Term
| 5 steps for coming up with the BIG IDEA |
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Definition
–Immersion: immerse yourself in background research
–Digestion: play with the information, doodle, list features, write phrases
–Incubation: put assignment aside
–Illumination: brainstorm
–Reality testing: ask: is the idea really good? does it solve the problem? is it on strategy? |
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Term
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Definition
| direct benefit, reverse benefit, factual, selective, curiosity, news and new, command, question, repetition, word play, metaphors, parallel construction, rhyme, horn blowing, emotional |
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Term
| use these words to increase response rates |
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Definition
| Advice,
Announcing,
At last,
Free,
How,
How to,
new,
Now
Reduced,
This
Wanted,
Which,
Who else,
why,
Proven |
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Term
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Definition
Standard: lead-in bridges head and rest of copy
Copy as story (narrative)
Dialog (she said, I said…) see Eggs ad p. 167
Bulleted copy/listings
Poetic |
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Term
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Definition
Keep graphics simple
Type BIG and bold
Brand or company name prominent
Consider using campaign tag line/theme |
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Term
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Definition
Window poster
Permanent signs inside and outside store
Special display racks
Shelf takers
Coupon dispensers
Shopping cart signs
Floor ads |
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Term
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Definition
Similarity
- group things that are similar
Proximity
- group things that are close together
Closure
Continuation – something that pulls you through
Figure/Ground |
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Term
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Definition
| balance, contrast, harmony, rhythm, proportion |
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Term
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Definition
| Hue: the name by which we identify a color (e.g., blue). |
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Term
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Definition
| Value: Lightness or darkness in a hue. |
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Term
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Definition
| measure of the color’s purity and brightness. |
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Term
| Choice of color should affect 5 psychological factors |
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Definition
| (1) cultural associations, (2) audience and its color preferences, (3) character and personality of company, (4) personal relationship with color, and (5) awareness of current color trends. |
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Term
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Definition
| research, rough, revise, ready, run |
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Term
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Definition
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Term
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Definition
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Term
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Definition
Mondrian
Grid
Picture window
Copy heavy
Frame
Silhouette
Type specimen
Color field
Band
Axial
Circus |
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Term
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Definition
Provide continuity for a campaign
Crystallize the one thing associated wit the brand or product |
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Term
| how long should a tagline be? |
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Definition
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Term
| creative tree for taglines |
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Definition
| start with the ONE THING, then go in different directions with possible taglines |
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Term
| 3 characteristic of creative people |
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Definition
Risk-taking; give yourself the right to fail
2. Divergent thinking
3. A sense of humor |
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Term
| some ways to revive creativity |
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Definition
Remind yourself of your goal or dream ever day
Write a journal every day
Set aside time to be alone
Hang out with creative people
Spend a week without extra “noise” |
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Term
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Definition
Creative ads make a relevant connection between brand and target market
Creative ads present a selling idea
*some debate as to whether this is necessary
Creative ads are unexpected |
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Term
| advantages to celebrities |
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Definition
They have stopping power
Fans idolize them
They’re perceived as experts in the field
People are fascinated about their personal lives
Help communicate selling idea |
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Term
| disadvantages to celebrities |
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Definition
They’re expensive
Quick fix –not a long-term strategy
May lack credibility
They may endorse so many products that it confuses people
Can overshadow the message
Bad press about a celebrity can hurt the sponsor |
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Term
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Definition
| the brand or company's presentation of itself |
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Term
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Definition
| how people perceive the image |
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Term
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Definition
Identity + Image = Reputation
Reputation: Formed over time through positive impressions= brand loyalty |
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Term
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Definition
| Visual symbol to identify itself to consumers |
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Term
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Definition
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Term
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Definition
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Term
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Definition
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Term
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Definition
| employees and others who have a close connection to brand |
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Term
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Definition
| customers, shareholders, vendors, community, stakeholders |
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Term
| how to reach ethnic minorities |
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Definition
Feature them in starring roles and not just in the background
Seek opinions of people who hail from the culture you are targeting
Be sensitive to nuances in language –see p. 67 for examples of mistranslations (funny ones too)
Show diversity of each group
Learn about their heritage |
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Term
| how to reach elderly market |
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Definition
Don’t think of older people as just one market
Don’t specify age
Cast models who reflect the way your audience feels
Use narrative style
Set body copy to at least 12 point
Don’t remind them of their vulnerability
Show older people as they are, happy with themselves
Try an ageless approach |
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Term
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Definition
| state your question, secondary sources, primary research, interpret the data |
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Term
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Definition
Strategy is the way you plan to sell the product, not the words and images you use to do that.
Strategy: identifying what you need to say even before you’ve found the right way to say it. |
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Term
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Definition
| stage between fact gathering and creative execution |
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Term
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Definition
A company needs to break through its own way of looking at things—disrupt its own conventions
4 Conventions (p.96 in Atchison)
How a company sees itself and how it works
The way companies in a category go to market
The way companies in a category advertise their products
The way consumers see products |
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Term
| link strategy with thinking/feeling |
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Definition
| thinking/feeling and high/low importance, they go into 4 quadrants |
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Term
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Definition
| The one thing you can say about the product or service |
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