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Flashcards in Ch. 9 Deck (60)
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1

the most important word selection in marketing communication is the ...

brand or corporate name

2

brand name is the responsibility to what department

advertising, corporate communication or an outside brand consultant

3

EX: Jetblue

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

4

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)

5

catch phrases made up for brands

ex: hardware store, masters of all things hardwarian

6

slogans

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

7

tagline

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

8

texas ex for slogans

"dont mess with Texas" , "keep your butts in the car" - both are for the Texas department of transmission

9

slogan ex: direct address

"have it your way", "think small"

10

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"

11

slogan ex: rhyme, rhythm, and alliteration

uses repetition of sounds, as in the Wall Street journals slogan, " the daily diary of the American dream

12

slogan ex: parallel construction

uses repetition of the structure of a sentence or phrase as in portion salts -"when it rains, it pours"

13

slogan ex: cue the product

maxwells house "good to the last drop: "breakfast of champions" , "beef. its what's for diner"

14

slogan ex: music

"in the valley of the ho-ho-ho- green giant"

15

slogan ex: combination

"its your land, lend hand'- for a campaign to take pride in America... this is (rhyme, rhythm, and parallel)

16

slogan ex: keep it short

"eat more chicken"

17

promotional writing

advertising, public relations, and direct response

18

brand communication types

formal, informal, personal, impersonal

19

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

20

over used words in advertising examples

in order to, buy now and save, interesting, introducing, and none the less

21

effective copy is..

succinct, single minded, and tightly confused

22

ad copy is written in ..

conversational style

23

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
-PSA ads

24

direct response

direct mail to brochures to online social media and customer services or technical support

objective is to have a personalized note to the consumer

25

copywriter

shares and sculpts the words in advertising

26

copy

text in the ad or words people say in a commercial

27

big idea - truly

would be words and visual working together

28

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

29

affective ad copy: succinct

use short, familiar words, short sentences, and short paragraphs

30

affective ad copy: specific

dont waste time on generalities - the more specific the message, the more attention getting an memorable it is