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Advertising > Quiz #3 > Flashcards

Quiz #3 Flashcards

1
Q

Effective Marketing Communications

A
  • a product of both logic and creativity
  • translates the logic of planning decisions into a creative idea that is original, attention getting and memorable
  • message must connected with the target audience to the brand in a relevant and unexpected way
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2
Q

Key players (creativity is a product between…)

A

copywriters, art directors, creative directors, account planners, broadcast directors
*Generate concepts word, and picture ideas

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3
Q

What is a creative brief?

A
  • creative (original, different, novel, unexpected)
  • strategic (right for the product and target)
  • meets (the objective)
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4
Q

Message Objective

A
  • see/hear (create attention, awareness, interest)
  • feel (touch emotions and create feelings)
  • think/understand (deliver info, aid understanding, create vocal
  • connect (establish brand identity and associations transforms product into a brand w distinctive personality and image)
  • believe (change attitudes, create conviction, and preference)
  • act/do (stimulate trial, purchase, repurchase, or some other form of action)
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5
Q

Hard Sell

A

uses an informational message that touches the mind and creates a response

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6
Q

Soft Sell

A

uses emotional appeals or images to create a response based on attitude, moods, and feelings

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7
Q

Frazer’s 6 Creative Strategic Message Situations

A
  • preemptive
  • unique selling proposition
  • brand image
  • positioning
  • affective/anomalous
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8
Q

Selling Premises

A
  • uses rationale approach that states the logic behind the sales offer
  • the most important features or attributes must be attributes
  • a claim is a product-based strategy based on how well the product will perform
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9
Q

benefit

A

what the product does for the user

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10
Q

promise

A

benefit the user will get by using the product

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11
Q

reason why

A

the logic behind why you should buy

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12
Q

unique selling proposition

A

a benefit unique to the product and important for the user

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13
Q

other message formulas

A
  • straightforward message
  • demonstration
  • comparison
  • problem solution/problem avoidance
  • human
  • slice-of-life
  • spokesperson
  • teasers
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14
Q

Facet’s Model is helpful in identifying messages that…

A
  • get attention
  • create interest
  • resonate
  • create believability
  • are remembered
  • touch emotions
  • inform
  • teach
  • persuade
  • create brand association
  • drive action
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15
Q

concepting

A

is the process of coming up with a new advertising idea

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16
Q

The Big Idea or creative concept

A
  • becomes a point of focus for communicating
  • the road crew name helped define the companies big idea
  • the beats driving slogan supported the big idea and communicated
17
Q

The Creative Leap

A

-divergent or right-brain thinking explores possiblities rather than using rationale thinking

18
Q

Ideation

A

look at the problem from every angle

19
Q

Brain Fog

A

don’t give up when you hit a blank wall

20
Q

Incubation

A

let your subconscious work on it

21
Q

Illumination

A

the idea often comes when you’re related and doing something else

22
Q

Evaluation

A

does it work?

23
Q

Slogans need to be..

A

catchy and memorable

24
Q

Visual Comm

A

the world of art direction, design, illustration, photography, and other ways of bringing ideas to life in advertising

25
Q

Why is Vis Com important?

A

Visuals > Words

  • demonstrate something
  • evoke emotion
  • create buzz
26
Q

What does an art director do?

A
  • in charge of the visual look of an ad and how it communicates mood, product qualities, and psychological appeals
  • decide which type of visuals to use- photography, film, or animation for ads
  • also works on brand or corporate logos, office interiors, merchandising materials, shopping bags, or delivery vehicles
27
Q

Illustrations and photos

A
  • photography authenticity makes it powerful
  • photos are realistic and add credibility
  • using software programs can manipulate photo content
  • eliminates the details of a photo “highlights
28
Q

color

A
  • attracts attention, provides realism, establishes moods, and build brand identity
  • B&W can add dignity and spphistication
  • spot color can be added to black to accent or highlight elements
  • absence of color can be more compelling
29
Q

typography

A
  • art directors also specific the ads typography
  • type is functional but it also portrays an aesthetic
  • members of the creative team should have a good working immunity
30
Q

Design print layouts and styles

A
  • picture window
  • all art
  • panel or grid
  • dominant type
  • cirus
  • nonlinear

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