Introduction to Advertising Final Exam (Lessons 7-13)

10. Recognize online media in advertising. 2

Advantages of Advertising Online Targeted Because of the nature of the Internet, people are usually looking for information about topics and products that are of interest to them. This makes it easy for advertisers to match their products to websites that potential customers frequent regularly. By strategically placing your advertisements on the right websites it is possible for an online advertisement to produce 100% relevant views.212 TWO-WAY CONVERSATION because it is interactive by nature, online advertising allows the advertiser to have a conversation with the consumer. Easy to Track You can measure the number of clicks your ad receives and with online advertising you can also measure the amount of traffic your website receives from the ad. The ability to quickly and easily track your ads helps to understand which ads are working and which are not. Feedback With online advertising, you can ask your customers to respond immediately about the website, the products, their shopping and checkout experience. These immediate responses allow the advertiser to make any needed changes, update products, or address any problems that the customer identified. You can also see posts and comments made by your brand ambassadors, giving you the opportunity to say thank you; to let them know you appreciate the comments they made. Cost Effective Advertising online costs far less than advertising using traditional media. Another advantage with online advertising is that with a PPC, PPM, or PPA cost schedule, you only pay for what you use. Disadvantages of Advertising Online Clutter In addition to all of the external distractions (e.g., household, media, other people), the Internet is filled with websites and options that can easily pull your customers' attention in different directions. Because of the large amount of advertising on the Internet consumers are beginning to see advertisements as spam. If that happens, consumers can become irritated and associate that irritation with your brand. The Ignore Factor Because of the amount of information overload on the Internet consumers have gotten in the habit of ignoring all of the ads. More than in the past, consumers are going to the Internet with a goal in mind they do not want to be distracted by unwanted advertisements. With online advertising, the consumer has the control and, therefore, can click out of popup ads, skip through video ads, and completely ignore banner ads.213 One of the best ways to get people to pay attention to your ad is to have great graphics with a relevant message—we pay attention to advertisements that have meaning to us. A second way is to advertise on pages with products or services similar to your product. For example, on a page I recently visited about baseball team practice tips, there was a banner ad for discount baseball bats—I clicked the ad and eventually bought a baseball bat from the site. Not Everyone Uses the Internet There is still a large part of the population that is not using or is not connected to the Internet. Depending on the target market, advertising on the Internet may not be an effective form of communication. Competition There are so many websites and so much competition between companies it is sometimes difficult to find the websites that attract the most customers. Because of the competition your customers may never see your ads. The good news is you can find out immediately if people are seeing your ad and, if they aren't, you can pull the ad and run it on a different page.

10. Recognize broadcast media in advertising (radio2)

Advantages of Advertising on the Radio Communicate When the Target is Ready to Shop Radio's abilityto provide a strong listening audience is still attractive to many advertisers. Just turn on the radio you'll hear plenty of advertisements. Radio's biggest advantage, over all of the other advertising media, is its ability to communicate with the consumer while they are in their car and ready to shop. The Radio Advertising Bureau reported in 2012 that 60.4% of adults listen to the radio in the car putting them in the perfect spot for an advertising message. Local Appeal Most radio stations broadcast to a local community that wants to hear the local traffic, weather, news, and sports. Local radio personalities develop a relationship with the community by talking about local events and making personal appearances. If you want to hear about your local college's football team on your way home from work, you tune into the local sports talk radio station. Targeting There are nine different format categories on radio (Adult Contemporary, Country, Alternative, Rock, News/Talk, Oldies, Religious, Top 40, and Urban) with countless sub formats in each category. With every format comes a very specific type of listener who each share similar likes, attitudes, and lifestyles. There is a radio station out there for every type of listener making it easy to target the type of people in your target market. Cost Compared to other media such as television or print, radio can reach a similar audience for a much lower rate. Radio's per spot rate is one of the lowest in the industry; however, one spot is not going to get your message to your customers. Running multiple ads throughout the week or month will likely provide a better reach of the target market but that will also increase the price making radio as expensive as other media. Having said that, the biggest advantage of the cost of radio is in the production costs. Production rates are low for radio ads because many of the ads are produced right in the radio station. Speed and Flexibility Because radio can be produced quickly right in the radio station, ads can easily be changed or updated to respond to customer needs or competitors' advertising in 24 hours. Radio also offers a variety of options in terms of advertisement length (10, 15, 20, 30, or 60 second ads), type of ad (produced ads, radio personality testimonial ads, sponsorships), promotions (games, contests, sweepstakes), or remote broadcasts. Visual Imagery With a well-written and creative radio advertisement, listeners become active participants by picturing the scenarios and images in their minds. It is much like when a book is made into a movie. The book is always better because the readers use their imaginations to create the characters and scenes while they are reading the book. Disadvantages of Advertising on the Radio Inattention People hear the radio, they don't listen to the radio. Hearing is a passive act that doesn't require any real effort. Listening is quite a different act all together. Listening requires attention and concentration.207 When the radio is on, listeners are usually doing something else that requires their attention (e.g., driving or working) so they are only hearing the radio in the background. Because of the lack of listening and concentration, consumers do not fully receive the advertising message. Clutter Just like television, radio deals with a great amount of clutter coming from all directions. Radio advertising is mixed with music, talk, information, other advertisements, zapping, and little things like work and driving. With all these distractions, radio advertisers have a difficult time getting the attention of listener and communicating a message to them. Lack of Visuals While visual imagery is an advantage, the lack of visuals can hurt radio advertising. On the radio, the advertiser is not able to show the product or demonstrate how the product works like they can on television. Scheduling Because the morning drive and evening drive times are so valuable to radio advertisers there is a high demand for the spots during those times. This demand increases the cost of radio advertisements and can eliminate any opportunity to schedule these valuable times.208 Radio ads must also be scheduled with each individual radio station and each station has their own advertising policies, requirements, scheduling, and pricing. If you are planning to advertise on a number of stations throughout the nation or region, the scheduling of each station can become a difficult task.

10. Recognize print media in advertising. 2

Advantages of Magazine Advertising Targeted—There are thousands of magazines published each year on every topic, for every interest, and for every hobby you can think of. Each magazine has a very specific target market that advertisers can easily match to their products. For example, in Standard Rate and Data Services (SRDS), Redbook provides the following profile of their magazine: REDBOOK magazine, a print and digital publication, is edited for every woman as she takes on new roles wife, mom, homeowner—without letting go of the unique woman she's worked so hard to become. Included are a mix of fashion and beauty coverage, get-stuff-done editorial (from money and mealtime to health and home) and features on marriage, relationships, and family. Also included in the profile are reader demographic data to help select the correct target. The following is included in the reader profile of Redbook: Readers per copy: 2.75 Women, 0.37 Men Median age: 53.2 Women, 45.2 Men Median Household Income: $68,997 Women, $56,618 Men From this information, it should be simple to know that the typical reader of Redbook is a middle-aged, middle class female who fills the roles of wife, mother and homeowner. She loves being a woman and is interested in fashion, beauty, cooking, marriage, family, and relationships. If that woman matches the target market for the advertiser's product, then Redbook would be a great media buy. Long Life—Magazines typically have a life span of a week, a month, or even a year and are stored in magazine racks. During that time, the reader can go back to the magazine multiple times to read articles and look at ads. The long life span also makes it possible for the pass-along readers to read the magazine. Each time a new person reads the magazine, the reach of that magazine increases.220 Pass-Along Readers—A pass-along reader is a person who does not buy the magazine but reads it after the buyer has finished with it.221 Also included in this definition are friends who read your magazines, or those waiting for commercial services, such as patients in the waiting room at the doctor's office. Magazines keep track of the number of pass-a-long readers they get per copy. For example, Better Homes and Gardens reports 5.27 adult readers per copy and Redbook report 3.13 adult readers per copy. High Production Quality—Magazines are printed in full color, on a glossy paper giving them a high quality look that lends itself well to creative designs. The color and glossy look also make the pictures stand out with brilliant quality that grabs the reader's attention. Disadvantages of Magazine Advertising Long Lead Time—Magazines published on a weekly or monthly basis require long lead times because of the amount of content (stories, pictures, editorials, ads) that is required for each issue. For example, if you want to advertise in Better Homes and Gardens in January, you have to have your ad to the publisher by the first week of October. This is typical for most magazines.223 Clutter—Look through any magazine and you will find that it is filled with advertisements. In fact, the industry estimates 50% of a magazine's content is advertisements.224 The other 50% of the magazine—the reason readers buy the magazine—is filled with stories, facts, information, and pictures. There is so much going on, a single ad for a brand can easily get lost and may never be seen by the reader. High Cost—The fact that magazines are so tightly targeted, and are produced on high quality glossy paper with brilliant images and colors certainly is an advantage for magazines; however, these advantages come with a hefty price tag. Magazine advertisements are expensive to buy. Many brands with limited advertising budgets pass on magazines simply because it costs too much. For example, to run a full color, full-page ad, one time in Better Homes and Gardens the cost is $552,970.00. Granted, Better Homes has a subscription total of 7,615,581 but that half a million rate is more than many brands can afford.

Which of the following typefaces is the typeface of choice for most books?

Serif

The section of the Advertising Plans Book that provides an evaluation of the internal and external factors of the company and brand is

The Situation Analysis

A single program (Big Bang Theory), magazine (Better Homes and Gardens), or radio station (KZZP) is called _______________.

a media vehicle

The goal of the media planner is to expose the target audience to the advertiser's message at critical points. The ideal point is called _______.

an aperture

On Wednesday nights, one TV hit show commanded the highest advertising rates for the network TV season, costing advertisers $558,333 per 30 second spot. During one Wednesday in April, the hit show had almost 25 million viewers. Assuming all viewers represent an advertiser's target audience, calculate CPM.

(The cost of the ad / impressions) x 1000 $22.33

8. Creative thinking

A way of looking at problems or situations from a fresh perspective that suggests unorthodox solutions (which may look unsettling at first). some ways creative people develop new ideas: Free Association—A technique used by many people to spur on creative thinking. With free association you think of a word (often the brand, product, or target market) and then describe everything that comes into your mind when you imagine that word. The idea is for you to go beyond just thinking about the product or brand and get you thinking about what is related to or is similar to the product. For example, if we think of Tide laundry detergent, we might in free association think of words like, clean, children, mom, home, playing, happy, together, picnic, outside, and so on. This is a great way to start the creative thinking process. Now you can move into a brainstorming session with ideas to discuss in greater detail. Brainstorming—This is a group activity that involves coming up with as many ideas and thoughts as you possibly can about the brand, product, and strategy. The key to a great brainstorming session is quantity, the more ideas the better. Coming up with ideas from free association sessions is a great place to start. Discuss everything you can from every possible angle, and then try to combine and improve on the ideas. One rule to set right at the beginning of your brainstorming session is that there are no bad ideas. This gives everyone permission to say whatever ideas come into his or her mind no matter how outrageous, goofy, or impossible. I have seen plenty of great advertising start from what some thought was a bad idea. Also, don't forget to record these sessions. You don't want to let good ideas slip away because no one can remember what was said

10. Recognize broadcast media in advertising (TV2)

ADVANTAGES OF ADVERTISING ON TELEVISION Sight, Sound, and Motion The mixing of sight, sound and motion is unique to television advertising (online and video advertising has adopted television commercials for use on the Internet). It is this mix that makes television advertising so interesting, entertaining and memorable. Emotion With sight, sound, and motion comes the ability to stimulate the brain and engage the viewer to create an emotional connection with the product. Research has found that "an engaged viewer is more likely to have a positive emotional association with a brand and is more likely to consider purchasing it in the future." At its most basic form television commercials are meant to tell us what to think about a product, but when emotion is used commercials can also tell people how to feel about the product. For example, many television commercials use music because of its ability to create emotions in the audience and those emotions can be connected to the product. Television provides something for every lifestyle, every personality, and every interest. On average, Americans receive 189 network and cable television stations broadcasting 79 different genres from reality shows and dramas, to animation and talk shows and everything in between.185 The networks provide a more general type of programming to attract a larger, more diverse audience. Cable, on the over hand, is much more specific in topic, content, and target audience. Most cable networks start with a very specific target audience in mind and then build programming around the interests of that audience. Creativity Advertiser can do anything with television advertising, and they can be as creative as they want to be. Stephan Vogel, Ogilvy & Mather Germany's chief creative officer said, "Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan community...faster." Demonstration Unlike other advertising media, television's unique characteristics let the advertiser show the product being used. The advertising can actually demonstrate the benefits of the product; show how the product works, and how the product can fit into the target market's life.

7. ADVERTISING PLANS BOOK OUTLINE 3

ADVERTISING PLAN Advertising objectives (Through a 360-degree campaign, the target market will recognize this brand as a leader in the product category.): communication objectives stating what the advertising will accomplish in a given period of time. Objectives can also be written to describe what can be expected from the campaign and what can be expected from the advertisements. Target Market Analysis (The consumers most likely to buy the product are between the ages of 18-25 years old.): the analysis of the target market goes in the advertising plans book. This section includes the demographics, psychographics, buying behavior, lifestyle, and geographic locale of the target market Product Position: includes a description of the product's current position (how customers see the brand currently) and the product's desired position (how the advertiser wants the brand to be positioned) Research Findings (Our survey found that 76% of the respondents recognized the brand.): the results and findings from all of your secondary and primary research. The research is where the insights were found and what has directed you to your strategy. You must show your client how you found your insights and how that led you to your strategy. This section includes a brief summary of your secondary findings and the results of your quantitative and qualitative research. Be sure to include graphs of your findings and a description of the graph

10. Recognize mobile media in advertising. 2

Advantages of Mobile Advertising Access to the Target Market—People have their phones turned on and with them all the time. They are constantly checking text messages, emails, and updating their Facebook status. More than any other type of advertising, mobile advertising makes it possible for brands to connect with their target markets 24 hours a day, 365 days a year. Sent Directly to Target—Mobile phone numbers and email addresses are associated with a specific person with specific demographics. Advertisers can select individuals who fit the demographics of their target market and send the message directly to people who would be most interested in the message. Instant Results—Because the target market has their phones with them all the time they have the ability to respond to a mobile ad immediately. Mobile devices can also link directly to the Internet making it simple for consumers to go to a website for more information or make a purchase. Even if the phone is turned off the advertisement will be received and saved for future viewing. Easy to Create—Mobile ads do not require the creative and design techniques other ads need to be successful. The small size and format of mobile advertisements makes it simple for advertisers to create effective ads. Easy to Track—Mobile responses can be tracked immediately so advertisers know immediately if their advertising is successful and who is responding to the mobile message. Disadvantages of Mobile Advertising Different Operating Systems—Different phones have different operating systems. The two most popular are IOS and Android, which display content in completely unique ways. This requires advertisers to create multiple versions of their advertising and to test and update each version. Privacy Issues—Consumers love their mobile devices and the thought of marketers gaining access to them through their devices is of great concern. Advertisers must be aware of the sacredness of a person's phone and the value they place on their personal privacy. Any advertising that appears to violate consumers' privacy could cause irreparable and permanent damage for the brand. Limited Message—Because of the format of mobile devices the amount of space available for advertisers to present a message is limited. More importantly, consumers don't want to spend a lot of time reading advertisements on their mobile advices. Mobile ads don't have the time or space to explain benefits and feature, they have to be short, straight to the point and encourage consumers to go to a website for more detailed information. Consumer Frustration—Mobile advertising can become overwhelming and frustrating to consumers, which can lead to negative attitudes toward the company and brand. Advertisers have to use mobile adverting strategically and provide very clear instructions about how consumers can opt out of the advertising.

10. Recognize out of home media in advertising. 2

Advantages of Out of Home Advertising Compliments Other Advertising—The Outdoor Advertising Association of America (OAAA) has found that when outdoor is combined with other advertising, "it extends reach, amplifies a campaign, and drives consumers to engage with brands online and in-store."231 Constant Exposure—The OAAA reports that, "consumers spend more than 70% of their waking hours outside of the home, and on average, more than 18 hours per week in a vehicle. Nine out of 10 of those trips are in personal vehicles. Sixty percent of vehicle travel is dedicated to regular consumer tasks—common routines—such as shopping, commuting to work, socializing, and eating outside the home.232 To reach those masses, an outdoor sign is up 24 hours a day, 7 day a week, and 30 days a month; when the sun shines, when it rains, and even when it snows. The sign is visible in the morning when the target market goes to work, in the evening when he or she runs errands, and on the weekend when he or she is shopping or out having fun. Low CPM—Out of home advertising's CPM is on average $3.38 to $8.65 according to the OAAA. When you compare that to the average CPM for online advertising, $17.50, magazines, $21.00, and television, $21.00 to $25.00. Out of home is clearly the best deal for the money.233 Flexibility—Signs can be placed anywhere and everywhere—freeways, highways, parkways, city streets, and neighborhoods. The most effective way to use outdoor advertising is to place it near the business so consumers can see it when they are out. Fast food restaurants do this with directional signs that point customers to the store when they're hungry. A retail store might place a sign on the road that goes to the mall. Creative outdoor signs have the flexibility to do anything they want to get the consumer's attention and convey their message. Pictures, colors, larger lettering, humor, cutouts, and extensions are all used to increase the quality of the sign. Cutouts and extensions on billboards give the sign a 3D look and lets the creativity move beyond the boundaries of the sign. Chick-fil-a is the most popular example of extensions (the cows) being used to get attention. Disadvantages of Out of Home Advertising Low Exposure Time—The biggest problem with out of home advertising is people see it when they are on the move (walking, driving or on public transportation) and they only spend a few seconds looking at it. Selena McIntyre of OutdoorBillboard.com says that, on average, out of home signs are only viewed for seven seconds, giving the consumer very little time to process the information. Brief Message—Because people only spend a few seconds viewing out of home advertising, the message needs to be as brief as possible. How many times have you seen a billboard on the freeway that has so much on it, you can't read it all? If consumers can't read your out of home ad, then you've wasted your client's money. So, the message has to be short, simple and easy to read. Out of home signs are typically limited to three elements: a short message, an image, and a tagline. Can Be Considered Clutter—Some organizations, and even city officials, consider billboards, and out of home advertising pollution. Scenic America, a group dedicated to preserving the visual character of America, describes billboards as, "Visual pollution. Sky trash. Litter on a stick. The junk mail of the American highway." Some states have restrictions on billboards and others have completely banned them. Advertisers should consider the community's position on out of home ads, and problem locations, before placing signs.

_______________ are derived from the marketing objectives along with the results of the marketing and advertising SWOT analysis and it determines what you want your advertising to accomplish.

Advertising objectives

9. Demonstrate the principles of design.

Balance—When an advertisement is divided into portions, those portions should be in balance with each other because you don't want the ad to appear to be heavier on the left or right or top or bottom. Balance can be achieved by placing the elements in the ad in either a symmetrical (evenly divided with elements on both side of the ad in similar locations) or asymmetrical (unevenly divided with the elements on each side in different locations of different sizes yet still in balance) pattern. Unity—By placing the elements in the ad near each other the designer can create a relationship between those elements and a sense that the elements belong together. Contrast—Contrast is used to separate the elements in an ad and to help emphasize the importance of some elements over others. Repetition—Repetition in advertising is used to create consistency between the advertisements. Designers will repeat visual element such as colors, fonts, and layout designs throughout the different media to help create an association between the ads in a campaign. Eye Flow—This is the visual path the designer wants the viewer's eyes to travel as they look at the elements of the advertisement. Designer wants the elements to line up in such a way that the reader sees all of the elements of the ad. They want to direct the viewers' eyes and move them through the entire ad. Focal Point—The focal point is the dominant element in an advertisement and should have the greatest visual interest in order to draw the attention of the viewer and. the focal is placed in the optical center of the ad. The picture is normally the focus point but fonts, headlines, and logos can also be focal points. White Space—This is the area in an ad not covered by the picture or words. White space is used to highlight the focal point and allow them to breathe and to spread out, and it adds to the overall artistic effect of the ad. Simplify—Less is always more. Fewer elements in an ad help the ad appear less crowded, which brings the focus back to the content.

11. Recognize media terminology.

CPM (Cost Per Thousand) - CPM calculates the cost of a particular medium to deliver the advertising message to 1,000 people or homes. Because each form of media is priced and purchased differently, CPM gives the media professional a way to compare prices between media. CPM is calculated as follows: (THE COST OF THE AD / IMPRESSIONS) X 1000 CPP (Cost Per Point) - CPP is another way media professionals compare prices between broadcast media by showing the cost of each rating point. CPP can be calculated for each individual show, or it can provide an average price per point for the entire television schedule. CPP is calculated as follows: (COST OD THE TV SPOT / RATING) DEC (Daily Effective Circulation) - DEC calculates the average number of people who pass by an out of home ad on an average day. DMA (Designated Marketing Area) - The Nielsen Company defines a DMA as "a region comprising of a group of counties that form an exclusive geographic area in the United States in which local television viewing is measured by." There are 210 DMA regions, covering the entire continental United States, Hawaii, and parts of Alaska. The DMA boundaries and DMA data are owned solely and exclusively by The Nielsen Company. The DMA data are essential for any marketer, researcher, or organization seeking to utilize standardized geographic areas within their business. Drive Time - Drive time is the primetime of radio advertising. This is when listeners are driving to work (6:00am-10:00am) and driving home from work (3:00pm-7:00pm). These are the most valuable time for radio because this is when the most people are listening to the radio.

8. What is creative advertising?

Creativity in advertising is about "delivering a relevant selling message in an unexpected manner, such that it catches the attention of the target audience, establishes a connection with them and makes them want to read, listen, or view on." The advertising agency "DDB Needham" summaries this is their creative philosophy called the ROI. At DDB, an idea is creative when it is relevant, original, and has an impact. Relevance—This is directly related to the advertising strategy. Does the creative idea address the consumer insight and brand insight? For something to be relevant to the target market it has to be important to them or make a connection with them. Original—Creative advertising is one of a kind, fresh, unexpected and unusual. It's not the same old that that has been a hundred times before. Impact—An advertisement should grab attention, stimulate, and influence the audience. Creative ads shake people, make them take notice and motivate them to move. Ads with impact are more than just ads, they change people and they change the way we think about brands.

The creative person

Creativity is considered by most to have the ability to create something that is original or to solve a problem in a way that no one had thought of before. Copywriter Dean Rieck suggests that creative people have the following 11 traits: They have the courage to try new things and risk failure. They use intuition as well as logic to make decisions and produce ideas. They like to play and have fun. They are expressive and are willing to share what they feel and think. They can find order in chaos. They are motivated by the task instead of the reward for finishing the task. They have a need to find solutions to challenging problems. They will challenge assumptions and ask hard questions to discover what is real. They can make connections between old ideas to produce new insights. They push the envelope in order to expand the boundaries of what is possible. and They are willing to test new ideas and compete with others based on results. a creative person is curious, independent, uninhibited, assertive, and self-disciplined with a great sense of humor. Not everyone is born creative but everyone can be creative. It takes a lot of work to be a creative thinker. Everyone that works in advertising is a creative thinker. Some are more talented when it comes to designing advertisements, writing jingles, writing beautiful copy, or creating works of art, but to be successful in advertising, even as an account manager, media planner, media buyer, or researcher, you have to think creatively. You have to start to look at the world differently and begin to find the solutions that no one has thought of before.

What famous advertising pioneer said, "You will never win fame and fortune unless you invent big ideas. It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night"?

David Ogilvy

7. ADVERTISING PLANS BOOK OUTLINE

EXECUTIVE SUMMARY (What will you see in this campaign in terms of the target market, the strategy, and the creative executions?) a short summary of the advertising campaign. It includes a summary of the target market, advertising strategy, creative strategy, promotions and IMC, and media plan. give the client an abbreviated look at the campaign without having to read the entire book. The goal is to write this portion in such a way that the client knows everything that will be presented in the plans book.

9. Demonstrate how to write copy for radio advertising.

Elements of Radio Ads Voice—the voices of the people speaking—this is the most important element because it is what makes radio different from other types of advertising. Music—radio is a musical medium—people tune in to listen to music and music in an ad can also get the target's attention, which may move them to listen to the advertising message. Sound Effects—These are the elements in the radio ad that make it seem more real. Radio Ad Length Radio advertisements are presented in a variety of lengths and formats—the most common lengths are 10, 20, 30, or 60 seconds—on most radio stations there is no difference in price for a 30 or 60 second commercial, so the most popular length of radio spot is the 60 second. On average there are about 90 words in a 30-second radio spot. Format for Radio Scripts The radio script is written in the following format: Typed in two columns The left column—describes the source of sound and is written in all capital letters—for example, ANNOUNCER, SOUND EFFECT, WOMAN 1, or MAN 2. The right column—gives the content of the message and it is written in upper and lower case placed directly across from the source.

9. Demonstrate how to write copy for television advertising.

Elements of TV Ads Video—What you see in the ad—it is the most important element in a TV ad because we tend to concentrate more on what we see than what we hear. Audio—Includes the voices, music, and sound effects. Talent /Casting—Includes all of the people who are in the ad, both on and off screen—announcers, spokespeople, characters, and celebrities. Setting and Props—The setting is where the action takes place and the props are all of the elements in the ad that make the ad seem real—the product is the most important prop on the set. THE TELEVISION STORYBOARD The storyboard is the visual plan of the television commercial that illustrates selected frames to communicate how the story will look, develop, and flow. There are 8—10 frames in a storyboard for a 30 second commercial. A picture is drawn in each frame with the audio and film directions next to each frame. Figure 3 shows a typical storyboard layout with the video directions of the left, the audio on the right, and the visual fames in the middle.

9. Differentiate between the different print advertising layout styles.

Every art director will begin creating advertisements by looking at a blank page trying to decide how the elements should be arranged on the page. There are many different styles and forms used to create advertisements, and none is better than any of the others, as long as the advertisement gets the attention of the target market and achieves the marketing objectives. As you look through magazines and other printed material you will see many different layout styles, here are some of the most common layout designs used in print advertisements today: Picture Window—The most common layout used in advertising—the picture occupies the top half to two-thirds of the ad followed by the headline and then the body copy. The logo and slogan are at the bottom of the ad. All Art—The picture fills the entire ad in a full bleed with the headline and copy embedded in the picture. Panel—A layout style that contains several panels, each showing a different image to tell a story, illustrate benefits, or highlight the features of the product. Big Type—The dominant element in this type of layout style is the headline. It uses large fonts that can take up to 75—80% of the ad to get the reader's attention. Circus—A layout style that combines a number of elements including multiple illustrations, different fonts of various sizes, a variety of colors, and other creative techniques to create a busy, jumbled image that makes the ad exciting and interesting to look at. Frame—The advertising layout has a frame around the ad that separates the ad from the items around it and focuses attention of the center portion of the ad. This layout style becomes interesting when the frame is related in someway with what is going on in the ad—for example, a picture of a woman sipping a milkshake through a straw might be placed inside a frame of straws. Mondrian—Inspired by Dutch painter Piet Mondrian, this format uses a combination of vertical and horizontal lines to create rectangles of various shapes and sizes where pictures and copy are placed. Silhouette—A layout style where the background of the picture is omitted and placed on a solid color background so that it appears to be floating on the page. This style is often used with classy or upscale products because it provides an elegant look. Band—This layout style is divided into two vertical bands—the two bands can be either symmetrical or asymmetrical Axial—In this layout style the elements are placed on the page in the form of a wheel or circle with an axial or hub as a center point.

T/F Basically, creative strategy and creative execution are the same thing because of the necessity of putting strategy into action.

False. Creative strategy: Also known as the "Big Idea," the creative strategy can be thought of as an umbrella theme for the advertisements that implements the campaign strategy and makes the advertising message attention getting, distinctive, and memorable. The theme that the execution will take.

9. Demonstrate how to write effective copy.

Good advertising writing has to win the audience and to do this the writing must be simple without being gimmicky or cute. Advertisers want the audience to feel as if they are just talking to them or having a conversation with them. By writing in a conversational style the audience will believe the advertisement is talking directly to them, which will result in the audience getting more involved in the advertisement and the brand.169 Here are some tips on how to become a better conversational writer: Record yourself talking. The form in which we write is much different from the way in which we talk. To better understand this record a casual conversation you have with a friend and listen to it closely. Then take the recorded spoken language and transform it into writing. This exercise will help you better understand the different nuances and techniques we use when we speak as we try to get our points across. Use contractions. We speak using contractions, so to write in a conversational style you have to use contractions. It also sounds more natural. Think about an advertisement that says, "Do not wait. These prices will not be here forever."Compared to a sentence using contractions, "Don't wait. These prices won't be here forever." The second sounds like it was spoken and much more natural. Write in short sentences. We speak in short sentences because we need to take breaks to breathe, so to match that in conversational writing we should write in short sentences. Short sentences also make it easier for the reader to quickly scan the text for information. It's OK to start sentences with And or But. We do this all the time when we speak, so it's OK to do when we write conversationally. It also helps to continue the thought from the previous sentence. It's OK to end sentences with prepositions. Ending a sentence with a preposition(e.g., of, in, or on) may seem grammatically incorrect, but it's a great way to make your writing sound conversational.

9. Demonstrate how to write copy for print advertising.

Headlines The headline is the key element in print advertising—it works with visuals to communicate the creative concept—many times it is the only part of the ad that people read. David Ogilvy said, "On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent 80 cents out of your dollar." Types of Headlines Just as there are many different ways to layout an advertisement, there are many different ways and styles for writing great headlines. Below is a list of some of the most common types of headlines used in print advertisements: Direct Benefit—In a direct benefit headline the benefit is presented directly, it's not hidden or hinted to in any way. For example, in an ad for V8 Juice the headline states, "Bottom line, it's good for your heart." Indirect Benefit—This type of headline tells the reader how better off he would have been if he had used the advertised brand. For example, in an ad for Complete contact lenses it says, "If your contact lens solution doesn't lock in moisture, it isn't COMPLETE." Factual—This type of headline simply states a fact about the product that can be proven. For example, in an ad for Max Factor makeup the headline reads, "New Facefinity long wear foundation stays in place for up to 12 hours." Command—Command headlines politely tell the reader to do something. For example, in an ad for Nivea Moisture Body Spray the headline reads, "Spray yourself soft." How-To—This headline tells the consumer how to use the product and how it will solve a problem for them. For example, in an ad for Tide laundry detergent the headline states referring to Tide, "How to get your clothes really clean." News—These headlines announce a product innovation, change, or new feature that is available to the consumer. For example, "Introducing Special K Red Berries—Now with real strawberries right in the box." Puzzle/Curiosity—These headlines are intended to make the reader think about the product or situation and want to find out more by reading the rest of the ad. For example, in an ad for a drug free America encouraging parent to know what their children are doing after school, the headline states "Every day after school, my kid likes to ______." The hope is that parents will think about their own children and what they are doing after school. Questions—The question headline poses a question to the reader. To be effective the question must be though provoking enough to make the reader actually stop and think about the answer. For example, in an advertisement for poison control two bottles are pictured, one is a bottle of milk with a blue cap and the other is a bottle of bleach with a blue cap, the headline asked, "If you were two years old, could you tell the difference?" Associations—These headline use words and images to make a connection between the brand and something the consumer is familiar with—for example, in an ad for Skintimate After-Shave Gel for women the headline reads, "It's like dessert for your legs." Humor—Humorous headlines can be used because they are a great way to get attention and create a positive attitude toward the brand. But to be really effective they must be funny. If it's not funny the target market will not read the ad, and they may develop a negative attitude about the brand.

7. ADVERTISING PLANS BOOK OUTLINE 6

MEDIA PLAN (We will run six television spots per week during the first month of the campaign.) Media strategies: what you expect your media to accomplish during the campaign. Then you list specific media that will be used in your campaign (e.g., television, online, out of home, and social media) and the specific media vehicles that will be used (e.g., television: CBS, ESPN, MTV, and FX). Schedules: include the timing schedule for when your advertising will run. The schedule should include what months throughout the year you will advertise, and what weeks and days you will place your advertisements. The schedule will also describe the advertising pattern will be during the campaign, that is, continuous, pulsing, or flighting Budget Summary: summarize the budget stating how and where the money will be spent. The client wants to see as much detail as possible in describing how much money will be spent on each of the different media. First, you will show how much money is being spent on each of the different media and then it will be broken down even further showing how much will be spent on each media vehicle EVALUATION (We will measure the increase in sales and the number of hits on the website.) description of how the advertising plan will be evaluated for effectiveness. This evaluation is related directly to the advertising objectives and how well the agency's advertising met those objectives. The success of an advertising campaign is not always related to how much a company increased its sales or profits; therefore, it is necessary for the agency to describe in detail what KPIs (Key Performance Indicators—a measurable value that demonstrates the success of the campaign) they will evaluate to determine success. the most common KPIs, in addition to sales, that an agency might measure to determine the success of a campaign: Facebook, Twitter, Pinterest followers, likes or fans; Website traffic; Time of the website; Click-throughs; Subscribers; Number of reviews or comments; In-store visits; Coupon use; Promotional items redeemed; Search engine ranking

Other design principles

OPTICAL CENTER: The optical center of an advertisement is where the viewer looks first when looking at the ad. It is little over 1/2 way up the page and it is the starting point for where the eyes travel through an ad. By placing the elements of an ad around the optical center, the designer can dictate where the eyes travel while looking at the ad. COLOR Another way for art directors to enhance their designs is with the use of color. Advertisements in color get more attention than those in black-and-white and color has the ability to create and change moods. For example, red is associated with excitement, passion, and love; blue is a more calming color associated with stability, soothing, and wisdom. In the digital world an art director has every color available at his fingertips to create whatever mood, scene, or emotion he desires. Here are some of the most common color terms in advertising: RGB—Standing for Red-Green-Blue, RGB combines these three primary colors to create a wide variety of colors. This is the color scheme that is associated with electronic devices such as monitors, digital cameras, and scanners. Computer designers use RGB because it can produce the widest spectrum of colors and colors that are more brilliant and vivid. CMYK—Professional printing companies use a color mode known as CMYK or Cyan-Magenta-Yellow-Black to combine color to make all of the colors needed for printing materials. The problem for designers is that documents created in RGB will not look the same with printed out in CMYK; therefore, designers must convert documents into CMYK before printing. Full Bleed—Bleeds allow the designer to run the picture all the way to the edge of the page and then trim down to the appropriate size. Many magazine advertisements are printed as a full bleed. FONTS: fonts also have personalities. Although the graphics and picture are what normally get the reader's attention, it won't matter if you choose a bad font and the target market they can't read the information in the ad. Serif Font—Serifs are the small lines at the end of each letter (see Figure 1). Serif fonts are most often used for the body copy in an advertisement and the text in your advertising plans book. Serif fonts are most closely associated with old style lettering dating back to the 1400s and Johannes Gutenberg.168 Two of the most common serif fonts are Times New Roman and Baskerville. Sans Serif Font—These fonts are called sans serif because they do not have the tails at the end of each letter and they are blocked at the end (see Figure 2). Two of the most common sans-serif fonts are Arial and Helvetica. Points—Point size is a standard unit of measurement used to describe the size of a typeface. In advertising any variety of font sizes can be used when creating an ad. Legibility—The most important thing to remember about selecting a font in advertising is that the font needs to be legible. If the font is difficult to read the reader will simply pass by without even attempting to read the ad. TEXT ALIGNMENT Alignment is a term used to describe how the lines in a paragraph line up next to the margins. There are four types of alignments: Left Aligned—The text is lined straight along the left margin and the right side is left jagged. This is the most common text alignment in advertising. Right Aligned—The text is lined straight along the right margin and the left side is left jagged. Full Justification—The text is lined straight on both the right and left margins. This is the most common text alignment for textbooks and newspapers. Full justification normally requires the use of hyphenations to split words so the columns can be kept straight on both sides. Centered—The text is centered leaving the right and left sides of the paragraph jagged.

9. Demonstrate how to write copy for print advertising. 2

OTHER TYPES OF COPY In addition to writing headlines, the copywriter must be skilled in writing all of the elements of an advertisement including subheads, taglines, slogans, and body copy. Subheads—Subsection headlines are used to break up large blocks of copy. Taglines—A short catchy phrase that sums up the ideas of the ad campaign and the creative concept. Slogans—A short catchy phrase that is associated with a brand—it provides a brand identity—for example, Hallmark uses, "When you care enough to send the very best" as their slogan. Body Copy—The main text of the advertisement where detailed information, including the features of the product and the call to action, are included.

10. Recognize broadcast media in advertising (radio1)

RADIO There are 15,330 radio stations in the United States that include AM, FM, and FM educational stations.196 Matt O'Grady, EVP and Managing Director of AC Nielsen reports that "radio today reaches 90% of everyone in the United States at least once a week" between the hours of 6a.m. to midnight.197 Nielsen also reports that one of the most connected groups in America, the Millennials (65.2 million people), use the radio each week (52% of men and 48% of women), are listening to the radio during evening drive time (3p.m.-7 p.m.), and country is their favorite music format. Radio Systems AM (Amplitude Modulation) AM was the first type radio broadcast media and is the simplest form of radio. AM operates at 520kHz to 1710kHz or between 520 and 1710 on your AM dial. The AM signal bounces off the upper atmosphere so it is able to travel long distances but picks up more noise and interference causing there to be lower clarity compared to FM radio. FM (Frequency Modulation) FM operates at 87.5MHz to 108.0MHz (a much higher range of frequencies than AM radio), or between 87.5 and 108.0 on your FM dial. FM radio transmits to less than 100 miles, much lower than AM. Because of the higher frequency, and typically in stereo FM is better suited for listening to music. Satellite Satellite radio is broadcast through satellites primarily to cars with a signal that covers an area much greater than terrestrial radio. Sirius Radio claims their service covers "3,717,792 square miles of seamless coast to coast coverage." With satellite radio a person could leave Seattle and drive to Miami and never lose the radio signal. Web Radio In 2013, the Streaming Audio Taskforce reported that 53% of Americans aged 12 and older listen to Internet radio. Most reported that the reasons they listened to Internet radio over terrestrial radio was because web radio provided more program choices, that the song titles and singers are shown for each song, and that they receive a clearer signal. Web radio is essentially audio that is digitized and then split into small pieces for transmission through the Internet. Radio professional Corey Dietz says, "The ultimate effect is to create the illusion of radio. The audio is 'streamed' through the Internet from a server in one location and reassembled on the listener's end by a software player on a computer or Internet Radio receiver. Internet Radio is not really radio by the traditional definition but an incredible simulation."

Radio has the advantage of flexibility. What does this mean?

Radio has the shortest closing period of all media—copy can be submitted up to airtime.

____________ coupons can be redeemed only at the specified retail outlet.

Retailer-sponsored

7. ADVERTISING PLANS BOOK OUTLINE 2

SITUATION ANALYSIS (The brand was started in 1976 with two stores on the west coast.) The situation analysis provides an evaluation of the internal and external factors of the company and brand that assist in making future advertising decisions. Simply put, it is an analysis of the situation the company is in at the present time. Category and Brand Background: a history of the company and brand you are working on and an evaluation of the economic state of the company and brand at the present time. This section should also include a timeline of company innovations, advancements, and growth; a description of historical sales, market share, past advertising campaigns, successful advertising, and advertising media use. Brand Evaluation: a complete description of the brand, including such items as the characteristics, features, components, services, value, etc. All of the brand's visual components such as the logo, slogan, and brand identity should also be included in this section. You should describe how the brand is different from all other similar brands and why it stands out in the market place. The brand evaluation section should also include a report on the consumers' awareness of the brand, their perceptions, and attitudes of the brand, and their level of satisfaction with the brand. Conducting in-depth and complete secondary and primary research is necessary in order to provide a complete evaluation of the brand. SWOT Analysis: an evaluation tool used to determine a business' viability in the marketplace. The analysis looks at both internal factors (strengths and weaknesses) and external factors (opportunities and threats) of the business. Gathering this information, through careful and thorough research, helps advertisers make informed decisions that lead them to insights. Strengths: Elements the company does well, the positive attributes that aid the company in meeting its objectives, and those areas where they have a distinct advantage over the competition Weaknesses: The characteristics that the company does not do well and that put them at a distinct disadvantage from their competition Opportunites: Areas where opportunities exist for the company to improve its share of the market, increase its profitability, or improve its image with its customers Threats: Any elements that threaten the perceived value of the brand, the ability of the company to be successful, or may change the way the company does business Competitive Summary (Your biggest direct competitor is McDonald's.): Direct Competitor is a company that produces a nearly identical product that is sold in the same product category. An indirect Competitor is a company that produces a different product yet satisfies the same needs. Problem Statement: Once the secondary and primary research is complete and an evaluation has been made of the brand, you should know what problems, the advertising can solve, exit for the brand. Analyze and evaluate each of the problems that you have identified, and then determine where advertising can have its greatest influence. After the decision has been made, then write a statement that addresses the major problem, as you see it, that the brand must immediately address. This statement should be written in one complete sentence.

7. ADVERTISING PLANS BOOK OUTLINE 4

STRATEGY (For teens looking to increase their popularity, H&M gives them the latest fashions to help them look great in every social situation.) I believe this is the most important part of the advertising campaign. The strategy is the foundation on which every other aspect of the campaign is built. a strategy that is well thought out and based on flawless research that produces quality insights will produce exciting, fun, and interesting advertising that will change perceptions, moving people to buy. Another reason why the strategy must not be written in a stiff and predictable way is that it must inspire the creative to their best possible work. Restate the problem Key Insights: Key Consumer Insights What did you determine, through your research, were the key consumer insights that drive your target market? These are the life values that direct the decisions that your target market makes when buying products. In this section, you list the "key" insight (those that stand out or match best with your product). Key Brand Insights are what makes the brand different or unique compared to all other brands in that category. The benefit that consumer receives from using your brand. Again, here you list all of the "key" insights found for the brand. Advertising Strategy Statement: this is the most important part of your Advertising plans book. make it stand out or give it its own page. Combine consumer and brand insights. For (name your target market) who (state your consumer insight), (name of the product) provides them with (state your brand insight). Support: the advertiser must state how they are going to provide that benefit or keep the promise. Often the strategy is promising to deliver an emotional benefit, so the support must show how the product can actually have an emotional return. You support the benefit by listing the features and describing what the product can literally do.

Ron Philips Ford is a large automobile retailer in the upper mid-west. When constructing an advertising plan, they carefully look at their competitors' weaknesses and strengths. In which of the following sections of an advertising plan would this competitive data be placed?

Situation Analysis

10. Recognize broadcast media in advertising (TV1)

TELEVISION Television advertising spending, including local, broadcast, cable, and syndicated totaled $140.2 billion at the end of 2013 according to Kantar Media.176 As these numbers and spending show, advertisers are still using television, helping it remain as the top advertising medium. Network Where television programs are generated from a centralized location. The major networks include ABC, CBS, NBC, FOX, and the CW. Networks produce programs that are then aired through a group of stations called affiliates. Networks do not own the affiliates, but they have a licensed contract to air network programs. In Utah, KSL is the NBC affiliate, which means that KSL is the only station that can legally broadcast NBC programs in the State of Utah. Cable and Satellite Cable television is transmitted into homes by means of coaxial cables. Cable providers receive the television signal, which they then send out through cables to individual homes and businesses.178 Satellite television is transmitted to an orbiting satellite, which amplifies the signal and sends it back to earth where it is received through a dish attached to individual homes and businesses. Cable and Satellite television offer a wide variety of programming including news, sports, movies, education, business, weather, home improvement, cooking, animation, and family shows. PBS The purpose of the Public Broadcasting System is to provide television programming as a public service. The stations that carry PBS programming are funded by a variety of sources including federal and state governments, grants from corporations, private donations, and "viewers like you." The PBS mission is to "create content that educates, informs, and inspires. To do this, PBS offers programming that expands the minds of children, documentaries that open up new worlds, non commercialized news programs that keep citizens informed on world events and cultures and programs that expose America to the worlds of music, theater, dance and art." Some of PBS's top programs over the years have been Sesame Street, Masterpiece Theater, The Red Green Show, Antique Roadshow, Frontline, Nova, and Author. Syndication Syndication refers to content that has been purchased with the purpose of showing it on local television stations. Syndicated programs are sold on a show-by-show basis and the biggest difference between network programs and syndicated programs is that syndicated programs can be shown anytime on any channel. The most common type of syndicated programis called off-network syndication, which are reruns. Television programs that are shown in rerun are either no longer being produced (Seinfeld or Smallville) or have produced enough episodes (usually 100) to send the show into the syndicated market (Big Bang Theory, Modern Family, Family Guy, or The Simpsons).181 The other popular type of programming that is sold in syndicated are original shows that are produced independently and purchased by affiliates and local stations for rebroadcast. Some of the most popular syndicated programs are Judge Judy, Wheel of Fortune, Jeopardy, and The Ellen DeGeneres Show.

Which of the following WOULD NOT be among the advantages television holds over other media for an advertiser?

Television commercials are able to cut through the clutter of other advertisements.

10. Recognize print media in advertising.

The Association of Magazine Media states in their MPA 2013/2014 Media Fact Book that 91% of adults in America reported reading a magazine in the past six months. Their research also claims that there are more magazine readers under 35 years old than over 35. Magazines reach more adults than the top 25 regularly scheduled primetime television shows. Magazine advertising revenues did not increase from 2012 to 2013, but remained at $15.1 billion. The top five magazines by revenue are People (1.065 billion), Better Homes & Gardens (671 million), Sports Illustrated (545 million), In Style (484 Million), and Good Housekeeping (463 million). Many magazines have seen the need to move into the digital world by creating smartphone and tablet versions. In 2013, 65% of magazines were offering a digital-version of their magazine, but the digital versions account for only about 3% of circulation. That may be changing as more magazines create apps for easy downloading. Apple reported that 13 of the top 15 Lifestyle apps, and 10 of the top news apps, were magazines. From these numbers, it appears magazines have a strong outlook for the future.

10. Recognize mobile media in advertising.

The Mobile Advertising Dictionary defines mobile advertising as, "advertising oriented towards mobile devices, spanning all mobile formats, such as feature phones, smart phones and tablets." Throughout the world there are 1.4 billion smartphones, of which 224 million are active mobile app users in the United States. On average Americans spend almost two hours per day using their mobile phone and one out of four online searches are conducted on mobile devices. The mobile industry estimates that in 2015 mobile marketing in the United States will generate $400 billion in business. Statistics like these show a positive future for mobile advertising. Types of Mobile Advertising Banner Ads—A banner ad that appears on mobile browsers or apps at the top or bottom of the screen. Incentivized Ads—This type of advertising awards app users with virtual currency or premium content in exchange for downloading and using another app. Game apps are the most common platforms that use incentivized ads. Video Ads—Video advertisements that are delivered to mobile devices for everything from mobile web ads to app trailers that prompt an installation at the conclusion of the video. Mobile Search Ads—Much like its online counterpart where you search Google, Yahoo and other search engines, where ads appear at the beginning and end of the search results. In-App Ads—Banner ads, or full-screen ads, that appear exclusively in a particular app. Most apps use ads in their "free version," and allow users to opt out by downloading a "paid version" of the app. Location Aware Ads—Location aware ads appear on apps that use the GPS technology to advertise businesses that are near the location of the user.

10. Recognize out of home media in advertising.

The Outdoor Advertising Association of America defines out of home (OOH) advertising as "All media formats specifically intended to reach consumers outside the home." Out of home advertising isn't best suited as a primary medium because of the limited size and small amount of information you can include in an OOH ad. Instead, OOH advertising is most effective when used in conjunction with other types of advertising. It is used as a reminder of the other ads in the campaign. . The most common types of OOH advertisements are billboards, street furniture, and transit. Types of Out of Home Advertising Billboards—Billboards are defined as large outdoor displays intended for viewing from extended distances by passing cars and pedestrians (see Figure 1). The cost of a billboard is determined by the location of the board, the size of the board, and the amount of traffic that moves past the board. According to Billboard Connection, an outdoor advertising agency, there are four basic types of billboards, posters, bulletins, wallscapes, and digital. Posters—These billboards are available in 30-sheet (10' high x 22' wide), or 8 sheet (5' high x 11' wide) sizes. Posters are more locally focused on primary and secondary roadways where the speed limit is between 30—50 mph. Bulletins—These billboards are large format displays usually located on highways, expressways, or major surface streets. They are available in large sizes of 14' high x 48' wide, or 10.5' high x 36' wide. Wallscapes—These are very large format outdoor advertising (over 700 sq. feet) that are usually located in metropolitan areas like New York City or Chicago, and are created for extended viewing to make a lasting impression. Digital Billboards—These billboards come in a variety of sizes (e.g., 14' high x 48' wide or 10.5' high x 36' wide). Digital billboards offer greater creative flexibility and the ability to change messages monthly, weekly, or hourly. Mobile Billboards—Mobile Billboards involve a specifically designed vehicles or trailers that display a commercial ad on the side of the truck. Mobile billboards are easily recognizable for brand identity. They are also cost effective, because your message is exposed in front of a large audience within a short span of time. Consumers are always on the move... your advertising better be as well. The trucks are driven to locations that provide the client with the best opportunity for exposure to the target market. Street Furniture—Street furniture includes park benches, mailboxes, street lamps, traffic signals, fountains, public restrooms, fire hydrants, trashcans, bollards (short poles that prevent cars from passing), and any other object on the street where advertising can be placed. Transit—Transit advertising includes advertising on or in buses, trains, subways and their stations; on kiosks (a thick, column-like structure where advertisements are posted), and in airports. Public transportation vehicles go where people go, where they live, shop, work and play (CBS Outdoor). The transit industry reports that the average American travels 302 miles every seven days and that 95% of Americans are reached by media targeting drivers and passengers. Transit advertising also has a low CPM, making it affordable and effective. Bus stop, subway station, airport

8. The creative strategy model

The creative strategy is much different than the campaign strategy, the creative strategy or creative concept is the overlying theme the creative executions will take throughout the campaign and "the foundation of the message you want to get across to the target market." It directs the creative and describes how the campaign strategy will be brought to life. Also known as the "Big Idea," the creative strategy can be thought of as an umbrella theme for the advertisements that implements the campaign strategy and makes the advertising message attention getting, distinctive, and memorable. The Big Idea Big Ideas don't just happen; they take time, effort, sweat, sleepless nights, and lots of creative thinking. But, after all that, when you come up with a great idea, you'll realize all that work was worth it. Some of the best advice on how to come up with a Big Idea comes from the great David Ogilvy in his book, Ogilvy on Advertising. "You will never win fame and fortune unless you invent big ideas. It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night." "Big ideas come from the unconscious. This is true in art, in science, and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process." So how do you know if your creative idea can be considered a Big Idea? Ogilvy recommends you ask yourself these five questions: Did it make me gasp when I first saw it? Do I wish I had thought of it myself? Is it unique? Does it fit the strategy to perfection? Could it be used for 30 years?

11. Define the job of the media buyer.

The media buyer is the counterpart to the media planner - they work as a team. Their job is to negotiate media prices to get the best price and placement possible for their client. After the negotiation they are responsible for purchasing the advertising space. They must know and understand the target market (demographics, psychographics, and lifestyle) and how much time and space they will need to make the necessary connection with the target market. Buyers also monitor the media purchases they have made to make sure advertisements ran as they were planned and ensure they were billed correctly. Staying current with the media world is essential for the media buyer. They must know what's popular, which media vehicles pull the largest audience, and which media vehicles are used most by the target market. To do this they must follow trends and fads in all areas such as fashion, music, electronics, sports, and communication. By doing this they know what the target market is doing- what they like and what is important to them- so they can successfully match media buys with their target market. In addition to being expert negotiators, media buyers must be skilled relationship builders. They are the liaison between the advertising agency and the media outlet, so they must maintain a positive working relationship with the various media sales reps they work with.

11. Define the job of the media planner.

The media planner's job is to take the advertising message and present it to the right people, in the right place, and at the right time. The Right People - Planners must know their target market research - demographics, psychographics, lifestyle, buying behavior, and geographics. They need to understand the insights and what motivates this group of people to make a purchase. The better they know and understand the target market the greater chance they have of being successful with their media buys. The Right Place - When determining the right places to advertise, the media planner must decide on the right location and the right vehicles. Location includes where they are geographically, or in what part of the country they reside. People living in different regions of the country need and use different types of products. The media planner must decide which areas in the country would be best where to advertise. Additionally, with location, the media planner needs to know if the target market lives in the city, country, or suburbs. These locations play a vital role in how and where to advertise. Another question to ask is whether or not they commute. If they do, is it on a train, bus, or car? Where are they on the weekdays and weekends? Where and when are they online? The right place also includes advertising in the right media vehicles. What vehicles will be the best to communicate the advertising message to the target market? If the target is commuting, should it be billboards? Transit? Radio? Newspaper? Something else? The Right Time - When is a person most likely to pay attention to the advertising message? When they need the product or service that is being advertised. In advertising, they call this ideal time a person's aperture. Aperture is defined as "the ideal time when a potential customer is the most susceptible to receiving an advertising message." Media planners must also be conscious of the budget and how much the media they choose costs - because it's for sure what the client will be watching. They need to determine the best way for the client to spend their money.

8. Bringing the creative to life

Thinking vs Feeling whether the campaign should be based on thinking or on feeling. Campaigns based on thinking typically use a hard sell approach that are rational and logical and rely on facts and information. For example, in an ad for the Toyota Sienna the headline reads, "The Toyota Sienna did better in Insurance Institute crash tests than any other vehicle. Yes you heard that right." Campaigns based on feelings typically use a soft sell approach that are emotional and rely on the senses and feelings. For example, in an ad for Jaguar the headline reads, "In so many ways, you'll leave the rest of the world behind. Jaguar." Message Approaches Once the account planner has decided on a feeling or thinking approach the next step is to decide on how the message should be communicated to the target. Some of the most common approaches for delivering the message include: THINKING APPROACHES: Straightforward Factual: This approach uses no emotions, tricks, excitement or humor—the facts are simply presented in an honest, candid manner. Demonstration: This approach actually shows the product being used and what it can do for the consumer. Lecture: This approach uses the same techniques that a college professor uses to present a lecture—facts and data, and the needed information is presented in the ad often using bullet points, graphs and charts, and questions and answers. Comparison: This approach contrasts other brands against the advertiser's brand to show the superiority of the advertiser's brand. Problem/Solution: This approach highlights a problem the consumer may be experiencing and then shows how the advertiser's brand is the solution. FEELING APPROACHES: Drama: This approach uses a story to talk about the product—the characters talk to each other and not to the audience, much like a television show or movie. Slice of Life: This approach combines the elements of a problem/solution and a drama approach but uses a "typical person" or "average Joe" to talk about a problem they're having and how the advertiser's brand solved their problem. Spokesperson/Endorser: This approach uses a celebrity, spokesperson, or an expert in the field who uses their name or title to add credibility to the brand. Teasers: This approach teases and tempts the consumers without identifying the product directly so that the consumers will listen to the rest of the ad or seek out additional information. Humor: This approach uses funny or amusing statements or situations to make the consumers laugh so that the consumers will relate those positive feelings with the brand.

9. Demonstrate art direction.

Visual communications Not only are there more visuals in our world, but research has also shown that people actually retain more from what they see than what they hear or read. People only retain about 10% of what they see and 20% of what they hear, but they retain 80% of what they see or do. Including visuals in advertising can help art directors and copywriters achieve their goals of perception, attention, and retention. Adding visuals help advertisers for the following five reasons: Visuals are better at getting and keeping consumers' attention. Visuals are more easily remembered. Visuals add credibility to the advertising and to the brand—seeing is believing. Visual storytelling is engaging and maintains interest. Pictures communicate faster than written words.

Cracker Jacks puts a small toy in each box of its caramel-coated popcorn product. Which of the following best describes what this small toy might be called with respect to consumer promotions?

a premium

In an attempt to stand out among the media clutter, several companies have begun integrating brands into the content of television shows, which is a type of advertising known as ________.

alternative advertising

A layout style that combines a number of elements including multiple illustrations, different fonts of various sizes, a variety of colors, and other creative techniques to create a busy, jumbled image that makes the ad exciting and interesting to look at is called a/an _______ layout.

circus

With respect to timing and duration strategies of advertising, a ___________ strategy spreads the advertising continuously and evenly over the length of the campaign.

continuous

Which is a method of comparing media vehicles by calculating the cost of each television rating point?

cost per point CPP

In Western countries most readers scan an ad from top to bottom and from left to right. Which of the following design principles is most closely associated with this fact?

eye flow

T/F The consumer and brand insights are part of the Advertising Plan section of the Advertising Plans Book.

false, they are a part of Strategy

Which concept measures the number of times the consumer is expected to view the advertisement?

frequency

A _______________ is an informational message that is designed to touch the mind and create a response based on logic.

hard sell

Steven Cobb is considering a variety of price deals to introduce a new cereal product from his company. One of the alternatives is particularly appealing to him. The plan is to put a colorful super-heroes character in the box of cereal with a theme line that says "Breakfast of Super-heroes." If Mr. Cobb pursues this plan, which of the following forms of price deals will he be using?

in-pack deal

If an advertising agency combines media (such as TV, radio, magazines and out of home) for the ultimate purpose of presenting a message to the consumer, this combination of media is called _______________.

media mix

What is the type of television system where television programs are generated from a centralized location and then aired through a group of stations called affiliates?

network system

Which is considered the most interactive of all media, the one that most lends itself to conversation and dialogue?

online

A new vacant location (close to a popular exit) in a growing shopping mall has just been made available to Justin Barnes's company. If he exercises his option on this location, he will gain an immediate advantage over his rivals in the athletic shoe business. Which of the following SWOTs categories best matches the situation facing Mr. Barnes?

opportunities

If Jeep invents a new survivor game called Outback Outburst and runs local contests around the country to find qualified players to become part of one large run-for-the-money final event, the company is using which of the following promotional formats to catch the attention of consumers?

promotional event

Which timing strategy is designed to intensify advertising at certain points and then to reduce advertising to much lower levels and then up to much higher levels again creating peaks and valleys throughout the campaign period?

pulsing

If the manufacturer begins the promotional and distribution process that will eventually reach or impact the consumer, the strategy is called a _________.

push strategy

According to the DDB Needham ad agency, ROI (used as a metaphor with respect to creative ideas) stands for _______________.

relevance + originality + impact = ROI

The primary purpose of out-of-home advertising is _______________.

reminder advertising that features high-frequency

Ajax cleanser recently included a small trial portion of its leading cleanser in many local newspapers in the Northeastern United States. The idea was to get the consumer to try the product, be impressed with the results, and eventually purchase the product during a shopping trip. Which of the following consumer promotions did Ajax use to stimulate the sales of its cleaning product?

sample

Jack Buck Ad Agency has just designed a new ad for a local car dealership in which a "typical" father is discussing the merits of buying the car dealership's brand of cars with his teenage son. This message format would best be characterized as being a _______________.

slice of life

Consider the following characteristics of a company: possesses a large percentage of the market, is in a growth industry, has a strong management team, has won several civic social responsibility awards, and has a strong financial standing. Which of the following SWOTs categories best matches these characteristics?

strengths

All of the following are elements of a radio advertisement EXCEPT:

talent

Consumer sales promotions are directed at the ultimate user of a good or service. Which of the following best describes the intent of the majority of these promotions?

the promotion is intended to provide an incentive so that when consumers go into a store they will look for a particular brand

Posters seen in bus shelters and train, airport, and subway stations are considered to be a form of _______________.

transit advertising

T/F The section of the Advertising Plans Book that contains a complete target market analysis is the Advertising Plan section.

true

If an ad has one coherent image and the pieces become a whole, the ad can be said to have __________.

unity

A practical tip given in the text to an aspiring copywriter would be to

use contractions

9. Explain copywriting.

The copywriter produces the words to go with the visuals created by the art director. They are the writers or wordsmiths of the advertising agency. In addition to writing the words in print ads, copywriters write slogans, taglines, jingles, television and radio scripts, and any other type of advertising needed. They are also involved in selecting the talent and vendors needed to produce the ads. Writes the television script and headlines for the banner advertisements

T/F If a copywriter is trying to pull readers into the body copy, he or she might use an indirect action headline called a puzzle to make the reads think and want to know more.

True

T/F a creative brief spells out the key creative executions.

True

9. Demonstrate how to write effective copy. 2

Use common words. Fill your writing with the common words and phrases we use in everyday conversation and stay away from technical terms and jargon. Incorporate slang. SlaNg is cultural and generational. Using slang words not only makes your writing sound more conversational it also makes it appear more authentic. Ask questions. Asking hypothetical questions is a great way to get the reader involved because they feel like you're talking directly to them. Write in an active voice. When writing in a passive voice the subject in the sentence is being acted upon (e.g., The place in town where you can get the best ribs is Cubby's). Writing in active voice is when the subject in the sentence is the one performing the action (e.g., Cubby's has the best ribs in town). Use examples, similes, and metaphors. We add examples when we are talking to make what we are saying easier to understand. Examples, similes, and metaphors not only make our writing sound more conversational it also strengthens the message. Write like you are telling a story to a friend. Think about how you would tell a friend a story about something that happened at work. The story would have a beginning, middle, and end with the intention of getting some kind of reaction from your friend. This is the same format for writing copy in an advertisement. Speak to the reader in the first/second person. Formal writing is written in the third person but in conversations, we talk in the first and second person. First and second pronouns make the brand seem more personable and engage the reader more in the message. Write to your target market. Write in the conversational language of your target market. If you are advertising a product to 12-year-old girls then you need to talk like a 12-year-old girl's talk or if you are advertising a product to senior citizens then you need to talk like a senior citizen. Don't go overboard. Conversational writing should only mimic our speaking, not replicate it exactly. Read everything out loud to hear how it sounds. Once you're done writing, read it out loud to someone. They should think that you are just having a conversation with them.

If a headline tells the reader to do something, the headline is called _______.

a command

In the airport, Nancy passes a round column-like structure that is advertising several local hotels. Which of the following best describes the structure that Nancy has just passed?

a kiosk

Which of the following creative methods could be described as one where six to ten people work together to come up with ideas (one person's ideas stimulates someone else's)?

brainstorm

The type of advertising approach that contrasts other brands against the advertiser's brand to show the superiority of the advertiser's brand is

comparison

The creative concept of an advertising campaign:

is the big idea that makes the message attention-getting, distinctive, and memorable.

Another name for an airline frequent flyer program is a _______________.

loyalty program

Sales promotion's primary focus is _______________.

on creating action

A ____________ is a temporary price reduction or a sale price.

price deal

Which concept describes how many different members of the target audience can be exposed to the message in a particular time frame?

reach

The section of the Advertising Plans Book that states how you are going to provide the benefit or keep the promise made in the advertising strategy statement is

the Media Plan

The advertising element that works with the visuals to communicate the creative concept is called _______________.

the headline

Cybil Chen knows that her company is in trouble. Over the last year her silk screening company has been losing market share, has not been able to attract any additional capital, and has lost several key employees to rivals. Which of the following SWOTs categories best matches the characteristics of Cybil's company?

weaknesses

The four-color printing process uses four basic colors and combinations of these colors to print images in color. All of the following would be among these basic four colors used in the printing process EXCEPT:

white

Which of the following statements would best be associated with the idea that advertising should be relevant?

Advertising tries to deliver the right message, to the right person, at the right time.

10. Recognize alternative media in advertising.

Alternative advertising includes everything that is not a traditional type of media or advertising. With media usage habits changing so drastically it is difficult for advertisers to reach their customers through traditional media outlets. In addition, people do not live their lives based on when the media is available (being home on Thursday night to watch a television show at 8 pm). People use the media on their own schedule (record a television show on the DVR and watch it when they have free time or watch television shows on Netflix or Hulu). For these reasons, advertisers are using non-traditional media and alternative forms of advertising to get the attention of customers. This type of advertising is meant to "interrupt their lives" and grab their attention. Movie Theaters—The Motion Picture Association of America reported that 68% (227.8 million people) of the United States and Canadian population went to the movie theater at least once in 2013. Advertising in movie theaters is an effective way to present a message to a large captive audience in a variety of demographic categories. There are two different types of on-screen cinema advertisements: On-Screen Commercials—These are the live action advertisements that are run during the preshow program. They appear once the lights are turned down and prior to the feature film presentation. On-screen ads vary in length between 30 seconds to 120 seconds. On-Screen Slides—These are the advertising slides that are shown on the screen before the start of the movie. The slides are normally shown before the lights are lowered while people are taking their seats and waiting for the movie to start. Most on-screen slides include a variety of content in addition to the advertisements such as trivia questions and movie facts. On-screen slides appear on the screen between 10-15 seconds. In addition to these on-screen advertisements, the cinema provides other types of advertising such as popcorn buckets, soda cups, posters, stand-up displays, flyers, and handouts. Product Placement—Product placement is the promotion of a brand or product within a television show or movie, rather than appearing on a traditional advertisement. When a brand or product is used on a television show or a movie, the company has usually paid to have their brand appear. Point of Purchase (POP)—POP advertising utilizes displays that are designed to grab the shopper's attention while they are shopping. There are various types of point-of-purchase displays, including window displays, floor stands, counter displays, shopping cart signs, banners, display bins, and display cases. Generally, these displays are created and prepared by the manufacturer for distribution to wholesalers or retailers who sell the manufacturer's merchandise. Everything Else—And then there is everything else: cup jackets, shopping malls, door-hangers, elevator advertising, gas pump and gas station advertising, aerial advertising, golf course advertising, parking garage advertising, truck stop advertising, taxi cab advertising, resort marketing, restroom advertising, ski lodge advertising, stadium and arena advertising, and the list goes on and on.

10. Recognize advertising media.

Broadcast media is the process of transmitting sounds and images electronically through television, radio, or interactive media.

7. ADVERTISING PLANS BOOK OUTLINE 5

CREATIVE PLAN (This is an example of the banner ads.) Creative Strategy: This is the "Creative Concept" or "Big Idea" is the how-to statement. How will the strategy come to life through creative executions? Tone and manner of ads: is an overall description of the style, attitude, look, and feel of the advertisements. provide as much detail as possible so that the client understands what kind of feeling and attitude the advertisements are trying to get across. Creative executions: show as many examples as necessary to give the client a complete understanding of what the creative will look like in the campaign. The examples of the advertisements should show an example of all of the different media that will be used in the campaign. SALES PROMOTION AND IMC a complete description of any and all integrated marketing communications (IMC) that will be used in the campaign. IMC includes all of the areas within the promotional mix such as public relations, promotions, direct marketing, and personal selling.

Which of the following sections describe the way the ads are executed?

Creative Plan

10. Recognize broadcast media in advertising (tv3)

Disadvantages of Advertising on Television Cost Television advertising is expensive. A 30-second ad on network's number one show, The Big Bang Theorysells for a mere $326,260.00.187The Big Bang Theorycan command this kind of price because of the millions of people who watch the show. In 2014, the average cost for a network television commercial is around $112,100.00 for a 30-second spot. In addition to the expense of the media, television advertising has the additional costs to make a television commercial. Gary Davis of Gary Davis Media estimates that the average cost for an advertising agency to produce a national television commercial today is around $500,000.00.189 A local television commercial is quite a bit cheaper to produce but can still cost anywhere between $200 and $2,000 per spot. Flexibility Because of the cost to produce a television commercial changing the message or offer can be expensive and time consuming. This means that once the commercial is made, the advertiser is committed to using that spot for an extended period of time. The costs related to commercial production reduces the amount of flexibility the advertiser has in answering consumer concerns or competitor claims. Clutter Clutter is anything and everything that gets in the way of the television viewer seeing, hearing, or getting the information from the advertising message. One of advertising's biggest hurdles is dealing with clutter, because it's everywhere. Clutter includes other people in the room, talking in other rooms, the refrigerator, the bathroom, the doorbell, the phone, texting, other commercials, the program itself, and a whole host of other things that distract the viewer from watching the advertisements. One of the biggest clutter items that advertisers have to deal with is the TV remote control. The remote gives the viewers the power to zip and zap their way past the commercials. Zipping is when viewers fast-forward through the commercials on shows they have previously recorded. With the DVR more popular than ever (in four out of 10 homes in America), viewers are zipping past the commercials on the shows they have recorded. DVR remote controls are even made with a button that will allow the viewer to fast-forward in 30-second increments so that they can zip past the commercials quicker. Despite the zipping, Nielsen reports that viewers are still watching the commercials on prerecorded shows. Their research has found that "among DVR homes, playback lifts commercial ratings by 44% among 18-49 year-olds after three days. Among all 18-49 year-old viewers DVR playback adds 16% to commercial ratings after three days." Zapping has been a long-standing problem for the television industry. Zapping is when the viewer changes channels when the commercials come on.194 Today every television, cable box, satellite dish, and DVR comes with a remote control, which puts the power of zapping in the hands of nearly every American household. Tracking Companies like AC Nielson track television viewership and provide ad agencies with basic demographic and geographic data of television viewers.195 While the numbers are a close estimate of who is watching, neither AC Nielson nor the advertising agencies can ever be sure who is actually watching the TV program or the commercials.

T/F Syndication shows are those that are able to retain their original sponsors for the ensuing season.

False

T/F The major concern advertisers have about the online advertising and its measurement is that it is difficult to track online usage.

False

T/F Cost per thousand is a measure used to determine the effectiveness of a media vehicle.

False. CPM gives the media professional a way to compare prices between media.

10. Recognize online media in advertising.

Internet use in American homes has rapidly increased over that past 15 years. The Pew Research Center reports that in 2014, 87% of American adults are connecting to the Internet.209 Young adults, age 18-34, are the biggest users of the Internet and usage between males and females is divided equally.201 In terms of shopping, in 2013, 191.1 million adults had at least once browsed for products, compared prices, or bought something online.211 Because of the continued growth and the large number of people and shoppers using the Internet, having an online advertising presence has become a vital part of every company's advertising plan. Online advertising is used to connect the people who use the Internet with brands, manufacturers, retailers, and businesses in order to drive potential customers to a website and to make a purchase. Today there are many types, styles and shapes of online advertisements. The most common are banner ads, search engine ads, video ads, email ads, and social media ads.