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Advertising Test 3 > Ch. 9 > Flashcards

Ch. 9 Flashcards

1
Q

the most important word selection in marketing communication is the …

A

brand or corporate name

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2
Q

brand name is the responsibility to what department

A

advertising, corporate communication or an outside brand consultant

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3
Q

EX: Jetblue

A

once was New Air

changed name to jet blue because (jet = airlines, and blue is calming and sky color)

was gonna do taxi but bad connotation

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4
Q

research has determined that letter with ….a

A
  • hard edge like T or K - effectiveness (Kodak, Tide,Target)
  • X and Z relate to science (Xerox, Zantac)
  • CLRPS - relaxin (Lexus, puffs, silk)
  • Z means speed (zippo, ziplock)
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5
Q

catch phrases made up for brands

A

ex: hardware store, masters of all things hardwarian

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6
Q

slogans

A

catchy and memorable
distinctive catchphrase that serves as a motto for a campaign, brand, or company

ex: “what happens in las Vegas, stays in Las Vegas”, “only you can prevent wildfires”,”finger licking good”
ex: slogans that are forgettable - “excellence through total quality”, “together well go far” - these are not distinctive and could be used by another company

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7
Q

tagline

A

often used to refer to a slogan but technically it means a line at the end of an ad that wraps up the creative content

ex: orbitz- take vacation back - to encourage people to take their vacation days

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8
Q

texas ex for slogans

A

“dont mess with Texas” , “keep your butts in the car” - both are for the Texas department of transmission

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9
Q

slogan ex: direct address

A

“have it your way”, “think small”

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10
Q

slogan ex: a starting or unexpected phrase

A

twists a common phrase to make it unexpected as in the NYNEX campaign - “if its out there, its in here”

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11
Q

slogan ex: rhyme, rhythm, and alliteration

A

uses repetition of sounds, as in the Wall Street journals slogan, “ the daily diary of the American dream

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12
Q

slogan ex: parallel construction

A

uses repetition of the structure of a sentence or phrase as in portion salts -“when it rains, it pours”

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13
Q

slogan ex: cue the product

A

maxwells house “good to the last drop: “breakfast of champions” , “beef. its what’s for diner”

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14
Q

slogan ex: music

A

“in the valley of the ho-ho-ho- green giant”

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15
Q

slogan ex: combination

A

“its your land, lend hand’- for a campaign to take pride in America… this is (rhyme, rhythm, and parallel)

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16
Q

slogan ex: keep it short

A

“eat more chicken”

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17
Q

promotional writing

A

advertising, public relations, and direct response

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18
Q

brand communication types

A

formal, informal, personal, impersonal

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19
Q

advertising ex: CFA

A

“Eat more chicken” - single line of copy and is succinct and single minded, meaning that there is a clear focus and convey sonly one selling point

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20
Q

over used words in advertising examples

A

in order to, buy now and save, interesting, introducing, and none the less

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21
Q

effective copy is..

A

succinct, single minded, and tightly confused

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22
Q

ad copy is written in ..

A

conversational style

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23
Q

public relations types

A
  • publicity- news and media, and uses the basic solicits of journalism
  • corporate publications - newsletters, magazines _ magazine may be more unconventional with employees and moving personals tories
  • corporate videos and press realizes
  • brochures - technical
  • PSA ads
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24
Q

direct response

A

direct mail to brochures to online social media and customer services or technical support

objective is to have a personalized note to the consumer

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25
Q

copywriter

A

shares and sculpts the words in advertising

26
Q

copy

A

text in the ad or words people say in a commercial

27
Q

big idea - truly

A

would be words and visual working together

28
Q

words are crucial for these four types of advertisements

A

complex- message is complicated
high involvement - ad is high involvement product
explanation- information needs definition
abstract- tries to convey abstract quality such as justice and quality

29
Q

affective ad copy: succinct

A

use short, familiar words, short sentences, and short paragraphs

30
Q

affective ad copy: specific

A

dont waste time on generalities - the more specific the message, the more attention getting an memorable it is

31
Q

affective ad copy: personal

A

directly address your audience whenever possible as you rather than we or they

32
Q

affective ad copy: single focus

A

deliver a simple message instead of one that makes too many points. focus on a single idea and support it

33
Q

affective ad copy: conversational

A

use the language of everyday conversation

34
Q

affective ad copy: original

A

forceful and persuasive, avoid brag and boast statements

35
Q

affective ad copy: news

A

get attention

36
Q

affective ad copy: magic phrases

A

grab and stick add power and memorability

37
Q

affective ad copy: variety

A

add visual appeal in both print and tv ad

38
Q

affective ad copy: imaginative description

A

evocative or figurative language to build. picture

39
Q

affective ad copy: a story - with feeling

A

keeps attention and builds interest - touch emotions

40
Q

adese

A

violates all the guidelines for writing effective copy that we’ve been describing

41
Q

brag and boast writing

A

“introducing Buick on the move”

42
Q

your name here copy

A

use those words and track signature on the end

43
Q

news release

A

written and distributed in a ready to publish format,

-timeliness, proximity, and impact

44
Q

feature stories

A

less reliant on news and more focused on human interest

45
Q

display copy

A

initial scanning

  • headlines, call outs, tagline,
  • larger type size, than body copy
46
Q

body copy

A

read and absorb

-text of ad message and captions

47
Q

headline

A

phrase or sentence that opens the ad

48
Q

overlines and underlines

A

overline- set the stage, and purpose of the underline to elaborate on the idea of the headline

underline- leads into the body copy

49
Q

body copy

A

text of the ad, purpose is explained and selling point

50
Q

subheads

A

used in long copy blocks

begin a new section of the copy

used to make the logic clear to the reader

51
Q

call outs

A

float around the visual , with arrows pointing to the visual

52
Q

captions

A

short piece of copy that explains what you are lookin gat in a photo or illustration

53
Q

taglines

A

a short phrase the wraps up the key idea or creative concepts at the end of the body copy

54
Q

call to action

A

give response information such as contact info

55
Q

headlines

A

interrupt readers scanning and grab their attention

-target, stop and grab, identify, change scanning into reading

56
Q

direct action headlines

A

“Keep your body strong”

“Your body is just like nature, keep it strong with ..”

57
Q

direct action headlines: assertion

A

headline that states a claim or a promise that will motivate someone to try the product

58
Q

direct action headlines: command

A

politely tells the reader to do something

59
Q

direct action headlines: how to heads

A

people are rewarded for investigating a product when the message tells them how to use it or how to solve a problem

60
Q

direct action headlines: news announcement

A

new product introductions but also with cadges and new styles

Advertising Test 3 (3 decks)

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