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Advertising 3850 Lecture 14 Notes

by: Bridget Notetaker

Advertising 3850 Lecture 14 Notes ADPR 3100

Marketplace > University of Georgia > Advertising > ADPR 3100 > Advertising 3850 Lecture 14 Notes
Bridget Notetaker

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About this Document

This is a copy of the lecture 14 notes that we started in class on Monday, 10/10, and finished up today, 10/12.
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This 2 page Class Notes was uploaded by Bridget Notetaker on Wednesday October 12, 2016. The Class Notes belongs to ADPR 3100 at University of Georgia taught by Hamilton in Fall. Since its upload, it has received 8 views. For similar materials see /class/202473/adpr-3100-university-of-georgia in Advertising at University of Georgia.


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Date Created: 10/12/16
Advertising 3100 Lecture 14 Notes  Media categories for creative work: o Static media:  Messages that don’t move  Print, out-of-home, non-animated web o Dynamic media:  Messages that move  Video, animated web banners o Immersive media:  Messages that immerse you in an environment and an experience  Web, mobile, out-of-home installations  Static Media: o Key characteristic:  Static = don’t move o Key challenge:  Convey key message instantly o Key techniques:  Visual metaphor  Verbal-visual synergy  Media-concept synergy  Images in ads: o The best images are understood instantly o Images as “real” o But “unrealistic” images can:  Effectively convey a relevant surprise  Symbolically convey the key message  Synergy: o Creative interaction o Verbal-visual synergy  Between headline and visuals  Creative interaction between headline and picture  Combination achieves more  Synergy, not redundancy o Media-concept synergy  Between chosen medium and creative concept  Don’t “label” pictures: o Headline should not describe what the picture already shows  Redundant; boring o Headline should change the meaning of the picture  Synergistic; memorable o Speak to your specific target market o Convey the concept  Media-concept synergy: o Medium choice/use expresses the concept  Ties in with the media-consuming context  Ties in with the characteristics of the medium itself 


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