10/17/23, 9:27 PM
ART 209 Exam outline (ch 1-11 notes included)
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ART 209 Exam outline (ch 1-11 notes included)
Difference between and definition of strategy and execution? (CH 1)
Strategy: plan of attack, big idea, selling argument
Execution: the form the strategy takes (the language, media, and images you use)
The strategy is what you're saying, execution is how you're saying it.
List/describe 3 key areas of expertise for strategy briefs (CH 1)
The key areas are:
1) Who is the product for?
2) What is the product promising?
3) Why should consumers believe us?
What are different ways to steep yourself into your audience? (CH 2)
You can do research on your group you're trying to reach (i.e. taking a survey or look up
statistics of what the group likes/dislikes). You can also become an expert on your product (i.e.
learning all about what goes into making what you want to sell, whatever that may be).
What are two key questions you need to answer when thinking of your client's competition? (CH
2)
1) Who's your client's competition, exactly?
2) What product categories should your client's products compete in?
What does "translating features into benefits" mean, and how can it help you? (CH 2)
It means you're not selling just a generic product, you're selling something that has attributes
that can enhance your life/wellbeing/etc. (i.e. time-released deodorant capsules let people feel
relaxed about under-arm sweat being a problem).
It can help give you ahead of your competition because your product is able to elevate your
consumers' lives over the competing products.
What is the definition and the importance of:
1) target audience?
2) demographics?
3) psychographics?
4) audience segmentation?
(CH 3-4)
1) Target audience is the audience you want to appeal to the most (i.e. teenagers, senior
citizens, moms, etc.) and it's important because you want them to buy your product over the
competitor.
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2) Demographics are data taken by a population and the groups that make up it (i.e. people
ages 18-25, men and women, married or unmarried, etc.) and they're important because you
can target a group to make them more likely to buy your product.
3) Psychographics are data on the classification of people in groups (i.e. personality, values,
lifestyles, etc.) and they're important because they can also be useful in marketing your product.
4) Audience segmentation is a process of dividing people into subgroups based upon defined
criteria like demographics, psychographics, and media use, and this is important because you
can break down data into even more specific things to help you get ahead in marketing your
products.
What's Maslow's Hierarchy of Needs? Identify and be able to discuss the 15 higher-level needs
shown on pages on pgs 26-30 (CH 3-4)
The Hierarchy of Needs is a pyramid made by Dr. Maslow in 1943 in order to show how humans
value/need certain things in order to live.
All 15 higher level needs are:
- Achievement (need to perform difficult tasks)
- Independence (need to have options/be free to choose things)
- Exhibition (need to gain attention)
- Recognition (need to be regarded highly)
- Dominance (need to exercise power over others)
- Affiliation (need to be associated w/ others)
- Nurturance (need to provide care for others)
- Succorance (need to get help from others)
- Sexuality (need to establish one's sexual identity/be sexually attractive/get sexual satisfaction)
- Stimulation (need to stimulate the senses)
- Diversion (need to relax/have fun)
- Novelty (need to alter routine)
- Understanding (need to comprehend, learn, and teach)
- Consistency (need for order and cleanliness)
- Security (need to be free from fear)
Know what product-oriented strategies are and be able to list/discuss the various types (CH 5)
Product-oriented strategies emphasize the thing for sale and try to appeal to one's reason.
Various types are generic claim, product feature, unique selling proposition, and positioning.
Know what consumer-oriented strategies are and be able to list/discuss the various types (CH
5)
Consumer-oriented strategies emphasize the consumer who's going to buy the product and try
to appeal to emotional qualities of life.
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ART 209 Exam outline (ch 1-11 notes included)
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Various types are brand image, lifestyle, and attitude.
What are the 3 basic questions to every strategy brief? (CH 6)
The three basic questions are:
1) What benefit are you promising?
2) Who are you making it to?
3) Why should people believe you?
Review the Creative Strategy Brief and be able to name and discuss every section (CH 6)
- Key Insight
- Advertising Problem
- Advertising Objective
(These combine to tell you what your ads need to do)
- Target Consumer
- Competition
- Key Consumer Benefit
- Support
(These focus your approach)
Colonnade
An even row of columns along a hall or arcade, typically supporting a roof or arches. Row of
columns in freestanding.
Portico
entry between a colonnade
Frieze
In architecture, a horizontal band of decoration or sculpture forming part of the building, above
the wall but below the roof.
Connoisseur
person who is especially competed to pass critical judgements in an art
Foreshortening
Making a form seem to project out of a picture plane by making it shortened
Relief
sculpture that is carved out of a flat background
Perspective
method of graphically depicting three-dimensional objects and spatial relationships on a
2-dimensional plane.
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Iconography
the visual images and symbols used in a work of art or study of these
Orthogonal
diagonal lines that converge at the vanishing point
Vanishing Point
the point where parallel lines appear to converge
Three-Quarter View
a representation of a head or figure posed about halfway between front and profile views
Banyan
Indian garment worn by men
Old Masters
Those regarded as great artists of past (in Europe) e.g. Raphael, Titian, Rembrandt, Vandyke,
Poussin
Balustrade
a railing supported by balusters
Linear vs. Painterly
Linear style is when there are clear outlines, and the brushwork is not visible. Painterly style is
when there is visible brushwork.
Contrapposto
an Italian term used to describe a relaxed standing posture in which a figure's hip and shoulders
and off centered, standing with the weight on one leg
Fasces
a bundle of wooden rods
Corinthian Order
one of classical orders, elaborate carvings of acanthus leaves at the crown
Pediment
triangular upper part of the front of a building
Atmospheric Perspective
means of showing distance in space (painting) by washing out the color and diminish bright
saturation, lighter in tone. Recession into depth= showing distance.
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Luminism
characterized by effects of light in landscapes through the use of aerial perspectives and the
suppression of visible brushstrokes.
Wood Engraving
a print made from a finely detailed design cut into the end grain of a block of wood
Wet Plate Photography
an early photographic process involving a chemically treated (collation) plate exposed in the
camera while still wet. Considered one of the great developments in photographic technology,
the wet-plate process dominated the medium from the early 1850s until the introduction of
gelatin dry plates in the 1880s.
Daguerreotype
an early photographic image made with mercury vapors and an iodine-sensitized silvered plate.
Cannot be mechanically reproduced as multiples.
Harper's Weekly
an American political magazine based in New York City. Published by Harper & Brothers from
1857 until 1916, it featured foreign and domestic news, fiction, essays on many subjects, and
humor, alongside illustrations.
Monochromatic
colors are all the colors (tints, tones, and shades) of a single hue.
Art for Art's sake
Focus on components of painting itself and not some larger meaning
(E.g. Death of General Wolf had the meaning of sacrifice)
