广告战役学期末.docVIP

. . . . .资料. . Explanation of terminology 4*5`=20` Copy platform The copy platform is also known by several other names, including the creative strategy. It should cover the product`s features/benefits, competitive advantage/weakness, information about the target audience, the tone of the message, and a simple, overriding statement about the product. Typography Typography refers to the arrangement of text on a page, and appears in some form or another in all instances of written communication. Depending on the purpose, typography can be used for optimum readability, impact, or an artistic statement. Key frame This should be the most memorable scene of a commercial. It may be the “punch line” or “payoff frame” in a spot. Think of the single image that a newspaper or magazine might use to describe a TV commercial and you`ll know what we mean. DAGMAR It stands for defining advertising goals for measured advertising results. The key components of DAGMAR are awareness, comprehension, conviction, and action. In addition to providing a way to quantify advertising effectiveness, DAGMAR provides a great model for the way advertising works. Direct Mail Direct Mail is a marketing communication tool that enables direct response as well as other kinds of transactions. Direct mail is “simply a delivery medium, one very effective way for sellers to interact-and transact-directly with buyers.” Cost per click Used to price advertising online. Advertisers pay internet publishers based on the number of clicks a specific ad banner gets. Rates usually range from 10 to 20 cents per click. Product placement Some companies specialize in placing their clients` products on game shows as prizes. Others concentrate on getting their clients into movies and TV shows. Story board It`s with pictures of key scenes from beginning to end. The au