Bus Ad Exam #3 Flashcards
(22 cards)
Basic Copy Strategy (product oriented)
- Short intro
- Key benefit
- Why should I believe you (reason why)
- close (call to action)
Advanced copy strategy (product oriented)
- Short intro
- Key benefit
- why should I believe you
- Proof
- Close
Customer oriented copy
Sells, gets to the benefit, describe feelings… focus on the person
Some snappy transitions
Best of all, what an opportunity, also you’ll be glad to know that..
Good things about social media
Easy and cheap
Builds relationships
Works very well if brand has purpose
Bad things about social media advertising
Friends and likes don’t always equal sales
Platforms are constantly changing
Affinity
Is your relationship with users. How you interact matters
What 2 words deceive what you need to be successful in social media
Engagement and relevance
What’s good about magazine advertising
Flexibility and color
Believability
Permanence
Reader loyalty
What’s bad about magazine advertising
Lots of competition
Can be expensive upfront
Declining circulation
Magazine terminology
Primary and secondary: pass along
Paid and controlled circulation
What’s good about newspaper advertising
Credibility
Cheap
Widespread
What’s bad about newspaper advertising
Appear to be dying medium
Only works for local or older audiences
Collateral
Product brochures
Catalogs
Sell sheets
Handouts
What’s good about tv advertising
Persuasion
Impact
Creativity
Social dominance
What’s bad about tv advertising
Expensive
Clutter
What’s good about radio advertising
It’s everywhere
Inexpensive
Visualization
Radio personalities
What’s bad about radio advertising
Sound only
Clutter
Short lived
CPM
Cost per mil which stands for Cost Per thousand
What’s good about outdoor advertising
Creativity
Location= easy targeting
Not to expensive
What’s bad about outdoor media
Fleeting message
Hard to measure
Expensive to prepare
Environmental issues
Outdoor advertising industry, what are outdoor ad structures called
Properties
Street furniture
