Advertising Ch. 11 & 12
Advertising Ch. 11 & 12 Mc 3367
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This 3 page Class Notes was uploaded by Graciela Sills on Sunday February 21, 2016. The Class Notes belongs to Mc 3367 at Texas State University taught by Thomas Grimes in Summer 2015. Since its upload, it has received 35 views. For similar materials see Advertising in Journalism and Mass Communications at Texas State University.
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Date Created: 02/21/16
Ch. 11 Creative Execution: Art and Copy Creative brie= who, what, when, where, why, how; “sheet music” for creative people to read and use while writing ads Creative brief leads to 2 initial art & copy products ● The ayout rough sketch of ideas for ad ● The omprehensive layout orcomp a more polished draft; for example, commercial filmed with own employees rather than actors to get idea of how final product will look Determining chief focus for visuals in layout: ● Product’s packaging ● The product alone ● The product in use ● How to use product (category made viable by TV) ● Product features ● Comparison of products ● User benefit ● Humor ● Testimonial ● Negative appeal Determining chief focus for ad copy in print layout + final ad: ● Be concise; use short sentences ● Emphasize the major idea ● Be singleminded; don’t try to do too much ● Emphasize & reinforce brand name ● Write with consumer’s benefit in mind ● Avoid clichés ● Write with energy: visual language, active voice, personal pronouns, contractions ● Don’t overpunctuate Radio ● Make big idea clear ● Mention the product’s name early and often ● Take time to set scene, establish premise ● Use familiar sound effects ● Paint pictures with words ● Make every word count ● Be outrageous Bad example of radio ad: CocaCola ● Lyrics to jingle = incomprehensible ● Too much info crammed into short time slot ● A Budweiser radio ad suffered from similar issues World Wide Web ● Fragments > complete grammatical sentences b/c people only scan web ads & don’t read thoroughly ● Ads should be interactive ● Objective rather than persuasive/promotional language ● Use scannable text Fovea = visual center of retina; determines how we read fonts ● Print still easier to read than computer screens people may adapt over time, but most are not used to screens Television ● Words should enhance/highlight pictures ○ Again, DirecTV giraffe ad screws up here image of tiny giraffe is distracting and makes audio & visual elements work against each other ● Make visual demonstrations of product dramatic, but don’t deceive audience with exaggerated visual effects ○ Positive example: KTel VegOMatic ● Keep it simple Chapter 12 Producing Ads for Print, Electronic, and Digital Media “Worst Ad Ever” Job fair ad resembles comprehensive b/c of how unprofessional it looks; could have worked if it weren’t so cheap ● Flaws include overbearing music & poor audio mixing, bad lighting, stilted acting with obvious cue card reading, and careless staging (with an enormous indoor plant practically devouring one of the actresses) Another ad that failed in a different way was a diaper commercial with an allbaby cast ● Main flaw: distracting cuteness kept people from remembering product being sold Relationship Marketing brand equity ● Selling products in 21st century requires consistency in both product and customers’ relationships with company ● Direct marketing = interactive marketing ○ Company talks to customers ● Until recently, one person could appear to be multiple people b/c they used several devices for different purposes ○ Problem fixed by development of software that integrates devices into a single user profile ○ Hackers used same tools to identify & expose members of Ashley Madison 2012 Obama campaign used oldfashioned direct marketing + digital technology to isolate the voters he needed to win reelection and get these people out to the polls ● E.g., used buses to drive people to voting locations BBC story on cookies, targeted ads, tracking ● Cookies determine RFM formula (recency, frequency, money) Drawbacks to interactive marketing: ● Many people want to visit store, not online or 1800 venue ○ Smart Cars suffered for selling online only b/c people couldn’t test drive vehicles; company eventually reverted to BMW formula and set up showrooms ○ Perfumes also hard to sell without sampling ● A product not affiliated with a store or ad venue may suffer from not being associated with prestige of venue ● Clutter, including popups ● Violation of privacy, with cookiederived marketing data sold to other businesses **Know about Google Ads for test Google Ads include AdSense, AdWords, banners, buttons ● AdSense = always on right side of page; websites agree to fill certain amount of space for ads, and targeted ads appear in that space when page loads ● AdWords = brief text with links to advertisers’ web pages, based on search keywords ● Banner = image ad across top of web page ● Button = small text or image that indicates what action will occur when user touches it ● Popups, aka interstitials, interrupt navigation through website to an ad ● Rich mail = emails that have video or open to advertiser’s website Drawbacks (for advertisers) of this type of advertising: ● Web ads are not memorable; they rely on interactivity ● Videos that start on their own can annoy users ● Media planner often has little control over where AdSense ads run ads could end up on porn site, for example ● Internet is full of bots that act as fraudulent ad counters ● There is no software that limits AdSense when premium sites are filled
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