Test 1 Flashcards
(42 cards)
What do creative ads do?
- Make a relevant connection between the brand and the target audience
- Present a selling idea
- Are unexpected
How is media a source of creative inspiration? Examples?
When and where a message runs
Hair-transplant company Panorama Hair places messages on mirrors that were affixed to the ceilings of subway trains to draw attention to bald spots on passengers’ heads.
LL Bean celebrated its 100th anniversary by driving a 20 ft long “bootmobile” through major US cities.
Papa Johns created a crop circle made of wheat to promote its new whole wheat pizza.
How might an advertiser engage consumers in an ad campaign? Examples?
Allow consumers to make the ads or do interactive social media campaigns
Human Rights Campaign- changed their iconic logo on fb to red to show their support for marriage equality. People would share the logo or change it to their profile pic causing it to go viral.
Dove real beauty sketches- over 114 million views.
What are advertising trade characters? Examples?
Characters that the adv can control and connect with consumers emotionally.
pillsubury dough boy
jolly green giant
snap crackle pop
What do identity and image contribute to a brand? How do they work together?
Identity- how they make the brand, how it constructs its own outward face, consists of branding elements, forms the core of the brand.
Image- the result of that, how the public perceives the identity. The image is a direct result of the associations people have with the company or brand identity.
Both lead to brand reputation.
Brand identity elements
Name
Logo
Tagline/ slogan
Color palette- used with outward facing identity (red and yellow makes you want to ear, big brown bag= bloomingdales)
Architecture and interior design- Publix vs. Kroger
Sounds- aural recognition
Why must a brand project a united image?
Info is not replaced but is combined with existing messages stored in memory.
It must be able to translate and identify for different media and cultures.
Integrated marketing communications so nothing is random
What is brand equity?
The value of the brand to its owner- determined by positive and negative experiences (interactions) that customers have
What are the two kinds of research on performs in creating advertising?
Primary and secondary
Which happens first?
Secondary
What do you do during secondary?
Look for info that exists in company records, trade associations, and libraries and on websites
What do you do during primary?
Unanswered questions that warrant primary- observation, focus groups, surveys, and experiments come in
What are SWOTS?
Strengths
Weaknesses
Opportunities
Threats
How are strengths and weaknesses different from opportunities and threats?
Strengths and weaknesses are existing qualities inside the company. Opportunities and threats are outside the company.
What is strategy?
Strategic planning is the stage between fact gathering and creative execution.
All processes and decisions made relating to how a brand projects itself in the market place. Research is necessary to do this. It prevents us from blindly throwing messages out into space, important to come up with creative solution as well as ideas that are on strategy, time to check the idea with people and practice it on them.
What is the purpose of a creative brief, all of its sections, and what each section’s purpose is?
The creative brief is a road map for all of your ideas- the basis for your thinking/ strategy, springboard to go off of.
- Client name/project
- Key fact (the most important thing to know about the brand/product)
- Prob (one adv can solve)
- Objective (what we hope to accomplish with adv msg)
- Target (who are we speaking to)
- Insight (what we know about target that will help us)
- Promise (what we want them to take away, what will product/brand do for our target audience)
- Support (what proof can we offer that we keep our promise)
- Mandatories (legal disclaimer, logo, etc.)
What is a concept aka a “big idea”?
The theme that the rest of the campaign stems from. It serves as a road map for your idea-generation process.
Describe the importance of incubation in the creative process.
It helps you relax your brain. Tired of it, things quit making sense, leave some time to take a break, go play a sport, meet friends for dinner, watch TV, clear mind and come back to project.
Tips for Creativity
- research
- examine world around you- pop culture, high art, politics, etc.
- collect ads and info- menus, recipes- that interest you
- always have a notebook
- read everything
- creative writing class
- art classes
- film class
- know how to get best ideas like in the shower
- learn to think atypically to avoid cliches
- be a surrealist
- baudelaire- beautiful is bizarre
- dictionary and thesaurus
- drink in ads
- read everything you write out loud
What are the functions of headlines?
- Capture attention of target audience
- Provocative or of interest
- A good headline will pull reader into body copy - Select audience
- Communicate a benefit
- Could get the brand name in-sometimes you have to put brand name in for it to make sense
- Make an emotional connection to consumer
- rational- product attributes
- facts should be emotional otherwise they’re boring and uninteresting - Enhance a visual
What are the min/max number of words a headline should contain?
None, but layout matters
What is the difference between a headline and subheadline?
Subheadline is subordinate to the headline, it enhances it
A headline can stand on its own, but when a sub supports it, it can help explain it
What is the relationship of a headline to body copy?
The headline piques the readers’ attention, the body copy completes the story
Describe the team that creates ads and campaigns
Creative team- copywriter and art director
