Other Flashcards
Name 3 advantages of radio advertising…
timeliness, immediacy, local relevance, and creative flexibility.
How much radio does the average adult listen to daily?
3 hrs
Is radio one of the cheapest costs per thousand or the most expensive?
cheapest
Rating Services
companies that measure the program audiences of TV and radio stations for advertisers and broadcasters
Who is the U.S.’s major rating service for TV?
Neilson
explain the Nielsen TV Index (NTI)
uses a national sample of households equipped with people meters to develop audiences estimates for all national TV programming
What is a fault of the Neilsen rating system
inconstant diary logs
media mix
the combination of media types that work together most effectively to deliver an advertisers message
what are 4 basic rules when translating copy
Be effective
Understand the product
Native tongue speaker
Eliminate idoms/expressions before translation
creative strategy
the simple written statement of the most important issues to consider the development of an ad or campaign
Give the top down order of the creative pyramid
action desire credibility interest attention
What does “attention” refer to in the creative pyramid
the way an ad breaks through a consumers physiological screens to create the kind of attention that leads to perception
The attention step is the critically important trigger of an ads ______ factor
boom
What does “desire” refer to in the creative pyramid
the step where the writer encourages prospects to imagine themselves enjoying the benefits of the product/service
What does “credibility” refer to in the creative pyramid
facts to support an ads claims
What does “interest” refer to in the creative pyramid
the body of the ad that should keep the reader engaged
What does “action” refer to in the creative pyramid
motivation for people to do something you want
IN A MAG AD: words in the leading position in the advertisement, words that will be read first and are situated to draw the most attention
Headline
Name the formal elements of a mag ad (6)
1) Headline/visual
2) Subhead
3) Body copy
4) Slogan/Tagline
5) Logo
6) Contact Info
Name the 5 types of headlines mentioned in the book
benefit headlines news headlines provocative headlines question headlines command headlines
Kickers
subheads above the headline
How are subheads typically written (type/print specifications)?
in boldface or italics
narrative copy
problem/solution format, solution being the product
lead-in paragraph purpose
bridge between headline and sales idea
What part of the mag ad develops credibility?
the interior paragraph
trial close purpose
“ACT NOW”
close purpose
action step
elements of a mag ad body (4)
lead-in graph
interior graphs
trial close purpose
close purpose
What attracts the largest number of national advertisers?
Broadcast tv
describe straight sell copy
immediately explains or develops the headline and visual in a straight forward attempt to sell the product
describe picture caption copy
story is told through a series of illustrations and captions rather than through the use of a single copy block
describe institutional copy
advertiser tries to sell an idea or the merits of the organization or service rather than the sales features of a particular product
describe device copy
relies on wordplay and gimmicks
describe dialogue/monologue copy
characters sell the product in quasi-testimonial situation or comic strip panel
