广告战役学期末

一．Explanation of terminology 4*5`=20`

1.Copy platform

The copy platform is also known by several other names, including the

creative strategy. It should cover the product`s features/benefits, petitive

advantage/weakness, information about the target audience, the tone of the

message, and a simple, overriding statement about the product.

2.Typography

Typography refers to the arrangement of text on a page, and appears in

some form or another in all instances of written munication. Depending on

the purpose, typography can be used for optimum readability, impact, or an

artistic statement.

3.Key frame

This should be the most memorable scene of a mercial. 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 mercial and you`ll know what we

mean.

4.DAGMAR

It stands for defining advertising goals for measured advertising results. The

key ponents of DAGMAR are awareness, prehension, conviction, and

action. In addition to providing a way to quantify advertising effectiveness,

DAGMAR provides a great model for the way advertising works.

5.Direct Mail

Direct Mail is a marketing munication 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.”

6.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.

7.Product placement

Some panies specialize in placing their clients` products on game shows as

prizes. Others concentrate on getting their clients into movies and TV shows.

8.Story board

It`s with pictures of key scenes from beginning to end. The audio and video

directions are under each frame. A storyboard can be sketched by hand or

created with photography. It really help the producer, director of

photography, and postproduction crew, as well as the client, understand the

spot.

9.Coupons

Essentially these are little slips of paper that ensure a discount. They are

distributed in a number of ways: traditionally, in magazine and newspaper

ads; in freestanding inserts in newspaper; in direct mail packs; and online, in

a form that consumers print at home.

10.Scenario

This is a brief description of the mercial concept. Typically, it starts with “we

open on a …” The Scenario can describe scene in more detail and can also

work in marketing and creative strategies.

二．Copywriting 2*10`=20`

1.

Headline:the running mustang tagline:be in high spirits seeping from the inside Bodycopy:just sip slowly,and changes will take place.The energy will fulfill you brain,extend to your scalp,seep to hair.then miracle happens.Just as our thinking can diverge to every corner of the space,every piece of the hair runs forward like the uncontrolled mustang.super coffee,let you in high spirits seeping from the insides

2.

Headline:Do what you like Tagline:More Things Can be done at home

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