Chap 11

Question 1

why is design important

Answer 1

• Prositions the product
• Creates brand personality
• set the mood
• Flavors the message (copy)

Question 2

what is design

Answer 2

how the art director and graphic artist choose and structure the artistic elements of the ad.

Question 3

What are layout

Answer 3

How the ad format elements are arranged gives the ad its look and feel.
- visuals, headlines. subhead, body, slogan, seal, logo, signature.

Question 4

What is a thumnail

Answer 4

• Is small rough rapidly produced drawing.
  
  • No details.
  • Very basic.

Question 5

What is a rough Layout

Answer 5

• Draws to the actual size of the ad or website.
• Headlines and subheads suggest

Illustration and photos are sketched

Question 6

what is a comrehensive

Answer 6

• Highly refined facsimile of the finished ad.

- Quite elaborate with colored photos an final type style and size.

Question 7

What is a Dummy

Answer 7

• Handheld look and fell of brochures, multipage meterial.

Question 8

What is Mechanical

Answer 8

• Pasteup: If black type and line art are pased in place on a piece of white artborad

Question 9

The creative/approval prose starts?

Answer 9

The copy begins within the agency and ends with a approval buy the client company.

Question 10

how to get Approval for a New ad concept.

Answer 10

1) Agency’s creative director
2) Acoount managers
3) Client’s product manager and marketing staff.
Both the agency and client legal department should look at it
Last the company’s top executives

Question 11

The basic rules of design

Answer 11

Balance
- The design must be in balance.

Propotion
- The space within the ad should be broken up into pleasing proportions.

Sepuence
A directional pattern should be evident so the reader knows in what sequence to read.

Unity
- Some force should hold the ad together and give it unity.

Emhasis
- One element, or one part of the ad, should have enough emphasis to dominate all others.

Question 12

Strong design demands?

Answer 12

• Command attention
• Hold that attention
• Tells as mush as possible
• Facilitates understanding

Question 13

What is the roles of a headline

Answer 13

Attract attention

Most important thing a company says to the prospect.

Question 14

what are the types of headline

Answer 14

- benefit headline
promis something
- news/information headline
"it's a girl"
- Provocative headline
provoke
- Question headline
richer than others?
- Command headline
obey your thirst

Question 15

what is a body copy

Answer 15

The complete sales story

Question 16

The 6 body copy styles

Answer 16

Straight sell copy
- immediately explain.

Institutional copy
- Warm image - bank insurance

Narrative copy
- tells a stroy

Dialouge

Picture-caption copy
- useful for product that have a number of different users.

Device copy
- figure of speech
humor

Question 17

what is the key to a good body copy?

Answer 17

simplicity, order, credibility and clarity

Question 18

what is a slogan

Answer 18

Theme/tagline

“reach out and touch someone” AT&T

Purpose

• continuity to series of ads
• reduse an ad message strategy to a brief repeatable position

Question 19

what is a seal

Answer 19

award only when a product meets standards established by particular organization

Question 20

need for writing radio copy

Answer 20

Two - column list
Left - speaker name
Right - dialogue (audio)

Question 21

radio second to pay attention?

Answer 21

first 5-8 seconds

Question 22

need for writing television copy

Answer 22

Script!
left - video
Right - Audio

Question 23

8 common commercial formats ***

Answer 23

Straight Announcement
- one person delivers the sales message
Present
- one character to present the product (celebratis)
Testimonial
- tell who effective the product is
Demostration
- visual demonstration
musical
- jingle - best and worst
Slice of life
- real life situation
Life style
- rather the user are shown, then the product
Animation
- Cartoons

Question 24

Dont on social media

Answer 24

1) don’t spam, (2) follow Twitter style rules (e.g., texting abbreviations are a no-no on Twitter),
(3) give credit for retweets,
(4) stick to 140 characters, and

(5) follow people who follow you.