New version page

FSU ADV 3008 - Test 2

Documents in this Course
Load more
Upgrade to remove ads

This preview shows page 1-2-3 out of 10 pages.

Save
View Full Document
Premium Document
Do you want full access? Go Premium and unlock all 10 pages.
Access to all documents
Download any document
Ad free experience
Premium Document
Do you want full access? Go Premium and unlock all 10 pages.
Access to all documents
Download any document
Ad free experience
Premium Document
Do you want full access? Go Premium and unlock all 10 pages.
Access to all documents
Download any document
Ad free experience

Upgrade to remove ads
Unformatted text preview:

Test 2 ADV3008Copy-words in the advertisement. Any word you read/hear.Headline- most important copy component of a print ad.Direct Headline- gets to the point. 2 elements: product name and product benefit. We don’t read everything on a page, this grabs attentionIndirect- designed to create interest in the rest of the ad. If you don’t read full ad, you wont know what the ad is about. The ad must grab the reader’s attention to be successful.Headline Tasks-designed to attract attention, segment readers (determine if the ad is for you), and lead readers into copy (“I have a dog, I need to read more about this dog food”)Tagline-a slogan. Its tasks are to gain attention, provide a consistent link in the campaign (identifiable element), and summarize brand position (what does it represent?Effective taglines- short (easy to remember), trigger thoughts about the brand. “E.A. sports, ‘Is it in you?’”Logo-a special visual design representing the company or product. It serves as a cue to recall. It stimulates recognition of the product/company.Components of body copy- the nuts and bolts of print ad. Not always formal paragraphs, more like sections. The lead paragraph is tied to the head line and it is a transition from the headline to the body copy. The interior paragraphs are details of the ad, reasons why to purchase, the benefits and the attributes. The final paragraph is the call to action what do we want the reader to do after the ad? Writing a good copy- benefit to the reader what’s in it for me? It has the solution to a problem, the consumer point of view and a single purpose. Layout- the orderly arrangement of all the copy and artwork. Like a puzzle, we have to put all the pieces together. Grab the readers attention. Headlines and illustrations grab the reader’s attention the most.Visual vs. verbal- shift from heavy reliance on copy and have greater emphasis on visual. Visual=broad image. Can only go so far. Everyone visualizes things differently, so a picture is work a different 1000 words. Copy gets straight to the point. More preciseIllustration tasks- visual dominates the ad and brings attention to the headline. Brings us feelings and emotions, makes us happy or sad ect. Illustration contents- product alone- usually boring, more effective if object is appealing (Tiffany’s box). Product in use- in action. Creation of image and mood- spy is excitement and exhilarating, water is tranquil and serene. Charts, tables, graphs- quantitative information. Dramatization of product features- when what you’re trying to describe cannot be photographed. You still need a headline.12Design- visually appealing to the eye. Balance- visual symmetry. Focal point- single element that draws the reader into the ad. Only one focal point per ad. In copy, it’s the headline. In visual it is the illustration/photo.Eye movement- the manner in which the eye reads an ad. Usually we read top left to bottom right.Gaze motion- created by a layout that breaks the natural eye movement. Unity- trying to put the puzzle together. Continuity in a campaign, always use the same font and characteristics so we know what the product is. Types of layouts- picture window (standard) use when you have a lot of visuals and copy. Text is usually at the bottom. Poster- bold visual, creates the mood, image and feeling, has very limited copy. Usually used by alcohol, cars and fashion. Doesn’t mention what the product does, just gives the feeling.Copy heavy-usually serious products, high involvement products. Extensive copy, little or no visual support.BROADCAST PRODUCTIONScript-written by copy writer (written document). Specifies the audio and video instructions, internal use.Once the script is finalized, we take it to the Storyboard- blueprint for production. Components- 1) pictures showing main scenes 2) video-written description of what camera sees 3) audio- written description of what is heardPresentation-helps agency sell its creative ideasOnce client says ‘go’, television production- preproduction- all planning prior to filming. Whats the wardrobe? Set design? Location? Production- shooting the story board not always in order, shoot those scenes at once) postproduction- after filming, editing, sound effects, audio. Creating Effective Television CommercialsDon’t have to have all 6 of these to be an effective creative adVisually captivating-most content is visualK.I.S.S.- focus on one main idea catch attentionOpening is critical- attention must be held earlyEntertainment as a means to sell- advertising is not pure entertainmentBelievable- credibility is crucialShow desired behavior-when possible you can “break the mold”Test 2 ADV3008Radio Production-no visuals creates difficulties. To be effective-grab attention early, theater of the mind (sound effects), music and jingles, image transfer-transfers image for you, K.I.S.S.-focus on one main idea sweet&simple, ask for action- behavior, repetition- listener can’t see the product.Specific radio strategies- humor, unique voices, sound effects (sfx), musicASSESSMENT RESEARCHDirectional Research-evaluating effectiveness- guides the creative effort by providing a cleaner view of the realities faced by the creative team. Done during the situational analysis.During directional research, we looks at the consumer, product, competitive and macro analysis’. We have to analyze these to determine what our product will look like. Is the advertising effective?Assessment research- evaluates the success of the creative product in achieving the strategic objectives, did we achieve objective? If yesad was effective, if nowasn’t. The research conducted early in the decision sequence has the greatest value, make sure you have enough $ to research. Conducted throughout the entire creative process.1st step in Assessment Research, Pretesting, developmental pretesting-testing ideas, not ads. Conducted during strategy development, early in creative process. We want, quick and inexpensive feedback, maybe personal interviews, focus groups. SMALL SAMPLE SIZES. Focus on awareness and attitude change.Final presentation-finished ads or close to finished ads, last check before investment in media (largest portion of budget). Field test-test market, sacrifice control. More common, conducted under natural conditions the way consumers would see the ad. Laboratory test-testing in a controlled environment. They sacrifice realism for control, can have people


View Full Document
Download Test 2
Our administrator received your request to download this document. We will send you the file to your email shortly.
Loading Unlocking...
Login

Join to view Test 2 and access 3M+ class-specific study document.

or
We will never post anything without your permission.
Don't have an account?
Sign Up

Join to view Test 2 2 2 and access 3M+ class-specific study document.

or

By creating an account you agree to our Privacy Policy and Terms Of Use

Already a member?