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一．Explanationofterminology4*5`=20`1.CopyplatformThecopyplatformisalsoknownbyseveralothernames,includingthecreativestrategy.Itshouldcovertheproduct`sfeatures/benefits,petitiveadvantage/weakness,informationaboutthetargetaudience,thetoneofthemessage,andasimple,overridingstatementabouttheproduct.2.TypographyTypographyreferstothearrangementoftextonapage,andappearsinsomeformoranotherinallinstancesofwrittenmunication.Dependingonthepurpose,typographycanbeusedforoptimumreadability,impact,oranartisticstatement.3.KeyframeThisshouldbethemostmemorablesceneofamercial.Itmaybethe“punchline”or“payoffframe”inaspot.ThinkofthesingleimagethatanewspaperormagazinemightusetodescribeaTVmercialandyou`llknowwhatwemean.4.DAGMARItstandsfordefiningadvertisinggoalsformeasuredadvertisingresults.ThekeyponentsofDAGMARareawareness,prehension,conviction,andaction.Inadditiontoprovidingawaytoquantifyadvertisingeffectiveness,DAGMARprovidesagreatmodelforthewayadvertisingworks.5.DirectMailDirectMailisamarketingmunicationtoolthatenablesdirectresponseaswellasotherkindsoftransactions.Directmailis“simplyadeliverymedium,oneveryeffectivewayforsellerstointeract-andtransact-directlywithbuyers.”6.CostperclickUsedtopriceadvertisingonline.Advertiserspayinternetpublishersbasedonthenumberofclicksaspecificadbannergets.Ratesusuallyrangefrom10to20centsperclick.7.ProductplacementSomepaniesspecializeinplacingtheirclients`productsongameshowsasprizes.OthersconcentrateongettingtheirclientsintomoviesandTVshows.8.StoryboardIt`swithpicturesofkeyscenesfrombeginningtoend.Theaudioandvideodirectionsareundereachframe.Astoryboardcanbesketchedbyhandorcreatedwithphotography.Itreallyhelptheproducer,directorofphotography,andpostproductioncrew,aswellastheclient,understandthespot.9.CouponsEssentiallythesearelittleslipsofpaperthatensureadiscount.Theyaredistributedinanumberofways:traditionally,inmagazineandnewspaperads;infreestandinginsertsinnewspaper;indirectmailpacks;andonline,inaformthatconsumersprintathome.1/8
10.ScenarioThisisabriefdescriptionofthemercialconcept.Typically,itstartswith“weopenona…”TheScenariocandescribesceneinmoredetailandcanalsoworkinmarketingandcreativestrategies.二．Copywriting2*10`=20`1.Headline:therunningmustangtagline:beinhighspiritsseepingfromtheinsideBodycopy:justsipslowly,andchangeswilltakeplace.Theenergywillfulfillyoubrain,extendtoyourscalp,seeptohair.thenmiraclehappens.Justasourthinkingcandivergetoeverycornerofthespace,everypieceofthehairrunsforwardliketheuncontrolledmustang.supercoffee,letyouinhighspiritsseepingfromtheinsides2.Headline:DowhatyoulikeTagline:MoreThingsCanbedoneathome3.滇西北·陆·神山卡瓦格博梅里雪山卡瓦格博2/8

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