Captions
– Have the second-highest readership and serve an information function
Subheads
– Sectional headlines used to break up a large block of copy
Taglines
– Short, catchy, memorable phrases used at the end of an ad to complete the creative idea
Slogans
– Repeated from ad to ad as part of a campaign or long-term brand identity effort
– Can also be used as taglines
Must be simple enough for consumers to grasp, but intriguing enough to prevent them from switching the station
Ability of the listener to remember facts is difficult
Theater of the mind
– The story is visualized in the listener’s imagination
Copywriters must plan
– Length of the commercial
– Shots in each scene
– Key visual
– Where and how to shoot the commercial
Scenes
– Segments of action that occur in a single location
Key frames
– The visual that sticks in one’s mind
Web ads網路廣告
– Create awareness and interest in a product and build a brand image
– Focus on maintaining interest
what PR is and how it differs from advertising
most common types of PR programs
Analyze the key decisions in PR planning
Explain the most common types of PR tools
Discuss the importance of measuring the results of PR efforts
Media use媒體使用
◎Public relations people seek to persuade media gatekeepers to carry stories about their companies
◎This aspect of PR is called publicity
Control控制
◎In the case of news stories, public relations people are at the mercy of the media gatekeeper
◎Advertising runs exactly as the client who paid for it has approved
Credibility信譽
◎The public tends to trust the media more than they do advertisers
◎Implied third-party endorsement
Media relations與媒體的關係
Employee relations員工關係
Financial relations財政關係
Public affairs公共事務
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