Chapter 10_defs_first

Chapter 10_defs_first - Contemporary Advertising Chapter 10...

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Unformatted text preview: Contemporary Advertising Chapter 10: Definitions The definitions are given, you generate terms Click to edit Master subtitle style Twelfth Edition Arens, Weigold, Arens Run “slideshow” in PowerPoint to view Contemporary Advertising (12e) Arens, Weigold, Advertising Message u An element of the creative mix comprising what the company plans to say in its advertisements and how it plans to say it – verbally and nonverbally Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Art u The whole visual presentation of a commercial or advertisement – the body language of an ad. Art also refers to the style of photography or illustration employed, the way color is used, and Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Art Direction u The act or process of managing the visual presentation of an ad or commercial Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Art Director u Along with graphic designers and production artists, determines how the ad’s verbal and visual symbols will fit together Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Artist Role u A role in the creative process that experiments and plays with a variety of approaches, looking for an original idea. Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Big Idea u The flash of creative insight – the bold advertising initiative – that captures the essence of the strategy in an imaginative, involving way and brings the subject to life to make the reader Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Brainstorming u A process in which two or more people get together to generate new ideas; often a source of sudden inspiration Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Communications Media u An element of the creative mix, comprising the various methods or vehicles that will be used to transmit the advertiser’s message Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Conceptualization/Visualization u The creative point in advertising where the search for the “big idea” takes place. It includes the task of analyzing the problem, assembling any and all pertinent information, and developing Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Copywriter u People who create the words and concepts for ads and commercials Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Creative Brief u A written statement that serves as the creative team’s guide for writing and producing an ad. It describes the most important issues that should be considered in the development of the ad Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Creative Director u Heads a creative team of agency copywriters and artists that is assigned to a client’s business; is ultimately responsible for the creative product – the form the final ad takes. Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Creative Process u The step­by­step procedure used to discover original ideas and reorganize existing concepts in new ways Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Creative Pyramid u A five­step model to help the creative team convert advertising strategy and the big idea into the actual physical ad or commercial. The five elements are: attention, interest, credibility, Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Creatives u The people who work in the creative department, regardless of their specialty Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Creativity u Involves combining two or more previously unconnected objects or ideas into something new Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Emotional Appeal u Marketing appeals that are directed at the consumer’s psychological, social or symbolic needs Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Explorer Role u A role in the creative process that searches for new information, paying attention to unusual patterns Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Fact-Based Thinking u A style of thinking that tends to fragment concepts into components and to analyze situations to discover the one best solution Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Informational u State of offering relief from some real perceived problem Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Judge Role u A role in the creative process that evaluates the results of experimentation and decides which approach is more practical Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Mandatories u The address, phone number, Web address, etc. that the advertiser usually insists be included within an ad to give the consumer adequate information Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Message Strategy (Rationale) u The specific determination of what a company wants to say and how it wants to say it. The elements of the message strategy include verbal, nonverbal, and technical components; Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Nonverbal u Communication other than through the use of words, normally visual Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Product Concept u The consumer’s perception of a products as a “bundle” of utilitarian and symbolic values that satisfy functional, social, psychological, and other wants and needs. Also, an element of the Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Rational Appeal u Marketing appeals that are directed at the consumer’s practical, functional need for the product or service Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Target Audience u The specific group of individuals to whom the advertising message is directed Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Technical u One of the three components of message strategy, it refers to the preferred execution approach and mechanical outcome including budget and scheduling limitations Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Transformational u Using positive reinforcement to offer a reward Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Value-Based Thinking u A style of thinking where decisions are based on intuition, values, and ethical judgements Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Verbal u Words, written or spoken Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Warrior Role u A role in the creative process that overcomes excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. Tim Piper u This art director’s remarkable work for Dove helped him and his agency, Ogilvy & Mather, Toronto, to take home the top prize at the Cannes Festival in 2007. Study Gude for Arens, Weigold, & Arens (2009) Contemporary Advertising. Copying this material without the permission of Michael Weigold or McGraw­Hill is expressly forbidden. ...
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