Study Guide Test 2
Study Guide Test 2 JRN 360
Popular in Advertising Principles
verified elite notetaker
Popular in Journalism and Mass Communications
verified elite notetaker
This 4 page Study Guide was uploaded by Anyce Notetaker on Sunday October 25, 2015. The Study Guide belongs to JRN 360 at Central Michigan University taught by William Barre in Fall 2015. Since its upload, it has received 153 views. For similar materials see Advertising Principles in Journalism and Mass Communications at Central Michigan University.
Reviews for Study Guide Test 2
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: 10/25/15
Study Guide Test 2 Key Terms phases or words ever so often to reinforce what image or visual is being shown telling the consumer what he or she should do next in order to get the product that is being advertised using preexisting elements or components in a new unusual and unexpected way the blueprint of the commercial so everyone involve can see what should happen on camera xed on lm or referring to radio that does not have lm it is the sound effects the words or slogan that is imposed over the visual Key Concepts The Creative Process 0 Where is the home of free association I The home of free association is in the unconscious mind The part of the mind that activated during sleep and autopilot 0 what is the difference between the right and left side of the brain I The right side of the brain is the side where more non lineal and out of the box thinking occurs The lefts side is the more logical and analytically thinking 0 What is the nickname for the unconscious mind I The nickname for the unconscious mind is the unruling beast 0 Describe ways to spur ideas when not using the unconscious mind I feed the mind use the different information that you obtain from different sources I be curious ask questions I force it think of different visuals as well as do something to free up the creative thinking ex excising listening to music step away 0 Describe the steps of the creative process I immersion reading research I ideation something that can be look at from all different angles to generate new ideas I brainfog your creative thinking has hit a wall and is not working I incubation the conscious lets it go and the subconscious has taken over I illumination the idea nally comes The AhHa moment I evaluation asking if it will work Is is on strategy 0 At the core what is creativity all about I Creativity is all about being the rst one to think of something that hasn39t been thought of before PrintCopy 0 What are the two things a headline should do to be a good headline What are the seven devices to make a clever headline I The two things a headline should do is get the attention of the audience and convert the main message to them I The seven devices to make a clever headline is puns play on word juxtapositions cliches similar sounding words O O O O O 0 play to the visual con rm play against the visual contradict examples of each is on pg 5657 of the text book Describe the 3paragraph rule and how it relates to headlines The 3paragraph rule is as follows 1 repeat the headline 2 prove the promise use the featurebenefit method 3 repeat the headline again and tell the customer what to do next The headline should reel in the audience and lead them to the body paragraph where they can learn more about the product or brand What is the featurebenefit method The featurebenefit method is when the writer tells the consumer what makes up the product then tells them what can get from it What is the difference between a slogan and a tagline The difference between caption headline and a subhead The difference between a slogan and a tagline is that a slogan is repeated from ad to ad and reinforces a brand identity and a tagline is something that shows up only once but a tagline can become a slogan The difference between a caption headline and a subhead is that a headline is usually the biggest and at the top of the page where as the subhead is under the headline and the caption is usually under a picture Which element in a print ad grabs the attention The element in a print ad that grabs the attention is the visual How do consumers read print ads The viewer39s eye rst goes to the visual then to the headline then to the logo If the viewer is interested after those three things then they process to the body copy for more information What are the key attributes to making a visual compelling The key attributes to make a visual compelling is that should stick in the mind and communicates quickly What is copy for advertising Copy for advertising is a form of writing that is snappy yet seemingly conversational with the viewer Describe the bag of tricks that an art director uses for designing ads The designer tools are as followed photos authenticity adds credibility and is more realistic illumination can create something that a photo cannot and can create a certain feeling or look color can attract attention establish mood creates balance and build brand identity type includes font size and legibility Describe each requirements for good layout A good layout should impose order and is pleasing to the eye It should have the following unity elements are pinned together as one balance the major things are not out weighting the others things on the page direction leads the viewers eyes somewhere on the age mostly to the productpackaging dominance something major and strong on the page Describe the stages to get print to press 1 thumbnail sketches 2 rough layout 3 semicomps 4 comprehensives 5 mechanicals 6 nal high resolution lm bdioOutofhome 0 What are the three key creative tools for radio I The three key creative tools are radio are voice music and sound effects 0 Explain why jingles are such as power tool I Jingles are such a power tool because they can convert the main messages in a fun and catchy way and can stick in someone39s head 0 What is essential for outofhome advertising I It is essential for outofhome advertising to be quick and easy to read and understand in passing 0 What is the difference between writing for outofhomeprint and broadcast I Print and out of home is writing for the eyes while broadcast is writing for the ear and sometimes the ears and the eyes TV As well as outofhome and print needs to be quicker to the point than broadcast such as social media TV and radio 0 Where is the best place of outofhome advertisement I Anywhere can be use for outofhome so any place where a lot of people will see it in passing is a good spot However less outofhome ads are using billboards and more are using things such as sides of building and public transportation 0 What does it mean to violating the rectangle in reference to a billboard I To violate the rectangle means to take up as much of the space as possible It also means to go above and beyond the board and do something unexpected such as using the spaces above and on the side of the board and using 3D images 0 What are the three different types approaches to writing a commercial I The three approaches to writing a commercial are as followed the allvisual killerline commercial the persuasiveessay commercial the genredriven commercial 0 What are the different genres for a commercial I Presenter the classic talking head I demo a visual demonstration of the brand39s key USP I testimonial by consumers or an expert I productashero only the brand onscreen is the solution to nearly everything I vignettes five or six seconds scene put together to highlight the problem to be solve by the brand39s solution I sliceoflife people in the commercial having an conversation as they would in real life about the brand I Lifestyle music and lyrics over quick scenes I animation can be traditional or computer 0 What is the difference between writing for TV and writing for print I The difference between writing for TV and writing for print is that even though they are both for the eyes writing for TV has to match writing for the ears to what is happening with the eyes 0 Describe the phases of production I The phases of production is as followed preproduction this includes writing a script finding a suitable location hiring actors renting equipment as well as nd props and creating shot list production the lming the commercial postproduction this stage include editing sound and Video and then exporting it 0 Describe what a storyboard is Who do we do it for I The storyboard is picture and words to explain the ow of the ad This is usually done for the client so they can see what the advertiser is thinking 0 When you are doing a multimedia campaign which medium leads the others Which medium is the best to start with I When doing multimedia campaign TV usually leads the others When someone sees a product in print or on a billboard or hear the jingle they tend to think about the commercial they saw on TV Misc 0 Describe the people that makes up the creative department I The art director is the one who makes and thinks of the Visual the words I the copywriter is the one who makes and thinks of the words to match the Visual I the different names types Idea person Visual thinker wordsmith screenwriter lyricist lm person salesperson Explain the concept of synergy to a ad campaign 0 Synergy is showing similar or the same things such as the same characters or the same want of the product to create unity throughout the ads while showing differences such as the different bene ts of the product or different scenes or settings to allow each ad to stand along This makes the ads different and the same at the same time What is the Ad Council 0 The Ad Council is the network of ad agencies that do probono work for many good causes Who is to credit for being the first to have copywriters and art directors works as a team 0 Bumbark was the rst to have copywriters and art director work together as a team
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'