GRAPH DESIGN CHAP 12 Flashcards
What is a strategic plan that both the client and agency agree upon, serving as a springboard for creative teams?
Creative Brief
What is a specific message constructed to inform, persuade, promote, provoke, or motivate people on behalf of a brand or group?
Advertisement
What is a creative conceptual solution to an advertising problem that communicates a message and calls people to action?
Advertising Idea
What type of benefit is practical or useful, aiding in distinguishing a brand from its competition?
Functional Benefit
What type of benefit is based on feelings and responses, rather than functional characteristics?
Emotional Benefit
What are the three types of ads?
Commercial, Public Service, and Cause
What type of ads promotes by informing consumers?
Commercial Ads
What type of ads serves the public interest?
Public Service
What type of ads are sponsored by corporations to raise funds for nonprofit organizations?
Cause
What are the types of media involved in advertising strategy?
Broadcast, print, direct mail, screen based apps (mobile phones, tablets, computers, etc.)
What is the master plan determined during analysis before the creative team begins work?
Advertising Strategy
What contributes to devising an advertising strategy?
Research, key info about brand or group, and budget
What is the skill and act of presenting a brand or group as part of a greater narrative?
Storytelling
What is the process of generating concepts in advertising?
Concept Generation
What type of advertising connects with the audience through humor?
Entertainment Ads
Example: Humorous Ads
What are the components of an ad that express an advertising idea in a synergistic visual/verbal relationship?
Visual/Verbal Synergy
What type of ad relies primarily on type?
Copy-Driven
What type of ad relies primarily on imagery?
Image Driven
What is a series of coordinated ads called?
Ad Campaign
What illustrates and narrates key frames of a television ad concept?
Story Board
What type of advertising is engaging but not intrusive, placing ads in unconventional locations?
Guerilla, Stealth, or Ambient Advertising
