COMM 320 Test #2 Study Guide Part 2 Vocabulary

Vocabulary flashcards covering visual communications, typography, design principles, advertising strategies, copywriting, and media planning from COMM 320.

Typography

The art and technique of arranging type to make written language legible, readable, and appealing.

Proxima Nova

A simple sans serif font used by over 25,000 websites that provides readability even with poor screen resolution.

Kerning

Adjusting the distance between 2 characters.

Tracking

The adjustment of the distance between a group of characters, such as adjusting the distance between letters in a headline.

Line spacing

Adjusting the distance between lines of type, which affects readability.

Color

The element of art that is produced when light, striking an object is reflected back to the eye.

Hue

The name given to a color (such as red, yellow, blue, green, etc.).

Intensity

The vividness of a color, sometimes referred to as its saturation.

Value

The property of color indicating how light or dark it is, with shade and tint referring to its changes.

Principles of design

The rules a designer must follow to create an effective composition that clearly delivers a message to the audience.

White space

Also known as negative space, it is one of the seven principles of design used to create an effective composition.

Features

Attributes of the product, including things that a product can do, ingredients, parts, pieces, conditions of a product, or hours of operation.

Benefit

What the consumer gets from a product feature.

Destination planning

Defining a vision for the future of a brand and identifying barriers to reaching that vision (covered in questions 3 and 4 of the creative brief).

Copywriting

Non-fiction prose written to support a point of view.

Voice

The brand's personality as expressed in words.

Details

A principle of good prose where the writing is full of specifics and is particular, not vague.

Style

A principle of good prose where form matches content and prose is not overwritten.

Thesis

The central unifying idea of an advertisement.

Organization

Presenting the central idea of an ad in an orderly sequence with a beginning, middle, and end.

Parallelism

The concept that sentence elements identical in thought should be identical in grammatical form.

Misdirection

A headline technique of telling a story with a surprise twist at the end.

Opposition

Using words that are opposite to create drama and impact, or in broadcast, saying one thing and showing the opposite to create drama and conflict.

Omission

A headline technique of leaving something out of the headline to create drama and interest.

Puns

A figure of speech in which a word or phrase means more than one thing.

Storyboard

A helpful tool in developing a TV commercial that helps the copywriter determine key action and key frames.

Generic claim

A product-oriented strategic approach that sells the product category rather than the brand.

Product feature

A product-oriented strategic approach that sells a product feature and appeals to reason and rational decision making.

Unique selling proposition (USP)

A product-oriented strategic approach that sells a benefit unique to the brand.

Positioning

The perception consumers have of a product, not unto itself but relative to the competition.

Brand image

A consumer-oriented strategic approach that creates and promotes a personality for the brand.

Lifestyle

A consumer-oriented strategic approach that associates the product with a way of life.

Attitude

A consumer-oriented strategic approach that associates the product with a state of mind by promoting an emotion or attitude of the brand.

Advertising campaign

A collection of ads sharing the same strategy/promise, story theme with different specifics, tagline or themeline, marketing goals, target audience, and often based on the same human truth.

Media planning

The process by which advertisers determine where, when, and how often they will run an ad message in order to maximize return on investment (ROI).

Audience fragmentation

The biggest problem facing media planners, where so many media options exist for the individual that large numbers of people are difficult to reach with one media.

Programmatic advertising

The use of machine learning to automate the buying and selling of ad inventory in real-time, ensuring that ads target the right person at the right time for the right price.

Task Profile

An assessment conducted before starting a media plan to answer six key questions about the purchase cycle, involvement, awareness, brand status, competition, and consumer priorities.

Channel ranking

A step within the Task Profile to determine which media will be most effective for a campaign.