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FSU ADV 3008 - Exam 2 Study Notes

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ADV3008 Exam 2 Study NotesCopywritingCopyThis is the words and text of the advertisement. It includes:- Dialogue- Voiceover- Headlineso This is the eye-catcher and the most important component of your ad. Headlines are responsible to attract attention, segment readers, and lead readers into copy. There are two types – direct and indirect headlines. Direct Headlines: They get straight to the point and includes the product name, benefit or attribute. Viewers don’t need to see the entire ad or campaign to get the message, it is in the headline. Indirect Headlines: Activates the viewers role and makes you keep reading. Provokes curiosity, uses puns and word play, creates interest in the rest of the ad, and results in higher readership.- Taglineso Taglines are short and easy to remember, i.e. a slogan. Taglines, like headlines, gain attention and provide a consistent link throughout the campaign. Ultimately, a tagline summarizes your brand position. Effective taglines are short, easy to remember, and trigger thoughts in the viewers mind.- Logoso A visual design representing the brand, company, or product. o Serves as a cue for consumers to recall your brand. o Stimulates recognition.- Body (Detailed paragraphs more associated with print medias.)o Not always formal. Often include lead paragraphs that transition from the headline to the body. Interior paragraphs detail the product or ad campaign. Final paragraphs bring a call to action and represents what theadvertiser is expecting the consumer to do and targets their behaviour towards the product.Writing good copy benefits the reader in:- Providing a solution to a problem.- Presents the desired point of view of the consumer.- Is single purposed!In remaining single purposed, good copy targets one person, or audience, based on their psychographic profiles. It involves the reader by presenting the unexpected. Good copy increases credibility and believability, especially when presenting data or facts. Copy should be written in a style that builds relationships amongst your audience while remaining personal and conversational. Advertising CampaignsLayoutVisual vs Verbal Emphasis- The visual is effective in communicating a broad idea or image, but the copy and words can deliver the main point. They must work hand in hand. Illustrations- Attract attention for the headline.- Convey the broad ideas and benefits.- Generate feelings and emotions.- Tell a story.Contents- Product alone. Ex Tiffany and Diet Pepsi.- Products in use. - Mood development. - Charts and graphs showing quantative information.- Dramatization of product features. Mini Cooper. Eclipse. Mount Sinai Surgery.DesignBalance – an aesthetic feature that makes a piece appealing to look at through the equality of its content. Balance across all aspect of your ad.Focal point – the single element that draws the reader into the ad. Whether visual, verbal, copy or statistical, each ad normally has one. Multiple focal points can distort the readers perception of the ad. Movement – Normally an arranged movement from element to element, in order to direct the reader through the message. Normally, top left to top right to bottom left to bottom right, in a “Z” shape. - Gaze Motiono Created by a layout that breaks the natural eye movement. Forces the reader to be involved. Less balance, more reader involvement. o Any visual component using lines, vectors and angles are often employed to control the viewer’s gaze.Unity – How well do all the elements of the ad fit together. Unity is also necessary across the entire campaign, besides just an individual ad. Emphasizes the theme of an ad campaign.Types of LayoutsPicture Window: Window reveals the focal point. Windowsill holds the headline. Wall houses the body. Very common in print ads. By putting the headline beneath the focal point, it increases the likelihood that the entire ad will be read.Poster: Dominated by bold visual and little copy. Emphasize a mood or feeling amongst products where status, style and emotions are the targeting elements. Liquor, fashion, luxury items. Representative of more than the product, also the brand. Copy Heavy: Extensive copy with little visual support. High-involvement products. Find the most appropriate layout for your target audience.Broadcast ProductionScript- Specifies the audio and video instructions. - Allows for discussion of proposed commercial.- Internally used.Storyboard- Developed from script.- Blueprint for production. - Components:o Pictures showing main scenes. o Video – written description of what camera sees. o Audio – written description of what is heard.- Presentationo Helps agency sell its creative ideas. Television Production1. Preproductiona. All planning and decisions prior to filming.2. Productiona. Shooting the storyboard.3. Postproductiona. All activity after the filming of the storyboard.Creative Effective TV Commercials- Visually captivating and exciting. Utilizes visual content.- KISS (Keep It Sweet & Simple). Focus on one idea.- Opening is critical in gaining your audiences attention.- Entertainment as a means to sell. Advertising is not purely entertainment.- Believable and credible.- Calls for an action or desired behaviour. Radio Production- Using no visuals creates more difficulties in how you transmit your message.Creating Effective Radio Commercials- Grab attention early to avoid audiences tuning in and out.- Theater of the mind. Create visuals in the minds of your listeners using voices, sound effects, and music.- Successfully transfers a visual created in a visual medium to a non-visual medium, radio.- Calls for an action or desired behaviour.- Utilizes reputation, as listener can’t see product. (Poor reputations are hard to overcome when using radio as an advertising channel.)Radio Strategies- Humour- Unique Voices- Sound Effects- MusicResearch TechniquesDirectional Research- Guides the creative effort by providing a clearer view of the realities faced by the creative team. Assessment Research- Evaluates the success of the creative product in achieving strategic objectives.- Did we achieve the DAGMAR objective?- Not effective unless the campaigns direction has been accurately set.- Research conducted early has the greatest value.Ex. Tide To Go. - Research finds a market potential for college students. Awareness is low. - TASK: Increase awareness amongst AUDIENCE: college students DEGREE: by 25% TIME: by next year. Developmental Research-


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