Exam 13: Advertising

In some cases, advertisers market their product to one group and draw a different group of consumers. This second group of consumers is known as the ______.

Most people are attracted to hyperbolic claims or overblown statements of fancy.

A(n) ______ is something that will enrich the life of the customer.

The objective statement is where you describe the evidence that explains why your approach to this promotion makes sense.

Writers who lack confidence often underwrite.

When companies refer to something as "miraculous," "amazing," or "the best ever," this is traditionally known as puffery.

What are some keys steps to creating your advertising message?

The more you try to cram into an ad, the less lost your readers and viewers will be.

You can use a lot of that research information you gather to determine the demographic, psychographic, and geographic aspects of your audience.

The ______ of the advertisement is key to understanding how it will attempt to persuade you and the underlying values associated with those attempts.

For immediate action items, you want to create a broader sense of what to do when the time comes to act.

When measuring outcomes, it's important to establish a concrete benchmark.

Which of the following should be established at the same time you start working with your client on the overall campaign?

When it comes to an ad, you should look for ______ main thing(s) that you want to promote.

What is the creative brief and how is it organized?

______ is the brief statement as to how you plan to do this and how you plan to give people the information in an acceptable fashion.

The creative brief is an organized format that allows you to put your ideas before other members of your agency, your boss and eventually your client.

One thing that separates advertising from other forms of media writing is the financial aspect.

The ______ offers a coherent examination of how best to reach the audience with your pitch and why this approach will work.

For ______ items, you want to provide people with basic information about how to buy a product or purchase a service.