Vocab chapter 8 AD Crossword
                                                  
                                                  
                                                  
                                                  
                                                  
                                                  
                                                  
                                                  
                                                  
                                                  
                                                  
                                                  
                                                  
                                                  
                                                  
                                                  
                                                  
                                                  
                                                  
                                                  
                                                  
                                                  
                                                  
                                                  
                                                  
                                                  
                                                  
                                                  
 
 
Down: 1) A written statement that serves as the creative teams guide for writing and producing an ad. It decides the most important issues that should be considered in the development of the ad 2) The step-by-step procedure used to discover original ideas and reorginize existing concepts in new ways 3) A process in which two or more people get together to generate new ideas; often a source of sudden inspiration 4) An element of the creative mix comprising what the company plans to say in its advertisements and how it plans to say it - verbally or nonverbally 6) A five-step model to help the creative team convert advertising strategy and the big idea into the actual physical ad or commercial 7) The creative point in the advertising where the search for the big idea takes place8) The act or process of managing the visual presentation of an ad or commercial 9) A specific communication task an advertising campaign should accomplish for a specific target audience 11) Promising benefits that will reward consumers. Tend to address positively originated purchase motives12) Describes a brand in terms of human characteristics. A significant component in effective branding is imparting personality to a brand, reflecting its reputation, attitudes, and behavior17) A style of thinking where decisions are based on intuition, values, and ethical judgments19) Person who creates the words and concepts for ads and commercials21) A role in the creative process that overcomes excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization 22) The people who work in the creative department, regardless of the speciality 23) A role in the creative process that experiments and plays with a variety of approaches, looking for an original idea 24) The adress, phone number, web adress, etc... that the advertiser usually insists be included within an ad to give the consumer adequate information 25) 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 28) A role in the creative process that evaluates the results of experimentation and decides which approach is more practical Across: 5) Along with graphic designers and production artists, determines how the ad's verbal and visual symbols will fit together 10) The specific group of individuals to whom the advertising message is directed 13) 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 14) A role in the creative process that searches for new information, paying attention to unusual patterns15) Head of a creative team of agency copywriters and artists. He or she is ultimately responsible for the creative product - the form the final ad takes 16) What you want the advertising to do. The specific challenge that marketing communications must overcome to meet the marketing objectives 18) The whole visual presentation of a commercial or advertisement - the body language of an ad20) Unique characteristics of the advertiser, brand, target audience, media, competition, budget, etc... that should be considered during the creative development process26) Promising benefits that will offer relief from an undesirable situation or condition. Tend to address negatively originated purchase motives27) Involves combining two or more previously unconnected objects or ideas into something new 29) Provides information about the product or service that will convince the target audience that the key benefit is true 30) A document that helps media planners determine how messages will be delivered to consumers31) A style of thinking that tends to fragment concepts into components and to analyze situations to discover the one best solution
 

 

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