Exam 3 - compressed- Fall 2006 - Murphy

Exam 3 - compressed- Fall 2006 - Murphy - 1. 2. 3. 4. 5....

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Exam 3 In Class Notes 1. Headlines : grab attention , relevant , coax reader (hold something back, tell a story) 1. 8-10 words, put brand name in headline 2. Illustrations : support selling point , story appeal , form complementary relationship with headline , increase impact by using visual puzzle 1. Most popular i. 1 st pic w/ children and animals make people feel good ii. 2 nd : aesthetic pic (boy holding lamb iii. 3 rd : readers relate to the scene (diff ppl on boardwalk) 3. Body Copy: give reader details , more than product information focus on customer benefits , written in everyday language 4. Layout/Design: physical arrangement of the ad ingredients 1. organize (pointing device, gaze motion) 2. white space (is not wasted space) 3. type face (easy to read) 4. Use caps/lower case serif type 5. Type used as a design element (word wrap) 5. Richard Group : Principal (Stan Richards) or Brand Management (everyone else) 1. Brand Management : print production, media, creative, client, brand planning, accounting, legal, broadcast production
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6. Creative Brief : planning document (blueprint compass for creative people) 1. Creativity is a 2 step process : i. Formulate a way to sell the brand (strategy) ii. Putting the words together (develop the ad) 7. 5 Components in Creative Brief i. Target Audience best prospect 1. demographics : (age, gender) determine potential customers
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This note was uploaded on 11/29/2010 for the course ADV 318J taught by Professor Murphey during the Fall '07 term at University of Texas at Austin.

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Exam 3 - compressed- Fall 2006 - Murphy - 1. 2. 3. 4. 5....

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