Advertising 3850 Lecture 14 Notes
Advertising 3850 Lecture 14 Notes ADPR 3100
Popular in Course
verified elite notetaker
Popular in Advertising
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.
Reviews for Advertising 3850 Lecture 14 Notes
Report this Material
What is Karma?
Karma is the currency of StudySoup.
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