GDS Chapter 12

Question 1

What is an advertisement or ad?

Answer 1

A specific message constructed to inform, persuade, promote, or motivate people on behalf of a brand, entity, or cause.

Question 2

What is effective advertising about?

Answer 2

Participation and starting conversations with people across media channels.

Content people care to share.

Building brand communities.

Question 3

What is advertising’s main goal?

Answer 3

To call people to action or raise awareness about a brand, entity, or cause.

Question 4

What are the first two steps to call people to action?

Answer 4

Getting people to notice and pay attention.

Question 5

Three steps for advertising.

Answer 5

Create visual interest -> Communicate a clear and relevant message -> Motivate people or raise awareness.

Question 6

Three types of ads.

Answer 6

Commercial advertising, public service advertising (PSA), and cause advertising.

Question 7

What is commercial advertising for?

Answer 7

Promoting brands, individuals, and entities.

Question 8

Sub-categories of commercial advertising?

Answer 8

Consumer ads, business-to-business ads, and trade ads.

Question 9

What is public service advertising?

Answer 9

Advertising serving society and the public interest, made for social causes and nonprofit organizations.

Question 10

What is cause advertising?

Answer 10

Advertising used to raise funds for nonprofit organizations but run in paid media.

Question 11

Types of media channels.

Answer 11

Paid, owned, and earned.

Question 12

What is paid media?

Answer 12

Media channels where advertisers must buy space and time.

Question 13

What is owned media?

Answer 13

Media channels owned by the brand.

Question 14

What is earned media?

Answer 14

Includes word of mouth, fan pages, news, etc..

Question 15

What is an advertising agency?

Answer 15

A company that provides services related to planning, creating, producing, and placing ads in media for clients.

Question 16

What is a conventional creative team duo?

Answer 16

An art director and a copywriter.

Question 17

What is an ad idea or concept?

Answer 17

The creative reasoning, the intention, underlying ad communication.

Question 18

What should you consider when critiquing your ad idea?

Answer 18

Why would people care about it?

Would people engage with it?

How does it fit within the brand?

Is it interesting?

Question 19

What is consumer insight?

Answer 19

An insight into what the target audience wants, how they think, and how they behave.

Question 20

What is a functional benefit?

Answer 20

The practical or useful characteristic of a product or service.

Question 21

What is an emotional benefit?

Answer 21

An intangible brand asset that stimulates an emotional response.

Question 22

Some ways to generate ad ideas.

Answer 22

Listen carefully to what the audience is saying.

Observe behaviors.

Be empathetic.

Observe mindfully.

Extend beyond conventions.

Question 23

Elements of an ad.

Answer 23

Headline, body copy, and tagline.

Question 24

What is the headline?

Answer 24

The principle written message.

Question 25

What is the body copy?

Answer 25

The text that supplements and supports the image/headline communication.

Question 26

What is the tagline?

Answer 26

A catchphrase used across campaigns which conveys the brand benefit or position, generally acting as an umbrella theme or core strategy.

Question 27

What are the two major image/copy constructions?

Answer 27

Image-driven and copy-driven.

Question 28

How can you establish visual hierarchy?

Answer 28

Establish a focal point by determining which main element to emphasize.

Question 29

What is an advertising campaign?

Answer 29

A series of coordinated ads based on an overarching strategy.

Question 30

What is a commercial or spot?

Answer 30

An ad with duration in time-based media.

Question 31

What does visualizing a commercial begin with?

Answer 31

A storyboard.