Advertising Principles and Practices Flashcards
Who are the Key Players?
CopyWriter
Creative Director
Account Planner
Creativity is?
is not an open-ended process
Hire together, fired together
Copywriter
What is under Copywriter?
Director
What the advertisement says?
Message Strategy
How it is said?
Execution
The document prepared by the account planner to summarize the basic marketing and advertising
Creative Brief
What is also known as Blueprint?
Creative Brief
What are the key points in a typical brief
Problem
Target Audience
Brand Position
Communication Objectives
Proposition
Media Considerations
Creative Direction
What are the message objectives
see/hear
feel
think/inderstand
Connect
Believe
Act/Do
It is created through message strategies and brought to life through advertising executions
Branding and Positioning
is an informational message that is designed to touch the mind and create a response based logic
hard sell
uses emotional apprals or images to create a response based an attitude, moods, and feelings
Soft Sell
What are the four types of Advertisement
Complex
High Involvement
Explanation
Abstract
The person who shapes and sculpts the word in marketing communication is called?
The CopyWriting
How to write Effective Copy?
Be Succint
be single minded
Be Specific
Get Personal
Keep a Single Focus
Be Conversational
Be original
Use News
Use magic phrases
Use Variety
Use imaginative Description
Tell a story
Functions of Headlines
Target
Stop and Grab
Identify
Scanning to Reading
Captions
Subheads
Taglines
Slogans
Rational Customer-focused selling premises
A benefit
A promise
A reason why
A unique selling proposition (USP)
The Facet Model of Effect
Perception
Emotional/Affective
Cognition
Association
Persuasion
Behavior
