Flashcards in Ch. 9 Deck (60)
the most important word selection in marketing communication is the ...
brand or corporate name
brand name is the responsibility to what department
advertising, corporate communication or an outside brand consultant
once was New Air
changed name to jet blue because (jet = airlines, and blue is calming and sky color)
was gonna do taxi but bad connotation
research has determined that letter with ....a
-hard edge like T or K - effectiveness (Kodak, Tide,Target)
-X and Z relate to science (Xerox, Zantac)
-CLRPS - relaxin (Lexus, puffs, silk)
-Z means speed (zippo, ziplock)
catch phrases made up for brands
ex: hardware store, masters of all things hardwarian
catchy and memorable
distinctive catchphrase that serves as a motto for a campaign, brand, or company
ex: "what happens in las Vegas, stays in Las Vegas", "only you can prevent wildfires","finger licking good"
ex: slogans that are forgettable - "excellence through total quality", "together well go far" - these are not distinctive and could be used by another company
often used to refer to a slogan but technically it means a line at the end of an ad that wraps up the creative content
ex: orbitz- take vacation back - to encourage people to take their vacation days
texas ex for slogans
"dont mess with Texas" , "keep your butts in the car" - both are for the Texas department of transmission
slogan ex: direct address
"have it your way", "think small"
slogan ex: a starting or unexpected phrase
twists a common phrase to make it unexpected as in the NYNEX campaign - "if its out there, its in here"
slogan ex: rhyme, rhythm, and alliteration
uses repetition of sounds, as in the Wall Street journals slogan, " the daily diary of the American dream
slogan ex: parallel construction
uses repetition of the structure of a sentence or phrase as in portion salts -"when it rains, it pours"
slogan ex: cue the product
maxwells house "good to the last drop: "breakfast of champions" , "beef. its what's for diner"
slogan ex: music
"in the valley of the ho-ho-ho- green giant"
slogan ex: combination
"its your land, lend hand'- for a campaign to take pride in America... this is (rhyme, rhythm, and parallel)
slogan ex: keep it short
"eat more chicken"
advertising, public relations, and direct response
brand communication types
formal, informal, personal, impersonal
advertising ex: CFA
"Eat more chicken" - single line of copy and is succinct and single minded, meaning that there is a clear focus and convey sonly one selling point
over used words in advertising examples
in order to, buy now and save, interesting, introducing, and none the less
effective copy is..
succinct, single minded, and tightly confused
ad copy is written in ..
public relations types
- publicity- news and media, and uses the basic solicits of journalism
-corporate publications - newsletters, magazines _ magazine may be more unconventional with employees and moving personals tories
-corporate videos and press realizes
-brochures - technical
direct mail to brochures to online social media and customer services or technical support
objective is to have a personalized note to the consumer
shares and sculpts the words in advertising
text in the ad or words people say in a commercial
big idea - truly
would be words and visual working together
words are crucial for these four types of advertisements
complex- message is complicated
high involvement - ad is high involvement product
explanation- information needs definition
abstract- tries to convey abstract quality such as justice and quality
affective ad copy: succinct
use short, familiar words, short sentences, and short paragraphs