Are short catchy phrases and particularly memorable phrases used at the end of an ad to complete or wrap up the creative idea

These are designed to create awareness and interest in a product and build a brand image

Manages the creative process and plays an important role in focusing the strategy of ads and making sure the creative concept is strategically on target.

creative platform, worksheet, or blueprint

Uses emotional appeals or images to create a response based on attitudes, moods, and feelings.

It is a serious instruction given verbally. The speaker presents evidence (broadly speaking) and uses a technique such as an argument to persuade the audience.

Is in charge of the visual look of the advertisement, both in print and TV, and how it communicates mood, product qualities, and psycho logical appeals.

It is a plan that imposes order and at the same time creates an arrangement that is aesthetically pleasing.

This style shows what is presumed to be a Generation X-inspired lack of concern for the formalities of art, design, type styles, and legibility.

This layout combines lots of elements--art, type, color--to deliberately create a busy, jumbled image.

11. It referred to as continuous tone or halftone, are much more complicated to reproduce because they have a range of gray tones between the black and white

12. A sharp-edged stamp, or die, used to cut out unusual shapes. A common die-cut shape you're familiar with is the tab on a file folder

13. It includes all elements that readers see in their initial scanning. These elements--headlines, subheads, call-outs, taglines, and slogans----usually are set in larger type sizes than body copy and are designed to get attention and to stop the viewer's scanning.

14. It conveys the main message so that people get the point of the ad.

15. These headlines use image and lifestyle to get attention and build interest.

16. According to Moriarty, Effective advertising is not only focused on media and messages, it's also a product of both logic and creativity.

17. Planning a strategy is a form of problem solving and creative thinking, the mental tool used in figuring things out.

18. It's not just about coming up with a novel idea that no one has thought of before, but rather advertising creativity is about coming up with an idea that solves a communication problem in an old way

19. Brand positions and brand images are created through message strategies and brought to life through advertising executions.

20. A hard sell is a normative message that is designed to touch the mind and create a response based on logic

21. A soft-sell strategy can be used for hard products.

22. A lecture can deliver a dozen selling points in seconds, get right to the point, and make the point explicitly.

23. A Big Idea gives legs to a campaign

24. Copy testing uses a variety of tools to measure and predict the impact of the advertisement.

25. If a message tries to convey abstract qualities, such as justice and quality, words tend to communicate these concepts more difficult than pictures.

26. Copywriters must have thick skins as there is always someone else reading their work, critiquing it, and asking for changes.

27. The tighter the copy, the easier it is to understand and the greater its impact.

28. A command headline politely tells the reader to do something

29. News headlines are used with old-product introductions, but also with changes, reformulations, new styles, and new uses. The news value is thought to get attention and motivate people to try the product.

30. The body copy is the text of the ad, and its primary role is to maintain the interest of the reader.