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ADV 475 - test 1
ADV 475 - test 1
41
Advertising
Undergraduate 3
03/11/2010

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Cards

Term
5 steps for coming up with the BIG IDEA
Definition
–Immersion: immerse yourself in background research
–Digestion: play with the information, doodle, list features, write phrases
–Incubation: put assignment aside
–Illumination: brainstorm
–Reality testing: ask: is the idea really good? does it solve the problem? is it on strategy?
Term
types of headlines
Definition
direct benefit, reverse benefit, factual, selective, curiosity, news and new, command, question, repetition, word play, metaphors, parallel construction, rhyme, horn blowing, emotional
Term
use these words to increase response rates
Definition
Advice,
Announcing,
At last,
Free,
How,
How to,
new,
Now
Reduced,
This
Wanted,
Which,
Who else,
why,
Proven
Term
body copy approaches
Definition
Standard: lead-in bridges head and rest of copy


Copy as story (narrative)

Dialog (she said, I said…) see Eggs ad p. 167

Bulleted copy/listings

Poetic
Term
some tips of OOH
Definition
Keep graphics simple

Type BIG and bold

Brand or company name prominent

Consider using campaign tag line/theme
Term
common forms of POP
Definition
Window poster

Permanent signs inside and outside store

Special display racks

Shelf takers

Coupon dispensers

Shopping cart signs

Floor ads
Term
gestalt principles
Definition
Similarity
- group things that are similar
Proximity
- group things that are close together
Closure

Continuation – something that pulls you through
Figure/Ground
Term
design principles
Definition
balance, contrast, harmony, rhythm, proportion
Term
hue
Definition
Hue: the name by which we identify a color (e.g., blue).
Term
value
Definition
Value: Lightness or darkness in a hue.
Term
intensity/saturation
Definition
measure of the color’s purity and brightness.
Term
Choice of color should affect 5 psychological factors
Definition
(1) cultural associations, (2) audience and its color preferences, (3) character and personality of company, (4) personal relationship with color, and (5) awareness of current color trends.
Term
five Rs of design
Definition
research, rough, revise, ready, run
Term
display text
Definition
starts at 18 points
Term
ad font minimum points
Definition
10, 12 for some fonts
Term
basic ad layouts
Definition
Mondrian

Grid

Picture window

Copy heavy

Frame

Silhouette


Type specimen

Color field

Band

Axial

Circus
Term
why have a tagline
Definition
Provide continuity for a campaign

Crystallize the one thing associated wit the brand or product
Term
how long should a tagline be?
Definition
generally 3-7 words
Term
creative tree for taglines
Definition
start with the ONE THING, then go in different directions with possible taglines
Term
3 characteristic of creative people
Definition
Risk-taking; give yourself the right to fail

2. Divergent thinking

3. A sense of humor
Term
some ways to revive creativity
Definition
Remind yourself of your goal or dream ever day

Write a journal every day

Set aside time to be alone
Hang out with creative people
Spend a week without extra “noise”
Term
what makes a creative ad
Definition
Creative ads make a relevant connection between brand and target market

Creative ads present a selling idea
*some debate as to whether this is necessary
Creative ads are unexpected
Term
advantages to celebrities
Definition
They have stopping power
Fans idolize them

They’re perceived as experts in the field

People are fascinated about their personal lives

Help communicate selling idea
Term
disadvantages to celebrities
Definition
They’re expensive

Quick fix –not a long-term strategy

May lack credibility

They may endorse so many products that it confuses people

Can overshadow the message

Bad press about a celebrity can hurt the sponsor
Term
identity
Definition
the brand or company's presentation of itself
Term
image
Definition
how people perceive the image
Term
reputation
Definition
Identity + Image = Reputation


Reputation: Formed over time through positive impressions= brand loyalty
Term
logo
Definition
Visual symbol to identify itself to consumers
Term
logotype
Definition
just words
Term
symbol
Definition
just visuals
Term
combination mark
Definition
visuals and type
Term
internal audience
Definition
employees and others who have a close connection to brand
Term
external audience
Definition
customers, shareholders, vendors, community, stakeholders
Term
how to reach ethnic minorities
Definition
Feature them in starring roles and not just in the background

Seek opinions of people who hail from the culture you are targeting

Be sensitive to nuances in language –see p. 67 for examples of mistranslations (funny ones too)

Show diversity of each group

Learn about their heritage
Term
how to reach elderly market
Definition
Don’t think of older people as just one market

Don’t specify age

Cast models who reflect the way your audience feels

Use narrative style

Set body copy to at least 12 point

Don’t remind them of their vulnerability

Show older people as they are, happy with themselves

Try an ageless approach
Term
research stages
Definition
state your question, secondary sources, primary research, interpret the data
Term
strategy
Definition
Strategy is the way you plan to sell the product, not the words and images you use to do that.

Strategy: identifying what you need to say even before you’ve found the right way to say it.
Term
strategic planning
Definition
stage between fact gathering and creative execution
Term
disruption
Definition
A company needs to break through its own way of looking at things—disrupt its own conventions

4 Conventions (p.96 in Atchison)

How a company sees itself and how it works

The way companies in a category go to market

The way companies in a category advertise their products

The way consumers see products
Term
link strategy with thinking/feeling
Definition
thinking/feeling and high/low importance, they go into 4 quadrants
Term
what's the big idea
Definition
The one thing you can say about the product or service
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