Chap. 10 & 11 Flashcards
T/F:The illustration helps stimulate reading of the body copy
True
T/F: Visuals are better because visuals allow placing the brand in a social context
True
What are the components of and illustration
Size
color
medium
The design that can create a very orderly look and feel
Formal Balance
The greatest print ad
Absolute Vodka
The structure and plan behind the structure for the aesthetic and stylistic aspect of a print advertisement
Design
The design that can create desired eye movement through an ad
Informal Balance
When an ad will lead the reader to focus on one layout element more than another is called
Emphasis
The layout process
Thumbnails
Rough Layout
Comprehensive
Mechanicals
_______ _______ are built better with visuals
Brand Image
________ are more portable than words across cultures
Visuals
T/F//:In a cyberspace audience is passive and has no control of the medium
False. They are NOT passive and have control
The process of expressing the value and benefits a brand has to offer
Copywriting
The guideline that specifies the message elements of advertising copy
Creative Plan
Include important information not communicated in the headline and key selling point. Stimulates more complete reading of ad
Sunhead
It give news about the brand and emphasizes brand claim. Selects target prospects and stimulates curiosity; Establishes tone and emotions
Headline
The straight line in which involves the reader and provides support for the unbelievable
Body copy
_________ employs more sensory devices which can attract or distract consumers from understanding the message
Broadcast
________ can be the “theather of the mind”
Radio
A short phrase used tp increase memorability and help establish image identity or position for a brand or organization
Slogan
Common mistakes of copywriting
Vague
wordiness
triteness
creativity for creativity sake’s
Created mood and feeling and communicates product features or benefits
Illustration
