ADV3008 Barry Solomon Exam 2 Study Guide Main Topics Copywriting Print Production Broadcast Production Research Techniques Media Terms Broadcast Media Print Media Internet Media Planning Copywriting someone who writes the ads Copy Any words or set of words in an advertisement Dialogue voiceover headline tagline line that summarizes a brands position words in logo visual design body copy details of the ad Headline Most important copy component of a print ad attention grabber o Direct Headline Product company name shows the products benefit Ex Dogfood As Natural as it Gets o Indirect Headline provokes curiosity puns play on words creates an interest in the rest of the ad humor attention grabber o Headline Tasks 1 Attract Attention 2 Segment Readers weed out readers 3 Lead readers into copy Tagline slogan o Tasks 1 Grab attention 2 Provide a constant link in the campaign Ex Just Do It 3 Summarize Brand position o Effective Taglines short easy to remember trigger thoughts about the brand Ex Gillette s The Best a Man Can Get means multiple things o Logo visual design representing company or product serves as a cue to recall and stimulates recognition of the product and or company o Components of Body Copy 1 Lead Paragraph the bridge to body copy tied to headline transition to body copy Interior Paragraphs details of the ad 2 3 Final Paragraph Call to action behavior the ad is asking us to do something here o Writing Good Copy Benefit to the reader focus on a basic purpose a solution to a problem consumer point of view single purpose Write to One Person Psychographics tie into profiles more important than demographics when writing copy Involve the Reader engage the reader present the unexpected Build Credibility and Believability important when dealing with facts Writing Style must fit the market you are targeting relationship building conversational tone personal Print Production Layout is the orderly arrangement of all the copy and artwork Headlines and illustrations are the most likely elements of a print ad to stop the reader and grab their attention Visual vs Verbal o Shift from heavy reliance on copy greater emphasis on copy o Visual Broad image o Verbal Main point Both elements must work together Illustration Tasks attention for the headline convey broad ideas The sun is bad for you create feeling and emotion and tell a story Illustration Contents product alone and showing product in use Creation of image and mood Charts tables graphs Dramatization of product features Balance create a pleasingly look equality of an ad s elements horizontally and vertically Focal Point the start of an ad the single element that draws the reader into the ad There is only one focal point to an ad o Verbal headline o Visual illustration photo Design Eye Movement the manner in which the eye reads an ad the Z Pattern upper left to lower right o Gaze Motion created by a layout that breaks the natural eye movement eyes limbs structures Unity togetherness campaign Types of Layouts o The extent to which all elements of an ad tie together continuity in a Picture Window standard illustration at top then headline and finally body copy o Best used with both extensive copy and large illustration Poster Bold visual creates mood image feeling very limited copy Copy Heavy Extensive copy little or no visual support serious and involving topics Broadcast Production Script o Specifies the audio and video instructions o Allows for discussion of proposed commercial o Internal use Storyboard developed from the script the blueprint for production Components pictures showing main scenes Video written description of what camera sees Audio written description of what is heard Presentation Helps an agency sell its creative ideas mounted roughly produced version audio track Television Production Preproduction planning Production multiple takes postproduction editing Creating Effective TV Commercials good ads have all of these Visually captivating Keep it simple Opening is critical Entertainment as a means to sell Believable and show desired behavior Radio Production all you have is a script Creating effective radio commercials grab attention early theater of the mind music and jingles image transfer keep it simple ask for action repetition Specific Radio Strategies humor unique voices sound effects music Assessment Research Directional Research creative team Useful during situational analysis Assessment Research Guides the creative effort by providing a clearer view of the realities faced by the Evaluates the success of the creative product in achieving strategic objectives DAGMAR Research conducted early in the decision sequence has the greatest value Developmental pretesting concept testing o Conducted during strategy development early in the creative process Are concepts appropriate for achievement of objectives o Quick and relatively inexpensive feedback o Small sample sizes to focus on awareness and attitude change Finished ads or closed to finished last check before investment in media Field Test more common conducted under natural conditions sacrifice control for real world impact Laboratory Tests Exposure in a controlled setting sacrifice realism for control Post Testing After campaign is in the market evaluation of campaign objectives beginning of situational analysis for the next campaign Awareness recall day after recall the percentage of respondents that can recall a message the day after exposure to the message o Problems Low involvement products often rest poorly Less effective for emotional messages May measure intrusiveness not effectiveness Reduces creative judgment to a single number May lead to less than ideal decisions Pretesting Final Pretesting What is Measured Attitude changes in perception Behavior more common in post testing sales results purchase intent Psychological Response no mental effort not natural Methods Available Experiments o Cause and effect based on exposure to ad Field experiments natural viewing sacrifices control Laboratory Experiments true experts artificial viewing environment control sacrifices realism o Surveys Telephone most common Internet fastest growing o Focus Groups Development of ideas qualitative data Open ended discussion Small groups and moderator Focus group problems Qualitative data appearance of reality consumers aren t experts on advertising Media Terms Reach how many of the target audience Unduplicated net The percentage of the target market that is exposed to the
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