Term
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Definition
1. must grab attention (primary job)
2. be relevant
3. can coax reader into ad
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Term
| David Ogilvy on headlines |
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Definition
6-12 words are best
People 5X more likely to read headline over body copy so emphasize BRAND NAME and have a SELLING STORY |
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Term
Bad example of headline
elcom.com |
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Definition
29 words in headline
small illustration
printed in reverse type |
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Term
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Definition
1. Should support "Selling Point"
2. Should form a "complementary relationship" with the head line
3.Must have "story-appeal" (this is most important) |
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Term
Luke Sullivan Suggests:
find a photo with ______ that expresses what you want about brand |
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Definition
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Term
| Increase impact of story appeal by using a ______ ______ |
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Definition
visual puzzle
like experience feeling of accomplishing a puzzle? |
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Term
| In solving visual puzzle you feel a rush, some Examples from Lecture (5) |
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Definition
alepn ad with "A" being roofline
Quaker with kid on bike ramp
chase bank smiling face w/ clouds and arms
mastercard 'priceless' ads
golf club ad w/ ants on club 'our biggest sweet spot ever'
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Term
Body Copy
Should (2 things) |
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Definition
Should:
1. focus on customer benefits
2. be writtein in everyday familar language |
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Term
| Body copy (2 other points) |
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Definition
1. give readers the details
2. copy is more than product info, convert product featuers to customer benefits
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Term
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Definition
| Physical arrangement of ad ingredients and application of artistic style |
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Term
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Definition
1. Organize customers reading experience
2. draw the eye through each ad element
3. use white space to focus attention
4. use type creatively |
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Term
| Creativity in Adv 3 step process |
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Definition
1. Formulate a way to sell the brand
2. Putting the message together
3.Approval |
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Term
| Managment principle: (part of approval process) |
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Definition
| if ad does NOT conform to creative brief, reject it |
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Term
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Definition
| provides discipline needed to create effective Advertising |
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Term
| For creative people a brief is like |
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Definition
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Term
| 5 components covered in creative brief |
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Definition
1. Target audience
-whos your best prospect?
2. Objectives
what should the adv do?
3. Key consumer benefit
why the customer should buy your brand?
4. Personality
what type person is the brand like?
5. Mandatorys
what must be included? |
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Term
Role of Account planning
(4) |
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Definition
1. Discipline inside advertising agencies
2. consumer's advocate
3. cultural anthropologist
4. takes lead role in writing creative brief |
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Term
Stan Richards:
-best campaign done at your agency?
-any universal truths developing effective adv?
-best way generate new, effective ideas for clients?
-what in your opinion motivates consumers? |
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Definition
-chick-fil-a won of all time killer campaigns
-aside from notion of being enduring, everything else is negotiable
-always been disciplined process. quantitiative research, brief, develop ad.
-most effective commericals are ones ppl like, try to do work thats endearing in some way. |
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Term
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Definition
TV
websites
iPhones
shopping malls
elevators/airports
jumbo trons |
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Term
| Basic facts about commercials (6 of them, know order) |
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Definition
#1 remember situation, ppl are inattentive
#2 viewers remember commercial, but not sponsor
#3 mother tongue of brain is picture of the image (we remember what we see more than hear)
#4 people are interested in people
#5 a prospect will NOT buy from sales-person they dont trust
#6 humor is strong memory aid |
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Term
| Strategic guidlines for developing effective commercials |
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Definition
1. grab viewers attention
2. be single minded
3. register brand name
4. have a payoff
5. build campaigns
6. picture must tell a story
7. brand personality
8. show people not objects
9. generate trust
10. break the pattern
11. position the brand
12. demonstration
13. use testimonials
14. use eccentric casting
15. use music
16. use of emotion
17. use humor |
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Term
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Definition
| an adv problem that occurs when an ad is SO creative or entertaining that it OVERWHELMS the brand |
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Term
| 3 reasons for attempts at humor in commericals |
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Definition
#1 its memorable
#2 life is a drag
#3 it rewards |
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Term
| humor has double chance to fail |
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Definition
1. not funny
2. DisTraCtinG |
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Term
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Definition
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Term
| 4 critical questions to use humor |
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Definition
1. does it fit?
2. is it funny?
3. does it enhance? (the selling message)
4 .does it wear well
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Term
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Definition
| should focus on the "selling point" |
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