FINAL Flashcards
(106 cards)
1
Q
What is Overchioce
A
Overchoice is when consumers face so many product or brand options that it becomes difficult to choose, often leading to decision fatigue or no decision at all.
2
Q
What is Creativity?
A
Creativity in advertising is the ability to generate fresh, original, and effective ideas that capture attention, communicate a message, and inspire action.
3
Q
Members of Creative team
A
creative director, art director, copywriter, graphic designer, producer, illustrator, content strategist
4
Q
Role of creative director
A
leads the team, sets vision, ensures concept aligns with goals
5
Q
Role of art director
A
Oversees visual style and imagery of campaign
6
Q
Role of copywriter
A
Writes text for ads including headers, taglines, and body copy
7
Q
Role of graphic designer
A
Designs the visual components
8
Q
Role of producer
A
Manages video, audio, or picture aspect
9
Q
Role of illustrator
A
provides original visuals/pictures
10
Q
Role of content strategist
A
plans what content is needed, where it goes, and how it connects to audience
11
Q
What is Resonance
A
Resonance is the emotional or psychological connection an ad makes with its audience, often through relatable or touching content.
12
Q
What is Relevance
A
Relevance is how well an ad matches the audience’s interests, needs, or current situation.
13
Q
What is ad execution
A
An ad execution is the specific way a message or idea is expressed in an advertisement, including tone, style, visuals, and format.
14
Q
What are examples of ad execution
A
Humor, slice-of-life, testimonial, lifestyle, demonstration, musical, fantasy, and dramatic/serious tone.
15
Q
What is an ad campaign
A
A coordinated series of ads sharing the same message, theme, or brand identity across multiple media channels over time.
16
Q
What is creative strategy
A
A creative strategy is a blueprint that outlines how the advertising message will be communicated to the target audience.
17
Q
elements of creative strategy
A
- Target audience
- Objective of the ad
- Key message (big idea)
- Support/Reasons to believe
- Tone and style
- Call to action
18
Q
6 stages creative process
A
immersion, ideation, briainfog, incubation, illumination, evaluation
19
Q
Creative leap
A
A creative leap is the moment when an imaginative and unexpected idea is formed—transforming strategy into a powerful, original concept.
20
Q
Creative concept
A
The creative concept is the central idea or theme that drives the entire campaign—it brings the strategy to life in a compelling way.
21
Q
Thumbnail stage
A
A small, rough sketch that quickly shows several layout ideas; used for brainstorming and fast visualization.
22
Q
rough layout stage
A
A more detailed version of the thumbnail, showing clearer placement of elements like headlines, images, and copy; used to present ideas to the creative director.
23
Q
comp stage
A
A polished and accurate mock-up that closely resembles the final ad in terms of design, color, and layout; often shown to clients for approval.
24
Q
mechanical stage
A
The final version of the ad, fully prepared for production with correct formatting, resolution, and specifications for printing or digital us
25
balance in design
Balance refers to the distribution of visual weight in a layout to create a sense of stability and harmony.
26
directional pattern
It’s the visual path the viewer’s eye naturally follows through the layout, guided by elements like lines, shapes, images, or text placement
27
white space
Also called negative space, it’s the empty space around and between design elements. improves readability
28
poster ad layout style
A layout that features one dominant visual (usually a large image or graphic) with minimal text, creating strong visual impact.
29
Mondrian
A layout that uses a grid of rectangles and squares (inspired by artist Piet Mondrian) to organize images and text in balanced blocks.
30
circus style
A busy, energetic layout that uses many different elements—images, typefaces, sizes, and colors—to create a playful or chaotic feel.
31
picture frame layout
A layout where the image or text is surrounded by a border or frame, drawing focus inward to the content.
32
montage style layout
A collage-like design where several images are blended or layered together to convey a theme or story visually.
33
copy heavy layout
A layout that focuses primarily on text, used when a detailed explanation or storytelling approach is needed.
34
Rebus layout style
A layout that combines images and text (like pictograms or symbols) to form words or phrases, engaging the viewer in decoding the message.
35
how are sound effects used in radio
SFX add realism or emphasize key moments, helping to engage the listener's imagination and make the ad more dynamic and memorable.
36
why is theater of the mind used in radio
It taps into the listener's imagination, creating a more personal and immersive experience that strengthens the emotional impact of the message.
37
what is a TV storyboard
A TV storyboard is a visual representation of how a TV ad will unfold, scene by scene. It uses sketches or images along with descriptions of the action, camera movements, and audio elements.
38
straightforward creative message
A direct approach where the ad simply presents the product’s features, benefits, or key information without embellishment or humor.
39
demonstration approach
An ad format where the product or service is shown in action, demonstrating how it works and its benefits.
40
teaser format
An ad that provides limited information or hints, creating curiosity to draw viewers in for more details later.
41
problem/solution avoidance
An ad that presents a problem the audience faces and then offers a solution through the product.
42
advantages/disadvantages of print media
Advantages: Tangible, good for targeting specific demographics, long shelf life.
Disadvantages: Expensive, limited interactivity, slower feedback.
43
advantages/disadvantages of broadcast media
Advantages: Large audience reach, strong emotional impact, effective for brand building.
Disadvantages: High cost, limited targeting, low engagement.
44
advantages/disadvantages of out of home media
Advantages: High visibility, continuous exposure.
Disadvantages: Limited targeting, short engagement time.
BILLBOARDS/TRANSIT/Airports
45
advantages/disadvantages of direct mail
Advantages: Highly targeted, personal.
Disadvantages: Can be seen as junk mail, expensive, limited reach.
46
advantages/disadvantes of digital interactive media
Advantages: Highly targeted, real-time feedback, interactive.
Disadvantages: Requires tech-savvy users, privacy concerns.
47
types of magazines
Consumer Magazines – Target general audiences (e.g., Time, Vogue).
Business/Trade Magazines – Target specific industries or professions (e.g., Ad Age, Harvard Business Review).
48
sizes for magazine advertisements
Full Page – Covers the entire page.
Half Page – Takes up half the page.
Quarter Page – Takes up one-quarter of the page.
49
magazine ad positioning options
Cover Position – Most premium, often more expensive.
Back Cover – High visibility, typically the most expensive ad placement.
Inside Front Cover – Also highly visible, but slightly cheaper than the back cover.
Other Positions – Usually sold at a lower rate, but still effective depending on the magazine.
50
gatefold, cover, bleed pages, advertorial
Gatefold – A larger-than-normal ad that unfolds (usually covers a page or two).
Cover – Advertisement placed on the magazine cover.
Bleed Pages – Ads that extend to the edge of the page, with no margins.
Advertorial – An ad that looks like editorial content.
51
selective binding
A technique where different ads are inserted in specific editions of a magazine, based on the target audience's profile or geography.
52
readership, circulation, distribution, pass along
Readership – Number of people who read the magazine.
Circulation – Number of copies distributed.
Distribution – How the magazine is distributed (newsstands, subscriptions, etc.).
Pass Along – When a magazine is passed on to others, extending its reach.
53
allience for audited media
A nonprofit organization that audits the circulation of magazines and other media, ensuring accurate and reliable data.
54
primary/secondary circulation and guranteed/controlled circulation
Primary Circulation – The direct recipients of the magazine (e.g., subscribers).
Secondary Circulation – People who read the magazine but did not directly subscribe.
Guaranteed Circulation – Advertisers are promised a minimum number of copies sold.
Controlled Circulation – The magazine is distributed at no charge to a specific audience.
55
impressions and gross impressions
Impressions – The total number of times an ad is viewed.
Gross Impressions – The total impressions across all media platforms.
56
CPM
CPM – Cost per thousand impressions.
Purpose: Helps advertisers compare costs across different media platforms and determine the cost-effectiveness of an ad.
57
Rate cards
Documents provided by media outlets detailing ad prices, cover dates, on-sale dates, and closing dates for placing ads.
58
how is newspaper advertising sold and purchased
Ads can be purchased by size (column-inch, full page, etc.).
Prices are based on placement, circulation, and timing.
59
news paper supplements and pre paid inserts
Newspaper Supplements – Additional content (e.g., magazines) included in newspapers.
Pre-printed Inserts – Advertisements printed separately and inserted into newspapers.
60
SAU, PCI, ROP
SAU – Standard Advertising Unit.
ROP – Run of Press (placement within the newspaper).
PCI – Pre-printed Insert.
61
cable tv, network tv, local TV, spot advertising
Cable TV – Targeted to specific audiences based on cable channels.
Network TV – National broadcast on major networks (e.g., ABC, NBC).
Local TV – Regional or local stations.
Spot Advertising – Ads purchased for specific local stations.
62
over the top streaming
Streaming services like Netflix or Hulu that deliver content over the internet without traditional broadcast.
63
syndication and sweeps
Syndication – Selling TV programs to local stations, typically reruns.
Sweeps – Periods when TV networks gather viewership data to set advertising rates
64
Dayparts for tv/radio
Key segments: Morning, Daytime, Prime Time, Late Night – used to target different audiences.
65
up front buying
Buying ad space in advance of the season at guaranteed rates.
66
Ratings vs share, HUT, AQH, CUME
Rating: % of total audience watching.
Share: % of audience watching TV at that time.
HUT (Households Using TV), AQH (Average Quarter Hour), CUME (Cumulative Audience) = key metrics.
67
Web 3.0/4.0/5.0
Evolving web phases with increasing interactivity, personalization, and AI. Critical for engaging modern audiences.
68
Microsites, landing pages, behavior targeting, search retargeting
Microsites: Mini websites for specific campaigns.
Landing Pages: Entry page tailored to ad.
Behavioral Targeting: Ads based on past behavior.
Search Retargeting: Targets users based on search history.
69
native advertising/branded content
Blends ads into content naturally; builds trust through storytelling.
70
Types of outdoor advertising
Bulletins: Large billboards.
Poster Panels: Smaller boards.
Spectaculars: High-impact, digital or flashy displays.
71
100 Showing
An outdoor advertising buy that achieves 100 GRPs in a market – approx. full market coverage.
72
Transit/alternative ads/ guerilla marketing
Ads on buses, trains, taxis; unconventional marketing that surprises and engages.
73
direct mail lists
House: Existing customers.
Response: People who’ve responded before.
Compiled: Public data sources.
74
direct mail components
List + Offer + Package = Successful campaign.
75
ad specialties vs premiums
Specialties: Free branded items (e.g. pens).
Premiums: Requires purchase/action to receive.
76
media planners vs buyers
Planners: Decide where/when to place ads.
Buyers: Negotiate and purchase the space.
77
media mix/vehicle
Mix: Overall combo of media used.
Vehicle: Specific platforms (e.g., Vogue, ESPN).
78
aperture concept/ media agency unbundling
Aperture: Right time and place to reach consumer.
Unbundling: Media buying handled separately from creative.
79
message weight/efficiency
Weight: Total impressions.
Efficiency: Cost-effectiveness of message delivery.
80
reach, frequency, continuity
Reach: % of audience exposed.
Frequency: Average # of times seen.
Continuity: Scheduling pattern.
81
flighting, pulsing, roadblocks
Flighting: Ads run intermittently.
Pulsing: Continuous with peaks.
Roadblock: Same ad across multiple channels at once.
82
wearout/media waste
Wearout: Diminished ad effectiveness.
Waste: Ads shown to wrong audience.
83
2 types of media objectives
Audience: Who to reach.
Message/Distribution: How and where to reach them.
84
BDI CDI
BDI: Brand Development Index.
CDI: Category Development Index.
Helps assess where to invest ad dollars.
85
relationship marketing/ IMC/ synergy
Relationship: Long-term customer focus.
IMC: Integrated marketing across channels.
Synergy: Coordinated message = greater impact.
86
types of direct marketing
Email, catalogs, SMS, telemarketing, DRTV, digital.
87
database marketing vs direct response
Database: Uses collected data to segment & target.
Direct-Response: Asks for immediate customer action.
88
product packaging
Packaging as marketing tool—impacts shelf appeal & consumer choice.
89
trends in packaging
Eco-friendly, smart tech, minimalism, personalization.
90
sales promotions growth
Increased use for short-term boosts in sales.
91
pros/cons of using sails promotions
Drive sales quickly
– May harm brand loyalty if overused
92
categories of sales promotions
Consumer: Coupons, samples.
Trade: Discounts to retailers.
Sales Force: Incentives for reps.
93
contest vs sweepstakes, specialties vs premiums
Contest: Skill-based.
Sweepstakes: Chance-based.
Specialty: Free.
Premium: Earned.
94
slotting/buyback allowances
Slotting: Fees for shelf space.
Buyback: Manufacturer buys back unsold goods
95
push vs pull strategy
Push: Promote to retailers.
Pull: Encourage consumers to demand.
96
lifetime value, loyalty, 80/20
LTV: Total profit from customer.
80/20: 80% of sales from 20% of customers.
97
pr, publics vs stakeholders
PR builds positive image.
Publics: General audience.
Stakeholders: Directly involved/interested.
98
above vs below the line
Above: Mass media.
Below: Direct, targeted (PR, DM, promos).
99
PR vs advertising
PR: Earned media, higher credibility, less control.
ADV: Paid, full control, lower credibility.
100
PR values
Trust, goodwill, honesty = strong brand image.
101
public opinion and opinion leaders
Influencers shape perception—key PR targets.
102
PR effectiveness: output vs outcome
Output: What you did (press release).
Outcome: What it achieved (positive coverage).
103
Institutional adv and PR
Builds reputation rather than selling products.
104
PR careers
Media relations, crisis communication, internal comms, public affairs, etc.
105
Advertorials, press release, printed materials
Tools to deliver PR messages via earned/owned media.
106
