Chap 11 Flashcards Preview

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Flashcards in Chap 11 Deck (24):
1

why is design important

- Prositions the product
- Creates brand personality
- set the mood
- Flavors the message (copy)

2

what is design

how the art director and graphic artist choose and structure the artistic elements of the ad.

3

What are layout

How the ad format elements are arranged gives the ad its look and feel.
- visuals, headlines. subhead, body, slogan, seal, logo, signature.

4

What is a thumnail

- Is small rough rapidly produced drawing.
- No details.
- Very basic.

5

What is a rough Layout

- Draws to the actual size of the ad or website.
- Headlines and subheads suggest

Illustration and photos are sketched

6

what is a comrehensive

- Highly refined facsimile of the finished ad.
- Quite elaborate with colored photos an final type style and size.

7

What is a Dummy

- Handheld look and fell of brochures, multipage meterial.

8

What is Mechanical

- Pasteup: If black type and line art are pased in place on a piece of white artborad

9

The creative/approval prose starts?

The copy begins within the agency and ends with a approval buy the client company.

10

how to get Approval for a New ad concept.

1) Agency's creative director
2) Acoount managers
3) Client's product manager and marketing staff.
Both the agency and client legal department should look at it
Last the company's top executives

11

The basic rules of design

Balance
- The design must be in balance.

Propotion
- The space within the ad should be broken up into pleasing proportions.

Sepuence
A directional pattern should be evident so the reader knows in what sequence to read.

Unity
- Some force should hold the ad together and give it unity.

Emhasis
- One element, or one part of the ad, should have enough emphasis to dominate all others.

12

Strong design demands?

- Command attention
- Hold that attention
- Tells as mush as possible
- Facilitates understanding

13

What is the roles of a headline

Attract attention

Most important thing a company says to the prospect.

14

what are the types of headline

- benefit headline
promis something
- news/information headline
"it's a girl"
- Provocative headline
provoke
- Question headline
richer than others?
- Command headline
obey your thirst

15

what is a body copy

The complete sales story

16

The 6 body copy styles

Straight sell copy
- immediately explain.

Institutional copy
- Warm image - bank insurance

Narrative copy
- tells a stroy

Dialouge

Picture-caption copy
- useful for product that have a number of different users.

Device copy
- figure of speech
humor

17

what is the key to a good body copy?

simplicity, order, credibility and clarity

18

what is a slogan

Theme/tagline

"reach out and touch someone" AT&T

Purpose
- continuity to series of ads
- reduse an ad message strategy to a brief repeatable position

19

what is a seal

award only when a product meets standards established by particular organization

20

need for writing radio copy

Two - column list
Left - speaker name
Right - dialogue (audio)

21

radio second to pay attention?

first 5-8 seconds

22

need for writing television copy

Script!
left - video
Right - Audio

23

8 common commercial formats ***

Straight Announcement
- one person delivers the sales message
Present
- one character to present the product (celebratis)
Testimonial
- tell who effective the product is
Demostration
- visual demonstration
musical
- jingle - best and worst
Slice of life
- real life situation
Life style
- rather the user are shown, then the product
Animation
- Cartoons

24

Dont on social media

1) don’t spam, (2) follow Twitter style rules (e.g., texting abbreviations are a no-no on Twitter),
(3) give credit for retweets,
(4) stick to 140 characters, and

(5) follow people who follow you.