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Copywriting and Layout > 1 > Flashcards

1 Flashcards

1
Q

Reasons for ad research

A

Plays a key role in decision making, adds confidence to spend money, helps marketers better understand (product, competition, industry, consumers etc.), part of a systematic approach to solving problems for clients.

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2
Q

systematic approach

A

same method or plan

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3
Q

What is marketing?

A

the process of planning and executing to conception, pricing, promotion and distribution of ideas, goods and services.

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4
Q

4 P’s

A

Product, Price, Place, Promotion

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5
Q

Stages of Research development (3)

A
  1. Identify needs
  2. Plan and collect data (cost, timing, how, who, where)
  3. Apply the findings (analyze data a report results)
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6
Q

IMC

A

Integrated Marketing Communication - Speak to consumers with a consistent voice

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7
Q

secondary research

A

Info that has been previously gathered by others. Always start with first to see if what you need is already available.

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8
Q

IMC tools

A

PR, Advertising, Sales Promotion, Direct Marketing, Interactive Marketing, Personal Selling

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9
Q

Primary Research

A

Original information (surveys, interviews, focus groups, etc) Own personal experience

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10
Q

Quantitative

A

Broader, numerical info that is statistically reliable and projectable

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11
Q

Qualitative

A

In-depth, non-numeric info. Consumer’s attitudes, feelings, beliefs. Attempts to find out why.

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12
Q

Direct Marketing

A

Direct mail, telemarketing, mail order catalogs, etc.

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13
Q

Sales Promo

A

Incentive (BOGO, coupon, samples, sweepstakes) measureable

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14
Q

Interactive Marketing

A

Internet, TV, kiosks. Allows for a back and forth flow of info.

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15
Q

Sales Promo

A

Incentive (BOGO, coupon, samples, sweepstakes) measurable

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16
Q

RFP

A

Request for proposal. Write a situation analysis and seek out secondary info to aid creative development.

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17
Q

RFP

A

Request for proposal. Write a situation analysis and seek out secondary info to aid creative development.

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18
Q

Creative Strategy Brief

A

Describes the way you plan to sell the product. The road map for creative team.

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19
Q

Objectives

A

Focuses on exactly you trying to achieve. Good objectives are measurable, have a time frame, and include the audience.

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20
Q

Strategy

A

Plan of attack, how to accomplish your objectives.

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21
Q

Tactics

A

Actual executions, making the plan come to life.

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22
Q

What two objectives do we look for in planning and buying?

A

Reach and frequency

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23
Q

Consumer Responses

A

Rational/Cognitive , Emotional/Affective, Behavioral/Conative

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24
Q

O’Toole’s 3 point approach to strategy

A
  1. Who or what is the competition?
  2. Who are you talking about?
  3. What do you want them to know, understand, and feel? (how does your brand address a human need)
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25
Q

Rational Motives/Needs

A

Comfort, convenience, economy, health, quality, dependability, performance

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26
Q

Emotional Appeals (Personal states)

A

Achievement, actualization, ambition, comfort, excitement, fear, joy, love.

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27
Q

Emotional Appeals (Social based feelings)

A

Acceptance, approval, embarrassment, rejection, involvement, respect, status.

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28
Q

DDB Needham;s focus on basic human needs

A

examines emotional and retinal rewards of using a product

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29
Q

Creative Brief Example (6 parts)

A 
objective
target audience
message theme
support
constraints
tone/personality
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30
Q

McCann-Erickson’s Approach

A

Complete the brief from the point-of-view of the consumer (get inside their head)

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31
Q

AIDA

A

Consumer Behavior - attention, interaction, desire, action

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32
Q

FCB Grid

A

High involvement products and low involvement products (T-B). Rational and emotional products (L-R).

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33
Q

ROI

A

Return on Investment

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34
Q

Creativity

A

a new combination of old elements

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35
Q

creative advertising

A

presents a selling idea in an unexpected way

36
Q

Steps to an idea (3)

A

1 Preparation
2 Ideation
3 Conclusion

37
Q

Common components of a print ad (7)

A 
1 Headline
2 Subhead (or pre head or kicker)
3 Body copy (intro, features, benefits, call to action and connect back to headline or theme)
4 Visual (photo or art)
5 Logo
6 Slogan
7 Mandatories
38
Q

2 categories of head lines

A

Direct and indirect/blind

39
Q

Direct benefit headline

A

states the most important benefit

40
Q

Reverse Benefit headline

A

You’ll be worse off without the advertised product

41
Q

Factual Headline

A

Using interesting facts to get attention

42
Q

Selective/Demographic headline

A

Target a certain group by using words or ideas that refer to them

43
Q

Curiosity headline

A

Indirect approach that tempts readers with a hint of information

44
Q

News Headline

A

Presents strong feature in a clear no nonsense way, something is new

45
Q

Command/Directive headline

A

Tells the reader what to do

46
Q

Question/Interrogatory headline

A

Ask the reader a question

47
Q

Repetition headline

A

Repeating lines for emphasis

48
Q

Testimonial/quotation headline

A

in quotes or written as if spoken by the person

49
Q

Alliterative headline

A

first letter or consonants in the words sound the same

50
Q

Verbless headline

A

use just nouns or just adjectives

51
Q

Wordplay headline

A

unexpected turns or phrases

52
Q

Metaphors, similes, analogies headline

A

Metaphor: takes the characteristic of one thing and associates it with another
Simile: states that one thing is “like” another
Analogies: compare two things on the basis of a similar feature

53
Q

Parallel construction headline

A

repeat the structure of a phrase or sentence

54
Q

Rhyme headline

A

increases memorability, repetition of sound

55
Q

Emotional headline

A

appeal to readers emotions, be realistic and down to earth

56
Q

Horn-blowing headline

A

brag, boast, use superlatives

57
Q

layout

A

physical grouping of all the elements in an ad as originally conceived by the art director

58
Q

Advertising

A

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor

59
Q

Sales promotion

A

The use of any incentive by a manufacturer to induce the trade (wholesalers and retailers) and/or consumers to buy a brand and to encourage the sales force to aggressively sell it.

60
Q

agency structure and functions

A

account management
creative
media planning and placement
research

61
Q

advantages of newspaper advertising

A

Credibility, Affluent, educated readers, Short lead time, Flexibility (size, color, sections), Measurability (especially with coupons), Reaches a specific geographic market, Reasonable cost, Pass-along readership

62
Q

advantages of magazine advertising

A

Aimed at specific groups of readers, High readership among adults and young adults, Quality reproduction and the ability to be artistic/creative, Regional editions available, Boosts brand awareness, Long life, Pass-along readership

63
Q

layout levels/steps

A

Thumbnails
Roughs
Comps

64
Q

layout formats (9)

A 
1 Mondrian- rectangles within rectangles
2 Picture Window
3 Copy Heavy
4 Frame
5 Circus - Lively disorderly design
6 Multi panel - comic strip technique
7 Silhouette - text outlines the image
8 Big Type
9 Rebus - "read through images"
65
Q

typefaces

A

Communication tools, have influence, create emotion

66
Q

design principles

A 
line
shape
emphasis/hierarchy
visual weight
balance
formal balance
asymmetrical balance
optical center
proportion
sequence/direction/eye-flow
unity harmony
texture
spatiality
rhythm
color
67
Q

radio copywriting tools and tips

A

keep it simple, repeat idea, mention the advertiser’s name early and often, be descriptive, don’t use alliteration, make call to action, be conversational, use italics, ellipses, etc.

68
Q

Radio

A

“theater of the mind,” hardest media to write for.

69
Q

Advantages of radio (14)

A

1 Ability to reach a specific TA
2 Affordable
3 Frequency (same people listen to same stations, they can hear the messages again and again)
4 Flexibility (spots can be produced quickly)
5 High level of acceptance (don’t really mind the commercials)
6 Reminder or reinforcement
7 Uncomplicated
8 Omnipresent (it’s everywhere)
9 Friendly personable
10 Mental imagery
11 High amount of time spent listening (travel, work, cleaning)
12 Helps build top of mind awareness (create a familiar name)
13 Imagery Transfer (makes you think of TV commercial that relates to it - power of IMC)
14 Memory Benefits of sound

70
Q

Disadvantages of radio

A

Audience is not always attentive

71
Q

Types of Radio Commercials (10)

A

1 One Voice - announcer speaks to audience, pitch or straight commercial
2 Dialogue - convo between 2 people (often a “stooge”)
3 Multi-voice - a number a voices speaks to audience
4 Dramatization - a brief play or situation, product is introduced as solution
5 Musical Commercial - Jingle
6 Sound Device - sound is used intermittently to make a point
7 Vignette - series of situations linked by repetitive device
8 Interview
9 Endorsement - celebrity or sports star
10 Testimonial - comes from someone on the street

72
Q

Musical Commercial types (3)

A

Pitch at the end is called - tag
Pitch in the middle is called - donut
Music under the spot as background possibly up at the end is called - the bed

73
Q

Two type categories

A

Text/body type - content

Display type - headings, catch attention

74
Q

additive color

A

mixing colors of light
computers and TVs use this
add up all colors to make white

75
Q

subtractive color

A

mixing colors of pigment
print
add up all colors to make black

76
Q

secondary colors

A

mixture of two primaries

77
Q

primary colors

A

colors at their original essence

78
Q

intermediate colors

A

mixing secondary and primary colors together

79
Q

complementary colors

A

colors opposite to each other on the color wheel

80
Q

analogous colors

A

colors next to each other on the color wheel

81
Q

split complement colors

A

harmony matching a color to one or two of the colors adjacent to its complement

82
Q

Triadic Color Harmony

A

Using three colors that are equidistant from one another on a color wheel

83
Q

Tetradic Color Harmony

A

Using four colors that are equidistant from one another on a color wheel

84
Q

Tetradic Split-Complimentary

A

Using two pairs of split complements that appear immediately adjacent to complementary colors on a color wheel

85
Q

Monochromatic Color Harmony

A

Combining hues of a single color that have varying levels of value (variations of hue)

86
Q

disadvantages of newspaper advertising

A

Clutter (Ads make up 60-70% of paper), Declining readership, Poor reach among the young, Short life span, Low quality paper/poor reproduction, Positioning in paper may be undesirable

87
Q

disadvantages of magazine advertising

A

Higher rates, Reach may be difficult because there are many options in each category, Clutter, Long closing date

Copywriting and Layout (2 decks)

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