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Chapter 8
Flashcards
| Term | Definition |
|---|---|
| Copywriter | Person who creates the words and concepts for ads and commercials |
| Art director | Along with graphic designer and production artists,determines how the ad's verbal and visual symbols will fit together |
| Creative director | Head of creative team of agency copywriters and artists.He or s she is ultimately responsible for the creative product- the form the final ad takes. |
| Creatives | The people who work in the creative department, regardless of the specialty. |
| Informational ads | Promising benefits that will offer relief from an undesirable situation or condition. They tend to address negatively originated purchase motives, such as problem removal or avoidance, in an attempt to provide solutions to those problems. |
| Transformatitonal ads | Promising benefits that will reward consumers. They tend to focus on positively originated purchase motives in an attempt to make people feel happier. |
| Creative strategy | A written statement that acts as the creative's team guide for writing and producing an ad. It decides the most important issues that should be considered in the development of the ad,including the definition and description of the target audience. |
| Problem the advertising must solve | What you want the advertisement to do.The specific challenge that marketing communications must overcome to meet the marketing objectives |
| Advertising objective | A specific communication task an advertising campaign should accomplish for a specific target audience |
| Target audience | The specific group of individuals to whom the advertising message is directed |
| Benefit statement | Describe what a product service does to provide benefit to the consumer. |
| Support statement | Provides information about the product or service that will convince the target audience that the key benefit is true |
| Brand personality | Describes a brand in terms of human characteristics.A significant component in effective branding is imparting personality to a brand. |
| Special requirements | Unique characteristics of the advertiser, brand, target audience, media, communication and budget etc. that should be considered during the creative development process. |
| Creative process | The step by step procedure used to discover original ideas and reorganize existing concepts in new ways |
| Objective statementt | A clear objective should be communicated to the consumer. For instance Target wants consumer to know it has a better shopping experience |
| Message strategy | The message strategy is a simple explanation of an ad campaign's overall creative approach. The message strategy should have a verbal component, a non verbal component and a technical component |
| What is creativity? | Creativity involves two or more previously unconnected objectives |
| What is message strategy? | A document that helps media planners determine how messages will be delivered to consumers.It defines the target audience and the communication objective that must be achieved and the characteristics of the media that will be used. |
| Mandatories | The address, the phone number and other details that the advertiser insists that should be included in the advertisement |
| Fact based thinkers | People who tend to fragment concepts into components and to analyze the situation to discover the one best solution |
| Value based thinkers | Make decision on intuition, values and moral codes |
| Advertising messages | An element of the creative mix comprising what the company plans to say in its avertisement |
| Explorer | A role in the creative process that searched for new information,paying attention to unusual patterns |
| Brainstorming | A process in which two or more people get together to generate ideas, often a source of sudden inspiration |
| Artist | A role in the creative process that experiments and plays with a variety of approaches, looking for an original idea |
| Visualization | The creative point in advertising where the search for the ' Big idea' takes place. |
| Big idea | The flash of creative insight- the bold advertising initiative- that captures the essence of the strategy in an imaginative, involving way and brings the subject to life to make the reader stop |
| Art direction | The act or process of managing the visual presentation of an ad or commercial |
| Art | The whole visual presentation of a commercial or advertisement |
| Creative pyramid | A five step model to help the creative team convert advertising strategy and the big idea into the actual physical ad or commercial. The five elements are attention, interest, credibility, desire and action. |
| Judge | A role in the creative process that evaluates the role of experimentation and decides which approach is more practical |
| Warrior | A role in the creative process that overcome excuses, idea killers, setbacks and obstacles to bring a creative concept to realization |
Created by:
cdford18