Term
| 3 elements of creative ads/how creativity is defined |
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Definition
| creative ads are (1) relevant, (2) persuasive, and (3) unexpected |
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Term
| 7 principles that differentiate entertainment and advertising when it comes to HUMOR |
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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. |
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Term
| 5 advantages for using CELEBRITY ENDORSEMENTS in relation to entertainment vs. advertising |
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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. |
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Term
| 7 disadvantages for using CELEBRITY ENDORSEMENTS in relation to entertainment vs. advertising |
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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. |
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Term
| 3 considerations for using CHARACTERS in relation to entertainment vs. advertising |
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Definition
1. When done right, they'll communicate a selling feature.
2. They won't commit crimes.
3. They still must be relevant. |
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Term
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Definition
| its strategically planned and purposeful presentation of itself to gain a positive image in the minds of the public |
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Term
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Definition
| includes name, logo, tagline, color palette, architecture/interior design & sounds |
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Term
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Definition
| everything the brand presents to the public |
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Term
| brand identity elements (6) |
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Definition
1. name
2. logo
3. tagline
4. color palette
5. architecture and interior design
6. sounds |
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Term
| 5 ways to reach ethnic minorities |
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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 |
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Term
| 5 lessons about reaching ethnic minorities |
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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 |
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Term
| secondary research - 4 methods from book |
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Definition
1. company records
2. trade associations
3. library resources
4. syndicated market data |
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Term
| primary research - 9 methods from book |
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Definition
1. firsthand experience
2. observation
3 surveys
4 focus groups
5 interviews
6 ethnography
7 projective techniques
8 experiments
9 online research |
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Term
| common mistakes in research |
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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 |
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Term
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Definition
| a mixture of art, commerce and persuasion |
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Term
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Definition
| a carefully designed plan to murder the competition; map/plan, not image/scenery |
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Term
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Definition
| reveals key insights of a brand and its audeince and market; inspired by strategy |
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Term
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Definition
| what the marketer or company says the brand will do and be for the consumer |
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Term
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Definition
| all touch points making impact |
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Term
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Definition
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Term
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Definition
| cultural icons. ex. Apple, Nike |
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Term
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Definition
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Term
| 3 types of out-of-home advertising |
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Definition
1 street furniture
2 transit
3 alternative media |
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Term
| basic elements of a creative brief |
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Definition
1 communication objective
2 key insights
3 industry trends
4 usp
5 tgt aud
6 main idea/single-minded propisition |
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Term
| why brand consistency is important |
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Definition
minds are limited.
minds are insecure.
minds cannot cope with bombardment of messages. |
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Term
| 8 brainstorming guidelines |
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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! |
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Term
| 10 ways to get to big idea |
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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 |
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Term
| headlines - 5 copywriting objectives |
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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 |
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Term
| book: 5 ways to come up with the big idea |
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Definition
1 immersion
2 digestion
3 incubation
4 illumination
5 reality testing |
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Term
| book: 6 brainstorming guidelines |
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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 |
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Term
| 6 ways receiving criticism can improve your idea/how to appropriately receive criticism |
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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 |
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Term
| 7 ways giving criticism can improve your idea/how to appropriately give criticism |
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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 |
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Term
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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 |
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Term
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Definition
- direct benefit
- reverse benefit
- factual
- selective
- curiosity
- news
- command
- question
- repetition
- word play
- metaphors, similes and analogies
- parallel construction
- rhyme |
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Term
| guidelines for writing effective copy |
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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 clichés
- 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 |
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Term
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Definition
1 quality
2 value
3 service
4 caring
5 integrity |
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Term
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Definition
- balance
- contrast
- harmony
- proportion
- movement |
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Term
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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. |
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Term
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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) |
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Term
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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 |
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Term
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Definition
- left: video; right: audio
- aligned so we know relationships
- scenes are numbered
- 'sfx' denotes music and other sounds
- 'VO' denotes voiceover |
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Term
| advantages of direct marketing |
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Definition
| immediate results, two-way communication, pinpointing of prospects, personalized messages, more consumer involvement |
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Term
| 3 musts for successful direct mail |
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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. |
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Term
| how to design for internet: 4-step process |
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Definition
1 planning
2 concepts
3 refine design
4 production |
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Term
| types of sales promo (in imc) |
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Definition
| contests, sweepstakes, games; premiums; coupons; continuity programs; rebates; pop, pos; push, pull (supply, demand) |
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Term
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Definition
| news release, events, crisis management |
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Term
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Definition
| sales promotion, pr, promotional products, special packaging, sponsorship |
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Term
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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 |
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