Other Flashcards

1
Q

Name 3 advantages of radio advertising…

A

timeliness, immediacy, local relevance, and creative flexibility.

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2
Q

How much radio does the average adult listen to daily?

A

3 hrs

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3
Q

Is radio one of the cheapest costs per thousand or the most expensive?

A

cheapest

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4
Q

Rating Services

A

companies that measure the program audiences of TV and radio stations for advertisers and broadcasters

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5
Q

Who is the U.S.’s major rating service for TV?

A

Neilson

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6
Q

explain the Nielsen TV Index (NTI)

A

uses a national sample of households equipped with people meters to develop audiences estimates for all national TV programming

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7
Q

What is a fault of the Neilsen rating system

A

inconstant diary logs

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8
Q

media mix

A

the combination of media types that work together most effectively to deliver an advertisers message

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9
Q

what are 4 basic rules when translating copy

A

Be effective
Understand the product
Native tongue speaker
Eliminate idoms/expressions before translation

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10
Q

creative strategy

A

the simple written statement of the most important issues to consider the development of an ad or campaign

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11
Q

Give the top down order of the creative pyramid

A
action
desire 
credibility
interest 
attention
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12
Q

What does “attention” refer to in the creative pyramid

A

the way an ad breaks through a consumers physiological screens to create the kind of attention that leads to perception

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13
Q

The attention step is the critically important trigger of an ads ______ factor

A

boom

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14
Q

What does “desire” refer to in the creative pyramid

A

the step where the writer encourages prospects to imagine themselves enjoying the benefits of the product/service

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15
Q

What does “credibility” refer to in the creative pyramid

A

facts to support an ads claims

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16
Q

What does “interest” refer to in the creative pyramid

A

the body of the ad that should keep the reader engaged

17
Q

What does “action” refer to in the creative pyramid

A

motivation for people to do something you want

18
Q

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

19
Q

Name the formal elements of a mag ad (6)

A

1) Headline/visual
2) Subhead
3) Body copy
4) Slogan/Tagline
5) Logo
6) Contact Info

20
Q

Name the 5 types of headlines mentioned in the book

A
benefit headlines
news headlines
provocative headlines
question headlines
command headlines
21
Q

Kickers

A

subheads above the headline

22
Q

How are subheads typically written (type/print specifications)?

A

in boldface or italics

23
Q

narrative copy

A

problem/solution format, solution being the product

24
Q

lead-in paragraph purpose

A

bridge between headline and sales idea

25
What part of the mag ad develops credibility?
the interior paragraph
26
trial close purpose
"ACT NOW"
27
close purpose
action step
28
elements of a mag ad body (4)
lead-in graph interior graphs trial close purpose close purpose
29
What attracts the largest number of national advertisers?
Broadcast tv
30
describe straight sell copy
immediately explains or develops the headline and visual in a straight forward attempt to sell the product
31
describe picture caption copy
story is told through a series of illustrations and captions rather than through the use of a single copy block
32
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
33
describe device copy
relies on wordplay and gimmicks
34
describe dialogue/monologue copy
characters sell the product in quasi-testimonial situation or comic strip panel