Term
|
Definition
headline- most important form of copy
subhead- line under headline
tag line- slogan
captions- written description under pic |
|
|
Term
|
Definition
direction h/l- must have both product name and product benefit or attribute
indirect h/l- invokes curiosity w/ puns and wordplays (creates interest in ad) |
|
|
Term
|
Definition
| slogan--gains attn, link to campaign, summarizes brand position. Effective if short, easily remembered and triggers thoughts about brand |
|
|
Term
|
Definition
lead paragraph- tied to h/l transition to body copy
interior paragraph- details of ad
final paragraph- call to action, behavior, attitude change |
|
|
Term
|
Definition
-must benefit reader ie: solution to prob
-write to one person with personal writing style ie: convo tone, involve reader, be credible and believable |
|
|
Term
|
Definition
greater emphasis on illustrations--not such a heavy reliance on copy.
-visual is broad image--copy is main point. |
|
|
Term
| Illustration tasks and components |
|
Definition
Tasks: attn for the h/l, convey broad ideas, feelings and emotions, tell story
Components: product alone and in use, creation of image and mood, charts/tables/graphs, dramatization of product features |
|
|
Term
|
Definition
| balance is key: must be equal (vertically and horizontally) |
|
|
Term
|
Definition
Single element that draws reader into ad (only 1 per ad)
-verbal focal point is h/l
-visual focal point is illustration/photo |
|
|
Term
| Eye movements and Gaze motion |
|
Definition
-eyes move from upper left to lower right
-gaze motion: attempts to break natural eye movement ('Z' pattern) to gain reader attn through eyes, limbs and structures |
|
|
Term
|
Definition
| extent to which all elements tie together--continuity in a campaign |
|
|
Term
|
Definition
1)picture window- illustration, h/l, body copy (best w/ extensive copy, large illustration)
2)poster-bold visual, creates mood, limited copy
3)Copy heavy- little to no visual support, high involvement, serious and involving topics. |
|
|
Term
|
Definition
| audio and video instructions for your ad written by the copy write--internal use |
|
|
Term
|
Definition
visual item developed from script (blueprint for production)
-components: pics showing main scenes (every shot in ad), video (written description of what camera sees), audio (written description of what is heard)
Presented to help agency sell creative ideas to prospective clients |
|
|
Term
| Television Production Stages |
|
Definition
1)Preproduction: location selection, finding talent, rehersal
2)Production: filming of story board
3)Postproduction: adding off camera voices, editing shots, add music/sound |
|
|
Term
|
Definition
| Visually captivating, KISS (keep it simple, stupid), opening is critical, entertainment as means to sell, believable, show desired behavior |
|
|
Term
Effective RADIO commercials
-strategies |
|
Definition
grab attn early, create visual image in head, theatre of mind, music/jingles, image transfer (geico gecko), KISS, call to action, repetition.
-humor, unique voices, sound effects (sfx), music |
|
|
Term
|
Definition
| Compass--points the creative effort in the right directions; useful during situation analysis |
|
|
Term
|
Definition
evaluation after ad was aired to determine effectiveness-- measured by DAGMAR objective (research conducted early has greatest value)
-downside: assessment research is costly, if limited funds spend on directional research not assessment |
|
|
Term
|
Definition
| -developmental pretesting aka concept testing is weeding out dumb ideas early on in strategy development. Quick and cheap. Focus on awareness and attitude change. |
|
|
Term
|
Definition
For finished ads or close to finished, last check before investment in media.
-field test: uses a test market in natural conditions (most common)
-Laboratory test- gives exposure in a controlled setting |
|
|
Term
|
Definition
| After campaign is in marketplace--did campaign achieve objectives? Beginning of situation analysis for next campagin. |
|
|
Term
What is measured in reserach?
AWARENESS (most measured variable) |
|
Definition
Recall, 24 hr recall (% of ppl that can recall an ad 1 day after it ran), recognition.
-Problems: low involvement products often test poorly, emotional msgs=less effective, may measure intrusiveness not effectiveness |
|
|
Term
What is measured in research
ATTITUDE |
|
Definition
| change in perception in and of the brand |
|
|
Term
What is measured in research
BEHAVIOR |
|
Definition
| Sales results and purchase intent (most common in post testing) |
|
|
Term
What is measured in research
PHYSIOLOGICAL |
|
Definition
| physically hooked up to a machine measuring heart rate and adrenaline |
|
|
Term
| Methods available for research |
|
Definition
1)Experiments-field and laboratory
2)Surveys-most common--telephone, intercept (interviewer runs into you ie:mall), internet=cheapest and fastest
3)Focus groups-development of ideas in small groups w/ moderator; qualitative data |
|
|
Term
|
Definition
unduplicated/net- PERCENT of target markety that is EXPOSED to the msg AT LEAST ONCE during the RELEVANT TIME PERIOD.
-Usually for products w/ continuous campaigns ie: 4 wks |
|
|
Term
Frequency
Inverse Relationship |
|
Definition
AVERAGE number of EXPOSURES, received by a member of the target market during the RELEVANT TIME PERIOD (usually 4 wks)
-measures exposure not effectiveness
-total exposures/reach=frequency
Inverse Relationship: as reach increases, frequency decreases AND as frequency increases, reach decreases |
|
|
Term
|
Definition
Percent of target market that is tuned into a specific program or station.
-cost of adv time is largely a function of the rating
-each rating=1% of target market
-watchers of show/total pop of target market=rating |
|
|
Term
|
Definition
Percent of target marget's tv sets in use at a particular time that are tuned into a specific program or station.
Actual audience- actually watching tv at the time (always larger number) |
|
|
Term
| Gross Rating Points (GRPs) |
|
Definition
Net reach times avg frequency=GRP
Total # of rating points in a media plan (msg wt, measure of duplicated reach) |
|
|
Term
|
Definition
Cost of an ad times 1000 divided by the audience reached
-measure of cost efficiency
-intramedia comparisons |
|
|
Term
|
Definition
| the combo of media an advertiser uses to deliver its message to the target audience |
|
|
Term
|
Definition
| -usually negotiable, bulk buying, audience size=most important to determine cost, supply and demand sets price, daypart, geographic coverage (diff strenghts of towers), editorial content, length of message, 3rd and 4th quarters |
|
|
Term
|
Definition
1)general interest/news ex: Time mag; has a little info on everything--broad market, high readership
2)Specific Interest-designed for a specific demographic or lifelstyle segment, very specific target market
ex: gold digest, vogue etc
3)Business Publications- specific groups of professionals, narrowly targeted ex: AD week, progressive grocery etc |
|
|
Term
|
Definition
| audience size (most important when it comes to price), placement position (what section your ad is in), size (longer the ad more $ it is), color vs b&w, bulk purchasing, special paper |
|
|
Term
|
Definition
| audience size, size of board, bulk purchasing, location, duration of purchase |
|
|
Term
| Types of Internet Advertising |
|
Definition
| banners (ad thats placed on a website), sponsorships, pop-up/pop-under, email, streaming audio and video |
|
|
Term
|
Definition
| advergaming (real world products advertised in video games), mobile commerce (ads sent via text msg), product placement, sponsorships |
|
|
Term
|
Definition
Medium-broad category of msg delivery ex: magazine
Vehicle-specific delivery system w/in a media category ex: newsweek |
|
|
Term
| Quantitative vs Qualitative Vehicle Decisions |
|
Definition
Quantitative (statistical info)- which vehicles deliver the msg to the target, cost efficiency of alternative vehicles, ability of diff vehicles to build reach or frequency over time
Qualitative (more subjective quality- appropriate editorial content for the msg ex: coke wont adv on evening news--its negative. |
|
|
Term
|
Definition
amount of new knowledge decreases as the amount of repetition increases--too much repetition is ineffective w/o repetition, learning decays very rapidly. Learn most @ 1st exposure.
-change ad to avoid this |
|
|
Term
|
Definition
| Concentrating repetitions in a condensed period of time creates lower overall awareness than distributing them over an extended period of time |
|
|
Term
|
Definition
| a single exposure is usually ineffective, media planning should enhance frequency, not reach; avg frequency of 3. |
|
|
Term
Factors Affecting Scheduling
Marketing Factors |
|
Definition
| established brand vs new brand, dominant brand vs. smaller brand, brand loyal vs. brand switching, long purchase cycle vs. short purchase cycle (amt of time b/t purchases of same product), advantages go to longer, more established advertisers |
|
|
Term
Factors Affecting Scheduling
Creative Factors |
|
Definition
| Simple msg vs. complex msg, product vs. image orientation, small msg pool vs. large msg pool (# of diff ads that advertiser has produced) |
|
|
Term
Factors Affecting Scheduling
Media factors |
|
Definition
| low clutter vs. high clutter, high involvement vs. low involvement (editorial content) |
|
|
Term
|
Definition
| a large percentage of a limited budget is spent in a medium or vehicle to ensure adequate frequency. Used by smaller advertisers. |
|
|
Term
|
Definition
| Overspending on advertising to force competitors to under spend. Used by larger advertisers. |
|
|
