Ch. 9 Flashcards
the most important word selection in marketing communication is the …
brand or corporate name
brand name is the responsibility to what department
advertising, corporate communication or an outside brand consultant
EX: Jetblue
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
research has determined that letter with ….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)
catch phrases made up for brands
ex: hardware store, masters of all things hardwarian
slogans
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
tagline
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
texas ex for slogans
“dont mess with Texas” , “keep your butts in the car” - both are for the Texas department of transmission
slogan ex: direct address
“have it your way”, “think small”
slogan ex: a starting or unexpected phrase
twists a common phrase to make it unexpected as in the NYNEX campaign - “if its out there, its in here”
slogan ex: rhyme, rhythm, and alliteration
uses repetition of sounds, as in the Wall Street journals slogan, “ the daily diary of the American dream
slogan ex: parallel construction
uses repetition of the structure of a sentence or phrase as in portion salts -“when it rains, it pours”
slogan ex: cue the product
maxwells house “good to the last drop: “breakfast of champions” , “beef. its what’s for diner”
slogan ex: music
“in the valley of the ho-ho-ho- green giant”
slogan ex: combination
“its your land, lend hand’- for a campaign to take pride in America… this is (rhyme, rhythm, and parallel)
slogan ex: keep it short
“eat more chicken”
promotional writing
advertising, public relations, and direct response
brand communication types
formal, informal, personal, impersonal
advertising ex: CFA
“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
over used words in advertising examples
in order to, buy now and save, interesting, introducing, and none the less
effective copy is..
succinct, single minded, and tightly confused
ad copy is written in ..
conversational style
public relations types
- 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
direct response
direct mail to brochures to online social media and customer services or technical support
objective is to have a personalized note to the consumer
copywriter
shares and sculpts the words in advertising
copy
text in the ad or words people say in a commercial
big idea - truly
would be words and visual working together
words are crucial for these four types of advertisements
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
affective ad copy: succinct
use short, familiar words, short sentences, and short paragraphs
affective ad copy: specific
dont waste time on generalities - the more specific the message, the more attention getting an memorable it is
affective ad copy: personal
directly address your audience whenever possible as you rather than we or they
affective ad copy: single focus
deliver a simple message instead of one that makes too many points. focus on a single idea and support it
affective ad copy: conversational
use the language of everyday conversation
affective ad copy: original
forceful and persuasive, avoid brag and boast statements
affective ad copy: news
get attention
affective ad copy: magic phrases
grab and stick add power and memorability
affective ad copy: variety
add visual appeal in both print and tv ad
affective ad copy: imaginative description
evocative or figurative language to build. picture
affective ad copy: a story - with feeling
keeps attention and builds interest - touch emotions
adese
violates all the guidelines for writing effective copy that we’ve been describing
brag and boast writing
“introducing Buick on the move”
your name here copy
use those words and track signature on the end
news release
written and distributed in a ready to publish format,
-timeliness, proximity, and impact
feature stories
less reliant on news and more focused on human interest
display copy
initial scanning
- headlines, call outs, tagline,
- larger type size, than body copy
body copy
read and absorb
-text of ad message and captions
headline
phrase or sentence that opens the ad
overlines and underlines
overline- set the stage, and purpose of the underline to elaborate on the idea of the headline
underline- leads into the body copy
body copy
text of the ad, purpose is explained and selling point
subheads
used in long copy blocks
begin a new section of the copy
used to make the logic clear to the reader
call outs
float around the visual , with arrows pointing to the visual
captions
short piece of copy that explains what you are lookin gat in a photo or illustration
taglines
a short phrase the wraps up the key idea or creative concepts at the end of the body copy
call to action
give response information such as contact info
headlines
interrupt readers scanning and grab their attention
-target, stop and grab, identify, change scanning into reading
direct action headlines
“Keep your body strong”
“Your body is just like nature, keep it strong with ..”
direct action headlines: assertion
headline that states a claim or a promise that will motivate someone to try the product
direct action headlines: command
politely tells the reader to do something
direct action headlines: how to heads
people are rewarded for investigating a product when the message tells them how to use it or how to solve a problem
direct action headlines: news announcement
new product introductions but also with cadges and new styles
