Term
5 steps for coming up with the BIG IDEA |
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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? |
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Term
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Definition
direct benefit, reverse benefit, factual, selective, curiosity, news and new, command, question, repetition, word play, metaphors, parallel construction, rhyme, horn blowing, emotional |
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Term
use these words to increase response rates |
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Definition
Advice,
Announcing,
At last,
Free,
How,
How to,
new,
Now
Reduced,
This
Wanted,
Which,
Who else,
why,
Proven |
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Term
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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 |
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Term
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Definition
Keep graphics simple
Type BIG and bold
Brand or company name prominent
Consider using campaign tag line/theme |
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Definition
Window poster
Permanent signs inside and outside store
Special display racks
Shelf takers
Coupon dispensers
Shopping cart signs
Floor ads |
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Definition
Similarity
- group things that are similar Proximity
- group things that are close together Closure
Continuation – something that pulls you through Figure/Ground |
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Definition
balance, contrast, harmony, rhythm, proportion |
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Term
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Definition
Hue: the name by which we identify a color (e.g., blue). |
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Definition
Value: Lightness or darkness in a hue. |
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Definition
measure of the color’s purity and brightness. |
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Term
Choice of color should affect 5 psychological factors |
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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. |
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Term
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Definition
research, rough, revise, ready, run |
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Definition
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Definition
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Term
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Definition
Mondrian
Grid
Picture window
Copy heavy
Frame
Silhouette
Type specimen
Color field
Band
Axial
Circus |
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Term
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Definition
Provide continuity for a campaign
Crystallize the one thing associated wit the brand or product |
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Term
how long should a tagline be? |
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Definition
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Term
creative tree for taglines |
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Definition
start with the ONE THING, then go in different directions with possible taglines |
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Term
3 characteristic of creative people |
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Definition
Risk-taking; give yourself the right to fail
2. Divergent thinking
3. A sense of humor |
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Term
some ways to revive creativity |
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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” |
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Term
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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 |
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Term
advantages to celebrities |
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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 |
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Term
disadvantages to celebrities |
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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 |
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Term
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Definition
the brand or company's presentation of itself |
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Term
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Definition
how people perceive the image |
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Term
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Definition
Identity + Image = Reputation
Reputation: Formed over time through positive impressions= brand loyalty |
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Definition
Visual symbol to identify itself to consumers |
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Definition
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Definition
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Definition
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Term
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Definition
employees and others who have a close connection to brand |
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Definition
customers, shareholders, vendors, community, stakeholders |
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Term
how to reach ethnic minorities |
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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 |
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Term
how to reach elderly market |
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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 |
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Term
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Definition
state your question, secondary sources, primary research, interpret the data |
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Term
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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. |
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Term
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Definition
stage between fact gathering and creative execution |
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Term
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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 |
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Term
link strategy with thinking/feeling |
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Definition
thinking/feeling and high/low importance, they go into 4 quadrants |
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Term
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Definition
The one thing you can say about the product or service |
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