APR 241 Exam 2 Micheal Little

copywriter

develops the verbal message (words) within an ad and collaborates with an art director -> work under creative director

art director

develops the nonverbal message (design) within an ad which determines the look and feel -> work under creative director

creative director

responsible for the final form the ad takes, usually a former art director or copywriter

creatives

as a group, agency people who work in the creative department

resonance

to strike an emotional chord and makes the message stick, "wow" factor

informational vs. transformational

offers a credible solution to a significant problem vs. leveraging positive reinforcement to offer a reward

creative strategy

the creative team's guide for writing and producing the advertising

advertising objective

a specific communication task an ad campaign must accomplish (ex. pedigree: pets are a part of the family and their food can help them thrive)

target audience

the specific group of individuals to whom the advertising is directed

benefit statement

describes what a product or service does to provide a benefit to the consumer

support statement

provides information about the product or service that will convince the audience that the key benefit is true

brand personality

describes the brand in terms of human characteristics

special requirements

unique characteristics of the advertiser, brand, target audience, media, competition, budget, etc.

creativity

The combining of two or more previously unconnected objects or ideas into something new.. vital for the boom factor

fact based advertising

fragments concepts for analysis. linear thinking prefers facts, figures, data, things you can analyze and control

value based advertising

approaches decisions using intuition, morals, and moral codes. relies on melding concepts in new creative ways

the explorer

searches for information & unusual patterns. develop an insight look, know the objective, brainstorm.

the artist

develops the main idea and implement it. experiments with a variety of approaches.

the judge

evaluates experiments to find the practical approach. if the judge does a good job, it becomes easier to be the warrior.

the warrior

wins territory for ideas, overcomes excuses, idea killers, setbacks, and obstacles.

creative pyramid

a model that guides the creative team as it converts the advertising strategy and big idea into the final ad or commercial: Attention, Interest, Credibility, Desire, Action

design

how the art director chooses and structures the artistic elements

layout

the overall arrangement of all the format elements; visuals, subheads, body copy, slogan, seal, logo and signature

thumbnails

a small, rough produced sketch to visualize layout approaches without wasting time on details

rough layout

the artist draws to the actual dimensions of the ad. headlines and subheads suggest final type style, illustrations and photos are sketched in, body copy simulated by scribbles

dummy layout

presents the handheld look and feel of brochures, multipage materials or point of purchase displays. artist mounts it on sturdy paper and cuts to size

comprehensive and mechanical layout

highly refined facsimile of the finished ad. quite elaborate. at this stage, all visuals are final

approval

copyrighter and art director work is always subject to approval. the larger the audience and client the more formidable it is to approval

posterstyle format*

also called picture window format and score the highest recall. Ads have less than 50 words and Headlines are best placed under the visual

headlines

contains the words in the leading position in the ad. are read first and draw attention (larger and in bold)

news/informational headline

announces news or promises information.

provocative headline

provoke the reader's curiosity-to stimulate questions and thoughts

question headline

asks a question encouraging readers to search for the answer in the body of the ad

command headline

orders the reader to do something, so it might seem negative

subhead

an additional smaller headline in an ad that may appear above or below the headline

kickers vs. underlines

kickers are subheads that are above the headline while underlines are below the headline

body copy

where the advertiser tells the complete sales story. comprises the interest, credibility, desire, and often even the action steps

straight cell copy

writers immediately explain or develop the headline/visual in a straightforward, factual presentation

institutional copy

promotes a philosophy or extol the merits of an organization rather than product features. lends warmth and credibility to an organizations image

narrative copy

is used to tell a story. sets up a situation and product comes into save them at the end

dialogue/monologue copy

can add the believability that narrative copy can tend to lack

picture caption copy

is useful for when a product has different colors or designs

device copy

uses figures of speech, humor and exaggeration

slogans

also called themelines or taglines, has two basic purposes: To provide continuity to a series of ads in a campaign and Reduce an advertising message strategy to a brief, repeatable, and memorable positioning statement

seals

is awarded when a product meets standards established by a particular organization

logos and signatures

are special designed of the advertises company or product name, and they provide quick recognition at the point of purchase/viewing

storyboards

is turning the video portion of the script into real images. It is a pre-printed sheet with a series of 8-20 blank windows, and works like a comic strip in order to show how the ad will look in the end

straight announcement*

The oldest and simplest type of commercial and probably the easiest to write. an announcer delivers the sales message

presenter commercial

uses one person or character to present the product and carry the sales message, such as Flo for Progressive

testimonial

is where a satisfied user tells how effective the product is-can be highly credible, especially if the personalities delivering product satisfaction are unknowns and nonprofessionals

demonstration

convinces an audience better and faster than a spoken message

musical commercials or jingles

a commercial that is sung with the sales message in the verse

slice of life

is a commercial that dramatizes a real-life situation, such as old people medication. always concludes with a positive outcome

lifestyle technique

present the user rather than the product, such as through beer commercials and sports-drink commercials

animation

are used for communicating difficult messages, or for specialized markets, such as children

banner ad

brings users to a website other than the one they intended to visit

viral ad

often used on youtube, rely on web users to spread to others

relationship marketing*

when a company develops mutually satisfying relationships with customers and other stakeholders. Seamless, consistent communication is how a firm earns a good reputation

sales promotion*

value added tool, seen in GEICO "save 15% or more on car insurance"

direct marketing*

impersonal, sent directly to target audience, interactive by eliciting a measurable response, used to create or maintain a relationship with receivers who respond to the message

database marketing

when a company tracks and analyzes purchasing patterns of customers in a database, then targeting advertising to their needs; Instagram ads

direct response advertising

is advertising that asks the reader, viewer, or listener to provide a response straight to the sender. An example can be direct mail, TV ad's, or emails

direct marketing

Interactive process of addressable communication Using one or more advertising media To create a sale, lead, purchase or donation Analyzed on a database to develop ongoing beneficial relationships; oldest marketing method

impact of data on direct marketing

Customer Lifetime Value (CLTV) in which stats can show a customer's historical and future value; Loyalty (Continuity) programs reward customers for continued business

continuity (loyalty) programs

rewards loyal customers for frequent and continuous usage

drawbacks to direct marketing

Bad reputation of being sales oriented Do not get the affiliation offered by some media Clutter Privacy concerns

direct selling

marketers representatives sell to customers directly, either at home or at work. An example could be telemarketing

telemarketing

Selling & prospecting by telephone Major source of income for non-profits, charities & political candidates

catalogs

Reference books mailed to prospective customers that show products being sold

personal selling

relationship building with long term benefits to all parties

personal selling advantages

Personal and persuasive Facilitates instant feedback Flexibility to adjust the presentation Flexibility in time Helps in distribution of new products Good for high-priced items

personal selling drawbacks

Labor-intensive Time-consuming Poor reputation/ perception Requires sales executives with the right personality attributes

types of personal selling

selling to consumers, retailers and other businesses

trade shows

Exhibitions where manufacturers, dealers, and buyers of an industry's products can meet for demonstrations and discussions on products

booths and exhibits

attracts traffic for a product at trade shows

packaging*

An attractive package can create an immediate relationship with the customer. Protection Preservation Information Promotion

sales promotion advantages

Adds value to brand Maximizes sales & market volume Combats brand parity

sales promotion drawbacks

Erodes profitability, brand attitudes, and market share Makes customers become deal-prone Destroys brand equity High cost Can lead to a price war

sales promotion strategy

is a direct inducement that offers extra incentives anywhere along the marketing route to enhance or accelerate the products movement from producer to consumer

push and pull strategy

push is designed to secure the cooperation of retailers pull is designed to attract customers and increase demand for product

trade advertising

advertising in publications read by members of the trade

consumer sales promotion

designed to induce costumers to seek out or ask about the product

slotting allowance

is a trade promotion tactic in which retailers charge manufacturers fees for the privilege of obtaining shelf or floor space for a new product. Controversial because they're subsidizing the retailer's cost of business

trade deals

happen when manufacturers make deals with retailers by offering short term discounts or other dollar inducements

display allowances

are fees that make room for and set up displays. These can be the specially designed floor stands, shelf signs, and special racks that the allow the seller to sell more of a featured product or products

buyback allowances

are when manufacturers offer a new allowance for an old product so that stores are more inclined to partner with them

advertising allowances

as either a percentage of purchases or a flat fee paid to the retailer, and offered by the manufacturer to the company

co-op advertising

is when national manufacturers reimburse their dealers for advertising the manufacturer's products or logos in their trading area

forward buying

retailer stocks up on a product when it is on discount and buys smaller amounts when it sells at list price

diverting

using the promotional discount to purchase large quantities of an item in one region, then shipping portions of the buy to areas where the discount isn't offered

dealer premiums, contests, and push money

encourage dealers or spokespersons to reach specific sale goals by using incentives; cash incentives are called push money

company conventions and dealer meetings

meetings held by companies with their employees, sales representatives, and/or customers to announce new products, policies, and marketing programs

Point of Purchase (POP)

the number of display materials and advertising-like devices that are designed to build traffic, exhibit and advertise the product, and promote impulse buying

coupons

a certificate with a stated value presented to the retail store for a reduced price

digital coupons

generate instant discounts, rebates and offers to try new brands

convenience/loyalty cards

saves customers the hassle of coupons, data is stored entitling them to discounts at the checkout counter

cents-off promo

short term reductions in the price of a product, some products bear a cents-off sticker which the clerk removes and credits at the checkout counter

resales and rebates

larger cash refunds on items like cars or household appliances

premiums

an item offered at half price or for free to entice customers to buy an advertised product

sampling

most costly and effective of all sales promotions