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IMC > Copywriting And Art Direction > Flashcards

Copywriting And Art Direction Flashcards

1
Q

This refers to the text, or verbal message of an ad

A

Copywriting

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2
Q

This refers to the visuals, or nonverbal message of an ad

A

Art direction

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3
Q

The creative team consists of (3)

A

Copywriter
Art director
Creative director

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4
Q

This team member is responsible for the words in the ad; develops the verbal message

A

Copywriter

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5
Q

This member of the creative team is responsible for the nonverbal message; the look and feel of the ad

A

Art director

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6
Q

This team member is responsible for the overall creative product

A

Creative director

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7
Q

Copywriter is responsible for

A

Words in the ad; verbal message; copy

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8
Q

Art director is responsible for

A

Nonverbal message; design; look and feel of the ad

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9
Q

Creative director is responsible for

A

The overall creative product

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10
Q

Three examples of advertising medium that differ in terms of processes

A

Print
Broadcast
Web

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11
Q

Research shows that ads scoring in the top third for stoppage power devote an average of what % of their space to visual?

A

82

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12
Q

10 purposes of using visuals in print ads

A 
Capture attention
Emphasize features
Identify subject
Show product in use
Qualify readers
Support Truth of Copy
Arouse interest in Headline
Clarify Copy
Create favorable impression
Provide campaign continuity
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13
Q

Words are crucial in what four types of advertisements

A
  1. Complex
  2. High Involvement
  3. Explanation
  4. Abstract
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14
Q

These types of ads tend to be complex

A

B2B

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15
Q

These two types of ads require words for explanation

A

New products, drug ads

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16
Q

5 key copywriting elements

A 
Headline
Subhead
Body copy
Slogan
Logo
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17
Q

This contains the words in the leading position in the advertisement

A

Headline

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18
Q

Role of headlines (5)

A 
Attract attention
Engage the audience
Explain the visual
Lead audience into body copy
Present the selling message
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19
Q

This may be the most important element of the print ad

A

Headline

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20
Q

Which contributed more to long-term memory: headlines or visuals?

A

Headlines

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21
Q

How many more people read the headline than the body copy?

A

3-5x as many

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22
Q

The headline should be how many words

A

10 or less

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23
Q

The headline should fill what % of the print ad?

A

10-15%

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24
Q

Types of headlines

A 
News/information
Benefit
Question
Command
Provocative
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25
Q

This is the additional smaller headline that appears above (kickers) or below the headline

A

Subheads

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26
Q

This reinforces the headline and provides a transition to the body copy; generates additional interest

A

Subheads

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27
Q

A subhead above the headline is called

A

Kickers

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28
Q

This is a logical continuation of the headline, with the main role of maintaining interest. Features, benefits, utility, arguments, proof, explanations, etc

A

Body copy (text)

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29
Q

This is read by only 1 out of 10 readers, so it should speak to readers self interest

A

Body copy (text)

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30
Q

Slogan vs tagline

A

Slogan is longer term/more permanent

Tagline is for campaigns, campaign continuity

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31
Q

These provide continuity to the ads in an overall campaign and summarize the message strategy in a brief, memorable, repeatable statement

A

Slogans and tag lines

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32
Q

Two qualities of logos

A

Recognizable and unique

aid recognition and give the product individuality

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33
Q

This must be clearer than any other kind of copywriting

A

Writing radio copy

34
Q

30 seconds of radio copy in words

A

60-70 words

35
Q

60 seconds of radio copy in words

A

130-150 words

36
Q

3 challenges of writing radio copy

A

Short length
Must be simple yet intriguing
Transitory medium

37
Q

2 Opportunities for writing radio copy

A

Theater of the mind

Music/jingles

38
Q

Writing effective radio ads (6)

A 
Keep it personal
Speak to listeners’ interests
Wake up the inattentive
Make it memorable
Include call to action
Create image transfer
39
Q

8 television/radio ad formats

A 
Straight announcement
Presenter
Testimonial
Demonstration
Musical
Slice of life
Lifestyle
Animation
40
Q

In this ad format one person delivers the message, either on camera or via voiceover

A

Straight announcement

41
Q

Straight announcement pros

A

Adaptable
Informative
Inexpensive

42
Q

Straight announcement con

A

Easy to ignore

43
Q

Straight announcement ad format

A

One person delivers the message, either on camera or via voiceover

44
Q

In this ad format, one person or character presents the product and carries the sales message (typically uses celebrities)

A

Presenter

45
Q

Presenter ad format pros

A

Attention getting
Credible
Authoritative

46
Q

Presenter ad format cons

A

Expensive

Skeptical

47
Q

Presenter ad format

A

One person or character presents the product and carries the sales message

48
Q

Testimonial ad format

A

When a satisfied user gives a sales pitch

49
Q

In this ad format, a satisfied user gives a sales pitch

A

Testimonial

50
Q

Testimonial pros

A

Credible

Persuasive

51
Q

Testimonial cons

A

Wearout

52
Q

Demonstration ad format

A

Showing the product in use

53
Q

This ad format shows the product in use

A

Demonstration

54
Q

Demonstration at format pros

A

Convincing

Easy to visualize

55
Q

Demonstration ad format cons

A

Unrealistic

56
Q

This ad format conveys a sales message through music or a jingle

A

Musical

57
Q

Musical ad format

A

Sales message conveyed through music or jingle

58
Q

Pros of musical ad format

A

Attention getting
Involving
Memorable

59
Q

Cons of musical ad format

A

Expensive

Distracting

60
Q

This ad format dramatizes a real-life situation in which the product becomes the hero

A

Slice of life

61
Q

Slice of life ad format

A

Dramatization of a real life situation in which the product becomes the hero

62
Q

Pros of slice of life

A

Realistic
Focus on product benefits
Memorable

63
Q

Con of slice of life

A

Difficult to do well

64
Q

Lifestyle ad format

A

Focus on the user rather than product

65
Q

This ad format focuses on the user rather than product

A

Lifestyle

66
Q

Pros of lifestyle ad format

A

Target segments

Entertaining

67
Q

Cons of lifestyle ad format

A 
Little information (of the product itself, more focus on the user)
Value
68
Q

This ad format used animation to convey difficult messages or for reaching specialized markets, such as children

A

Animation

69
Q

Animation ad format

A

Use of animation to convey difficult messages or for reaching specialized markets, such as children

70
Q

Pros of animation ad format

A

Attention getting

Simplified complex issues

71
Q

Con of animation ad format

A

Distracts from message

72
Q

3 key considerations of writing for the web

A

Contains elements of print and broadcast media
Interactivity provides opportunities
Users share

73
Q

Designing banner ads (6)

A 
Define the purpose of your banner ad
Keep your message brief and to the point
Choose the right color(s)
Keep the design simple
Use legible text and fonts
Provide interactivity
74
Q

6 ways copywriters could mislead consumers

A 
Hedge words
Deleted comparative
Uniqueness implication
piecemeal comparison 
Demonstration implication
Significance implication
75
Q

Hedge words meaning + example

A

Doesn’t quite reach the level it implies (fights -> kills)

“Weedex fights weeds”

76
Q

Example of deleted comparative

A

”Tide cleans clothes better”

77
Q

Uniqueness implication example

A

“The pizza with real cheese”

78
Q

Piecemeal comparison meaning + example

A

Doesn’t give a clear perception of where this brand actually fits in the broader category
“Lumina has more front seat room than Cutlass, more pickup than Taurus, and better gas mileage than Bonneville”

79
Q

Demonstration implication meaning + example

A

Using some kind of grand demonstration to imply something else, similar to hedge words
“Baggies keep food dry even under water”

80
Q

Significance implication example + meaning

A

“Gainseburgers have all the milk protein your dog needs”

Implying milk is significant when it may or may not be

IMC (15 decks)

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