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Copywriting And Art Direction Flashcards

(80 cards)

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1
Q

This refers to the text, or verbal message of an ad

A

Copywriting

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2
Q

This refers to the visuals, or nonverbal message of an ad

A

Art direction

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3
Q

The creative team consists of (3)

A

Copywriter
Art director
Creative director

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4
Q

This team member is responsible for the words in the ad; develops the verbal message

A

Copywriter

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5
Q

This member of the creative team is responsible for the nonverbal message; the look and feel of the ad

A

Art director

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6
Q

This team member is responsible for the overall creative product

A

Creative director

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7
Q

Copywriter is responsible for

A

Words in the ad; verbal message; copy

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8
Q

Art director is responsible for

A

Nonverbal message; design; look and feel of the ad

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9
Q

Creative director is responsible for

A

The overall creative product

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10
Q

Three examples of advertising medium that differ in terms of processes

A

Print
Broadcast
Web

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11
Q

Research shows that ads scoring in the top third for stoppage power devote an average of what % of their space to visual?

A

82

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12
Q

10 purposes of using visuals in print ads

A 
Capture attention
Emphasize features
Identify subject
Show product in use
Qualify readers
Support Truth of Copy
Arouse interest in Headline
Clarify Copy
Create favorable impression
Provide campaign continuity
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13
Q

Words are crucial in what four types of advertisements

A
  1. Complex
  2. High Involvement
  3. Explanation
  4. Abstract
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14
Q

These types of ads tend to be complex

A

B2B

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15
Q

These two types of ads require words for explanation

A

New products, drug ads

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16
Q

5 key copywriting elements

A 
Headline
Subhead
Body copy
Slogan
Logo
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17
Q

This contains the words in the leading position in the advertisement

A

Headline

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18
Q

Role of headlines (5)

A 
Attract attention
Engage the audience
Explain the visual
Lead audience into body copy
Present the selling message
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19
Q

This may be the most important element of the print ad

A

Headline

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20
Q

Which contributed more to long-term memory: headlines or visuals?

A

Headlines

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21
Q

How many more people read the headline than the body copy?

A

3-5x as many

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22
Q

The headline should be how many words

A

10 or less

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23
Q

The headline should fill what % of the print ad?

A

10-15%

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24
Q

Types of headlines

A 
News/information
Benefit
Question
Command
Provocative
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25
This is the additional smaller headline that appears above (kickers) or below the headline
Subheads
26
This reinforces the headline and provides a transition to the body copy; generates additional interest
Subheads
27
A subhead above the headline is called
Kickers
28
This is a logical continuation of the headline, with the main role of maintaining interest. Features, benefits, utility, arguments, proof, explanations, etc
Body copy (text)
29
This is read by only 1 out of 10 readers, so it should speak to readers self interest
Body copy (text)
30
Slogan vs tagline
Slogan is longer term/more permanent | Tagline is for campaigns, campaign continuity
31
These provide continuity to the ads in an overall campaign and summarize the message strategy in a brief, memorable, repeatable statement
Slogans and tag lines
32
Two qualities of logos
Recognizable and unique | aid recognition and give the product individuality
33
This must be clearer than any other kind of copywriting
Writing radio copy
34
30 seconds of radio copy in words
60-70 words
35
60 seconds of radio copy in words
130-150 words
36
3 challenges of writing radio copy
Short length Must be simple yet intriguing Transitory medium
37
2 Opportunities for writing radio copy
Theater of the mind | Music/jingles
38
Writing effective radio ads (6)
``` Keep it personal Speak to listeners’ interests Wake up the inattentive Make it memorable Include call to action Create image transfer ```
39
8 television/radio ad formats
``` Straight announcement Presenter Testimonial Demonstration Musical Slice of life Lifestyle Animation ```
40
In this ad format one person delivers the message, either on camera or via voiceover
Straight announcement
41
Straight announcement pros
Adaptable Informative Inexpensive
42
Straight announcement con
Easy to ignore
43
Straight announcement ad format
One person delivers the message, either on camera or via voiceover
44
In this ad format, one person or character presents the product and carries the sales message (typically uses celebrities)
Presenter
45
Presenter ad format pros
Attention getting Credible Authoritative
46
Presenter ad format cons
Expensive | Skeptical
47
Presenter ad format
One person or character presents the product and carries the sales message
48
Testimonial ad format
When a satisfied user gives a sales pitch
49
In this ad format, a satisfied user gives a sales pitch
Testimonial
50
Testimonial pros
Credible | Persuasive
51
Testimonial cons
Wearout
52
Demonstration ad format
Showing the product in use
53
This ad format shows the product in use
Demonstration
54
Demonstration at format pros
Convincing | Easy to visualize
55
Demonstration ad format cons
Unrealistic
56
This ad format conveys a sales message through music or a jingle
Musical
57
Musical ad format
Sales message conveyed through music or jingle
58
Pros of musical ad format
Attention getting Involving Memorable
59
Cons of musical ad format
Expensive | Distracting
60
This ad format dramatizes a real-life situation in which the product becomes the hero
Slice of life
61
Slice of life ad format
Dramatization of a real life situation in which the product becomes the hero
62
Pros of slice of life
Realistic Focus on product benefits Memorable
63
Con of slice of life
Difficult to do well
64
Lifestyle ad format
Focus on the user rather than product
65
This ad format focuses on the user rather than product
Lifestyle
66
Pros of lifestyle ad format
Target segments | Entertaining
67
Cons of lifestyle ad format
``` Little information (of the product itself, more focus on the user) Value ```
68
This ad format used animation to convey difficult messages or for reaching specialized markets, such as children
Animation
69
Animation ad format
Use of animation to convey difficult messages or for reaching specialized markets, such as children
70
Pros of animation ad format
Attention getting | Simplified complex issues
71
Con of animation ad format
Distracts from message
72
3 key considerations of writing for the web
Contains elements of print and broadcast media Interactivity provides opportunities Users share
73
Designing banner ads (6)
``` Define the purpose of your banner ad Keep your message brief and to the point Choose the right color(s) Keep the design simple Use legible text and fonts Provide interactivity ```
74
6 ways copywriters could mislead consumers
``` Hedge words Deleted comparative Uniqueness implication piecemeal comparison Demonstration implication Significance implication ```
75
Hedge words meaning + example
Doesn’t quite reach the level it implies (fights -> kills) | “Weedex fights weeds”
76
Example of deleted comparative
”Tide cleans clothes better”
77
Uniqueness implication example
“The pizza with real cheese”
78
Piecemeal comparison meaning + example
Doesn’t give a clear perception of where this brand actually fits in the broader category “Lumina has more front seat room than Cutlass, more pickup than Taurus, and better gas mileage than Bonneville”
79
Demonstration implication meaning + example
Using some kind of grand demonstration to imply something else, similar to hedge words “Baggies keep food dry even under water”
80
Significance implication example + meaning
“Gainseburgers have all the milk protein your dog needs” | Implying milk is significant when it may or may not be

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