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Marketing Essentials Ch 20
Terms in this set (25)
a headline writing technique that involves repeating initial consonant sounds
this usually includes a headline, copy, illustrations, signature
a headline writing technique that involves the humorous use of a word that suggests two or more meanings
the style of printing type used in a print advertisement. refers to font size too.
what are the 4 elements a print advertisement contain?
headline, copy, illustrations, signature
what are the 6 steps to plan an advertising campaign?
1. identify the target audience
2. determine objectives
4.develop the message
5.select the media
specialize in one ad campaign aspect
one individual with lots of freelancers (lower costs). Virtual ad agencies can do things like Web site development and advertising copywriting.
__% of people who look at print ads just look at headline.
what are the 5 copywriting techniques of headlines or slogans?
-play on words
pick font based on
purpose is to draw potential customers into reading the ad's copy. headline should contain no more than 7 words. it is a phrase that attracts the reader's attention.
according to advertising and sales experts, copy in not the most important part of a print ad but it is does give details about how the product or service meets the customer's needs. Four purposes of advertising copy include attracting attention, arousing interest, creating desire, and producing action. Copy should include the who..what...when...where.... and why..
(copy is the selling message of a written advertisement)
a business's identification symbol; a logo. a well designed signature gets instant recognition.
purpose of an illustration is to encourage the customer to make a purchase. In an ad containing all four possible parts of a print ad, the first thing the reader usually sees is the illustration.
research service department
a department that studies demographic data to determine the type of message that will appeal to a particular market segment.
lines of force
illustration sight lines lead the reader to the copy.
color print ads
increase ad's effectiveness but also increase cost
agency that performs research, selects media, and develops copy and art for a business
stock drawings and photographs that can be pasted into an advertisement.
shows exactly how an ad will appear when printed.
catch phrase that presents an advertising message.
a rough draft of a print ad that is in the process of being created.
the grammatical structure in which the subject performs the action described by the verb.
a true statement that seems to be a contradiction of ideas.
for example, "The height of fashion right at your feet"