Shared Flashcard Set

Details

Strategic Writing
creativity, branding, diversity, insight, strategy, ideas, words, layout, tv, direct marketing, IMC
48
Journalism
Undergraduate 4
03/15/2011

Additional Journalism Flashcards

 


 

Cards

Term
3 elements of creative ads/how creativity is defined
Definition
creative ads are (1) relevant, (2) persuasive, and (3) unexpected
Term
7 principles that differentiate entertainment and advertising when it comes to HUMOR
Definition
1. Know the difference between humor and jokes.
2. Relate to the human experience.
3. Make sure the humor is central to your product message.
4. Understand your audience's sense of humor.
5. Avoid humor that's at the expense of others.
6. Have fun with your product but don't make fun of it.
7. Don't assume your audience is stupid.
Term
5 advantages for using CELEBRITY ENDORSEMENTS in relation to entertainment vs. advertising
Definition
1. They have stopping power.
2. Fans idolize celebrities.
3. People are fascinated with celebrities' lives.
4. Their unique characteristics can help communicate the selling idea.
5. They're perceived as experts in their fields.
Term
7 disadvantages for using CELEBRITY ENDORSEMENTS in relation to entertainment vs. advertising
Definition
1. They are expensive.
2. They are often a quick fix, not a long-term strategy.
3. They may lack credibility.
4. They may endorse so many products it confuses people.
5. They an overshadow the message.
6. They may disparage your brand when they think no one's listening.
7. Bad press about celebrities can hurt the sponsor.
Term
3 considerations for using CHARACTERS in relation to entertainment vs. advertising
Definition
1. When done right, they'll communicate a selling feature.
2. They won't commit crimes.
3. They still must be relevant.
Term
brand
Definition
its strategically planned and purposeful presentation of itself to gain a positive image in the minds of the public
Term
brand
Definition
includes name, logo, tagline, color palette, architecture/interior design & sounds
Term
brand
Definition
everything the brand presents to the public
Term
brand identity elements (6)
Definition
1. name
2. logo
3. tagline
4. color palette
5. architecture and interior design
6. sounds
Term
5 ways to reach ethnic minorities
Definition
1. feature non-whites in starring roles, not just in background
2. seek non-whites' opinions
3. be sensitive to nuances in language.
4. show diversity WITHIN ethnic groups
5. learn histories of groups you're targetting
Term
5 lessons about reaching ethnic minorities
Definition
1. look at whole person, not one demographic statistic/characteristic.
2. don't stereotype.
3. laugh with, not @.
4. make relevant ties to their causes - ex. donate portion of sales to relevant charity (long-term, not one-time)
5. test your ads on members of target audience
Term
secondary research - 4 methods from book
Definition
1. company records
2. trade associations
3. library resources
4. syndicated market data
Term
primary research - 9 methods from book
Definition
1. firsthand experience
2. observation
3 surveys
4 focus groups
5 interviews
6 ethnography
7 projective techniques
8 experiments
9 online research
Term
common mistakes in research
Definition
1. asking the wrong questions
2. believing everything people tell you
3. not testing to see if the data are relevant to your client's problem
4. biasing the results
5. not studying someone typical of your audience
Term
advertising
Definition
a mixture of art, commerce and persuasion
Term
strategy
Definition
a carefully designed plan to murder the competition; map/plan, not image/scenery
Term
creative brief
Definition
reveals key insights of a brand and its audeince and market; inspired by strategy
Term
brand promise
Definition
what the marketer or company says the brand will do and be for the consumer
Term
brand consistency
Definition
all touch points making impact
Term
brand image
Definition
way brand is perceived
Term
iconic brands
Definition
cultural icons. ex. Apple, Nike
Term
creative writing
Definition
art, not a science
Term
3 types of out-of-home advertising
Definition
1 street furniture
2 transit
3 alternative media
Term
basic elements of a creative brief
Definition
1 communication objective
2 key insights
3 industry trends
4 usp
5 tgt aud
6 main idea/single-minded propisition
Term
why brand consistency is important
Definition
minds are limited.
minds are insecure.
minds cannot cope with bombardment of messages.
Term
8 brainstorming guidelines
Definition
1 immerse yourself in data
2 do alone first, then with others
3 low anxiety levels
4 chew and digest
5 be prolific
6 have others critique your ideas/work
7 incubate
8 illuminate!
Term
10 ways to get to big idea
Definition
1 product demonstration
2 look in creative breif
3 look @ medium
4 analogies
5 piggy-back off trends
6 appearance of a product
7 spokesperson, character
8 opposite
9 reverse benefit
10 exaggeration
Term
headlines - 5 copywriting objectives
Definition
1. speak to your target
2. give them a benefit
3. speak from your heart/connect with target emotionally
4. write fluidly/get copy to flow
5. call to action
Term
book: 5 ways to come up with the big idea
Definition
1 immersion
2 digestion
3 incubation
4 illumination
5 reality testing
Term
book: 6 brainstorming guidelines
Definition
1 don't think you must come up with the big idea all by yourself
2 start a swipe file
3 pay attention to life's experiments
4 exercise your creative mind regularly
5 give yourself some down time
6 come up with lots of ideas/be prolific
Term
6 ways receiving criticism can improve your idea/how to appropriately receive criticism
Definition
1 make eye contact
2 show your interest through a warm and expressive tone of voice
3 use facial expressions that are consistent with your message
4 don't slouch
5 stand or sit an appropriate distance from other person.
6 choose an appropriate time and place for this discussion
Term
7 ways giving criticism can improve your idea/how to appropriately give criticism
Definition
1 make "I" statements
2 be clear and specific commenting on the work, not on the person
3 never say, "This is great, but..."
4 control your emotions and speak in a normal tone of voice
5 show some empathy and understanding
6 offer practical suggestions
7 be honest
Term
how headlines function
Definition
1. capture target audience's attention
2 select your audience
3 lure readers into the body copy
4 communicate a benefit
5 reinforce brand image
6 make an emotional connection to the consumer
Term
types of headlines
Definition
- direct benefit
- reverse benefit
- factual
- selective
- curiosity
- news
- command
- question
- repetition
- word play
- metaphors, similes and analogies
- parallel construction
- rhyme
Term
guidelines for writing effective copy
Definition
- love your product
- don't try to do everything in one ad
- write to one individual
- translate business-speak into human-speak
- avoid catch-all phrases
- be specific
- don't brag
- use present tense & active voice when possible
- use transitions to connect different thoughts and establish a relationship between them
- avoid clich├ęs
- vary sentence length and structure
- make the strange familiar and the familiar strange
- write "out loud"/use spoken language, not the written language
- use contractions
- pay attention to every word you write
- test your copy/read out loud
- revise your work/edit, edit, edit
- proofread your final version
Term
5 words to avoid in copy
Definition
1 quality
2 value
3 service
4 caring
5 integrity
Term
design principles
Definition
- balance
- contrast
- harmony
- proportion
- movement
Term
Gestalt theory
Definition
the whole is greater than the sum of its parts.
we see wedge shape in flock of geese, then individual geese.
we see words flowers spell out, and then individual flowers.
conversely, we wee rainbow-colored wig at basketball game first.
Term
5 Rs of Design
Definition
1 Research (product, company services, swipe file)
2 Roughs (sketch, thumbnails)
3 Revise (pick best sketches, revisit client)
4 Ready (put on computer in actual size)
5 Run (in media)
Term
formats for television
Definition
1 demonstration tv (product in use, before & after, side by side)
2 product as star
3 vignette (several brief episodes)
4 slice of life (wedding, headaches)
5 presenters (someone looks into camera and talks to you)
6 testimonials
7 stories
Term
get tv ideas on paper
Definition
- left: video; right: audio
- aligned so we know relationships
- scenes are numbered
- 'sfx' denotes music and other sounds
- 'VO' denotes voiceover
Term
advantages of direct marketing
Definition
immediate results, two-way communication, pinpointing of prospects, personalized messages, more consumer involvement
Term
3 musts for successful direct mail
Definition
1 the list - prime prospects for product or service
2 the message - have only seconds to grab consumer's attention
3 the offer - often "limited time." odds raised when pre-paid envelope provided.
Term
how to design for internet: 4-step process
Definition
1 planning
2 concepts
3 refine design
4 production
Term
types of sales promo (in imc)
Definition
contests, sweepstakes, games; premiums; coupons; continuity programs; rebates; pop, pos; push, pull (supply, demand)
Term
PR (in imc)
Definition
news release, events, crisis management
Term
IMC: TYPES
Definition
sales promotion, pr, promotional products, special packaging, sponsorship
Term
parts of a brand promise
Definition
the personality and image it conveys; the written messages it delivers; the way it is positioning itself within the market; the way employees act with customers
Supporting users have an ad free experience!