MCOM 214 Study Guide - Final Guide: The Members, Deodorant, Transaction Cost

• School: Towson University
• Department: Mass Communication
• Course: MCOM 214
• Professor: Lingling Zhang

Document Summary

Audience resonance: (cid:862)boo(cid:373)(cid:863) fa(cid:272)tor: gets the atte(cid:374)tio(cid:374) a(cid:374)d (cid:272)at(cid:272)hes the i(cid:373)agi(cid:374)atio(cid:374) Informational (negatively originated motives: transformational (positively originated motives) Elements involved: problem the advertising must solve, advertising objective, definition of the target audience, benefit statement, support statement, brand personality, special requirements. Samples: get into hands of targeted audience. Unconventional ads: make noise, more expensive. Creatives teams guide for writing and producing the ad. Simple written statement of the most important issues to consider in the development of the ad or campaign. Helps media planners determine how messages will be delivered to consumers. Components: verbal, nonverbal, technical, mandatories: specific requirements for every ad such as addresses, logos, and slogans. Originate or conceive a thing or idea that did not exist before. The creative process is a systematic procedure that can be learned and used to generate original ideas. Creativity helps advertising inform: attracts attention, maintains interest, stimulates consumers thinking.