ADV-3008 Study Guide - Quiz Guide: Media Mix, Spotify, Storyboard
Document Summary
Copy: words in advertisements, doesn"t always have to be spoken. Headline: the most important part of an ad. Direct headline: straight forward and to the point (you don"t have to read the whole ad to get the point), always includes products name and a benefit the product gives to consumer. Direct headline disadvantages: consumer doesn"t need to read the whole ad, lower readership than indirect headline. Indirect headline: higher readership, need to read to get all the info, create interest in ad, word play and puns used, curiosity in the consumer. Headline tasks: 1. attract attention, 2. segment readers (divid into categories), 3. lead readers into being interested in the copy. Tagline: designed to gain attention and pave a link to the whole campaign, would be a slogan or task. Effective tagline: relatively short, easy to remember, and triggers thoughts about brands, ex: Mersadies-benz: the best or nothing is symbolic of the whole high end campaign.
