adv 205 ch 9
Terms in this set (22)
an overall orderly arrangementj of all the format elements of an ad, visuals, headline, subheads, body copy, slogan, seal, logo, and signature
a very small, rough, rapidly produced drawing that the artist first uses to visualize layout approaches without wasting time on details
where the artist draws the actual size ofr the ad. headlines and subheads suggest the final type style, illustrations and photos are sketched in, and body copy may be simulated with lines or random gibberish
the handheld look and feel of brochures, mulitpage materials, or point-of-purchase displays.
a highly refined facsimile of the finished ad. pretty elaborate
wher a single, dominant visual typically occupies 60 to 70% of the ad's area
a subhead above the headline
writers immediately explain or develop the headline and visual in a straight-forward, factual presentation. appeals to prospects intelligence.
promotes a philosophy or extol the merits of an organization rather than product features. tries to lend warmth and credibility to the organization's image
tells a story, sets up a situation that is resolved in the end by the product.
the characters portrayed in print ad do the selling in their own words
picture is worth a thousand words
uses figures of speech as well as humor and exaggeration
a bridge between the headline and the sales ideas in the text. it must engage and convert a prospects reading interest to product interest
should develop credibility by providing proof for claims and promises and they should build desire by using language that stirs the imagination
suggestions to act now interspersed within the interior paragraphs
the real action step. asks consumers to do something and tells them how to do it. asks for response in form of purchase, store or webiste visit, or a request for further information
a two column list; the left side shows who is speaking on the radio and sound effects. the right side contains the dialogue
use of one person or character to present the product and sales message. use of celebrities(tom brady) and mascots(ronald mcdonald)
where a satisfied user tells how effective the product can be
a technique that helps you remember something
present the average user rather than the product, (a construction worker for a pair of jeans)
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