Term
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Definition
The ability to produce original ideas
Drawing connections between unrelated ideas
Problem solving |
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Term
| What is empathic creativity? |
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Definition
| The ability to put oneself in another person's viewpoint |
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Term
| What are the 5 stages to creative thinking? |
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Definition
1. Preparation
2. Digestion
3. Incubation
4. Illumination
5. Application |
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Term
| What is the context for message strategy? |
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Definition
Advertising strategy
(planning prep and placement)
flows to
Message strategy
broken into
objectives and methods |
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Term
| What is the difference between a headline and a slogan? |
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Definition
headlines call attention (beginning)
slogans promote memorability (at the end) |
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Term
| What is associated with the promote brand recall method? |
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Definition
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Term
What is associated with the link a key attribute to the brand name?
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Definition
Unique selling point (USP)
Feature = slogan |
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Term
What is associated with the instill brand preference method?
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Definition
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Term
What is associated with the fear appeal method?
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Definition
| Scare the consumer (too much or not enough won't work) |
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Term
What is associated with the change behavior method?
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Definition
Anxiety ads
Like fear appeals but with things that make people self conscious (hygiene) |
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Term
What is associated with the transform experiences method?
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Definition
| Transformational ads (before and after with usage shown, not assumed) |
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Term
What is associated with the situate the brand method?
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Definition
Slice of life ads
Light fantasy |
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Term
What is associated with the define brand image method? (6)
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Definition
Reasons why
Comparison ads
Information only
Testimonial ads
Demonstrations
Advertorials |
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Term
What is associated with the direct response method?
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Definition
| Persuade the viewer to act NOW |
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Term
| What is the creative strategy? (creative brief) |
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Definition
Tells exactly what the ad is going to say
Provides guidance about how
Is clear and concise
Short
Flow from marketing strategy
Media planners can be involved |
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Term
| What are the 6 components of the creative strategy? |
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Definition
1. Advertising objective
2. Target audience profile
3. Key benefit
4. Product features
5. Media chosen
6. Mood/tone of ad |
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Term
| What is the purpose of the subhead? |
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Definition
| Lures the reader to read body copy and includes important info not in the headline |
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Term
| What is the purpose of a news headline? |
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Definition
Gives news about the brand
"introducing" "new" |
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Term
What is the purpose of a self interest or target specific headline?
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Definition
| Selects targeted prospects so that they know the ad is for them |
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Term
What is the purpose of a claim headline?
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Definition
| Emphasizes brand claims and product attributes |
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Term
What is the purpose of offer advice headlines?
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Definition
gives advice to the reader
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Term
What is the purpose of horn blowing headlines?
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Definition
"toots the brand's own horn"
"we're the best" |
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Term
What is the purpose of slogan, label, or logo headlines?
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Definition
| Identifies the brand and promotes brand recall |
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Term
What is the purpose of provocative headlines?
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Definition
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Term
| What is straight line body copy? |
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Definition
| straightforward explanation of benefits |
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Term
| What is dialogue body copy? |
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Definition
| Delivers through 2 or more characters |
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Term
| What is testimonial body copy? |
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Definition
| Dialogue between character and readers/viewers of the ad |
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Term
| What in narrative body copy? |
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Definition
| Series of statements about a brand |
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Term
| What is direct response body copy? |
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Definition
| Calls readers/viewers to act immediately |
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Term
| What are the 4 radio advertising formats? |
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Definition
Music
Dialogue
Announcements
Celebrity announcers |
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Term
| What are the 6 tv ad formats? |
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Definition
Demonstration
Vignettes
Music and song
Spokesperson
Dialogue
Narrative |
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Term
| What are the purposes of slogans? |
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Definition
To increase memorability
Help establish an image, identity or position for a brand or org |
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Term
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Definition
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Term
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Definition
| something bleeds off page, product is central visual |
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Term
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Definition
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Term
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Definition
| Most common, visual is emphasized |
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Term
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Definition
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Term
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Definition
| Shows multiple product features |
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Term
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Definition
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Term
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Definition
Elements are arranged letter format
T I |
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Term
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Definition
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