advertising final

4/C

15% more, colors go to end of page

rating/audience. decides between different vehicles.

ad expenditures/totalexpenditures in the industry

cost of ad/audience x1000. Cost of reaching 1000 people with any media

adopted by newspapers for selling ad space with unit sizes. there are 57.

AM Drive time, Daytime, Afternoon Drive time, Nighttime, Late Night

Morning, Daytime, Early Fringe, Primetime access, Primetime, Late News, Late night

this is what the product is

two points of view and counters the one opposing view

disagreements between art department and executives, could be good

promoting brand recall, link key attribute to brand, persuade customer, effective association, scare consumers, anxiety advertising, transform consumption experience, situate brand socially, define brand's image

person from outside agency that comes up with an idea

process of defining the benefits of a brand through verbal or nonverbal communication

single most important thought, product features, benefits, Media, time/length or space of ad, suggestion/mood/tone, how to achieve objective, production budget

Headline then Subheadline then Body Copy then Visuals then Name, logo, url. either straight line copy, dialogue, narrative, testimonial, direct response copy

theater of the mind: Music, Dialogue, Announcement, Celebrity Announcement: Fact Sheet not script

lift, Demonstration Ad, Problem and Solution Ad, Music and song, Vignette (continuing story among ads), Dialogue, Narrative, Personal or Impersonal (most), Slogan

Illustrations, stimulating body copy, creates social context for product

informs creative team of modern media, account planner has consumer research

While copywriting process is happening: focus groups

after campaign is released

thumbnail sketch, rough sketch (actual size), comprehensive (actual copy), mechanical (last changes), production

the due date at the media for ad to be included

time from the close date to when ad is shown

for newspapers, short lead time, shows how ad will look

storyboard, approval of production budget (for TV: 350,000-500,000), location shoot, set, hire director, cast, production house (provides director and everything)

film or tape, animation, claymation or stop action photography, rotoscoping, dailies (going over with what you shot that day), scratch track (music recorded separately from dialogue), rough cut (best scenes that you probably want to use), sound track, lift

• Media class/media vehicle, Reach and frequency
• that you want to achieve, Message weight (gross impressions), Message impressions, message strategy

the number/percentage of people in a target audience that are exposed to an ad aminimum number of times so that they get it

1. Awareness 2. Benefits/attributes 3. Convice

the number of times the target audience needs to see the ad before they get theobjective

total mass of advertising

above the line, measured to certain extents

below the line

and within vehicle duplication

how many times an ad is shown and how many people are exposed to it, reach times frequency

continuous advertising, flighting, time and length

fewer people in each media

eliminates waste

media is not contained by national borders, rise of new media. foreign agencies partner with local ones or media buyers

total environment within which brand is presented and displayed.

brand claims, creative devices, used media, special creative needs, message

website designed to sell a product directly

brand offer that may be accessed by a consumer through key word search and has a length of a magazine ad

offers incentives to buy product and offers link to short copy

short message to drive readers to long copy landing page

advertiser's senior executive

formal balance is symmetrical presentation. informal balance is asymmetrical.

blackletter-gothic ornate design, roman-most common, serif-feet at ends of letter, sans serif-headlines & don't have serifs. point=size of type in height, picas=width of lines

introduction, situation analysis, cultural context, historical context, industry analysis, market analysis, competitor analysis

brand awareness, top of the mind awareness, purchase intent, trial usages, repeat purchase, brand switching

percentage of sales approach, share of voice, response modes (money spent on ads and sales generated), objective and task approach (budget needed for objectives)

clash of people, no new ideas

people, process, place

individually negotiated deals, 75% fee based, used to be commission. now less financial reward for buying lots of mass media.

total mass of advertising delivered. gross number of advertising messages or exposure opportunities delivered by vehicles in a schedule.

sum of exposures to the entire media placement in a media plan

heavy ads, stop for awhile, heavy advertisements

continuing ads but with periods of heavy scheduling.

recognition of print ads increases with the square of illustration. full page ad is 2x as memorable as a quarter page

channel from blogs or content the computer user is linked to

period where tv networks reveal their full live ups and presell ads on them