Shared Flashcard Set

Details

Chapter 11
Advertising Practices
27
Advertising
Undergraduate 4
10/24/2012

Additional Advertising Flashcards

 


 

Cards

Term
Relevance 
Definition
Ideas have to mean something important to the audience . 
Term
Oringinality 
Definition
One of kind ideas that only one person thinks of. 
Term
Impact
Definition
A commerical with impact has the stopping power that comes from an intriguing idea, something you have never thought about before. 
Term
A Creative Person 
Definition
  • Good sennse of humer
  • Independent
  • Self-Assertive
  • Self-Sufficient
  • Persistant
  • Self-Displayed 
  • High tolerance for ambiguity 
  • Risk Takers 
  • Interanally Driven 
  • Alert, Watchful, & Obseravant
  • Good sense humor 
Term
Copywriters 
Definition
Are responsible for developing tghe creative concept & crafting the execition of the advertising idea. 
Term
Creative Director 
Definition
Manages the creative process and plays an important role in foucusing the strategy of ads and making sure the creative concept is tragically on target. 
Term
Creative Team 
Definition
Generates Concept 
Term
Art Director 
Definition
  • person most responsible for the graphic image of the end. 
  • Makes decisions  about using art or photography in print 
  • Use of color is another importabt design decision. 
Term
Copy Writer 
Definition
  • Person who shapes and sculpts the words in an ad.
  • Copy should be as simple as possible and should have impact. 
Term
Writing Effective Copy 
Definition
  • Be specific 
  • Be Succint
  • Get Personal
  • Keeps a single foucus 
  • Be conversational
  • Be original 
  • Use variety in print & TV ads 
Term
Creative Process (osborn)
Definition
  • Orientation 
  • Preparation 
  • Analysis
  • Ideation
  • Incubation
  • Synthesis
  • Evaluation
Term
Envision 
Definition
Focus on the end result, vision of creative goal
Term
Modify
Definition
One step at a time, examine components 
Term
Experiment 
Definition
Troubleshoot, test and answer questions 
Term
Explore 
Definition
Thrive on the unknown, adventurous 
Term
Message or Creative Strategy
Definition
Identifies the general problem the message faces and suggests how it might be solved 
Term
Execution 
Definition
Refers to how it is said 
Term
Product Category Strategies 
Definition
Creative strategy is a reflection of the product category. 
Term
Head and heart Strategies 
Definition

Head--rational message

Soft--Emotional message 

Term
Selling premise 
Definition
Sales message is either product or prospect centered 
Term
Support 
Definition
Proof or substantiation needed to make selling premise believable. 
Term
Creative brief 
Definition
Contains the creative strategy and key execution details 
Term
Attitude 
Definition
Not necessarily "in your face"  
Term
Humor 
Definition
Should foucus attention on selling point 
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