Advertising Design by Medium A Visual and Verbal Approach, 1e Robyn Blakeman (Test Bank All Chapters, 100% Original Verified, A+ Grade) Chapter One Matching Quiz Key 1. Promotional Mix 2. Brand 3. Demographics 4. Approach 5. Qualitative Data 6. Brand Benefit 7. Unique Selling Proposition 8. Repositioning 9. Behavioristics 10. Key Consumer Benefit 11. Tagline 12. Marketing Plan 1. 2.
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13. Media Mix 14. Target Audience 15. Detail Copy 16. Freelancer 17. Creative Strategy 18. Secondary Audience 19. Client 20. Geographics 21. Quantitative Data 22. Creative Brief 23. Creative Team 24. Focus Group
25. Objectives 26. Big Idea 27. Brand Image 28. Psychographics 29. Tone 30. Life Cycle Stages 31. Brand Feature 32. Positioning 33. Appeal 34. Slogan 35. Brand Loyalty
Refers to the age or time a brand has been in the marketplace. The section of the creative brief that tells the creative team how they will talk to the target. This featured selling technique presents an innovative solution that sets the brand off from competitors. Those targeted individuals most likely to use the brand or service. The opinion, favorable or otherwise the target has about a brand. Data that employs the use of open-ended questions, that are collected via surveys or polling. What will be screamed out or featured both visually and verbally in all advertising efforts. Determines the personality and the overall visual/verbal voice and/or style of the advertised message. Those individuals who work on both the visual and verbal message within an advertising agency. Data that uses closed-ended or controlled surveys. The target category that breaks down the target based on lifestyle. Dissects the type of media used d own into individual media vehicles such as magazine, direct mail, social and so on. This featured selling technique can either have a feature/benefit that is unique to the brand or one that will promote a commonplace feature benefit as unique. Defines how the target thinks about a product or service as compared to the competition. Those creative individuals who work outside an agency that are hired on a per project basis.
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The target category that segregates out where the target lives via state, region, or even zip code. The representative from the brand that works with the advertising agency. Determines the best way to reach the target and whether the brand will fulfill an emotion or rational need. Lets the target know what they will personally get out of purchasing the brand. Term for when a brand needs to alter the way the target views the brand. A small sample group of the target market that gathers together to discuss or use the brand in a controlled environment. The term used to define the favorable relationship between the brand and the target. A document that lays out for the creative team the parameters for the visual and verbal message. A short statement that expresses a company or corporate philosophy. The part of a brief that defines the goals or what advertising efforts need to accomplish. Specifics given to help the target with purchase such as an address, web address, credit cards accepted and so on. The name and/or symbol used to identify and set apart one product or service from another. A document usually created by the client, that organizes a brands overall environment within the market place. Found within the creative strategy it defines how the brand will be positioned and can focus on the product and/or the consumer. The name for the type of research that defines age, sex, income and so on. A short statement usually placed near the logo that highlights the campaign direction. Name for a specific attribute unique to a brand such as color or size. Refers to the communication options such as advertising out-of-home and direct marketing for example that will be used to reach the target with the advertised message. The target category that defines why a person buys. The group that has the greatest potential to buy in the future or influence the primary audience to buy.
Chapter Two Matching Quiz Key 1. 2. 3. 4. 5.
Creative Team Inherent Drama Word List Starbursting Charades
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6. Brainstorming 7. Mindmapping 8. 180-Degree Brainstorming 9. Laddering 10. Exaggerations, Interruptions, and Rejections
A technique that can be used to help the creative team come up with both visual and verbal ideas. An idea generation session where the creative team works together to uncover the unimagined. Another idea generation technique that asks the creative team to imaginably compare the client’s brand to that of the competition, and/or use ideas from outside people such as the account team to give their creative thoughts and even improvisation. Something the creative team needs to find in a brand during brainstorming sessions to make it interesting to the target audience and standout from competing brands. This technique to stimulate ideas allows the creative team to get interactive. This idea generation technique uses a wheel to display ideas around a central hub. An idea generation technique that uses both a moderator and Post-It Notes to build up or build off both good and bad ideas. The dynamic duo that work together on coming up with both visual and verbal ideas. This idea generation technique requires asking the right questions and delivering the corrector answers and posting them around a graphic to organize ideas. An idea generation technique that uses a form of reverse creative thought or finding the worst possible way to sell the brand.
Chapter 3 Matching Quiz Key 1. Form 2. Informal 3. Art 4. Implied 5. White Space 6. Geometric 7. Organic 8. Eye Flow 1.
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9. Dimension 16. Elements of Design 10. Unity 17. Formal 11. Dominance 18. Design 12. Content 19. Two-Dimensional Design 13. Balance 20. Negative/Positive Space 14. One-Dimensional Design 21. Tactile 15. Principle of Design 22. Three Dimensional Design
The visual things seen in a design that include: line, shape, volume, texture, value and color. Something that is meant to arouse an undefined response. The term that determines the need for every ad to have one components that is larger than the rest. Something that has a predetermined purpose and response. Defines the overall shape or the roundness or flatness of an object. A type of texture used in three-dimensional design where you can actually reach out and feel the surface. The arrangement of an ads components in such a way as to create a predetermined path for the reader to follow. Refers to the varied visual and verbal components seen in an ad. Refers to how visual and verbal elements will be organized within the design. The term used to describe ads that have equilibrium or components that are equally distributed within the ad. The formal name for shapes such as circles, squares, triangles, or rectangles. This principle of design also known as harmony, ensures all visual and verbal elements in an ad work together, to send a cohesive message. The name for any shape found in nature or created using positive/negative space. Designs that are defined only by length. A type of texture where you can only see and feel the design elements. The standard visual guidelines that govern the way the elements are used within a layout. A type of balance that implies an imaginary line that runs down the center of an ad where every component that appears on one side of the ad is duplicated in size or shape on the other.
Chapter 12 Matching Quiz Key 1. 2. 3. 4. 5. 6. 7. 8.
Gutter Trim Gatefold Cover Wrap Banner Vertical Cooperatives Newsprint Return on Investment
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9. Retail Advertising 10. Bursts 11. Horizontal Cooperatives 12. Snipes 13. Bleed 14. Frame 15. Live Area 16. Cooperative Advertising
The amount of money that was spent on advertising versus how much money was made. Shared advertising between two brands that have equal budgets and equal visual and verbal exposure. An announcement sales device usually seen at the top of an ad. The safe area type must be confined within for magazine ads. A term used for mediums who sale direct to the consumer. Two or more separate but compatible brands have joined together to encourage their target to use the brands together. An ad that takes over the front page of a newspaper above the fold. A part of the center or inner margins of the magazine that is pulled into a magazines binding when printed. A star shaped announcement device most commonly placed at the top of an ad. Refers to the size of the ad and where a magazine ad will be trimmed after printing. A type of fold used in magazine that features one or more folds that fold inward toward the ad’s center when the magazine is closed. Shared advertising ads that feature one dominant advertiser. A small triangular sales or announcement device that is typically seen attached to an ads corners. Another name for a border. The area that extends beyond the trim in magazine design. An absorbent low-grade paper.
Chapter 13 Matching Quiz Key 1. Music 2. Social TV 3. Piggyback 4. Announcer 5. Dialogue 6. Talent 7. Demonstration 8. Metaphors 9. Camera Shots 10. Voice Over 11. Postproduction 1. 2. 3. 4. 5.
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12. Camera Instructions 13. Infomercials 14. Vignette 15. Jingle 16. Visual Images 17. Frame Transitions 18. Storyboard 19. Sound Effects 20. Preproduction 21. Interactive Television 22. Scenes
23. Production 24. Fact Sheet 25. Creative Comparisons 26. Slice of Life 27. Testimonials 28. Script 29. Torture Tests 30. Frames 31. Product Placement
Catchy music played on any medium with sound. Those individuals who will deliver the copy or dialogue and be seen on camera. The stage that covers the television shoot. A type of television ad that lets current users speak for the brand. An ad read live by a radio personality for 30 to 60 seconds relies on a comprehensive list supplied by the ad agency to deliver the brands message and talk about their overall experiences with the brand. An individual who delivers the message off-screen. The video portions of a commercial. A type of television commercial that can either show the brand alone, in use, or in a setting. An authoritative voice for the brand that is both seen and heard delivering the copy on screen. The noises we hear in ads. The first instruction seen in each and every frame besides frame one. If you need to show durability this type of television commercial will show the brand placed under some type of extreme conditions. Used to set a mood in movies, television shows, and commercials. The copy sheet that holds everything that will be said in both radio and television. This show and tell type of commercial is ideally suited to television. Predetermined directives that deal with how the camera should move in a scene. The television stage that covers the editing process. The easiest way to suggest quality in a television commercial is to compare the brand to quality such as a high performance car. Any spoken word heard on or off-screen.
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This type of engaging television offers the target the chance to click on a link, via a keyboard or remote, or take a picture of a quick response code right off the television screen. A long commercial, that lasts about thirty to sixty minutes. Describes how the commercial will move from one frame into the next. This type of television commercial compares a brand to something abstract, like alligators to dry skin. The deliberate placement of a brand into a television commercial, video or movie. The use of social media while watching a television program. A television ad that features an ongoing series of related short stories that highlight the key consumer benefit in unique ways. The first step in television that covers development of the script and storyboard and the hiring of talent. Shows the visual and verbal portion of a television commercial or video. Each commercial or audio and video scene is confined to this. This television delivery method takes a chunk from the target’s life. Mutually dependent thirty second radio or television commercials that have been split into two separate 15 second commercials.
Chapter 14 Matching Quiz Key 1. 2. 3. 4. 5. 6. 7. 8.
Kiosks Transit Advertising Spectaculars Wallscapes Tail Signs Extensions Terminal Posters Bulkheads
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9. Urban Panels 10. Digital Highway Signs 11. Outdoor Boards 12. Interior Ad Designs 13. King Kongs 14. Moving Truck Billboards 15. Queen Size Posters 16. Full Size Bus Wraps
17. Branded Bus 18. Tri-Vision Bulletins 19. King Size Posters 20. Bulletin 21. Car Cards 22. Station Domination
Dynamic and creatively diverse monoliths that have a lot to show and little to say. This type of interior bus advertising allows the brand to buy out the entire interior inventory. A large outdoor structure that is used to display an advertising message that is often painted directly on the canvas’ surface or a vinyl material. This type of transit advertising displays the advertised message on both the curb and street sides of the bus. A term used to describe the most elaborate type of outdoor boards. Direct response interior bus advertising sporting removable advertising material. The part of an outdoor board that stretches beyond the live area of the existing structure, also known as top outs, and embellishments. This type of outdoor board uses computer based technology to regularly change what’s displayed on a screen and are a great choice for campaigns with multiple concepts. Another form of movable outdoor advertising appears on the backs and side of semitrailer trucks. Desirable, front interior bus advertising. Large, typically local ads located in bus, train, or subway stations or airline waiting areas. This type of bus advertising completely covers a bus. Colorful, digitally controlled and manipulated boards are composed of long tightly-positioned, triangular prisms or strips that turn or flip every seven-to-eight seconds. Glass floor displays. Advertising that appears inside of a bus. These creative boards are either painted on the surface of a building as a mural or are printed on vinyl and then attached to a building. To increase memorability advertisers can often buy all or a combination of advertised locations within a station. Advertising seen at subway entrances.