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Definition
| Because there is limited money in planning, what are you going to do with it for advertising finds come from marketing |
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Definition
| Arbitrary,All you can afford, Competitive Spending,Percent of Sales, Unit of Sales, Tasks and Objectives, Empirical Research |
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Term
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Definition
| What facts,ideas, or interpretations about our product do we want to put in whose mind under what competitive conditions and what are these people supposed to do about it? |
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Term
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Definition
| What will you communicate in the most effective way |
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Term
| Three places for differences |
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Definition
| Differential Copy, Brand Packaging, Direct Competition |
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Term
| Developing a Creative Work Plan |
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Definition
| Key Fact, Consumer Problem the product solves, Communication objectives, Creative Strategy Development, Requirements, |
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Definition
| Rational vs Emotional, Hard Sell vs. Soft Sell, Mention Competition |
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Term
| Key Fact in a Creative Work Plan |
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Definition
| Fact that will help set identity towards brand or away from competitors |
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| Consumer problem the product solves in a creative work plan |
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Definition
| What can clearly define the product as satisfying |
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| Communication Objectives In a Creative Work Plan |
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Definition
| introduce a brand and convince them to believe after that is will reach a point of satisfaction from the think,do,feel method |
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| Creative Strategy Development in a Creative Work Plan |
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Definition
| Use Segmentation to define target group from consumer benefit, Reason Why, and Tone |
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Term
| Requirement of a creative work plan |
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Definition
| Should be by advertiser or Law to limit what can be done |
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Term
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Definition
| any word, name, symbol or combination adopted or used by a manufacturer or merchant to identify the origin of a product sold by others |
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Definition
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Term
| Seven Criteria for Judging Message Ideas |
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Definition
| 1. Strategy Fit 2. Target Segment Fit 3. Total Promotional Mix Fits 4. Leverage 5. Specificity 6. Resistance to Counteract 7. Durability |
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Term
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Definition
| How will you communicate the big idea? |
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Term
| Key Elements in Print Advertising |
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Definition
| Visuals, Headline, Subhead, and Body Copy |
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Term
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Definition
| Must Attract Attention, Select the Reader, define the audience, and lead the reader to read the body copy |
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Term
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Definition
| Secondary Headline that typically serves to either communicate a key sales point, reinforce the headline, or to simply emphasize |
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Term
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Definition
| Lead in paragraph, interior paragraph(sales story or building credibility) Trail Close, Close |
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Term
| Common Pitfalls in Writing Copy |
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Definition
| Unclear, Filibustering, Triteness, ME-ME-ME |
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Term
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Definition
| Capture the selected readers attention by helping communicate the big idea,pull reader into the headline, and help make ad believable |
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Term
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Definition
Mechanical- Blueprint,space,placement,headline,subhead, and body copy
Symbolic-how it communicates |
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Term
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Definition
| 1. Unity 2. Balance 3. Eye movement 4. Proportion 5. Contrast 6. Whitespace 7. Clarity and Simplicity |
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Definition
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Term
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Definition
Formal Balance- Symmetry with equal weight so the eye sees balanced design
Informal Balance- more work to the eye |
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Term
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Definition
| Dominate Elements to direct to other object or pointing devices |
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Term
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Definition
| Choose Sizes of headline and other text |
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Term
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Definition
| Draw Attention With Coloes |
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Term
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Definition
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Term
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Definition
| Don't clutter the Advertisement |
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Term
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Definition
1.Intimate Relationship because usually listened alone
2. Imaginative-really good advertising stirs image
3. Emotion- use your voice in radio |
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Term
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Definition
| 1. Engage the listener's Imagination 2. Use a memorable sound to make it stand out 3. Mention the brand and its promise upfront 4. Use the beginning of the commercial to flag intended audience 5. Focus on certain sales message and repeat it 6. Keep music simple and catchy or relevant 7. Ask the listener to act 8. Increase imagery transfer by using the sound elements of T.V commercials |
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Term
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Definition
| 1.Make your words say and to hear 2. Use words that are Easy to understand 3 watch for "s" and "k" sounds4.Punctuate intelligently to help DJ 5. make your writing Flow 6. Read out loud what you have written |
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Term
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Definition
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Term
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Definition
| Really dramatic long pause |
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Term
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Definition
| Narration, Demonstration, Symbolism |
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Term
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Definition
| Visual Medium that has a Key Visual that doesnt allow the reader to do a lot of mental work and registers the brands |
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Term
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Definition
| The way the Advertisement is Brought out |
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Term
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Definition
Selection of a director
Choosing a production Company
Bidding
Cost estimation and timing |
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Term
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Definition
| 1. Set Construction 2. Location 3. Agency and client Approvals 4. Casting 5. Wardrobes 6. Preproduction meeting |
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Term
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Definition
| Location Versus set shoots, Night/Weekend Shoots, and Talent Arrangements |
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Term
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Definition
| Editing,Processing, Recording Sound Effects, Audio/Video Mixing, Opticals, Clients/ Agency Approval, Duplicating, Release |
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Definition
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Term
| Production Print/Typography |
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Definition
| The art of selecting and seeking type |
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Term
| Selecting Type Considerations |
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Definition
| Readability, Appropriateness, Harmony,Appearance, Emphasis, Size Type |
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