ADV Final
Terms
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copy deck
- Marketing Definition
- The process of planning and executing concepts, pricing, distribution, and promotion of ideas, goods, and services
- Marketing Communication types
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Collateral materials (catalogues, flyers, posters)
product advertising
sales promotion (contests, rebates)
public relations (press conference)
personal selling (door to door) - Long-term Macro Arguments
- Proliferation, stereotyping, offensiveness, social impact, impact on values
- Perception and puffery
- Short-term manipulative arguments
- Unfair Ad
- Unjustifiably hurt the consumer
- Comparative Ad
- Has to be objective, meausrable (can do it as long as they prove it to be true)
- Substantiation
- "proof" behind claim
- Affirmative disclosure
- warnings, disclaimers, or disclosures
- Consent decree
- Agreements to stop ad without admitting wrongdoing
- Cease and Desist Order
- Prohibits further use of ad
- Corrective advertising
- Explain and correct offending ads, reeducation
- Larger marketing context of advertising
- Marketing is the business process management uses to plan and execute the conception, pricing, promotion, and distribution of its products
- Marketing Key concepts
- Utility, exchange, peprception, satisfaction
- Utility
- Product's ability to satisfy both functional needs and symbolic wants
- Perceptual screens
- Subconscious filters that shield us from unwanted messages
- Physiological screens
- Dedect incoming data and meausre dimension and intensity of the physical stimuli (5 senses)
- Psychological screens
- Evalaute, filter, and personalize information according to subjective emotional standards (innate, learned, selective)
- Central route to persuasion
- Consumers have a igh level of invovlement with the product or message and are motivated to pay attention to the central, product-related information in an ad
- Results of learning
- Attitudes and interests, habits and brand loyalty, defines needs and wants
- Maslow's Hierarchy of Needs
- Physiological, safety, social, esteem, self-actualization
- Evoked set
- Particular group of alternative goods or services a consumer considers when making a buying decision
- Evaluative criteria
- Standards a consumer uses for judging the features and benefits of alternative products
- Theory of Cognitive dissonance
- people try to jsutify their behavior by reducing the degree to whcih their impressions or beliefs are inconsistent with reality
- User status variables
- brand loyalty
- Purchase occasion variables
- when the product or service is being bought or used
- Benefits-sought variables
- high quality, low price, sex appeal, etc.
- Categories of advertising research
- Strategy research, creative concept research, pretesting, protesting
- Strategy research
- Product concept, target audience selection, message element selection, media selection
- Steps in research process
- Define proble, exploratory research, research objectives, formal research, data interpretation and findings
- Primary data
- information collected from the marketplace about a specific problem
- Secondary data
- information previously collected or published, usually for some other purpose, by the firm or by some other organization
- internal data
- company records
- external data
- information from government, market research compaines, trade associations, various trade publications, or computerized databases
- Qualitative research methods
- Interviews, focus groups, projective techniques
- Quantitative research methods
- Experiment, observation, survey
- Pretesting
- Direct questioning, central location tests, clutter tests
- Posttesting
- Attitude tests, recall tests, inquiry tests, sales tests
- considerations for quantitative research
- validity, reliability, sampling method, questionnaire development, data tabulation and analysis
- Creative team
- copywriter, art director, creative director
- art director
- determines hwo the ad's verbal and visual symbols will fit together
- creative director
- heads a creative team of agency copywritesrs and artists that is ultimately responsible for the creative product - the form the final ad takes
- Do most ads resonate with the audience?
- most do not have resonance
- strategic relevance
- must be relevant to the ads strategy (resonance doesn't work without relevance)
- four elements of advertising strategy
- product concept, target audience, advertising message, communications media
- issues to consider in creative brief
- who? why? what? etc.
- elements of creative brief
- objective statement, support statement, tone or brand character statement
- message strategy
- verbal, nonverbal, or technical
- Creativity
- involves combining 2 or more previously unconnected objects or ideas into something new
- Design
- how the art director and graphic artists choose and structure the artisitic elements of an ad
- Roles of creativity
- informs, persuades, reminds, puts the "boom"
- fact-bassed vs value-based thinking
- (fragment concepts into components and to analyze situations to discover the one best solution) vs (decisions are based on intuition, values, and ethical judgments)
- Explorer
- searches for new information, paying attention to unusual patterns
- Artist
- experiments and plays with a variety of approaches, lookcing for an original idea
- Judge
- evaluates the results of experimentation and decides which approach is more practical
- Warrior
- overcomes excuses, idea killers, setbacks, and obstacles to bring a creatie concept to realization
- Layout
- orderly arrangemetn of all the format elements of an ad: visual, headline, subheads, body copy, slogan, seal, logo, and signature
- Thumbnail
- rough, rapidly produced pencil sketch that is used for trying out ideas
- Comp
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(comprehensive layout)
copy of a finished ad with a copy set in type and pasted into position along with proposed illustration; can see effects of final ad - Dummy
- presents the handheld look and feel of brochures, multipage materials, or point-of-purchase displays (assembled by hand)
- Mechanical
- black type and line art are pasted in place on a piece of white artboard (paste-up)
- Principles of design
- balance, unity, proportion, emphasis, sequence
- Poster style
- single, dominant visual that occupies between 60 and 70 percent of an advertisement's total area (also picture-window layout)
- Mondrian Grid
- series of vertical and horizontal lines, rectangles, and squares within a predeterimined grid to give geometric proportion to an ad
- Circus
- Layout style filled with multiple illustrations, oversized type, reverse blocks, tilts, or other gimmicks to bring an ad alive and make it interesting
- Logo
- special design of the advertiser's name; trademark
- Copy-Heavy
- large dominant headline will run above or below the copy or even be framed by it (advertiser has a lot to say and visuals won't say it)
- Montage
- (similar to circus) multible illustrations together and arranges them by super-imposing or overlapping them to make a single composition
- Combo
- layout style that combines two or more other layout types to make an ad look more interesting
- Purposes of using visuals
- Capture attention, ID subject
- Headline
- words in the leading position of an advertisement - words that will be read first or that are positioned to draw the most attention
- Visuals
- all of the picture elements taht are placed into and advertisement
- Subhead
- secondary headline
- Body copy
- text of an advertisement htat tells teh complee story and attempts to close the sale; logical continuation of the headline and subheads and is usually set in a smaller type size than headlines or subheads
- slogan/seal
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tagline, themeline (provide continuity for a campaign and to reduce a key theme or idea to a breif, memorable positioning statement)
Type of certification mark offered when a product meets standards established by these institutions; independent alued endorsement - types of headlines
- benefit, news/info, provocative, questions, command
- Benefit headline
- makes a direct promise to consumer
- News/info headline
- "how-to" headlines as well as headlines that seek to gain didentification for their sponsors by announcing some news or providing ome promise of information
- provocative headline
- provokes the reader's curiosity so that, to learn more, the reader will read the body copy
- questions headline
- asks the reader a question
- command headline
- orders the reader to do something
- straight announcements
- oldest commercial type; deliver sale message direicly into microphone or on-camera and does so of-scrine while a slide or film is shown onscreen
- Presenter
- one person or character presents the product and sales meeting
- Testimonial
- use of satisfied customers and celebrities to endorse a product in advertising
- Demonstration
- commercial that shows the product in use
- Musical
- jingle; sung with the sales message in a song
- Slice of Life
- dramatization of real-life situation in which the product is tried adn becomes to the solution to a problem
- Lifestyle
- user is presented rather than the product
- Animation
- use of cartoons, puppet characters, or demonstrations of inanimate characters come to life in tv commercials
- Production manager's role
- planning, organizing, directing, controlling