APR 241 EXAM 2 VERIFIED STUDY GUIDE
copywriter - Answers - person who creates the words and concepts for ads and
commercials
art director - Answers - Along with graphic designers and production artists, determines
how the ad's verbal and visual symbols will fit together.
creative director - Answers - head of a creative team of agency copywriters and artists
who is assigned to a client's business and who is ultimately responsible for the creative
product- the form the final ad takes
creatives - Answers - the people who work in the creative department, regardless of the
specialty
informational ads - Answers - -Promising benefits that will offer relief from an
undesirable situation or condition.
-Informational ads tend to address negatively originated purchase motives, such as
problem removal or avoidance, in an attempt to provide solutions to those problems.
transformational ads - Answers - -Promising benefits that will reward consumers.
-Transformational ads tend to address positively originated purchase motives, such as
sensory gratification, intellectual stimulation, or social approval, in an attempt to make
people feel happier.
creative strategy - Answers - a written statement that serves as the creative team's
guide for writing and producing an ad
problem the advertising must solve - Answers - What you want the advertising to do.
The specific challenge that marketing communications must overcome to meet the
marketing objectives.
advertising objective - Answers - a specific communication task to be accomplished with
a specific target audience during a specific period of time
target audience - Answers - the group of people at whom advertisements are aimed
benefit statement - Answers - Describes what a product or service does to provide a
benefit to the consumer. Whenever possible, benefit statements should focus on an
important, single-minded process.
support statement - Answers - provides information about the product or service that will
convince the target audience that the key benefit is true
,brand personality - Answers - a set of human characteristics associated with a brand
name
special requirements - Answers - unique characteristics of the advertiser, brand, target
audience, media, competition, budget, etc. that should be considered during the
creative development process
message strategy - Answers - A document that helps media planners determine how
messages will be delivered to consumers. It defines the target audience, the
communication objectives that must be achieved, and the characteristics of the media
that will be used for delivery of the messages.
creative process - Answers - The step-by-step procedure used to discover original ideas
and reorganize existing concepts in new ways.
mandatories - Answers - The address, phone number, Web address, etc. that the
advertiser usually insists be included within an ad to give the consumer adequate
information.
creativity - Answers - Involves combining two or more previously unconnected objects
or ideas into something new
fact-based thinking - Answers - a style of thinking that tends to fragment concepts into
components and to analyze situations to discover the one best solution
value-based thinking - Answers - A style of thinking where decisions are based on
intuition, values, and ethical judgments.
advertising messages - Answers - what the company plans to say in its advertisements
and how it plans to say it—verbally or nonverbally.
explorer - Answers - A role in the creative process that searches for new information,
paying attention to unusual patterns
Brainstorming - Answers - the process of getting a group to think of unlimited ways to
vary a product or solve a problem
artist - Answers - A role in the creative process that experiments and plays with a
variety of approaches, looking for an original idea.
visualization - Answers - The creative point in advertising where the search for the "big
idea" takes place. It includes the task of analyzing the problem, assembling any and all
pertinent information, and developing some verbal or visual concepts of how to
communicate what needs to be said
, big idea - Answers - The flash of creative insight—the bold advertising initiative—that
captures the essence of the strategy in an imaginative, involving way and brings the
subject to life to make the reader stop, look, and listen
creative pyramid - Answers - A five-step model to help the creative team convert
advertising strategy and the big idea into the actual physical ad or commercial.
The five elements are: attention, interest, credibility, desire, and action.
judge - Answers - a role in the creative process that evaluates the results of
experimentation and decides which approach is more practical
warrior - Answers - A role in the creative process that overcomes excuses, idea killers,
setbacks, and obstacles to bring a creative concept to realization
design - Answers - visual pattern or composition of artistic elements chosen and
structured by the graphic artist
layout - Answers - an orderly formation of all the parts of an advertisement
thumbnail - Answers - a rough, rapidly produced pencil sketch that is used for trying out
ideas
rough - Answers - pencil sketch of a proposed design or layout
dummy - Answers - A 3D, hand made layout of a brochure or other multipage
advertising piece put together, page for page, just like the finished product will
eventually appear.
comprehensive layout (comp) - Answers - A facsimile of a finished ad with copy set in
type and pasted into position along with proposed illustrations. The "comp" is prepared
so the advertiser can gauge the effect of the final ad.
Poster style layout - Answers - • Employs a single, dominant visual that occupies
between 60 and 70 percent of an advertisement's total area.
• Headline can appear above or below visual.
• Scores the highest recall.
mondrian grid layout - Answers - • A series of vertical and horizontal lines and shapes in
a predetermined grid give geometric proportion.
• More conservative image.
circus layout - Answers - • Filled with multiple illustrations, oversized type, reverse
blocks, tilts, or other elements to bring the ad alive.
• More fun, exciting image.
copywriter - Answers - person who creates the words and concepts for ads and
commercials
art director - Answers - Along with graphic designers and production artists, determines
how the ad's verbal and visual symbols will fit together.
creative director - Answers - head of a creative team of agency copywriters and artists
who is assigned to a client's business and who is ultimately responsible for the creative
product- the form the final ad takes
creatives - Answers - the people who work in the creative department, regardless of the
specialty
informational ads - Answers - -Promising benefits that will offer relief from an
undesirable situation or condition.
-Informational ads tend to address negatively originated purchase motives, such as
problem removal or avoidance, in an attempt to provide solutions to those problems.
transformational ads - Answers - -Promising benefits that will reward consumers.
-Transformational ads tend to address positively originated purchase motives, such as
sensory gratification, intellectual stimulation, or social approval, in an attempt to make
people feel happier.
creative strategy - Answers - a written statement that serves as the creative team's
guide for writing and producing an ad
problem the advertising must solve - Answers - What you want the advertising to do.
The specific challenge that marketing communications must overcome to meet the
marketing objectives.
advertising objective - Answers - a specific communication task to be accomplished with
a specific target audience during a specific period of time
target audience - Answers - the group of people at whom advertisements are aimed
benefit statement - Answers - Describes what a product or service does to provide a
benefit to the consumer. Whenever possible, benefit statements should focus on an
important, single-minded process.
support statement - Answers - provides information about the product or service that will
convince the target audience that the key benefit is true
,brand personality - Answers - a set of human characteristics associated with a brand
name
special requirements - Answers - unique characteristics of the advertiser, brand, target
audience, media, competition, budget, etc. that should be considered during the
creative development process
message strategy - Answers - A document that helps media planners determine how
messages will be delivered to consumers. It defines the target audience, the
communication objectives that must be achieved, and the characteristics of the media
that will be used for delivery of the messages.
creative process - Answers - The step-by-step procedure used to discover original ideas
and reorganize existing concepts in new ways.
mandatories - Answers - The address, phone number, Web address, etc. that the
advertiser usually insists be included within an ad to give the consumer adequate
information.
creativity - Answers - Involves combining two or more previously unconnected objects
or ideas into something new
fact-based thinking - Answers - a style of thinking that tends to fragment concepts into
components and to analyze situations to discover the one best solution
value-based thinking - Answers - A style of thinking where decisions are based on
intuition, values, and ethical judgments.
advertising messages - Answers - what the company plans to say in its advertisements
and how it plans to say it—verbally or nonverbally.
explorer - Answers - A role in the creative process that searches for new information,
paying attention to unusual patterns
Brainstorming - Answers - the process of getting a group to think of unlimited ways to
vary a product or solve a problem
artist - Answers - A role in the creative process that experiments and plays with a
variety of approaches, looking for an original idea.
visualization - Answers - The creative point in advertising where the search for the "big
idea" takes place. It includes the task of analyzing the problem, assembling any and all
pertinent information, and developing some verbal or visual concepts of how to
communicate what needs to be said
, big idea - Answers - The flash of creative insight—the bold advertising initiative—that
captures the essence of the strategy in an imaginative, involving way and brings the
subject to life to make the reader stop, look, and listen
creative pyramid - Answers - A five-step model to help the creative team convert
advertising strategy and the big idea into the actual physical ad or commercial.
The five elements are: attention, interest, credibility, desire, and action.
judge - Answers - a role in the creative process that evaluates the results of
experimentation and decides which approach is more practical
warrior - Answers - A role in the creative process that overcomes excuses, idea killers,
setbacks, and obstacles to bring a creative concept to realization
design - Answers - visual pattern or composition of artistic elements chosen and
structured by the graphic artist
layout - Answers - an orderly formation of all the parts of an advertisement
thumbnail - Answers - a rough, rapidly produced pencil sketch that is used for trying out
ideas
rough - Answers - pencil sketch of a proposed design or layout
dummy - Answers - A 3D, hand made layout of a brochure or other multipage
advertising piece put together, page for page, just like the finished product will
eventually appear.
comprehensive layout (comp) - Answers - A facsimile of a finished ad with copy set in
type and pasted into position along with proposed illustrations. The "comp" is prepared
so the advertiser can gauge the effect of the final ad.
Poster style layout - Answers - • Employs a single, dominant visual that occupies
between 60 and 70 percent of an advertisement's total area.
• Headline can appear above or below visual.
• Scores the highest recall.
mondrian grid layout - Answers - • A series of vertical and horizontal lines and shapes in
a predetermined grid give geometric proportion.
• More conservative image.
circus layout - Answers - • Filled with multiple illustrations, oversized type, reverse
blocks, tilts, or other elements to bring the ad alive.
• More fun, exciting image.
