GDS Chapter 12 Flashcards
What is an advertisement or ad?
A specific message constructed to inform, persuade, promote, or motivate people on behalf of a brand, entity, or cause.
What is effective advertising about?
Participation and starting conversations with people across media channels.
Content people care to share.
Building brand communities.
What is advertising’s main goal?
To call people to action or raise awareness about a brand, entity, or cause.
What are the first two steps to call people to action?
Getting people to notice and pay attention.
Three steps for advertising.
Create visual interest -> Communicate a clear and relevant message -> Motivate people or raise awareness.
Three types of ads.
Commercial advertising, public service advertising (PSA), and cause advertising.
What is commercial advertising for?
Promoting brands, individuals, and entities.
Sub-categories of commercial advertising?
Consumer ads, business-to-business ads, and trade ads.
What is public service advertising?
Advertising serving society and the public interest, made for social causes and nonprofit organizations.
What is cause advertising?
Advertising used to raise funds for nonprofit organizations but run in paid media.
Types of media channels.
Paid, owned, and earned.
What is paid media?
Media channels where advertisers must buy space and time.
What is owned media?
Media channels owned by the brand.
What is earned media?
Includes word of mouth, fan pages, news, etc..
What is an advertising agency?
A company that provides services related to planning, creating, producing, and placing ads in media for clients.
What is a conventional creative team duo?
An art director and a copywriter.
What is an ad idea or concept?
The creative reasoning, the intention, underlying ad communication.
What should you consider when critiquing your ad idea?
Why would people care about it?
Would people engage with it?
How does it fit within the brand?
Is it interesting?
What is consumer insight?
An insight into what the target audience wants, how they think, and how they behave.
What is a functional benefit?
The practical or useful characteristic of a product or service.
What is an emotional benefit?
An intangible brand asset that stimulates an emotional response.
Some ways to generate ad ideas.
Listen carefully to what the audience is saying.
Observe behaviors.
Be empathetic.
Observe mindfully.
Extend beyond conventions.
Elements of an ad.
Headline, body copy, and tagline.
What is the headline?
The principle written message.
