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46 Cards in this Set
- Front
- Back
Creative advertising vs. Business people
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Creative - some say that creative advertising tis the only way but some say that it doesn't always portray the message.
Business people - Business people think that advertisements should portray the message and nothing else There needs to be a balance between the two |
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Determinants of creativity
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Originality
Flexibility Elaboration Synthesis Artistic Value |
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Young's model of the creative process
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Immersion - Gathering material and info through background
digestion - Taking the info and working it over Incubation - Turning the info over to sub-conscience to work on it Illumination - The birth of the idea Reality or verification - studying the idea and seeing if it still looks good |
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Creative personnel
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Artists or Poets for the creative side of advertising, they think that good advertisement doesn't necessarily need to sell it just needs to make an emotional connection
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Product specific research
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General back-ground research and specific studies conducted on the product or service, the target market or a combination of the two.
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qualitative research
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Bigger organizations have their own research programs, in-depth research and focus groups
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Ethnographic research
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another form of qualitative research, sometimes anthropologists go into homes to study people in their homes.
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story board
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a series of drawings used to present the visual layout of a proposed commercial
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Animatic
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A visual video to go along and aid the a storyboard
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advertising campaign
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a set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different medias across a specified time frame.
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major selling idea
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the central theme, an important part of the creative strategy
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Four best-known approaches to effective advertising
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Using a unique selling proposition- special core competency your product offers
Creating a brand image- marlboro man, rugged individual Finding the inherent drama- connecting with the consumer emotionally Positioning- positioning, head to head, different |
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Informational/rational appeals
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Focus on the customers practical, functional, utilitarian need for the product or service
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Emotional appeal
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relate to the customers social and or psychological needs for purchasing a product or service.
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Transformational ad
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attempts to transform our feelings about a brand and transform our experience when using this product
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Reminder ads
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try to remind you, to build brand awareness
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Teaser ad
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used to build curiosity, interest, and or excitement about a product
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execution methods to present advertising messages
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Straight sell, demonstration, comparison, testimonial, slice of life, animation, personality symbol, imagery, dramatization, humor, combinations..........
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Direct headlines
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straight forward and informative in terms of the message they are presenting and the target audience they are directed at
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Indirect headlines
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not straight forward about product or service, often more attractive because they provoke curiosity
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sub heads
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headlines or lines in an ad besides the main one.
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body copy
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the main text portion of a print ad
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visuals
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third main component of a print ad is the visual element, the picture.
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layouts
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physical arrangement of the ad
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voiceover
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narrator, where the person who is speaking is not visible
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needledrop
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occupational term common to advertising agencies and the music industry refers to music that is prefabricated, inexpensive alternative for original music
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jingles
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a simple message, combo of words about a product that sticks in your head
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Stages of a commercial
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Preproduction- all the work and activities that occur before the actual shooting/recording of the commercial
Production- the period during which the commercial is filmed or videotaped and recorded Postproduction- activities and work that occur after the commercial has been filmed and recordered |
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Creative output
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creative output needs to be monitored because it needs to be a steady balance of creativity and connection. too much creativity can take away from the message and not enough can be so boring people loose interest
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limitations and advantages of TV ads
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TV obviously has numerous advantages, color, pictures, but its disadvantages are cost, lack of selectiveness, time, clutter....
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ZIpping/Zapping
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Zipping is fast-forwarding through the commercials
Zapping is changing the channel when commercials come on |
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Network and spot advertising
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Network advertising is buying advertising from a television network
spot advertising is commercials purchased from local tv stations |
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syndication
off-line syndication first-run syndication |
syndication is advertising with shows that get sold from network to network
off-line syndication advertising with off air re-running shows like two and a half men first run- shows produced specifically for syndication |
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cable television advantages and disadvantages
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cable has some advantages because news stations can reach certain geographic areas
it is becoming increasingly hard to purchase air time on cable TV |
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Program rating and program share
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program rating is the percentage of people who are tuned in to a specific channel at a specific time.
program share is the percentage of households using tv in a specififc time frame tuned into a specific program |
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advantages and limitations of radio advertising
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Radio has many advantages such as cost, receptiveness, selectivity, flexibility, and mental imagery are just a few
Radio also contains some disadvantages of creativity, no image, number of people it can reach at a time |
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3 classifications of magazines
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Consumer magazines- bought by the general public for info or entertainment
farm publication- all magazines directed at farmers or agriculture Business publication- business magazines |
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advantages and disadvantages of magazine advertising
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advantages are long shelf life, excellent selectivity, prestige, creativity
disadvantages are the inconsistent costs, limited reach, long lead time takes a while to get there, clutter and competition. |
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Gatefolds
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kind of like a centerfold, creative capability offered from magazine advertising
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Bleeding pages
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where the print on the magazine page bleeds all the way to the edge of the page with no border. gives the idea of a much larger ad
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Circulation
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represents the number of people who receive a publication through subscription or store purchase
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pass-along readership
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when the primary subscriber or purchaser gives a magazine to another person.
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total audience or readership
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the number of readers per copy (primary and passalong readers) multiplied by the circulation
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major types of newspapers
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second major form of print advertising consisting of daily papers, weekly papers, national papers, special audience papers, newspaper supplements
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advantages and disadvantages of newspaper
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advantages- daily news, easily accessible, flexibility, geographically specific
disadvantages- poor reproduction quality, short life span, clutter |
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three main types of newspaper advertising
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display- illustrations, headlines, white space any visual
classified- ads, provide paper with revenue inserts- special advertisements inserted into newspapers |