
"8 to 80" perplex |
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Definition
| if you never place a particular person in your mind’s eye when creating ads, ads will be bland and diffused |
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Term
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Definition
| Tangible, concrete, product-oriented |
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Term
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Definition
| Feelings, thoughts, images, consumer-oriented |
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Term
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Definition
Products whose names are visible, whose identities are socially obvious- ex: clothes, cars- Great for brand-image advertising
• Products that contribute to people’s social esteem- ie: personal care items can almost be sold w/ brand-image ad |
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Term
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Definition
Associate the product with a way of life
• Gives us images of the “consumer state of being”-creates image of the consumer making him/her the product
• Viewer is shown a desirable state of being to which the product is appended-lifestyle advertising
• The target audience doesn’t see the product, they see what it would be like to own the product |
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Term
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Definition
Associate the product with a state of mind
• The tone of voice is so dominant it becomes what’s for sale
• Ex: Nike “Just Do It” campaign |
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Term
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Definition
“Creative platform” “Creative strategy/inspiration”
should identify creative/message direction or emphasis, act as a client btw your contract and agency, keep the team on the same page-Account planner normally writes it, Briefs are single-minded
• Serves as guidance for the brand’s advertising |
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Term
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Definition
| Fact about your brand-most important- can be found in an opportunity/threat to the brand-product performance, consumer attitude, usage patterns, competitive activity, marketing situations, or economic trends-most relevant element about brand to your advertising |
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Term
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Definition
| What is the product’s biggest consumer-related problem? Must be one that advertising can solve |
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Term
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Definition
| The effect you hope your advertising will have on the consumer-a communication objective- what you want to accomplish in terms of consumer attitude/action to solve the stated problem- to solve problem, must obtain objective that gets the consumer to do something |
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Term
Chapter 6:
Target Market/Audience |
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Definition
| Demographic/psychographic- who are you trying to communicate your message to? |
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Term
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Definition
| Human truths as they relate to advertising-new perspective about brand, point of view, or target audience- Should be something no one has ever done before. Written as the consumer |
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Term
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Definition
| : What’s in it for the consumer? What will I get out of the product? Want people to feel a certain way in order to motivate them |
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Term
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Definition
| Things that support your promise- evidence to support your claim (if you promise a benefit) |
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Term
Chapter 6:
Media/Communication Vehicles |
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Definition
| Where will you advertise? |
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Term
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Definition
| Things you must have in your ad campaign- ex: logos |
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Term
Chapter 6:
Vertical Thinking |
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Definition
| More analytical, shaping/building an idea |
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Term
Chapter 6:
Lateral Thinking |
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Definition
Idea is broad, linking ideas, “all over the map”
• --You should start laterally |
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Term
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Definition
When 2 or more elements are combined to achieve a total effect greater than the sum of their individualistic effects
• Create synergy by using Overstatement and Understatement |
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Term
Chapter 7:
Avoid Redundancy |
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Definition
Showing an image and then the headline says the same thing
• Do not make your headline too clear- consumers should think about what it means |
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Term
Chapter 7:
Functions of Headlines |
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Definition
• 1. Capture audiences attention
• 2. Select your target audience-ex: ad starts w/ “moms”
• 3. Can seduce your reader to read your body copy
• 4. A place to communicate a benefit-“Gets clothes clean and won’t fade
• 5. Reinforcement of a brand’s name
• 6. Enhances your visual- Milk jug vs. bleach |
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Term
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Definition
| Below headline, less significant, above body copy |
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Term
Chapter 7:
Types of Headlines |
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Definition
• 1. Direct Benefit
• 2. Factual
• 3. Curiousity
• 4. Repetition: Primitive reaction, memory device
• 5. Word Play
• 6. Metaphors/Similes |
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Term
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Definition
| Personality behind the brand, projection to the consumers/readers of the ad (Nike, just do it) |
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Term
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Definition
Sense of self created by ads; speaker or personality implied by the language and imagery-not necessarily author, even if in 1st person
• Voice/nature of persona is not static-can change over time |
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Term
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Definition
| Personal character that functions as a means of persuasion |
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Term
Chapter 8:
How Body Copy is like Freshman Composition: |
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Definition
• 1. Voice: Writing has a natural, authentic sound, free of clichés
• 2. Details: Writing is full of specifics, particular, not vague
• 3. Style: Form matches content, prose is not overwritten, clear
• 4. Thesis: Writing has one central, unifying idea
• 5. Organization and Structure: coherent, beginning, middle, and end |
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Term
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Definition
| Brand’s image expressed in language; look at headline/visual |
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Term
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Definition
| of the brain (Elizabeth Barrett Browning) |
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Term
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Definition
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Term
Chapter 8:
Rules for writing body copy |
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Definition
Rules for Writing Body Copy:
• 1. Write in the 1st and 2nd person- Must project a personality, a living voice, always an “I.” In radio copy- Always 2nd person “you”-creates intimacy between the brand and target audience
• 2. Decide whose talking-
o a. Consumer
o b. Company
o c. Both consumer and company
o d. Voice of another person in scenario
3. Decide how that person is talking about the product-
• Hype- unearned overstatement
• Irony- Occurs when there is a different btw what you say and what you mean
4. Keep your voice free of clichés- You can put a twist on them-invert them or modify their expression |
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Term
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Definition
Good writing is concrete and specific
• Draw from your research-Focus on details that support the ads concept
• Use particular language-be specific |
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Term
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Definition
| Shades of meaning surrounding a word |
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Term
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Definition
| a word’s strict dictionary definition |
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Term
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Definition
| Anything that appeals to the senses, should be provoked through copy |
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Term
Chapter 9:
Mixed Metaphors |
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Definition
| visual incongruities caused by adding metaphors to other metaphors |
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Term
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Definition
| one main idea, central theme |
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Term
Chapter 9:
Organization and Structure |
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Definition
• Beginning: Starts with headline as the lead
• Middle: Where you put the selling facts, details, product benefits
• End: Where you put the call to action, website, bring add full circle |
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Term
Chapter 9:
Establish Coherence |
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Definition
| Relationship of parts to parts-logical movement from point to point-using transitions, creates logical sequence of events |
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Term
Chapter 9:
Style: Stylistic Functions |
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Definition
• A. Tighten and Sharpen-Esp. in broadcast copy
• B. Write with nouns and verbs, not adjs and adverbs- avoid “to be” verbs
• -Verbs don’t praise the product, they tell what it does and how it does it
• C. Write grammatically correct, straightforward sentences
• D. Use concrete subjects and verbs, avoid Nominalization: making nouns out of verbs
• E. Use “loose style”: Adding material to the ends of your sentences rather than at the beginning or between subjects and verbs |
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Term
Chapter 9:
Passive vs. Active Voice |
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Definition
| “The ball was thrown” vs. “I threw the ball” |
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Term
Chapter 9:
How Body Copy is NOT like Freshman Composition: |
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Definition
-It sells, it doesn’t just describe
-It states the benefits, not just the features- Consumer-oriented
-Brand-image copy-expresses how consumer feels, a lot about image
-Rewriting is always necessary |
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Term
Chapter 9:
Checklist for body copy |
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Definition
1. Lead
2. Middle
3. Close
4. Structure
5. Voice
6. Clichés
7. Persuasiveness |
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Term
Chapter 9:
Checklist for the English Language |
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Definition
1. Spelling
2. Verbs
3. Alignment
4. Transitions
5. Sentences
6. Tightening/Sharpening
7. Editing
8. Specificity
9. Fun |
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Term
Chapter 15:
The power of fact |
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Definition
• Facts Beat Generalities Every Time: “Roaches carry 6 known diseases”-Makes your picture more vivid
• “News”- Term some advertisers use for facts
• Give Your Facts a Human Voice-Funny, ironic, warm, ect.
• Give Your Facts as sharp an edge as possible-State the fact specifically so that it feels like one-be precise
• Consider unusual quantifications- Can you measure your clients product in a new or interesting way?
• Lean your facts up against something- Facts mean more when they are placed in human contexts, especially ironic ones
• Look for a contrast you can exploit-Factual ideas strike the mind when they are presented in opposition- tension powers the headline
• Facts about your client’s product imply facts about the competition-Ad might be more effective if you present facts about the competition
• Make your facts visual
• Demonstrate your facts-Don’t claim them, prove them |
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Term
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Definition
| Someone who speaks for the product-people’s interest or disbelief rubs off on the product (idea of testimonial) |
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Term
Chapter 16:
Who can you use for testimonials |
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Definition
• 1. Extreme User- Heavy/over the top user who can use hyperbole to explain how great the product is
• 2. Expert- Someone who stands outside the brand and has the expertise to evaluate the product/service
• 3. President/CEO, Founding Mother/Father, Employee- Give the brand a human face
• 4. Celebrities- Give your treatment of that celeb some snap
• 5. Not the person, but something associated with the person- a Metonym- a part standing in for the whole- in place of a celebrity
• 6. The wrong person- Consumers often persuaded to buy b/c of negative endorsement
• 7. Ironic Testimonials- Further devalue the seller, make jokes on the idea of a credible spokesperson
• 8. Historical Figures, unreal people- Person may not be real/be dead
• 9. Normal people- A real person who was helped by the product |
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Term
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Definition
| Comparison and contrast, before and after, and other side by side setups-fundamental way to get attention, organize info, and be persuasive is this use of paired imagery |
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Term
Chapter 17:
Sequential Ads |
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Definition
| A series of two or more ads that occupy, usually, the same space on succeeding pages of a newspaper or magazine-Readers see an incomplete message and then turn the page-Good way to beat clutter |
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Term
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Definition
| A technique by which something unusual has been put in, left out, inverted, ect. |
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Term
Chapter 18:
How to think in reverse |
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Definition
• 1. When everyone is going one way, go another-Find out the usual direction taken by ads in your product’s category and violate those expectations
• 2. Explore Negative Space- The non-uses, wrong places, wrong times, and wrong people for a product
• -Who doesn’t use the product? When isn’t it used? Where don’t you find it? Ect
• 3. Say It Wrong- Take a reasonable idea and reverse the way you say it-Invert the normal expression of a benefit
• 4. Turn Deficits Into Assets- Make a list of all the reasons your client’s target audience would not want to buy your product and then flip it
• 5. Turn Assets Into Deficits- Take the competition’s assets and show how they’re really deficits-Reposition the competition |
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Term
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Definition
| - A figure of speech in which something is talked about in terms of something else-a comparison is made between dissimilar things |
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Term
Chapter 19:
Tangible vs. Intangible distinctions |
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Definition
Intangible-consumers cannot literally apprehend the product-intangible benefits need expression
• Use metaphor b/c the product’s “one thing” is intangible, allowing the metaphor’s “something else” to vivify it |
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Term
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Definition
| uses like or as, a kind of metaphor-don’t always have to be visual |
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Term
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Definition
Something that stands in for the product (or its benefit or the feeling people get from it) and helps clarify and persuade
• -Good technique when the product is intangible but also when it is boring, obscure, or unknown-pure metaphors are rare |
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Term
Chapter 19:
Fused Metaphor |
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Definition
You take the product, or something associated with the product, and fuse it with something else
• -Objects that are “wrong”, have been modified in some way, are more attractive to viewers than unmodified ones
• -Fused images help contextualize the selling argument, unlike pure metaphor-don’t have to look as far when part of what they’re looking for is what’s for sale
• How to fuse?-Look for latent pairs in whatever ad problem you’re working on-push two things into one image
• -Power of graphic fusion comes from combining 2 cliches, symbols, or aspects of a situation into one new image
• -Think in terms of addition-adding something to an image, or substitution-replacing part of an image with something else |
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Term
Chapter 20:
Verbal Metaphor |
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Definition
| Rather than changing the product visually, the product is changed verbally-put in another language system |
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Term
Chapter 20:
How the wrong name can be the right one |
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Definition
Verbal metaphor helps sell products by elevating them-repositions them in consumer’s minds
• -They have talked about themselves using language associated with something else or language literally meaning something else |
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Term
Chapter 20:
Personification |
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Definition
| the giving of animate qualities to inanimate things |
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Term
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Definition
| a subversion of the genre |
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Term
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Definition
Changing something into something very different; overthrowing it—Do the unexpected!
• -Start with the assumption that advertising’s language and forms have been used up and go from there |
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Term
Chapter 21:
How to bend an ad |
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Definition
• 1. Ridicule the Product: Traditional ad endorsed the product-w/ postmodernism it may be more effective to call the product’s value into question
• 2. Make Fun of the Audience
• 3. Subvert the Advertising’s Category or Format: Use advertising forms ironically
• 4. Speak with tongue in Cheek
• 5. Make old ads new
• 6. Import material from outside the genre
• 7. Call attention to an ad’s artifice-Make people notice it’s an ad
• 8. Do the opposite-Don’t look anything like an ad
• 9. Avoid direct, straight-ahead selling, no matter how winsome- Make no sales pitch whatsoever, or make an anti-argument for the product
• 10. Be deliberately primitive |
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Term
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Definition
• Really talking about INSIGHT
• When coming up with an ad concept, find the basic human truth
• Look for the obvious-often leads to answers |
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Term
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Definition
• You have many opportunities to connect with the consumer-you should make them as memorable, witty, and fun as possible
• Importance of making sure every time a consumer brushes up against your brand, they are drawn in and interested
• Opportunity to be different and differentiate your brand
• Conveying a meaning across an array of media |
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