ADV 390 EXAM 2

how does taste help find USP? (USP, Barry Ch 6)

-taste alone is not a USP, have to define the taste (chewy, spicy) - candies and drinks play off this

headline approaches

.competition .anesis (start with lofty, dignified statement and let it go downhill) - use fear -use news -use similes/metaphors -humor -social anxiety -questions -testimonials -create empathy -embrace shortcoming -twist familiar phrase

The hardest form of firm integration to pull of is one that requires _________ repeats (What is integrated?, Barry Ch 13)

0

5 principles of design - govern how adv should be designed

1 - balance 2- contrast 3 - harmony 4- proportion 5 - movement

why are there concerns over the dying tagline? (dying tagline?, Barry Ch 5)

taglines help create a campaign AND they are an important part of brand definition

inductive reasoning tagline (Writing Body Copy, Sully Ch 5)

take a line you like and see what executions you can pull out and put on the wall

deductive reasoning tagline (Writing Body Copy, Sully Ch 5)

taking the work you have on the wall and boiling its essence to evocative, provactive, or anthem

direct visual (Headlines and visual, Barry Ch 3)

visual relates directly to headline w/o either headline or visual, ad wont make sense

simplicity (sully, ch 6)

- get your ad instantly. the speed of get -

identify tensions (Sully, Ch 8)

can come from anywhere - thematic, category, cultural - conflicts inside an industry

tip: try begnining your ad with "____________" and keep writing (Get something, anything, on paper, Sullivan Ch.4)

"this is an ad about..."

which of the 4 possible translations of a firm's definition of integration is second HARDEST to pull off? (What is integrated?, Barry Ch 13)

- A big idea for a single client/project with multiple executions - Some repeats - translated into multiple media

which of the 4 possible translations of a firm's definition of integration is EASIEST to pull off? (What is integrated?, Barry Ch 13)

- A series of smaller ideas for various clients/projects, - each translated into one or two media, - but when combined, agency's media is multimedia

how does product/brand name help find USP? (USP, Barry Ch 6)

- Sometimes name comes from product or benefit - each time you see or hear the name, it reinforces the benefit communicated in the adv - Each time hear or see the adv, it reinforces the name

which of the 4 possible translations of a firm's definition of integration is second EASIEST to pull off? (What is integrated?, Barry Ch 13)

- a big idea for a single client/project with multiple executions - all repeats - tranlated into multiple media

what happens when you tackle a generic product? (USP, Barry Ch 6)

- common selling proposition that is not unqiue - pick a market leader and think of an area or subject that has yet to be owned (bigger brand, more qualified)

first, say it straight. then say it great. (Get something, anything, on paper, Sullivan Ch.4)

- get the words flowing, write out what you want to say. - make it memorable and different LATER. first just say it

how does personality help find USP? (USP, Barry Ch 6)

- good for researching any new or established brand - what type of personality does the client/product have? - develop one thats radically different from everyone else's

what should smaller, generic brands do for their usp? (USP, Barry Ch 6)

- own something big if you put a spin on it - can create new tov to a tried and tested strat/idea - take social, political, moral high ground

how do outlets help find USP? (USP, Barry Ch 6)

- particular place or country where product is solf - Both place or country usps can lead to initial ideas, to which a related fact or observation about the place or country might need to be attached before creating a final idea. - Not easy to pull off, a campaign idea could feasibly come from a combo of the approaches listed above, rather than just one.

how does character help find USP? (USP, Barry Ch 6)

- product itself can be character (gummy bears) - creating character - make sure it relates to your benefit - . Use of character can create such a strong branding devise ( or mnemonic/memory aid) that even some annoying ones have succeeded commercially (rather than critically)

how does consumer help find USP? (USP, Barry Ch 6)

- testimonials and endorsements - is there something special about the people who buy the product? -what about people who dont use it?

tips for body copy (Writing Body Copy, Sully Ch 5)

- write like you'd talk if you were the brand (personality, voice) - write like you talk - pretend you're writing a letter - dont have 'pre-ramble' - use transitions - be clear, understandable -break copy into short paragraphs - read it aloud - cut it by a third - make your tagline your anthem

which of the 4 possible translations of a firm's definition of integration is HARDEST to pull off? (What is integrated?, Barry Ch 13)

-a big idea for a single client/project w/ multiple executions - no repeats - translated into multiple media.

what effects can too many generalists working together have? (the integrated writer and specialists vs. generalists, Barry Ch 13)

-affects project in a negative way - results in reduced quality of work at best, or a team where no ones is totally responsible or accountable for any part of the work at worst

push it long-term campaigns (Push it, Barry Ch 6)

-allows concept to stay fresh, extends its run for many years -demonstrates longevity

to give body copy rhythm, create variety by... (Invisible thread, Barry Ch 11)

-alternate length of sentences - separate paragraphs - grammar perversion (can spice up ur copy)

how to decide on photo or illustration (Photography or Illustration, Barry Ch 14)

-based on the idea

why try something naughty or provocative? (Ideas as press releases, Sullivan Ch.7)

-be devilish, disobedient, sneaky, question authority, break a rule -gets client talked about

when dont you do a campaign?

-cant afford it low freq media buy -specific event

creative concept defintion

-caries from academic to creative view academic: sum of visual and headline, foundation creative: creative leap, moment of inspired insight

how do physical characteristics help find USP? (USP, Barry Ch 6)

-color, shape, design, features - product has unqiue feature that can be a selling point or branding device that acts as a part of a bigger idea

starting points for naming products

-descriptive of what it does -benefit that product delivers (linkedIn, poweraid) -personification -geographic -made-up words

how does owner/staff help find USP? (USP, Barry Ch 6)

-dig out facts that could lead to interesting ads -uniqueness of staff -special skill they have -can be serious, professional or fun

push it - copywriting (Push it, Barry Ch 6)

-headline writing is hardest part of copywriting -Don't just think headline into better headline, or visual into better visual: sometimes you can push a headline into a (better) visual, or vice versa

4 ways to obtain pics and illustrations

-informal relationships with the talent -through a rep -through source/cd/website -thru stock companies

product names

-intrinsically linked with equity -sometimes creatives name products, sometimes specialists

how does competition help find USP? (USP, Barry Ch 6)

-leads directly from a competitive or comparison strategy

Visuals: Hierarchy (most-less-least) (Headlines and visual, Barry Ch 3)

-maximum # of elements in a single print ad is 6 (headline, subheadline, visual, body, copy, tagline, logo -less = more

strong brand equity leads to....

-more predictable income stream, people will pay more -increased cash flow, less promos needed, premium pricing -asset that can be sold or leased

trademarks can protect:

-product names -taglines -logos -trade characters

attack by approach

-search for visual and verbal metaphors -try personification - pretend product is human 3hyperbole 4. paradox statements or proposition that seem contradictory but express possible truth

tips for creating an idea (Get something, anything, on paper, Sullivan Ch.4)

-stare at a picture that has the emotion of the ad you want to create -let your subconscious mind do it (sleep, daydream) -try writing words from product's category -come up with bad ideas -let your partner come up with terrible ideas -share ideas with partner (might work with 2 brains) -spend time away from partner, think on your own -tack the best ideas on the wall. seek patterns -cover the wall with ideas -quick sketches are all you need, do details later -write, don't talk. -write hot, edit cold. get it on paper first, worry about editing later -ride your streak, stay on ideas -never be devil's advocate, nurture new ideas, don't look for whats wrong, look for whats right

contrast and contradiction technique (Headlines and visual, Barry Ch 3)

-success lies in tension between headline and direct visual -the more a headline and visual contrast, the better -opposites attract

what are the 3 common ways to sign off body copy? (Invisible thread, Barry Ch 11)

1. a call to action (phone number, email, address) 2. a concluding fact that completes the argument 3. a line that relates back to the headline (most common)

8 deadly sins of copywriting

1. advertising-ese (speaking in ad language, instead write how people talk) 2. bad taste (no sexist, racist, cliches, useless phrases) 3. deadwood (weed out week, unnecessary words) 4. generic benefits (give consumers benefits they understand) 5. laundry lists (dont list feature after feature) 6. poor grammar (watch for errors.) 7. wimpy words (use active voice whenever possible) 8. idk

what are the 5 rules for effective speech writing from Winston Churchill

1. begin strongly 2. have one theme 3. use simple language 4. leave a picture in the listener's mind 5. end dramatically

why should you choose a campaign instead of a one-shot (3 reasons)? (What is a campaign, Barry Ch. 4)

1. campaigns build brands in long-term rather than confuse and dilute them with one-shots 2. a campaign can be executed for decades, one-shots lose appeal quickly 3. consistencies of campaigns strengthen long-term relationships with customers and create brand loyalty

rough audiences

1. creative director (loose_ 2. account management team (tighter - finished to size, art is tighter, color) 3. client - comprehensive layout (tightest)

two principles to brainstorming

1. deferment of judgment - dont criticize ideas 2. extended search - come up with as many ideas as possible

how do you achieve balance in a campaign? (SATT, Barry Ch. 4)

1. each execution should be expressed in the same, yet different, way 2. the executions should be related, but not too closely think: 3 siblings, not identical triplets

what are two signs you have a platform? (Sully, Ch 8)

1. fits in post it note 2. starts talking to you and ownt shut up

How is Barry's creative process good preparation for real world of advertising? (Which comes first? Barry Ch 5)

1. helps you focus, define idea, save time and effort 2. taglines are not always given the time they deserve in the lead up to new creative pitches and presentation 3. the right tagline can continue to be used by a client over many years in different campaigns

what are the theories behind the decline in good taglines? (dying tagline?, Barry Ch 5)

1. increases in mergers and takeovers resulting in campaign reappraisals 2. increase in industry politics, causing rise in account power over creative power 3. increase demand from clients for concepts that look like finished ads, less time for initial idea 4. increase in young teams who are more concerned with winning awards than selling brands

what are the 2 worst habits to pick up from bad adv? (Word puns vs. visual puns and double meaning, Barry Ch 3)

1. rhyming pun (one word is replaced by a rhyming word) 2. sound-alike pun, one word is replaced by a word that sounds phonetically the same

Barry's creative process order (Which comes first? Barry Ch 5)

1. start with an idea first 2. try to write working tagline 3. brainstorm mor executional ideas from the working tag

What are the 5 types of taglines? (Types of Taglines, Barry Ch 5)

1. summation 2. explanation 3. proposition 4. brand/umbrella 5. invisible

avoid setting copy less than ____ point type

10

dont set type wider than _____ characters (inviting readership, Allman)

39

what is a USP? (USP, Barry Ch 6)

A brand's unique selling proposition, its impressive benefit

how does existing adv help find USP? (USP, Barry Ch 6)

Building on/going against a known campaign for the product/competitor

run (5 r's of design, Allman)

ad you created is run in the media chose by agency or client - make printed ad for publiation

power of brand equity

can be emotional and rational

The easiest form of firm integration to pull of is one that has a __________ for ________ clients, each translated into ________ (What is integrated?, Barry Ch 13)

SERIES OF SMALLER IDEAS for VARIOUS clients, translated into ONE OR TWO media

T/F there is no right or wrong order in terms of the creative process? (Which comes first? Barry Ch 5)

True

T/F over time, new media will include hybrids of old and new media (What is new media?, Barry Ch 13)

True. it'll create a unique twist on what's been done before

whats the MOST important thing for an ad to have? sully, ch 6)

a quick get, but not too quick - most students set their fuses too long

what is a campaign? (What is a campaign, Barry Ch. 4)

a series of ads that make up a concept/idea

what is a one-shot? (What is a campaign, Barry Ch. 4)

a solitary idea with a single execution, usually cannot be extended into a campaign of equally good executions. - smaller and mor elimited compared to campaigns

what is a platform? (Sully, Ch 8)

a world. world with its own rules ideas that create ideas

what happens when you cant find a USP? (USP, Barry Ch 6)

adv itself becomes USP - ad sets product apart from others, defining brand while underplaying the generic benefit - the more unusual the execution, the greater the impact

idea-as-press-release (Ideas as press releases, Sullivan Ch.7)

adv stopped trying to interrupt interesting things, and became the interest thing

The second to the easiest form of firm integration to pull of is one that requires _________ repeats (What is integrated?, Barry Ch 13)

all

touchpoints in design

all the ways and places brand interacts with customers, channel partners, employees - need to reinforce how you want to be thought of

elements of copy in a print ad

all words in an ad = copy diff categories of copy

symbols in logos...

allow for playing in different industries, evoke reaction more quickly than words, corss borders more easily

purpose of body copy

almost no one reads the copy, those who read it are highly interested (matter)

what is the proposition tagline? (Types of Taglines, Barry Ch 5)

an approximate repetition of the product benefit; product must be first to own this benefit; can include USP

what are executions and what should they look and feel like? (What is a campaign, Barry Ch. 4)

an expression of the campaign thought, should feel like part of a family with a consistent tone

display type

any words that dont fit in categories

taglines/baselines

appears by logo remain consistent through campaign

the double proposition (USP, Barry Ch 6)

apply two in tool - apply two in one tool to variety proposition by choosing 2 from many for each ad

brands as archetypes (Sully, Ch 8)

archetype = recurring symbol or motif in literature, art, mythology ex. villain, wise old man, outlaw, trickster, magician, hero - can help storytelling

proportion in design

arranging one or more elements on a page - arrange so viewer doesnt see it obviously - ex. divide int fifths -but unequal dimensions and distances make for best, most lively ads

go for ___ later, start with _______ (Get something, anything, on paper, Sullivan Ch.4)

art, clarity

what to do when you're stuck

be someone different -look closer to home - don't leave paper blank -hit the books -find your happy place -walk away

second, restate the strategy and put a spin on it (Get something, anything, on paper, Sullivan Ch.4)

begin by saying the strategy in another way (faster, accent, slang, short)

creative concepts are...

bigger than headlines and visuals -central themed that ads are built upon -single minded, narrow focused - unique, fresh, insightful -need 'legs' -find human truth about your product

best places to practice simplicity? (sully, ch 6)

billboards, banner ads, posters, 15-sec TV - shot for 3 words tops

white space (white space, allman)

blank or negative space - always leave some white space on outside of your layout - allow it to invade center of layout and it looks scattered and incohesive - using lots of white space = exclusivity, spotlight the item, elegance

other ways to create harmony

borders, boxes, white spaces, 3 point layout approach

no hard evidence brainstorming produces more rare ideas

brainstorming favors first ideas privileges extroverts does contribute to overall creative environment

which tagline is client-driven? (Types of Taglines, Barry Ch 5)

brand/umbrella tagline

which tagline is more serious and corporate? (Types of Taglines, Barry Ch 5)

brand/umbrella tagline

which tagline is often used for non-advertising purposes? (Types of Taglines, Barry Ch 5)

brand/umbrella tagline

lovemarks

brands exist on x axis (low to high love) -y axis = low to high respect

traditional print adv

brochures, posters, flyers, catalogs, annual reports, coupons

consumer-based perspective

built over long period of time -brand associations (favorable, strong, unique, sweet, cheap, etc.)

campaign is a _______ while a platform is a ________ (Sully, Ch 8)

campaign = movie, platform = Hollywood franchise

what is the brand/umbrella tagline? (Types of Taglines, Barry Ch 5)

client-driven line that sums up the brand rather than campaign; more serious and corporate; often for non-adv purposes; has to be like an umbrella to work well - broad enough to encompass current and future ideas for the brand

What causes new media? (What is new media?, Barry Ch 13)

companies are desperate to find the next big thing

letterform logo

comprised of a single letter (ex. f-facebook)

what is the 'dying' tagline? (dying tagline?, Barry Ch 5)

concern over the recent decline of remarkable, memorable, sustainable taglines

best strategies come from a place of _____ and _____ (Sully, Ch 8)

conflict and tension

you need _____ to tell a story (Sully, Ch 8)

conflict, its the core - w/o bad guy, you start at the happy ending so no interest

what does an inconsistent campaign do to consumers and the company? (What is a campaign, Barry Ch. 4)

consumers feel confused at best, cheated at worst. the company;s time and money is wasted.

nonbleed ad (5 r's of design, Allman)

contained within the nonbleed page limits, margin surrounding all sides

why do campaigns?

continuity (story over time) build image more memorable relieve boredom

letter (do I have to draw you a picture, Sullivan Ch.4)

copy-driven - better for ads with more complex message - weight of body copy ads to product

what does an integrated copywriter mean? (the integrated writer and specialists vs. generalists, Barry Ch 13)

copywriters now occupy vast creative territories, must be flexible to work with various forms of media, writing in different formats, must react quickly (inventors)

why use roughs?

creative director can visualize final ad from something very loose, has trust in team to make it good, can provide input at early stage

print ad provides a _________ ____________ to adv. (Print first, TV second, Barry Ch 3)

creative foundation

what is the process?

creative strat to creative concepts to executions OR creative strat then executions then creative concept

most ads are ____ visual (Headlines and visual, Barry Ch 3)

direct

Question Category: the final test (Questions every art director should ask for each layout, Barry Ch 14)

does the final ad have immediate impact? will it be remembered? will the product be remembered?

headlines

dominant verbal in an ad, biggest

put the pill inside the bologna, not next to it meaning (Get something, anything, on paper, Sullivan Ch.4)

don't let the concept get in the way of the product - usually when product bores you so you need to dig deeper - dogs hate pills so you wrap it in bologna

abstract logo

dont represent anything recognizable

thumbnail creation (5 r's of design, Allman)

draw horizontal rectangles to rep. shape of magazine - place ideas for headlines and visuals within each rectangle -use shapes and stick figs to rep visuals -indicate body copy with lines -rough logo at bottom right corner

roughs (5 r's of design, Allman)

early sketches -put ideas on paper before you forget -sketch every idea you have about what finished ad may look like

informal balance

elements arranged asymetrically -optical balance - should still have equal weights of elements on each side -more freedom to create original design

formal balance

elements arranged symmetrically -material is easy to follow format can be very static, no surprises, not much energy

contrast in design

emphasis - what drives the ad - decide what most important element is, move it away from clutter, make in unexpected, bigger, bolder, more colorful

debate and criticism _____ creativity

encourage

how does timing of use help find USP? (USP, Barry Ch 6)

ex. Seasonal ads on feb 14th for hershey's kisses

push it campaign ideas and taglines (Push it, Barry Ch 6)

exaggeration tool, as long as thought is based on truth, result can be absurd, surreal, bizarre

what are the elements of a campaign that should be different? (SATT, Barry Ch. 4)

executional ideas - headline visuals

brand extensions perspective

expanding products beyond the brand ex. nike deodorant

what is the explanation tagline? (Types of Taglines, Barry Ch 5)

explains the campaign idea, if you covered up the tagline you wont understand the idea

if you covered up the tagline you wont understand the idea. which tagline is this? (Types of Taglines, Barry Ch 5)

explanation tagline

body copy

explanatory text in out where you find out SMP is true

simple is bigger, easier to remember, breaks through clutter, doesnt age (sully, ch 6)

fact

T/F you should try to think of ideas that naturally come in threes, then try to apply it to your original idea (What is a campaign, Barry Ch. 4)

false, its too limiting and triplet ideas are rarely good because its another idea in itself

T/F always approach a new one-shot project thinking "Im going to do a headline only/visual only/headline and visual campaign (What is a campaign, Barry Ch. 4)

false, never do this

t/f being equally good at everything means being great at everything (the integrated writer and specialists vs. generalists, Barry Ch 13)

false. being equally good at everything means NOT being great at anything

T/F integration is new in advertising (What is integrated?, Barry Ch 13)

false. it seems new but is actually old, what changed is the number of applications (was limited to print, tv, radio, direct marketing, and perhaps PR. recent additions: ambient/guerrilla, social media, viral (buzz marketing), digital/interactive (websites, online ads, web vids))

T/F you want people to expect the next execution, not anticipate it (SATT, Barry Ch. 4)

false. you want people to ANTICIPATE the next execution, not expect it

positives and negatives of stock

fast, cheap, issues of exclusivity, close but not exactly what you pictures

what are the 3 perspective of brand equity

financial brand extensions consumer-based

what do the negative affects of too many generalists working together cause? (the integrated writer and specialists vs. generalists, Barry Ch 13)

finger pointing at best, firing at worst

how do you use the invisible thread method? (Invisible thread, Barry Ch 11)

flow from headline to first line of body copy; first line threads to second and so on until end.

captions

for pictures, second most read thing in an ad

Question Category: format (Questions every art director should ask for each layout, Barry Ch 14)

format dictates layout and art direction -which format works best? billboard, landscape, double-page spread?

wordmarks logo

freestanding word, multi-letter abbreviation

a good headline...

gains immediate attention -helps select the right prospects -leads reader into the text - works with visual and tagline to deliver creative strategy

purpose of layout

get idea on paper -communicate your concept to different audiences

campaign low reach, high freq

get message to few people a lot of times

puns (Sully Ch 5)

get puns out your system right away lowest think on joke food chain, no persuasive value

campaign high reach, low freq

get your message to a lot of people few times

Question Category: branding (Questions every art director should ask for each layout, Barry Ch 14)

giving enough thought to visual branding? - using typeface, colors of the logo, element of packaging - be aware of competitors branding

what do OOH media have in common?

graphically driven few words as simple as possible

print adv is considered to be the _______ creative disciple, especially compared to _____. (Print first, TV second, Barry Ch 3)

hardest, broadcast

why is print adv considered to be the hardest creative discipline? (Print first, TV second, Barry Ch 3)

has to communicate idea in few seconds rather than 30, images can't move and has to compete with articles around it

words in an ad...

have rhythm and soul -can proclaim -frighten, playful, boast, charm, sarcastic or ironic, mess with you can sell

headline introducing visual (Headlines and visual, Barry Ch 3)

headline sets up the visual. ad makes most sense when read headline first, then see visual - cover up visual and ad wont work

what are the 3 main elements by which to deliver your message

headlines visuals taglines - work together - do NOT rely on body copy

trademarks dont protect

headlines, copy, phrases, descriptions

What are the question categories every art director should ask for each layout? (Questions every art director should ask for each layout, Barry Ch 14)

history hierarchy search look branding logo format visual typeface color palette tone the final test

colsubsidio library

how do we want to be thought of? place to exchange books. embed the image of one literary character inside another

Question Category: hierarchy (more-less-least) (Questions every art director should ask for each layout, Barry Ch 14)

how do you want someoen to read the ad - whats order of importance and size and impact of visual/headline/body copy/tagline/logo? - the order, size, impact should reflect tone of message and idea

Question Category: color palette (Questions every art director should ask for each layout, Barry Ch 14)

how many colors? do they go well together? do they go with the other elements? is it relevant/appropriate? -try shades of same color

4 stages of leveraging touchpoints

identify touchpoints assess current performance prioritize by impact implement and manage high impact solutions

embrace the suck meaning (Get something, anything, on paper, Sullivan Ch.4)

if your brand has an obvious shortcoming, address it directly and own it - as long as benefits outweigh negative, you're good - more authentic, customers appreciate transparency

load bearing beam (sully, ch 6)

if your idea crashes without a particular element, you need it -dont cut it

pictorial logo

illustrated symbols of recognizable things

who do you hire for pics and illustrations

illustrators based on style photographers based on content, specialists

what does a press release idea do? (Ideas as press releases, Sullivan Ch.7)

increase word of mouth marketing - raises the bar by forcing you to think bigger than just an ad

brand equity

intangible asset, anything that adds value to the brand -loyal customers, symbols and slogans, patents, trademarks, channel relationships -image, personality, identity, attitudes, familiarity, associations, awareness

what does a campaign have the power to do? (What is a campaign, Barry Ch. 4)

it has the power to reassure consumers with the same promise over a long period of time

metal pinball brainstorming

keep bouncing, rephrasing, dont stay in one place long write down anything interesting and move on

what are the keys to memorability?

keep it simple - emphasize benefit - challenge consumer -emphasize reward or action -quality statement -twist an existing phrase -poetic devices

logo considerations

keep it simple -unique, recognizable -compatible with your image -flexible

reductionism - skid marks (Headlines and visual, Barry Ch 3)

key is to locate and isolate the idea, when you find it you might not need much else - dont over reduce

art of being RONG (Ideas as press releases, Sullivan Ch.7)

key: idea must be in direct opposition to wisdom -must have a reason

power of golden arch example

kids who had the branded packaging for food said it tasted better, both were from mcdonalds though

to have an execution succeed you need to __________ better than the competition (Love Honor and Hunches, Sullivan Ch 7)

know your consumers - what are they like, how do they think, how they move thru the world?

structure of body copy (3 things)

lead/transition - grabber body/sell - proof of SMP close/call to action -

blazing new trails in design

leading the eye is crucial -arrows or dotted lines -positioning of text -angle elements

what does Barry's creative process add? (Which comes first? Barry Ch 5)

left brain logic and structure to right side's creativity

mandatories

legal stuff, copyright, anything else required

visual puns are _____ _________ than word puns. why? (Word puns vs. visual puns and double meaning, Barry Ch 3)

less despised, because they are simpler, cleverer, based on truth, lateral

swipe file (5 r's of design, Allman)

less project specific, still vital -collection of ads you think are good -good way to see sorts of designs, typefaces, and visuals

once you have a central thread, it shoudl read like a drip of water slowly sliding down a wall (Invisible thread, Barry Ch 11)

light but unstoppable descent toward the final thought

what are double meanings? (Word puns vs. visual puns and double meaning, Barry Ch 3)

lines or phrases that have double meanings using play on words can be used in headlines to great effect

key to reductionism is... (Headlines and visual, Barry Ch 3)

locate and isolate the idea

Question Category: search (Questions every art director should ask for each layout, Barry Ch 14)

look for visual references that help communicate your idea anything that has not been used in an ad, and remains relevant to the product/idea - can I use this for an ad?

loose and tight layout

loose - just enough to remember tight - for client

what do lovemarks inspire?

loyalty beyond reason

think of strategy as a _________ , you have to _________ (Get something, anything, on paper, Sullivan Ch.4)

lump of clay, mold it

the same rule of simplicity apply to both one-shots and campaigns. what is it? (What is a campaign, Barry Ch. 4)

make sure you can explain the idea in ONE sentence

Brand manifestos (Sully Ch 5)

manifesto is brand's magna carta, rosetta stone, and dec of indep rolled into one

touchpoints is ______ rather than _____ driven

market driven, consumer driven - leverage where you are interacting

what does pushing it result in? (Push it, Barry Ch 6)

more lateral way of showing or saying something - lateral ideas = original, unusual, surprising

how does attitude help find USP? (USP, Barry Ch 6)

more original and unique directed at consumer, competition, or someone else? appropriate and worth promoting for USP?

build a theme..

must be tied to headline and visual establish it early maintain it throughout

brand

name or symbol used to identify source of product

relationship between words and visuals

need to work in harmony -synergy -surprises -sometimes one has to do more than half the work

four guidelines to brainstorming (alex osborn)

no criticism 2. freewheeling is welcome, whatever is in your head as long as it solves the problem 3. hitchhike on ideas - add something though 4. go for quantity - as many different ideas as possible

what is the invisible tagline? (Types of Taglines, Barry Ch 5)

non-existent; more common for one-shots than campaigns; for ads that have a simple clear message that there is no need for a tagline

thumbnail characteristics

not actual size, can have several on a page -roughly indicate placement of elements -communicate concept -store raw ideas -very loose

how to develop visuals hierarchy (Headlines and visual, Barry Ch 3)

once you got a conept, know mimum # of each element required, decide on order of importance for each

bleed ad (5 r's of design, Allman)

one that runs all the way to the trim on at least one side -run risk of having words trimmed off

roughs characteristics

one to a page, bigger, still loose creative director decides which ads work, gives direction

OOH media?

out of home media, ambient media, guerilla marketing

5 types of OOH

outdoor boards spectaculars (high space areas, times square) station posters (airports, subway) transit adv mobile boards (on cars)

headline repeating visual (Headlines and visual, Barry Ch 3)

part of headline is repeating what the visual is already saying unnnecesary, avoid it

why does stupid adv do well?(Strategic Invincibility of Stupid, Sullivan Ch 7)

people are bored, theyve seen it all stupid is refreshing

Question Category: visual (Questions every art director should ask for each layout, Barry Ch 14)

photo or illustration? - which style or genre? stock image or self produced? black or color? original form or altered?

most print ads use _______, but __________ is becoming increasingly popular (Photography or Illustration, Barry Ch 14)

photography, illustration

revise (5 r's of design, Allman)

pick ideas you like best based on research -can go back and do more roughs -seek initial feedback from client -make sure ideas are finished enough before showing -get feedback from other designers

body copy is like a (Invisible thread, Barry Ch 11)

piece of music - quick, simple note played repeatedly gets boring -long solo is most effective if allowed space to breath

what are word puns (Word puns vs. visual puns and double meaning, Barry Ch 3)

play on words

traditional media includes (Print first, TV second, Barry Ch 3)

posters, billboards, transport, vehicle wraps, magazine, newspaper

opposites attract (Headlines and visual, Barry Ch 3)

powerful/unusual visual + straight/understated headline=good ad straight/understated visual + powerful/unusual headline=good ad powerful/unusual headline + powerful/unusual visual=good or bad (can cancel each other out) straight/under head + straight/under visu=bad ad (no spark)

reductionism (fat-free adv) (Headlines and visual, Barry Ch 3)

practice of reducing an ad as far as possible, but communication still works problem: clients want to tell everything about the product

ready (5 r's of design, Allman)

prepare finished layout for client approval - use rough for final layout - use standard size then trim to finished page size

what is the goal of the invisible thread? (Invisible thread, Barry Ch 11)

primary goal = to make body copy flow seamlessly as if a thread is joinging everything up

if you can do ______ you can do anything. (Print first, TV second, Barry Ch 3)

print adv

what is SATT syndrome? (SATT, Barry Ch. 4)

producing the Same Ad Three Times syndrome - 3 ways of doing one-shot

A usp has to come from one of the following: (USP, Barry Ch 6)

product/brand name physical characteristics logo/identity packaging taste/flavor heritage/history/reputation price how product is eaten or used competition how product is made ingredients timing of use product lifespan personality attitude existing adv consumer owner/staff character outlet

whats a variety proposition? (USP, Barry Ch 6)

products or services that have something for everyone (ex. department store) - contradicts single minded benefits

which tagline is an approximate repetition of the product benefit? (Types of Taglines, Barry Ch 5)

proposition tagline

whats the lowest form of adv? (Word puns vs. visual puns and double meaning, Barry Ch 3)

puns

cropping and framing (Headlines and visual, Barry Ch 3)

reducing elements over period of time with new campaigns - simplifaction of tagline or logo - sketch out all possibilites, then decide when, how to corp

reductionism - unbreakable (Headlines and visual, Barry Ch 3)

reductionism of an individual elemnt is also possible - improves communication by speeding up and simplying ad, improves idea

What is new media? (What is new media?, Barry Ch 13)

refers to any media that has yet to be defined, boundary blurring

indirect visuals (Headlines and visual, Barry Ch 3)

relates indirectly to headline in some way, often as art direction or background visual that gives ad certain mood, feeling, look

what is OOH good for?

reminder of brand, campaign reinforce image of brand geographic targeting high frequency

what are the 5 r's of design?

research roughs revise ready run

Question Category: history (Questions every art director should ask for each layout, Barry Ch 14)

research brand's previous ads - note any layout decisions and brand attributes that should be kept (but can design sum different) - brand consistency is more relevant to agencies that students

avoid setting body copy in __________. take care when you print copy over ________. use _______ when possible, more legible. end the headline with ______. _______ copy elements to avoid jumbled look. avoid _______, look sloppy and uninviting. use ____ sparingly, too much looks weak.

reverse. tonal matter (ensure contrast). lowercase. punctuation. align. leaders (...) italics.

what should brand manifestos make you wanna do? (Sully Ch 5)

run and buy the product

movement in design

sequence arrage elements to move readers through the ad chaos = bad place items in path of normal eye movement (left to right, top to bottom)

what is a campaign? (Sully, Ch 8)

series of ads held together by similar messaging

campaigns definition

series of ads with same creative strat and similar executions

Question Category: typeface (Questions every art director should ask for each layout, Barry Ch 14)

serif or sans serif? which face? how many faces? how many styles and weights? what justification? is it pleasing? legible? readable?

Small campaigns vs. big campaigns? (What is a campaign, Barry Ch. 4)

small - run out of steam after 3 executions big - can easily exceed 3 executions

subheads

smaller than headline, two ways to use

whats the reason for a heirarchy? (Headlines and visual, Barry Ch 3)

so that each element is not competing or fighting with others for attention

The second to the hardest form of firm integration to pull of is one that requires _________ repeats (What is integrated?, Barry Ch 13)

some

research (5 r's of design, Allman)

start here -know your target audience and competition -swipe file - collection of ads and visuals that are interesting, attractive or different

before you write body copy...

step back embrace brand's voice whats the desired tone/mood?

idea: brains are hungry for _____ (Sully, Ch 8)

stories - help us rmr things -cognitive structure our brains use to encode info

good taglines are...

strategic -recall brand name -impart positive feelings about the brand -not usable by competition -memorable

What are the elements of a campaign that should be the same? (SATT, Barry Ch. 4)

strategy campaign idea tagline proposition tone art direction branding

be careful not to let your _____ show (Get something, anything, on paper, Sullivan Ch.4)

strategy - many ads suffer from transparency when you dont put enough creative spin

break up long blocks with _____

subheads - avoid gray mass look

which tagline is a natural progression of the message being communicated in the ad (Types of Taglines, Barry Ch 5)

summation tagline

what is the summation tagline? (Types of Taglines, Barry Ch 5)

sums up the campaign idea, a natural progression of the message being communicated in the ad

Think of a T as in _______, under which lies your ________ ______ and your _______ ______. (the integrated writer and specialists vs. generalists, Barry Ch 13)

tertiary secondary knowledge (across related disciplines) primary role (specialized field)

creative concept

the creative twist shared by all ads in a campaign -can be described in simple sentence

what created integrated writers? (the integrated writer and specialists vs. generalists, Barry Ch 13)

the evolution of the interactive, digital copywriter lead to today's integrated, multimedia copywriter

what is the key difference between the 4 possible translations of integration? (What is integrated?, Barry Ch 13)

the extent to which the executions from an idea are repeated

what is the hierarchy of advertising? (Headlines and visual, Barry Ch 3)

the order of importance of each element, the order in which you want the customer to read the ad

what is a campaign idea? (What is a campaign, Barry Ch. 4)

the overriding "umbrella thought that drives and determines each execution

which tagline can include a USP? (Types of Taglines, Barry Ch. 5)

the proposition tagline

headline and visual (Headlines and visual, Barry Ch 3)

the relationship between the visual and verbal; how the visual part of an ad relates to the written part

elements used to hold a campaign together

theme (same feature or benefit from ad to ad, use same tagline) visuals (same artistic decisions from ad to ad) words (use similar format from headline to headline, same tone)

tips for creating OOH

think big, make sure it can be seen -humor and puns work well -simpler = better -avoid complicated info -maximize color contrast -tie OOH in with existing adv - take advantage of where people see the message

what does a t-shaped creative person describe? (the integrated writer and specialists vs. generalists, Barry Ch 13)

this creative has specialized skills in one area (the vert stroke fo the T) and the ability to collaborate across other disciplines (horizontal stroke)

tip: to spark story start with ______ (Sully, Ch 8)

this vs. that -coke vs. pepsi

in your brain in any product category, you only have room for _____ brands

three -2 to 4 considered before buying

when do you use illustrations? (Photography or Illustration, Barry Ch 14)

to feel more surreal or abstract - can still be dark or humorous, dont rule it out

what are headlines for?

to grab attention

T/F The end result is what matters, providing each element works together as a whole (Which comes first? Barry Ch 5)

true

T/F a consistent visual solution can work just as well as a consistent tagline (Which comes first? Barry Ch 5)

true

T/F if an execution can be easily repeated into other media, it is a sign that its a simple idea (What is integrated?, Barry Ch 13)

true

T/F the form (one-shot vs. campaigns) that creates the most unexpected ads is usually the one to go with (What is a campaign, Barry Ch. 4)

true

t/f try to tackle products that are more group related, or generic that do not have an immediate or obvious usp (USP, Barry Ch 6)

true

t/f depth is greater than breadth (the integrated writer and specialists vs. generalists, Barry Ch 13)

true (why the horizontal strong is shorter in the T)

_______ + _________ = platform (Sully, Ch 8)

truth + conflict = platform

how to deal with variety proposition? (USP, Barry Ch 6)

try to cover each part of the variety in one execution, but it runs the risk of overwhelming or boring consumer - avoid thinking about each element, approach it the same way you would a single-minded one (say variety in a broader sense) - relate variety to the product, apply exaggeration to create actual ideas - show 2 extremes or opposites and merge them into one headline (simplifies)

test of contrast

turn away quick glance back - where does your eye go first? thats whats being emphasized test on other people

what does push it mean in a creative world? (Push it, Barry Ch 6)

tweak, rework, improve your idea -hasnt reached its potential yet, need to keep pushing

harmony in design

unity all elements tie together and appear related consistency of shape, size, texture, color

when is being stupid okay / when is it not? (Strategic Invincibility of Stupid, Sullivan Ch 7)

use it when purchase isnt thoughtful, doesnt need explaining, isn't expensive - dont use when product is expensive, or products with no real diff, or serious purchases

when do you use photos? (Photography or Illustration, Barry Ch 14)

used when the visual has to feel real -most work requires this rather than illus

Question Category: tone (Questions every art director should ask for each layout, Barry Ch 14)

visual tone of layout should match written what tone? loud? calm? urgent? direct? subtle? -choice of look contributes to tone

postcard (do I have to draw you a picture, Sullivan Ch.4)

visually led - a single visual and small bit of copy is all that's needed

Alex bogusky, baby carrots example

wanted people to think of baby carrots as junk food - made smaller packages like junk food -sold in vending machines -online series, game app WORKED

Question Category: logo (Questions every art director should ask for each layout, Barry Ch 14)

what size? what version> - is there something more interesting visual that complements or replaces the product logo?

what is the press release of your idea? (Ideas as press releases, Sullivan Ch.7)

what will make the lcient famous? - is the idea cool enough for the press to write a story about? -will people talk about the idea?

how does new media become old media? (What is new media?, Barry Ch 13)

when a new idea catches on, it becomes something bigger, something defined, and thus is no longer new media

what is integrated? (What is integrated?, Barry Ch 13)

when an idea is translated into more than one form of communication or media (multimedia, cross-media, 360 branding)

Strategic invincibility of stupid is (Strategic Invincibility of Stupid, Sullivan Ch 7)

when reasonable approach isnt best bet, recommend stupid -highest form of RONG ex. candy category

what is an esp? (USP, Barry Ch 6)

when the communication solely tries to appeal to consumers on an emotional level

oceans razor (sully, ch 6)

when you have 2 correct answers that both solve the problem, the more correct answer is the simplest one

Question Category: look (Questions every art director should ask for each layout, Barry Ch 14)

will layout have minimal, clean look or layered, collage look? - clean = fewer elements, solid colors - collage = greater elements, more colorful and textural

what are the 4 types of logos

wordmarks letterform pictorial abstract

Using emotion (Love Honor and Hunches, Sullivan Ch 7)

work on peoples emotions, dig inside, explore your own feelings -ppl tend to make decisions more on emotion -sort out the feels, articulate them in most memorable way you can

characteristics of good body copy

write to a single person - single theme - teach something -avoid superlatives - vary sentence length -support unbelievable -shorter is usually better

rule #1 (Writing Body Copy, Sully Ch 5)

write well - few ppl read it but ones that do matter

when are brand manifestos used? (Sully Ch 5)

written for new business pitches or brand overhauls - can lead creative decisions -blueprint of a brand , its DNA

can associations change?

yes

is it harder to create campaigns than one shots? whats even harder?

yes it is even harder to create campaign across diff media

can an ESP work well? (USP, Barry Ch 6)

yes, it can produce an idea that connects consumers with the product through adv itself, without offering anything unique other than triggering an emotional response