Term
| What was the most disliked campaign of all time? |
|
Definition
| Mr. Whipple- Don't squeeze the Charmin |
|
|
Term
| How many yrs did Mr. Whipple run? |
|
Definition
|
|
Term
| How did they sell their product? |
|
Definition
|
|
Term
| In the 1960's how did advertisers connivence their audience that their product was the best in the cat? |
|
Definition
| USP- Unique selling proposition. If they buy this product what is the benefit that no other company can claim. M&M'S |
|
|
Term
| Who created the VW Lemon ads? |
|
Definition
| Bill Bernbach of Doyle Dane Bernbach in NYC |
|
|
Term
| What did Bernbach believe? |
|
Definition
| That people were intelligent and clever and that you can talk to people in a human way |
|
|
Term
|
Definition
| Oversees AD and CW. Looks at the over all picture and helps guide AD and CW in the right direction |
|
|
Term
|
Definition
| Writes the ad but can also do the same work as the AD. They write tv, taglines, radio, hires talent and produces radio spot, creates voice for ad. |
|
|
Term
|
Definition
| Responsible for the visual, over sees layout and design of ad |
|
|
Term
|
Definition
| Budget for the ad, keeps client happy (the liaison btwn client and agency). Research and writes creative brief |
|
|
Term
|
Definition
| Makes sure AD is on time, in check, on target, makes sure the ad gets to the place it needs to be |
|
|
Term
|
Definition
| Sum total of all these: Emotions, Thoughts, Images, History, Possibilities and Gossip that exist in the market place about a certain company (EVERY, TIME, I, HAVE, PEAS) |
|
|
Term
| You CANT sell a product to someone who... |
|
Definition
1) Doesn't need it
2) Can't afford it
and advertising cant save a bad product |
|
|
Term
| What is on a creative brief? |
|
Definition
| Target Audience, Current Perception, Desired Perception, Key Message, Reasons to Believe, Mandatories |
|
|
Term
|
Definition
| Who is going to buy the product: gender, age, income, location |
|
|
Term
|
Definition
| How they are seen in the marketplace currently (what their ad campaign is right now-windex=crows) |
|
|
Term
|
Definition
| How we want the consumer to take away from the ad (key message) |
|
|
Term
|
Definition
| Underlying message to an ad |
|
|
Term
|
Definition
| Helps key message, it convinces people to buy the product. |
|
|
Term
|
Definition
| Logo, call to action, URL, how many times to say product, tag line, offer (coupon) |
|
|
Term
|
Definition
| Left column: restate key message, Right column: Attributes |
|
|
Term
|
Definition
| It's a concepting tool, the products key message is taken to an extreme |
|
|
Term
|
Definition
| Connect headline with BC, talk to 1 person at a time, DONT USE TERM PAPER STYLE! |
|
|
Term
|
Definition
| key message in creative way and pays off visual |
|
|
Term
|
Definition
| "The Bridge"-bridges headline to reasons to believe |
|
|
Term
|
Definition
|
|
Term
|
Definition
|
|
Term
|
Definition
| URL, quick not wordy starts with action verb |
|
|
Term
|
Definition
| Research TA, make up a person and write about the in first person (DISCRIBE EVERYTHING!) |
|
|
Term
|
Definition
| Have same layouts but different BC, headlines and visuals |
|
|
Term
|
Definition
| Similar layouts and different BC and headlines |
|
|
Term
|
Definition
| same key message said in various ways, tagline ties it all together |
|
|
Term
| IF VISUAL IS STRAIGHT HEADLINE IS... |
|
Definition
|
|
Term
|
Definition
| Setting, characters, conflict, resolution |
|
|
Term
| What is a needle drop and donut/tag |
|
Definition
needle drop- stock music
donut/tag- space for local info/promos |
|
|
Term
| Whats the max number of words on a Billboard? |
|
Definition
|
|
Term
|
Definition
| Billboard, bus wrap, side of building, bench, pavement, station domination, airplane banners |
|
|
Term
| Attributes of a character |
|
Definition
| they need to feel real, each character has a human truth, must be authentic, each with their own flaws and stereotypes |
|
|
Term
|
Definition
| Philosophical copy that has a big presence like if god were to speak |
|
|
Term
|
Definition
| None threatening, casual like a one on one conversation |
|
|
Term
| How many seconds do you have to grab the views attention? |
|
Definition
| 2, it creates a curiosity gap and an itch to see the whole spot |
|
|
Term
| The last ____ seconds mean everything! |
|
Definition
| 5, its the pay off, it explains, resolves, summarizes the past 20 seconds |
|
|
Term
|
Definition
| free commercial created for a non-profit org. such as peta, moms against drunk drivers, truth ect. |
|
|
Term
| Why do agency do PSA for cheap sometime free? |
|
Definition
| It lets us push envelope, creative freedom, your selling 1 thing and it evens out karma |
|
|
Term
| What's the goal of a PSA? |
|
Definition
|
|
Term
| When creating a PSA DONT: |
|
Definition
| be a jerk, dont talk like youre on a mountain, and dont speak on behalf of non-profit. |
|
|
