Advertising Chapter 10

Any ad that shows up and you click on it-they count the clicks- clicks navigate you away from the original site

Tear-out Ad to prove to a manufacturer that you ran their ad. Used only by newspapers

Pass-it-on forwarding ads virtually.

EDvelops the verbal message, the copy(words) within the ad spoken by imaginary persona

Tear-out Ad to prove to a manufacturer that you ran their ad. Used only by newspapers

Any ad that shows up and you click on it-they count the clicks- clicks navigate you away from the original site

Responsible for the nonverbal aspect of the message, the design, which determines the visual look and feel of the ad.

Supervises art director and copy writer. Typically a former copywriter. Responsible for creative product and the form the final ad takes.

Develops the verbal message, the copy(words) within the ad spoken by imaginary

Supervises art director and copy writer. Typically a former copywriter. Responsible for creative product and the form the final ad takes.

Responsible for the nonverbal aspect of the message, the design, which determines the visual look and feel of the ad.

Supervises art director and copy writer. Typically a former copywriter. Responsible for creative product and the form the final ad takes.

Supervises art director and copy writer. Typically a former copywriter. Responsible for creative product and the form the final ad takes.

Develops the verbal message, the copy(words) within the ad spoken by imaginary

Tear-out Ad to prove to a manufacturer that you ran their ad. Used only by newspapers

The final date for an ad to be ready to go. Camera ready, shot edited. "In the bag!"

Phrase that catches your eye. Songs, sayings. etc.

Most important. Readability

How many times you pass a magazine along. Hard to know circulation numbers

Most important- Readability.

T.V. Commercial-Creative's put together a show they talk the client through.

Phrase that catches your eye. Songs, sayings. etc.

Most important- Readability.

The final date for an ad to be ready to go. Camera ready, shot edited. "In the bag!"

Most important- Readability.

Not important

Who Cares

T.V. Commercial-Creative's put together a show they talk the client through.

Most important- Readability.

How many times you pass a magazine along. Hard to know circulation numbers

Readability

Liaison between agency and company

Mach ad- Making of the print ad

Most important- Readability.

Mach ad- Making of the print ad

Phrase that catches your eye. Songs, sayings. etc.

A simple description and explanation of an ad campaigns overall creative approach. what advertising says, how it says it, and why. Contains three components: Verbal( what the advertising should say) Nonverbal (Overall nature of the ad's graphics,, Technical(approach and mechanical outcome, including budget.)

Is the creative team's guide for writing and producing the ad. Written statement of the most important issues to consider. Who, What, Why,Where and when.

As a group of people who work in the creative department regardless of their specialty .

As a group of people who work in the creative department regardless of their specialty .

Is the creative team's guide for writing and producing the ad. Written statement of the most important issues to consider. Who, What, Why,Where and when.

A simple description and explanation of an ad campaigns overall creative approach. what advertising says, how it says it, and why. Contains three components: Verbal( what the advertising should say) Nonverbal (Overall nature of the ad's graphics,, Technical(approach and mechanical outcome, including budget.)

Verbal: Guidelines for what the advertising should say.

Non Verbal: Overall nature of the ad's graphics, any visuals that must be used.

Technical: preferred execution approach and mechanical outcome, including budget and scheduling limitations.

Non Verbal: Overall nature of the ad's graphics, any visuals that must be used.

Process in which tow or more people get together to generate new ideas . Source of sudden inspirations.

To originate, conceive a thing or idea that did not exist before. Involves combine two or more previously unconnected ideas into something new.

Non Verbal: Overall nature of the ad's graphics, any visuals that must be used.

Process in which tow or more people get together to generate new ideas . Source of sudden inspirations.

To originate, conceive a thing or idea that did not exist before. Involves combine two or more previously unconnected ideas into something new.

Red: Blood and fire. Brown: Masculine color. Yellow: High impact catch consumer's eye. Green: Symbol of health. Blue: Coldest color. Black: Sophistication - High end merchandise. Orange: "Edible"

On Verbal: Overall nature of the ad's graphics, any visuals that must be used.

Process in which tow or more people get together to generate new ideas . Source of sudden inspirations.

Process in which tow or more people get together to generate new ideas . Source of sudden inspirations.

The flash of insight-takes place. The big idea is bold, creative initiative that builds on the startegy, joins the product benefit with consumer desire in a fresh life.

Is the most important in creating the advertisement. It is where the search for the "big idea" that flash of insight takes place

Is the most important in creating the advertisement. It is where the search for the "big idea" that flash of insight takes place

The flash of insight-takes place. The big idea is bold, creative initiative that builds on the startegy, joins the product benefit with consumer desire in a fresh life.

Process in which tow or more people get together to generate new ideas . Source of sudden inspirations.

Many causes of blocks of creativity are information overload, mental or physical fatigue, stress, fear, insecurity. Occurs when people in the agency start "thinking like the client.

Action: Stimulate the consumer's physiological screens to attractive attention.

He act or process of managing the visual presentation of the commercial or ad. It actually refers to the whole positive feeling for the product.

Interest: Second step. Keeps consumer involved.

Action: Stimulate the consumer's physiological screens to attractive attention.

The act or process of managing the visual presentation of the commercial or ad. It actually refers to the whole positive feeling for the product.

Attention: Stimulate the consumer's physiological screens to attractive attention.

Interest: Second step. Keeps consumer involved.

Credibility: Claims to backed up by facts. Comparison ads can build credibility. Well known people, test results.