Advertising Design by Medium A Visual and Verbal Approach, 1e Robyn Blakeman (Test Bank All Chapters, 100% Original Verified, A+ Grade) Chapter One Matching Quiz Key 1. Promotional Mix 2. Brand 3. Demographics 4. Approach 5. Qualitative Data 6. Brand Benefit 7. Unique Selling Proposition 8. Repositioning 9. Behavioristics 10. Key Consumer Benefit 11. Tagline 12. Marketing Plan 1. 2.
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13. Media Mix 14. Target Audience 15. Detail Copy 16. Freelancer 17. Creative Strategy 18. Secondary Audience 19. Client 20. Geographics 21. Quantitative Data 22. Creative Brief 23. Creative Team 24. Focus Group
25. Objectives 26. Big Idea 27. Brand Image 28. Psychographics 29. Tone 30. Life Cycle Stages 31. Brand Feature 32. Positioning 33. Appeal 34. Slogan 35. Brand Loyalty
Refers to the age or time a brand has been in the marketplace. The section of the creative brief that tells the creative team how they will talk to the target. This featured selling technique presents an innovative solution that sets the brand off from competitors. Those targeted individuals most likely to use the brand or service. The opinion, favorable or otherwise the target has about a brand. Data that employs the use of open-ended questions, that are collected via surveys or polling. What will be screamed out or featured both visually and verbally in all advertising efforts. Determines the personality and the overall visual/verbal voice and/or style of the advertised message. Those individuals who work on both the visual and verbal message within an advertising agency. Data that uses closed-ended or controlled surveys. The target category that breaks down the target based on lifestyle. Dissects the type of media used d own into individual media vehicles such as magazine, direct mail, social and so on. This featured selling technique can either have a feature/benefit that is unique to the brand or one that will promote a commonplace feature benefit as unique. Defines how the target thinks about a product or service as compared to the competition. Those creative individuals who work outside an agency that are hired on a per project basis.
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The target category that segregates out where the target lives via state, region, or even zip code. The representative from the brand that works with the advertising agency. Determines the best way to reach the target and whether the brand will fulfill an emotion or rational need. Lets the target know what they will personally get out of purchasing the brand. Term for when a brand needs to alter the way the target views the brand. A small sample group of the target market that gathers together to discuss or use the brand in a controlled environment. The term used to define the favorable relationship between the brand and the target. A document that lays out for the creative team the parameters for the visual and verbal message. A short statement that expresses a company or corporate philosophy. The part of a brief that defines the goals or what advertising efforts need to accomplish. Specifics given to help the target with purchase such as an address, web address, credit cards accepted and so on. The name and/or symbol used to identify and set apart one product or service from another. A document usually created by the client, that organizes a brands overall environment within the market place. Found within the creative strategy it defines how the brand will be positioned and can focus on the product and/or the consumer. The name for the type of research that defines age, sex, income and so on. A short statement usually placed near the logo that highlights the campaign direction. Name for a specific attribute unique to a brand such as color or size. Refers to the communication options such as advertising out-of-home and direct marketing for example that will be used to reach the target with the advertised message. The target category that defines why a person buys. The group that has the greatest potential to buy in the future or influence the primary audience to buy.
Chapter Two Matching Quiz Key 1. 2. 3. 4. 5.
Creative Team Inherent Drama Word List Starbursting Charades
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6. Brainstorming 7. Mindmapping 8. 180-Degree Brainstorming 9. Laddering 10. Exaggerations, Interruptions, and Rejections
A technique that can be used to help the creative team come up with both visual and verbal ideas. An idea generation session where the creative team works together to uncover the unimagined. Another idea generation technique that asks the creative team to imaginably compare the client’s brand to that of the competition, and/or use ideas from outside people such as the account team to give their creative thoughts and even improvisation. Something the creative team needs to find in a brand during brainstorming sessions to make it interesting to the target audience and standout from competing brands. This technique to stimulate ideas allows the creative team to get interactive. This idea generation technique uses a wheel to display ideas around a central hub. An idea generation technique that uses both a moderator and Post-It Notes to build up or build off both good and bad ideas. The dynamic duo that work together on coming up with both visual and verbal ideas. This idea generation technique requires asking the right questions and delivering the corrector answers and posting them around a graphic to organize ideas. An idea generation technique that uses a form of reverse creative thought or finding the worst possible way to sell the brand.
Chapter 3 Matching Quiz Key 1. Form 2. Informal 3. Art 4. Implied 5. White Space 6. Geometric 7. Organic 8. Eye Flow 1.
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9. Dimension 16. Elements of Design 10. Unity 17. Formal 11. Dominance 18. Design 12. Content 19. Two-Dimensional Design 13. Balance 20. Negative/Positive Space 14. One-Dimensional Design 21. Tactile 15. Principle of Design 22. Three Dimensional Design
The visual things seen in a design that include: line, shape, volume, texture, value and color. Something that is meant to arouse an undefined response. The term that determines the need for every ad to have one components that is larger than the rest. Something that has a predetermined purpose and response. Defines the overall shape or the roundness or flatness of an object. A type of texture used in three-dimensional design where you can actually reach out and feel the surface. The arrangement of an ads components in such a way as to create a predetermined path for the reader to follow. Refers to the varied visual and verbal components seen in an ad. Refers to how visual and verbal elements will be organized within the design. The term used to describe ads that have equilibrium or components that are equally distributed within the ad. The formal name for shapes such as circles, squares, triangles, or rectangles. This principle of design also known as harmony, ensures all visual and verbal elements in an ad work together, to send a cohesive message. The name for any shape found in nature or created using positive/negative space. Designs that are defined only by length. A type of texture where you can only see and feel the design elements. The standard visual guidelines that govern the way the elements are used within a layout. A type of balance that implies an imaginary line that runs down the center of an ad where every component that appears on one side of the ad is duplicated in size or shape on the other.
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An art term used to define designs that use only simple geometric shapes such as squares, rectangles, triangles or circles. The term used to describe the negative space on a page. A principle of design that refers to occupied and unoccupied spaces within an ad. A type of balance that deals with optical weight. A term used to describe designs or shapes that are defined by length, width and depth or volume.
Chapter 4 Matching Quiz Key 1. Symbolic 2. Half Tone 3. Clip Art 4. Duotone 5. Stock Art
6. Spot Color 7. Illustration 8. Photo Illustrations 9. Realistic 10. Line Art
11. Cropping 12. Inset Graphic Border 13. Border 14. Bleed 15. Graphic
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Existing photographs that can be purchased and used.
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Imagery that is educational focusing on specific facts, uses, or lifestyle enhancements.
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A type of graphic edging that is typically a half-inch smaller on all four sides than the printable or viewable size of an ad.
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A simple line drawing with no tonal qualities.
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Imagery that uses a more indirect approach to connect the brand with the meaning given to it by the advertising.
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A term used to describe any visual, background color or graphic element that extends beyond the trim size.
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A wash of color added to a black-and-white photograph.
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Another name for a black-and-white photograph.
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A combination of photographs and illustrations that create a single graphic image.
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A term for a small amount of color added to a black-and-white photograph.
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Often used as a graphic or decorative device that often defines size and sets the design off from surrounding copy or ads.
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A drawing, painting or digitally created image that uniquely informs and visually represents a brand or concept.
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The removal of any unnecessary sections of an image.
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Free existing line-art drawings.
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A combination of visuals and/or shapes and type to colorfully, symbolically, and uniquely represent an idea or concept.
Chapter 5 Matching Quiz Key 1. Kerning 2. Line Spacing 3. Script Type Style 4. Weight 5. X-Height 6. Points 7. Type Alignment 8. Text Wrap 9. Font 1. 2.
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10. Modern Type Style 11. San Serif Type Style 12. Baseline 13. Eyeballing 14. Line Height 15. Ascenders 16. Display Type Style 17. Legibility 18. Letter Spacing
19. Typeface 20. Widow 21. Super Families 22. Readability 23. Gutter 24. Descenders 25. Leading 26. Orphan 27. Serif Type Style
The term used to identify the numerical height of all letterforms. A term used to describe how easy it is to read and understand an ad with a quick glance. The part of the letterform that extends downward below the line type sets on. A typeface that has delicate lines that are attached to the end of a larger, thicker stroke or line that protrudes from the edges of the letters. The name given to a typeface that mimics handwriting. Type styles are categorized by its name such as Future or Times that identifies its unique set of letters, numbers, and punctuation. A term used to identify all of a typefaces upper and lowercase letters, numbers, and punctuation for a specific typeface. The name for a type style that has no thin lines attached to the letterform. A term used to identify the different thicknesses of a typeface. A term used to define when the target can easily and quickly read an ad. The height of a typeface’s lowercase letters, and the length and height of the face’s ascenders and descenders. The part of the letterform that extends upward from the main body of a letter. A type style having serif or san serif characteristic and can project a corporate, forward thing, trendy or futuristic personality. The term used in design to define the amount of white space showing between hand drawn letterforms. Type that is designed to closely follow around the shape of a visual. The term used in design to define the white space that appears between hand drawn lines of text. A decorative or more graphic type style that has a loud voice and often an unusual or irregular appearance. The invisible line that type sits on. The term used for the amount of white space that appears between lines of text set on the computer.
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Occurs when a single word or first line of a paragraph appears at the end of a paragraph. A simple way to determine if white space is visually equalized between both hand drawn and computer set letterforms and lines of text. The way lines of text are arranged on the page or screen. The term for typefaces that come in both serif and san serif versions. Occurs when one word, or the last line of a paragraph of copy appears at the top of the second column of type. The amount of white space appearing between columns of body copy. The amount of space seen between letterforms set on a computer. The term used to define digital leading.
Chapter 6 Matching Quiz Key 1. 2. 3. 4. 5. 6. 7.
Shades Monochromatic Tint Contrast Color Schemes Analogous Colors Reverse
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8. Color Wheel 9. Complimentary Colors 10. Tetradic Colors 11. Triadic Colors 12. Tertiary Colors 13. Monotone Achromatic 14. Secondary Colors
15. Split Complimentary Colors 16. Primary Colors 17. Hues 18. Tone 19. Color Psychology 20. High Contrast
The term for how one color stands out from another. A color scheme that uses three colors that are evenly spaced around the color wheel creating a triangle. An item an art director uses to understand how the target will perceive and react to color and how colors mix, match or clash. Two colors opposite each other on the color wheel. Double complimentary colors that use four colors arranged into a rectangle or two complimentary opposing pairs on the color wheel such as blue and orange paired with yellow and violet. What harmonious color combinations are known as. The term used to describe colors that have a diverse range of tints, shades, and tones. Red, yellow and blue. An inexpensive way to offer tonal depth to any one single color. A color scheme that employs all the tints and shades falling between black on one end of the spectrum and white on the other. Red-violet, and blue-violet, red-orange, yellow-orange, yellow-green. Three colors that sit next to one another on the color wheel such as red, orange and yellow. Colors that are created by mixing in both black and white creating a grayer color. A color scheme that uses only black and white. An inexact science that determines how color influences both behavior and decision-making. Light colored text placed onto a dark colored background. Green, orange and violet. Term to describe the lighter hue that happens when white is added to a color. A variation of a complimentary color scheme that uses three colors. A term that describes how clearly colors are distinguishable from one another such as with yellow and dark blue.
Chapter 7 Matching Quiz Key 1. Layout 2. Verbal Cues 3. Concept 4. Roughs 5. Greeking 1.
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6. Thumbnails 7. Stages of Design 8. Super Comprehensives 9. Visual Cues 10. Camera Ready Art
Illegible placeholder text that is used to temporarily represent blocks of copy.
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A type of design cue consisting of framing, placement, arrangement, lighting, and color.
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Refers to your thoughts and ideas on how you can creatively solve the client’s advertising problem.
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The name used for completed digital files sent to a printer.
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Also known as layouts these quickly drawn full size ideas are used to simulate how the final ad will look.
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A term used to define all the possible phases a design will move through from start to finish.
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A finished design executed on a computer.
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Another name commonly used to describe full size hand drawn designs.
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Small proportionate drawings that are used to get brainstorming ideas down on paper.
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Another type of design cue that includes, the logo, slogans or taglines, headlines, and body copy.
Chapter 8 Matching Quiz Key 1. Big Type 2. Concentration 3. Callouts 4. Silhouette 5. Multipanel 6. Copy Heavy 1. 2.
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7. Picture Window 8. Rebus 9. Frame 10. Price 11. Symmetrical 12. Repetition
13. Anomaly 14. Circus 15. Mondrian 16. Asymmetrical 17. Layout Style 18. Grid Pattern
All the focus of this layout style is on the body copy. This layout style is a great choice if you want to focus attention on a misfit within an orderly pattern. How a brand’s use personality, and overall quality, can be expressed through design. The focus of this layout style is on the size of the type. If you need to show multiple smaller visuals, consider using this layout style to tell the brand’s story or show uses. The layout style that has components on either side of an implied centerline that are not only perfectly centered or balanced on the page, but identical in weight, number and size. This layout style uses a geometric graphic pattern to organize multiple items on the page or screen. This layout style is a hodge-podge of every visual and verbal component in a designer’s toolbox. If you want to draw the target into the ad, this layout style is a great choice. If the design calls for descriptive type, a headline and one or more prices to accompany each visual, by a drawn line, this is a great alternative to body copy. If you want to spill or drip something in your design, this layout style is a great option. Named after a famed painter this layout style boasts multiple brightly colored sections. This layout style uses pictures with captions to tell a story. When you want to feature a large photograph with a headline that overprints or reverses out of the image this layout style is a great choice. For most retail based ads, it is very important to show this. This layout style is broken into two unequal parts. A layout that style that creates organization, a pattern or movement. If you want to group multiple items together to create a dominant visual this is the layout style to consider.
Chapter 9 Matching Quiz Key 1. 2. 3. 4. 5. 1.
Common Man or Social Influencer Vampire Effect Spokesperson Paid Onscreen Spokesperson Dead-Person Endorsement 1
6. Specialists and CEOs 7. Character Representatives 8. Celebrity Voice Over 9. Unpaid Onscreen Spokesperson 10. Celebrity
The use of unknown talent as a spokesperson, offers the creative team a more moldable and diverse way to develop a brands face and personality.
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This type of spokesperson gives the brand star power.
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Refers to a brand representative that effectively becomes so recognizable as the face and voice of a brand that they drain the life from the brand.
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Charities use this type of spokesperson.
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An imagined animated brand agent who will represent the brand in all forms of media.
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This type of spokesperson speaks though the use of old interviews, movie clips or headshots.
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A real person that represents a brand in all forms of media.
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It was once said you had to be desperate to use this type of spokesperson.
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Radio, television and many types of digital ads use this type of unseen spokesperson.
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The most commonly seen and heard type of spokesperson.
Chapter 10 Matching Quiz Key 1. Symbolic Marks 2. Mascots 3. Lettermarks 4. Abstract Marks 5. Logo 1.
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6. Gestalt Principle 7. Wordmarks 8. Rebranding 9. Emblematic Marks
10. Combination Mark 11. Consumer Packaged Goods 12. Repositioning 13. Subliminal Logos
An ambiguous logo symbol given meaning by its association with a brand or corporation.
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A set of theories that deal with visual perception.
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This type of logo contains both a visual and verbal component.
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Takes place when the brands look needs to be modernized.
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This logo style is also known as a pictorial or brand mark.
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The term used when major corporate changes take place such as when brands have expanded their product offerings.
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The term used for products that are frequently used and then replaced.
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The image that symbolically and/or typographically represents a company, brand, or service’s name, image or use.
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This logo style is also known as a monogram.
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Logo designs that have intricately incorporated hidden imagery within the design.
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This type of logo is also known as character representative
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A logo design that places the brand’s name inside a symbol of some kind.
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A logo symbol that focuses specifically on brand or corporate names such as, Coca-Cola, Ray Ban and so on.
Chapter 11 Matching Quiz Key 1. Coupons 2. Subheads 3. Announcement 4. Order Forms 5. Perforations 6. Question 7. Flag 8. Underline 9. Niche Marketing 10. Body Copy 11. Price Point 12. Warning 13. Direct 14. Practical Advice 15. Analogies 1. 2.
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16. Headline 17. Play on Words 18. Sexual Images 19. Command 20. Warranties 21. Simile 22. Reason-Why 23. Copy Breaks 24. Major Benefit Promise 25. Personal Benefits 26. Inherent Drama 27. Testimonial 28. Problem/Solution 29. How-To 30. Slice of Life
31. Free Standing Inserts 32. Overline 33. Authoritative 34. Curiosity 35. Detail Copy 36. Metaphors 37. Narrative 38. Guarantee 39. Product Name 40. Product as a Star 41. Scarcity 42. Humor 43. Talking Head 44. Reminder 45. Fantasy
The fracturing of target groups down into smaller more specialized segments. Single page, full-color ads full of coupons that are inserted into the newspaper or found in your mailbox, also known as supplemental advertising. This copy element has a big job to do. Small cuts around individual coupons to make them easier to tear out and use. If you want to create interest in a brand that is not yet on the market, consider this headline style. An interactive offer that all but eliminates buyer skepticism and ensures consumer satisfaction. Written promises from a brand’s manufacturer that promises to repair or replace the product if it fails in any way within a set period of time. This headline style looks at two dissimilar items or traits to make a point of comparison. The job of this layout component is to directly support the headline. This type of headline style delivers the key consumer benefit with little or no creative bells and whistles. This headline style is best used when the key consumer benefit is a unique selling proposition. This risky headline style is always both visually and verbally interesting. The blocks of copy found on ads that sells the sizzle of the brand. This direct inquisitive headline style asks the target to think about something. A figure of speech and use of words such as “like” or “as” is the hallmark of this headline style.
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If the product has a unique or hard to pronounce name use this headline style to bring attention to it. An announcement type of subhead that is placed above the headline. This headline style tells the target something newsworthy about the brand. If you want to give the target a good reason or list of reasons to use the brand, consider using this headline style. The smallest text on a page. This headline style tells the target to do or find out something, or explains how the brand can solve a problem. If a member of the target has had a great experience with a brand, then let them do the talking with this eye stopping headline style. Another name for the main subhead. Be sure you really do have something comical to say before choosing this headline style. This headline style firmly but cleverly tells the target what to do. Sometimes the target needs specific brand uses to be spelled out so they can solve a problem. The type of subhead, used in copy heavy ads to brake up large blocks of copy that can gray down a page. This is an age old way to attract the targets attention. Brands use these when they reduce the price or offer an additional incentive to make it more desirable. The target has something they want the brand to help them with. The goal of this headline style is to keep well-known products such as table salt in the mind of the consumer. This style is considered a great sign post for small but exclusive audiences. If your product is produced in limited quantities or is hard to find, you can attract certain types of consumers with this headline style. Something the target often needs to fill out for both print and digital in order to buy something. If the goal is to take a bite out of the target’s life and either demonstrate or dramatize it, this is the headline style to consider. A perfect headline style to take your target and brand on an imaginative journey. This headline style screams danger. A character, spokesperson, or consumer tells the brand’s story or their personal experiences with the brand is the strength of this headline style This headline style offers the target something they care about such as: beauty, health, quality and so on, either explicitly or subtly. If you want to compare two characteristics that can creatively be seen as similar, consider this headline style.
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This feature based headline style concentrates on the feature associated with the brand’s key consumer benefit. This headline style differentiates a product or service from the competition by creating interest or mystery around the key consumer benefit. If your concept revolves around placing focus specifically on the target and the role the brand plays in their lifestyle rather than on the band itself, consider this headline style to scream out your key consumer benefit. If how much something costs is the big push, consider using this type of headline style. A headline style that uses experts to talk about the brand.
Chapter 12 Matching Quiz Key 1. 2. 3. 4. 5. 6. 7. 8.
Gutter Trim Gatefold Cover Wrap Banner Vertical Cooperatives Newsprint Return on Investment
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9. Retail Advertising 10. Bursts 11. Horizontal Cooperatives 12. Snipes 13. Bleed 14. Frame 15. Live Area 16. Cooperative Advertising
The amount of money that was spent on advertising versus how much money was made. Shared advertising between two brands that have equal budgets and equal visual and verbal exposure. An announcement sales device usually seen at the top of an ad. The safe area type must be confined within for magazine ads. A term used for mediums who sale direct to the consumer. Two or more separate but compatible brands have joined together to encourage their target to use the brands together. An ad that takes over the front page of a newspaper above the fold. A part of the center or inner margins of the magazine that is pulled into a magazines binding when printed. A star shaped announcement device most commonly placed at the top of an ad. Refers to the size of the ad and where a magazine ad will be trimmed after printing. A type of fold used in magazine that features one or more folds that fold inward toward the ad’s center when the magazine is closed. Shared advertising ads that feature one dominant advertiser. A small triangular sales or announcement device that is typically seen attached to an ads corners. Another name for a border. The area that extends beyond the trim in magazine design. An absorbent low-grade paper.
Chapter 13 Matching Quiz Key 1. Music 2. Social TV 3. Piggyback 4. Announcer 5. Dialogue 6. Talent 7. Demonstration 8. Metaphors 9. Camera Shots 10. Voice Over 11. Postproduction 1. 2. 3. 4. 5.
15 6 23 27 24
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12. Camera Instructions 13. Infomercials 14. Vignette 15. Jingle 16. Visual Images 17. Frame Transitions 18. Storyboard 19. Sound Effects 20. Preproduction 21. Interactive Television 22. Scenes
23. Production 24. Fact Sheet 25. Creative Comparisons 26. Slice of Life 27. Testimonials 28. Script 29. Torture Tests 30. Frames 31. Product Placement
Catchy music played on any medium with sound. Those individuals who will deliver the copy or dialogue and be seen on camera. The stage that covers the television shoot. A type of television ad that lets current users speak for the brand. An ad read live by a radio personality for 30 to 60 seconds relies on a comprehensive list supplied by the ad agency to deliver the brands message and talk about their overall experiences with the brand. An individual who delivers the message off-screen. The video portions of a commercial. A type of television commercial that can either show the brand alone, in use, or in a setting. An authoritative voice for the brand that is both seen and heard delivering the copy on screen. The noises we hear in ads. The first instruction seen in each and every frame besides frame one. If you need to show durability this type of television commercial will show the brand placed under some type of extreme conditions. Used to set a mood in movies, television shows, and commercials. The copy sheet that holds everything that will be said in both radio and television. This show and tell type of commercial is ideally suited to television. Predetermined directives that deal with how the camera should move in a scene. The television stage that covers the editing process. The easiest way to suggest quality in a television commercial is to compare the brand to quality such as a high performance car. Any spoken word heard on or off-screen.
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This type of engaging television offers the target the chance to click on a link, via a keyboard or remote, or take a picture of a quick response code right off the television screen. A long commercial, that lasts about thirty to sixty minutes. Describes how the commercial will move from one frame into the next. This type of television commercial compares a brand to something abstract, like alligators to dry skin. The deliberate placement of a brand into a television commercial, video or movie. The use of social media while watching a television program. A television ad that features an ongoing series of related short stories that highlight the key consumer benefit in unique ways. The first step in television that covers development of the script and storyboard and the hiring of talent. Shows the visual and verbal portion of a television commercial or video. Each commercial or audio and video scene is confined to this. This television delivery method takes a chunk from the target’s life. Mutually dependent thirty second radio or television commercials that have been split into two separate 15 second commercials.
Chapter 14 Matching Quiz Key 1. 2. 3. 4. 5. 6. 7. 8.
Kiosks Transit Advertising Spectaculars Wallscapes Tail Signs Extensions Terminal Posters Bulkheads
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9. Urban Panels 10. Digital Highway Signs 11. Outdoor Boards 12. Interior Ad Designs 13. King Kongs 14. Moving Truck Billboards 15. Queen Size Posters 16. Full Size Bus Wraps
17. Branded Bus 18. Tri-Vision Bulletins 19. King Size Posters 20. Bulletin 21. Car Cards 22. Station Domination
Dynamic and creatively diverse monoliths that have a lot to show and little to say. This type of interior bus advertising allows the brand to buy out the entire interior inventory. A large outdoor structure that is used to display an advertising message that is often painted directly on the canvas’ surface or a vinyl material. This type of transit advertising displays the advertised message on both the curb and street sides of the bus. A term used to describe the most elaborate type of outdoor boards. Direct response interior bus advertising sporting removable advertising material. The part of an outdoor board that stretches beyond the live area of the existing structure, also known as top outs, and embellishments. This type of outdoor board uses computer based technology to regularly change what’s displayed on a screen and are a great choice for campaigns with multiple concepts. Another form of movable outdoor advertising appears on the backs and side of semitrailer trucks. Desirable, front interior bus advertising. Large, typically local ads located in bus, train, or subway stations or airline waiting areas. This type of bus advertising completely covers a bus. Colorful, digitally controlled and manipulated boards are composed of long tightly-positioned, triangular prisms or strips that turn or flip every seven-to-eight seconds. Glass floor displays. Advertising that appears inside of a bus. These creative boards are either painted on the surface of a building as a mural or are printed on vinyl and then attached to a building. To increase memorability advertisers can often buy all or a combination of advertised locations within a station. Advertising seen at subway entrances.
19. 15 20. 2
21. 13 22. 5
Bus advertising that appears only on the curb side of the street. A form of out-of-home, that reaches the millions of people who use public transportation or see public vehicles while moving about on foot, by car, bicycles, or from their office windows. Seen on the driver’s side, these ads partially wrap an ad around a buses mid section. This type of bus advertising appears on the buses rear end.
Chapter 15 Matching Quiz Key 1. Sales Promotion 2. Accordion Fold 3. Life Cycle Stage 4. Teaser Copy 5. Bi-Fold 6. Debossing 7. Direct Response 1. 2. 3. 4. 5. 6.
5 13 7 19 1 14
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16
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4 18
10. 10 11. 8 12. 17 13. 2 14. 20 15. 11 16. 6 17. 15 18. 3 19. 12 20. 9
8. Gate Fold 9. Catalogs 10. Junk Mail 11. French Fold 12. Pitch Letter 13. Die Cut 14. Direct Mail
15. Roll Fold 16. Z Fold 17. Direct Mail Kit 18. Embossing 19. Tri Fold 20. Dummy
This type of fold uses a single sheet of paper folded one time. The process of cutting a surface (paper) into an interesting customized shape. Another name for direct marketing. The most common type of brochure fold. The formal name for purchase incentives. This type of direct marketing can be defined as any advertising material sent by mail to a targeted consumer to encourage a sale or further inquiry. A popular type of brochure fold with six panels that that are folded back and forth. The enticement copy seen on the outer envelope of mailed advertising materials. This design option creates a raised image out of the background paper creating a 3D graphic effect. Direct mail is also known by this derogatory name. This type of brochure fold has both the left and right sides of the design fold into the center. A creatively designed set of materials that includes a letter, possible promotional device, and brochure sent to the target through the mail. Also known as a fan fold, this pleated type of fold is a great choice if you want to take your target on a step-by-step journey. A small folded layout, typically used to see the folds and page space for brochure design. Also known as a cross fold, this more complicated type of brochure fold, is first folded in half horizontally and then again vertically. This elegant design option pushes the image into and slightly below the papers surface. This brochure fold is also known as a barrel fold. It uses one sheet of paper that is folded inward multiple times, resembling a cone. To ensure promotions are not overused, the type of promotion employed should be tied to how long the brand has been on the market. A slang term used for the business letter seen within a direct mail kit. Multiple page booklets that promote any number of diverse products.
Chapter 16 Internet Matching Quiz Key 1. Back-End Production Design 2. User Experience 3. Content Management System 4. Text-Only Option 5. Continual Content 6. Interactive Television 7. 3D Screenshots 8. Thumbnail Gallery 9. Above the Fold 10. Search Engine Optimization 11. Dominant Visual 12. Changing Content 13. Internet Marketing 14. Search Engine Marketing 15. Customer Service Options 16. Streaming Audio and Video
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17. Pay-Per-Click 18. ZIGZAG 19. Blog 20. Symmetrical 21. Grid 22. Banners 23. Sitemap 24. Gallery 25. Skyscrapers 26. Home Page 27. Links 28. Radial Symmetry 29. Front End Design 30. Microsites 31. Floating Ads 32. Content Marketing
33. Digital Coupons 34. Back Button 35. Menu Options 36. “F” or “E” Alphabet 37. Webisodes 38. Split Screen 39. Line Height 40. Boxes 41. Asymmetrical 42. User Interface 43. Navigation 44. Pop-Up Ads 45. Augmented Reality 46. Interstitials 47. Cyber Marketing
This website layout style uses a headline, a dominant visual and a single column of text. Most commonly used on sites with a large amount of text. The name for the first page of a website. Another name for online marketing. The Internets version of traditional radio and television advertising. The part of a website that assists users in finding the information they seek. Websites that have a lot of information to display need to organize components based on a hierarchy of importance to assist with eye flow and equalizing white space use this type of site design. The “table of contents” that logically leads the consumer through a website. Reflecting its ever changing and more personalized environment, Internet marketing is becoming better known by this name. Simple clickable and interactive options found on a website. This rare but visually interesting website layout style uses a central point, usually a visual, where relevant type captions are equally spaced, and circle around a central image. The term that refers to the space the site will open to and what visitors will see first without having to scroll. This website layout style is based on various eye-tracking studies that determine how web surfers read a web page. This website advertising option uses simple text-only ads that are strategically placed on multiple popular websites.
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For consumers that do not have fast Internet or are impatient waiting for a page to open this is a good idea to include this option on a website. The term used to describe the combination of traditional advertising and Internet marketing. The name of the system that manages website content. The name for content that is regularly updated on a site that often contains commentary, descriptions of events or even graphics or video. This name refers to the creative teams that imagine and initially create the designs for web pages. Sites that employ this will ensure there are relevant links to other sites to increase engagement and further inform. Small ads that appear embedded on websites that can be clicked on. Detail copy that informs the consumer about toll-free numbers, instant messaging and so on. This type of website design uses an eye flow pattern that follows a natural eye scanning pattern. When searching a website for specific information there are times the consumer will need or want to return to the previous page and will need to click on this. The outside agency production team that will code and implement the website designs. The name given to smaller, independent websites that act as a separate entity from the brand’s main website. This website layout style works the same way it does in print, the design looks balanced despite its lack of symmetry or equality between its two halves. Traditional television advertising that features a link that lets the consumer respond directly to a commercial message seen on their television screen by clicking on the link using their remote control or a keyboard. Ads that are separate windows that appear at the top of an open web page. The first critical step in organizing design content for a website. These type of ads are first to arrive when a website opens and fly over a webpage from anywhere for five- to thirty-seconds entirely blocking the window beneath and have the ability to take over a viewer’s mouse for the length of the ad. This modern looking website layout style tops the page with a headline and then showcases visuals in unique ways. A short original episodic web program that uses sight, sound, and motion to engage the viewer with branded storytelling content.
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This type of website layout uses cards to hide copy underneath that needs to be clicked on to be seen. Online coupons are known by this term. The content that will be seen on every page of a website. This static website layout style uses a single screen that has been cut into two separate but equal segments. A great way to spice it up is to incorporate links or animation. The content on a website that changes out for every page such as: headlines, subheads, visual, body copy, and links. This very geometric website layout style is predictable but clean. Refers to the experience or how visitors will interact with the website. Ads that are seen in the main browser between two pages of a website. This website layout style is very dramatic and eye-catching. Refers to the visual communication between components on the page or screen. Places digitally created images over real-world images to create a threedimensional holographic image. Use this website layout style when you have a lot to say but you want to corral the information by topic. A computer term that refers to the amount of digital leading. The term used when brands pay a search engine such as Google, Yahoo or Bing to place the websites first or towards the top in keyword searches. Vertical banners used on websites.
Chapter 16 Social Matching Quiz Key 1. 2. 3. 4. 5. 6.
Pinterest Rich Mail Instagram User-Generated Content Spam Carousel
7. YouTube 8. Permission 9. Organic Content 10. Paid Content 11. Twitter
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Social Media is also known by this name.
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As an advertising vehicle, this social site is a relatively inexpensive way, beyond initial production costs, to consistently entertain, educate, and influence consumers, often without hard-sell advertising tactics.
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Users view this type of social content through unpaid distribution such as friends sharing and page followers.
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This very visual bookmarking site as an advertising tool is a great way to show uses, options, or sponsored events.
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This type of social content reaches its viewers as a result of advertising.
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When consumers elect to receive e-mail advertising it is know as this.
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When consumers receive e-mails that arrive without their consent it is known as this.
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Thanks to this sites ease of use it is a popular vehicle for promoting more in-depth word-of-mouth discussions as well as boosting brand awareness and improving customer service.
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An e-mail ad that can include graphics and audio and video.
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This Facebook ad format allows the designer to feature up to ten images or videos within a single ad, each with its own link.
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This social site uses a host of digital filters and is a great promotional tool for building new and existing brands.
Chapter 17 Matching Quiz Key 1. Quick Response Codes 2. Instream Pre-Roll Video Ads 3. Interstitial Video Ads 4. Responsive Design 5. Adaptive Design 6. Mobile Augmented Reality 7. Multimedia Messaging Service
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8. Mobile Geofencing 9. Mobile-In-App 10. Mobile Apps 11. Rich Media 12. Landing Page 13. Push Notifications 14. Outstream Video Ads
15. Native Advertising 16. Text Messages 17. Banners 18. Interstitials 19. Context 20. Mobile Web Ads
Mobile content that uses fixed layout sizes making it not only more expensive but more time consuming to produce. One of the easiest ways for brands to share rich media content. These paired with text links were the first form of mobile advertising. By using this interactive advertising option, both smart phones and tablets can bring images alive by using their built-in cameras to overlay copy and/or advertising content on top of real-world objects. Mobile advertising is also know by this term. This simple, commonly employed form of mobile advertising is also known as Short Message Service. Location-based mobile advertising that reaches the target near or at the point of purchase. A short mobile alert that is sent to a smartphone from an application to deliver important information to a mobile user who has opted-in to receive them. Advertising that is not typically considered intrusive because it fits seamlessly into the user experience. This type of mobile advertising uses both text and video and goes to only those who have opted-in to receive them. A single web page that opens after the viewer clicks on a search result or online ad. A full-page rich media ad that loads between page views on a site. Refers to the varied visual and verbal components seen in the ad. Full screen videos that pop up during any type of break within the app, such as after completing a game. Mobile content that automatically reacts to changes in screen size. These ads are placed within content such as between images or paragraphs of copy. These types of ads are located in mobile web browsers in the same way they are in traditional web browsers.
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These popular videos can play before, during and after a video seen within an apps native content. This mobile option can be either an interactive or non-interactive ad that might include, streaming audio and/or video or other user interaction beyond just clicking or tapping. If you want to create a more personal and focused experience, these mobile options are a great choice.
Chapter 18 Matching Quiz Key 1. 2. 3. 4. 5.
Single Shot Messaging Verbal Uniformity Campaign Creative Brief Concentrated Media Mix
6. Media Mix 7. Assorted Media Mix 8. Campaign Uniformity 9. Visual Uniformity 10. Promotional Mix
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Campaign efforts that employ more diverse types of media vehicles.
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A family of ads that deliver a synergistic, strategic and cohesive collection of planned messages.
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A term used to describe a campaign that uses any combination of public relations, traditional advertising, direct marketing and sales promotion, out-of-home and transit, Internet and social media, mobile, or alternative media options.
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Campaign efforts that are placed into one medium is known as this.
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Ads that run only one time.
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The overall look and message are consistent no matter the media outlet.
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A campaign’s visual and verbal foundation will emerge from this document.
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All creative materials have a unique appearance or style.
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A term used to describe a campaign that uses specific mediums such as newspaper, magazine, radio, television, direct mail, social, event marketing, gaming, and so on.
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Takes place when all creative pieces promote one idea or key consumer benefit.
Chapter 19 Matching Quiz Key 1. 2. 3. 4. 5.
Pictogram Instructor Style Connector Style Pitch Deck Visual Style
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6. Line Graph 7. Body Language 8. Freeform Style 9. Simple Bar 10. Takahashi Style
11. Request for Proposal 12. Lessig Style 13. Storytelling Style 14. Coaching Style 15. Pie Chart
This style of presentation, allows the speaker to connect with listeners by tying their wants, needs, and lifestyle choices, back to his own. The pitch process will begin as all advertising does with an internal deconstruction of the pitch brief also known as this. If you are short on time, this is the presentation style to choose. Typically created using PowerPoint or Keynote, and introduces the agency to the client and outlines the agency’s solution to their advertising problem(s). This pitch style focuses on the visual rather than bulleted points. This type of graph is best used when you need to track changes or trends over time. This verbal heavy presentation style uses large bold text that dominates each slide. Use this type of pitch style if you are a great storyteller and absolutely hate PowerPoint presentations. This type of graph uses rectangular or horizontal boxes to compare statistical information between different groups. This presentation style allows the speaker to deliver relatively detailed information using figures of speech, voice moderation, metaphors, body language and visual aids like PowerPoint. This graph is best used when you need to compare parts of a whole. This presentation option is for the energetic, inspirational, and charismatic speaker. This graph style is an image based type of bar graph. If you like to engage through anecdotes and examples the audience can relate to consider using this type of pitch option. This speaks volumes when presenting and should be closely monitored.