Advertising and Promotion

Discuss the differences between cool and hot media.
Discuss when print advertising makes the best executions.
Describe the key decisions creatives make on a photoshoot.
List and discuss the key functions in producing a TV commercial.
Characterize the downsides of licensing music for commercials.
Explain how online ads are similar and different from other media ads.
Define recall and recognition.
Explain how the stopping power of creative ads can be increased.
Explain pretesting and post-testing.
Describe how a Starch test is conducted.
Explain why resonance and relevance are the keys to superior advertising.
List and characterize each of the five factors that constitute an ad's likeability.
List and briefly describe each of the five appeals that an advertiser can use to connect with the target audience.
List and describe the six categories of universal values.
List and briefly characterize the five executional frameworks that provide an advertisement's structure.
Describe why "star power" is important to the advertiser.
Explain how an avatar can be used to connect with a target audience.
Describe the copywriter's responsibility in advertising.
List and describe the literary forms and devices that can be used in advertising.
Describe the art director's responsibility in advertising.