Other Flashcards Preview

Intro To Advertising > Other > Flashcards

Flashcards in Other Deck (34):
1

Name 3 advantages of radio advertising...

timeliness, immediacy, local relevance, and creative flexibility.

2

How much radio does the average adult listen to daily?

3 hrs

3

Is radio one of the cheapest costs per thousand or the most expensive?

cheapest

4

Rating Services

companies that measure the program audiences of TV and radio stations for advertisers and broadcasters

5

Who is the U.S.'s major rating service for TV?

Neilson

6

explain the Nielsen TV Index (NTI)

uses a national sample of households equipped with people meters to develop audiences estimates for all national TV programming

7

What is a fault of the Neilsen rating system

inconstant diary logs

8

media mix

the combination of media types that work together most effectively to deliver an advertisers message

9

what are 4 basic rules when translating copy

Be effective
Understand the product
Native tongue speaker
Eliminate idoms/expressions before translation

10

creative strategy

the simple written statement of the most important issues to consider the development of an ad or campaign

11

Give the top down order of the creative pyramid

action
desire
credibility
interest
attention

12

What does "attention" refer to in the creative pyramid

the way an ad breaks through a consumers physiological screens to create the kind of attention that leads to perception

13

The attention step is the critically important trigger of an ads ______ factor

boom

14

What does "desire" refer to in the creative pyramid

the step where the writer encourages prospects to imagine themselves enjoying the benefits of the product/service

15

What does "credibility" refer to in the creative pyramid

facts to support an ads claims

16

What does "interest" refer to in the creative pyramid

the body of the ad that should keep the reader engaged

17

What does "action" refer to in the creative pyramid

motivation for people to do something you want

18

IN A MAG AD: words in the leading position in the advertisement, words that will be read first and are situated to draw the most attention

Headline

19

Name the formal elements of a mag ad (6)

1) Headline/visual
2) Subhead
3) Body copy
4) Slogan/Tagline
5) Logo
6) Contact Info

20

Name the 5 types of headlines mentioned in the book

benefit headlines
news headlines
provocative headlines
question headlines
command headlines

21

Kickers

subheads above the headline

22

How are subheads typically written (type/print specifications)?

in boldface or italics

23

narrative copy

problem/solution format, solution being the product

24

lead-in paragraph purpose

bridge between headline and sales idea

25

What part of the mag ad develops credibility?

the interior paragraph

26

trial close purpose

"ACT NOW"

27

close purpose

action step

28

elements of a mag ad body (4)

lead-in graph
interior graphs
trial close purpose
close purpose

29

What attracts the largest number of national advertisers?

Broadcast tv

30

describe straight sell copy

immediately explains or develops the headline and visual in a straight forward attempt to sell the product

31

describe picture caption copy

story is told through a series of illustrations and captions rather than through the use of a single copy block

32

describe institutional copy

advertiser tries to sell an idea or the merits of the organization or service rather than the sales features of a particular product

33

describe device copy

relies on wordplay and gimmicks

34

describe dialogue/monologue copy

characters sell the product in quasi-testimonial situation or comic strip panel