JOUR 331 Quiz #2 Study Guide
JOUR 331 Quiz #2 Study Guide JOUR 331
Popular in Contemporary Advertising
Popular in Journalism Core
verified elite notetaker
This 10 page Study Guide was uploaded by Lauren Notetaker on Friday May 13, 2016. The Study Guide belongs to JOUR 331 at California Polytechnic State University San Luis Obispo taught by Ellen Curtis in Spring 2016. Since its upload, it has received 49 views. For similar materials see Contemporary Advertising in Journalism Core at California Polytechnic State University San Luis Obispo.
Reviews for JOUR 331 Quiz #2 Study Guide
Report this Material
What is Karma?
Karma is the currency of StudySoup.
You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!
Date Created: 05/13/16
JOUR 331-01 Ellen Curtis Quiz #2 Study Guide How Good You Want To Be: Lessons in Positioning Positioning o It works for products Starbucks: “We aren’t in the coffee business, serving people. We are in the people business, serving coffee.” o And people I want to be as famous as Persil Automatic” Positioning process o Distill the message o Turn weaknesses into strengths Cherchez la creneaux – look for the hole o Ex: Cars Lexus – luxury Mercedes – prestige Volvo – Safety o Six steps to positioning success 1. What position do you own 2. What position do you want to own 3. Whom must you outgun 4. Do you have enough money 5. Can you stick it out 6. Do you match your position What are you selling? o Give yourself a spin and enhance your name Pump attendant vs. petroleum executive Architect vs. architects Positioning tips o Accentuate the positive o Eliminate the negative o Clarity over cleverness o Don’t promise what you can’t deliver o Don’t give a speech put on a show o Play your cards right Advertising Plan Elements Strategy – provides an overview and broad direction for the advertising campaign o Examples: build brand awareness through high levels of exposure in specific media, position the brand as a local, high- quality and healthy product and encourage local retailers to stock the product in the most visible places in the store Creative – describe the important messages that each advertisement will convey and the techniques used to attract attention and communicate the messages clearly o Plan will describe any response mechanism (reply coupon or website address), so the advertiser can make arrangements to handle to response Media – details of the target audience, the number of advertisements and their cost o Describes the size of press advertisements and the running time for TV and radio commercials and on what networks or programs o Indicates how frequently advertisements will appear and the time span for the complete campaign in order for the ad campaign to reach its target Metrics – used to measure the success of the campaign The Peanut Butter Principle: Sticky and Spreadable Ideas Six key qualities of an idea made to stick (SUCCES) o Simplicity Saying something short is not the mission Stripping the idea down to its core o Unexpectedness For an idea to endure, it must generate interest and curiosity Car crash (girls in car and checks phone) commercial o Concreteness To make your idea clear, explain ideas in terms of human actions, visualize it Body bag – anti-tobacco commercial o Credibility To get your audience to believe your idea, it has to be credible o Emotion Ideas that stick make people feel something Barbie commercial – You Can Be Anything o Stories Facts tell. Stories tell. They get people to act. Six key principles of why an idea spreads (STEPPS) o Social currency We share things that make us look good o Triggers Stimuli that prompt people to think about related things. Top of mind leads to tip of tongue Milk and cookies. o Emotion When we care, we share. Naturally contagious content usually evokes an emotion. Bionic arm/Iron Man commercial o Public Built to show, built to grow. Apple logo facing upright on the laptop o Practical value Make the ideas useful. People like to help others, if your idea can show how to make your product useful, it will get shared Corn on the cob hack o Stories People don’t share information, they share stories. So wrap your idea in a story. To make your idea stick and spread, don’t forget your SUCCES STEPPS Art Direction Crafting o Craft really means judgment o Craft can mean: Subtraction as well as addition Being appropriate Knowing when an extra detail can be added, when an extra layer of technique cannot It is the watchdog of clarity As an ad crafts person, you need to make 5 critical choices o 1 – Will you send a postcard? A postcard is a visually-led ad Postcards always have very few words Postcards Dominant visuals, minimal copy. The logo came to life and branded the ads o Hush Puppies o Fiery Fries (looks like match) Minimalist art direction lets the mind latch on to a weird idea o The baguette plane was life-sized on the broadsheet page o 2 – Will you send a letter? A letter is always a copy-led ad There are two reasons to use a letter: when you’ve got a lot to say, and when you want to look like you have a lot to say Timberland: the copywriter wrote two thousand words for every Timberland ad. He wrote about things that people never used to write about boots. He pushed the conviction we had about the product Selling a US $200,000 Japanese car to a country in love with Mercedes-Benz The longest print ad in the history advertising contains 11,000 words of body copy describing ever step of a grueling 96km road race o “Challenging to read? Try running it.” o Whatever you choose, they need to be single minded. It must be one or the other. Either the visual must dominate or the words must. o 3 – Will you have a bent headline with a straight picture? If the idea in the ad is being carried by the headline, it means the headline will contain a twist, a trick, a turn, a shock factor; it will be bent. Therefore, the accompanying visual must play a subservient or straight role o 4 – Will you have a straight headline with a bent picture? If the idea in the ad is being carried by some creative twist in the picture, the picture will be bent. Therefore, the headline must be absolutely straight. No puns, no wordplays, no embellishments. The words could even be taken from the product statement in the brief. o Avoid See Say Don’t make the picture do what the words are doing, and the words do what the picture is doing. If you are sending a letter, by definition, you must have a bent headline. The headline carries the idea which extends into the long copy All letters have bent headlines! If you are sending a postcard, you will have to make a conscious decision whether to bend the headline or the picture o Having a beautiful picture is not an idea. o A straight picture can always be liberated by a bent headline. o 5 – Will you use typography? A typographical ad communicates the idea solely by using typography. There are no other visuals whatsoever The two rules of the genre are simple. The headline or copy should be straight, the typography provides the bent picture Thumbprint with text as lines used to depict Levi’s uniqueness Art direction o The #1 requirement is for an ad to captivate the heart and soul of the reader. It’s not about page decoration When in doubt, leave a great idea alone. o It’s all about simplicity o Great art direction is about judgment, moving an idea in stages through a series of crafting decisions o If print had music, it’d be typography Type sets the tone, conveys a personality About headlines and pictures o Which should come first, headline or picture? A bent picture will precede a straight headline. And a bent headline will generally precede a straight picture. But it is not formulaic. The formula is to determine which one is leading the idea, the headline or the visual? When you should use illustration? o To disrupt a category o For larger than life communication o When emotion can’t be photographed o When the idea comes out of the product When should you use photography? o When you want to tell the truth Signs your art direction stinks o Gets in the way of the idea o No hierarchy of communication o Lacks balance o Uses elements that don’t support the idea o Don’t know where to look first o Idea is trapped in a typeface in which it doesn’t belong How to Craft Copy On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest Sometimes a headline will need to have key words Sometimes a headline will need to be of a certain character count o Twitter: 145 characters But all headlines have to stop the reader o GearWrench: It’ll make your job easier Types of bent headlines (not a complete list) o The list Olympus low light camera o The switchback o The unexpected Dove o The punch line Barbasol shaving cream o The testimonial o The word play “Meat the new burger” What to do once you get their attention o Close the sale with great copy o Remember: people read what they want to read Do’s and Don’ts of copywriting o Do Leverage AIDA AIDA: acronym used in marketing and advertising that describes a common list of events that may occur when a consumer engages with an advertisement o A – attention (awareness): attract the attention of the customer o I – interest of the customer o D – desire: convince customers that they want and desire the product or service and that it will satisfy their needs o A – action: lead customers towards taking action and/or purchasing Develop your own style if it’s no style Develop the voice of the brand Know where you want to go before you get there What do you want the reader to know How do you want the reader to react What information do you need to accomplish A and B Imagine who you are talking to and write to them Make your copy snappy Make your copy quick, neat, clear with no fancy round-about-the-bushes and then stop. Your reader will bless you. Read your copy out loud to check its flow Make sure you are organized properly Make an outline Does one thought lead naturally into the next Take a sterile fact and turn it into something which adds dimension Revise for clarity Swap ambiguity for clear and simple Do your research Spit polish the style Replace all trite, clichéd, redundant, worn out figures of speech Change passive verbs to active ones Check sentence structure for variation Write consistently for the brand Check the mechanics Check spelling, grammar, punctuation, word usage Write the first bit of copy off the headline Eliminate all unnecessary material Go over every word and ask yourself, do I really need it? Write the last line of copy like a ribbon that wraps up the gift Remember 15 and 75 The 15 stands for the number of words per sentence. The 75 stands for using one syllable words 75% of the time. Tell the reader what to do next “Cut this out and put it in bed next to your child” – picture of a rat Make your copy readable Length of line: ideal is 40 characters Size of type: never go below 10 point Spacing between lines Short paragraphs: 6-7 lines Use subheads Don’t use hard to read type o Don’t Don’t be lazy – there’s no shortcuts to great copy Campaigns An ad campaign is a series of advertisement messages that share a single idea across multiple platforms o You need to be safe around trains campaign o Stella Artois – “Buy a Lady a Drink” Tastes good and does good o Organic Valley – “Save a Bro” An ad campaign is a series of advertisement messages that share a single idea across a single platform o Televisions that paint the home with color – Paintbrush with TV as bristles An ad campaign is a series of advertisement messages that share a single idea to drive awareness o Enjoy restaurant-quality meals—and the moment they provide— at home An ad campaign is a series of advertisement messages that share a single idea to drive an action o Dog training o Microsoft is human o Time to be brave – DIESEL Offline vs. Online Creative All impactful creative (offline and online) shows the same characteristics They’re REMA o Relevant o Engaging o Memorable o Actionable The biggest difference is technology. Online advertising is a marriage of art and science To make the most impact with your creative, you have to understand the mechanics of the digital space 5 Mechanical differences between online and offline advertising o Online advertising is: Interactive MTV VMA’s show campaign & Miley Cyrus Customizable IKEA Hyperlapse banner – Order and pick up points in Canada Contextual Paw Justice – Don’t Trade Me Playable Taco Bell and Taco emoji engine Useful Post-it – The banner that makes you like banners Replaced every banner ad with their post-it Types of online ads o Google Search ads o AdWords ads o PPC o Bing o Facebook o Twitter o Tumbler Display advertising o Formats Leaderboard Sidetile Medium rectangle Skyscraper Most display ad networks serve ads in the IAB standard dimensions Facebook Advertising o Facebook formats Right hand column ad Twitter Advertising o What are your goals? Get more followers Get more website clicks or conversions Tweet engagements o Twitter has ads for that App download Lead generation card Create buzz Instagram advertising o Photo ads: offer a clean, simple and beautiful creative canvas o Video Ads: share videos up to 30 seconds long and in landscape format o Carousel ads: swipe to see additional images and a call to action button takes them to a website to learn more o They use powerful and natural images o Go on a diet in branding o The less text in the image the better o Keep the copy short o Test them o Remember, Instagram is not Facebook o Use a call to action o Have an awesome landing page o Don’t shy away from hashtags o Implement use-generated content Native Advertising o Native advertising is paid content that matches a publication’s editorial standards while meeting the audience’s expectations. o Formats In Feed Units – Stories that look like they are part of the news feed Paid Search Units – Ads that appear in search Recommendation Units – Paid content recommendations based on what you are reading and your searches Promoted listings – Products promoted on such sites as Etsy or Amazon In-ad (IAB Standard) with Native Element Units Custom / “Can’t Be Contained” o Types Sponsored Content – written by the publisher Branded Content – written by the brand to build awareness and get you to like the brand
Are you sure you want to buy this material for
You're already Subscribed!
Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'