MKT 3421 Study Guide - Midterm Guide: Terminix, Mammography, Clorox
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When you go head to head against competition (but make sure you are correct) Can be celebrity or ordinary person: ex: saturn shows the story of the family who moved to the new factory in tn, testimonials must have credibility. Inverted u theory: degree of relevance, protection motivation, direct comparison. If your idea still makes you and others laugh after a couple of days, find some way to use it. What are the basic design principles of crap: c: contrast, optical weight. Thin type seems light to our eyes. Thick, dark line looks and feels emotionally heavy: white space (negative space) Offers rest, draws attention to visual, headline, or copy block. Doesn"t always needs to be white: r: repetition, repeating some design element, visually recognizable and strategically relevant, visual familiarity helps with brand identification, a: alignment. Ex: my mom"s going to kill me. An object can be emphasized if it is dissimilar to the others: called anomaly.