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Arts 209 quiz- 1 - quiz 1
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Arts 209 quiz- 1
Liberty University
1. 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)
2. The strategy is what you're saying, execution is how you're saying it.
3. 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?
4. 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 wanna sell whatever
that may be).
5. 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 catagory/ies should your client's products compete in?
6. 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).
7. It can help give you ahead of your competition because your product is able to elevate
your consumers' lives over the competing products.
8. What is the definition and the importance of:
1) target audience?
2) demographics?
3) psychographics?
4) audience segmentation?
(CH 3-4)
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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.
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.
9. 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.
10. 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)
11. 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.
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Arts 209 quiz- 1 - quiz 1
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Various types are generic claim, product feature, unique selling proposition, and
positioning.
12. 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 quality/ies of life.
Various types are brand image, lifestyle, and attitude.
13. 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?
14. 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)
15. Colonnade-An even row of columns along a hall or arcade, typically supporting a roof or
arches. Row of columns in free standing.
16. Portico-entry between a colonnade
17. Frieze-In architecture, a horizontal band of decoration or sculpture forming part of the
building, above the wall but below the roof.
18. Connoisseur-person who is especially competed to pass critical judgements in an art
19. Foreshortening-Making a form seem to project out of a picture plane by making it
shortened
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20. Relief-sculpture that is carved out of a flat background
21. Perspective-method of graphically depicting three-dimensional objects and spatial
relationships on a 2-dimensional plane.
22. Iconography-the visual images and symbols used in a work of art or study of these
23. Orthogonals-diagonal lines that converge at the vanishing point
24. Vanishing Point-the point where parallel lines appear to converge
25. Three-Quarter View-a representation of a head or figure posed about halfway between
front and profile views
26. Banyan-indian garment worn by men
27. Old Masters-Those regarded as great artists of past (in Europe) e.g. Raphael, Titian,
Rembrandt, Vandyck, Poussin
28. Balustrade-a railing supported by balusters
29. 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 .
30. Contrapposto-an italian term used to describe a relaxed standing posture in which a
figures hips and shoulders and off centered, standing with the weight on one leg
31. Fasces-a bundle of wooden rods
32. Corinthian Order-one of classical orders, elaborate carvings of acanthus leaves at the
crown
33. Pediment-triangular upper part of the front of a building
34. 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.
35. Luminism-characterized by effects of light in landscapes through the use of aerial
perspectives and the suppression of visible brushstrokes.
36. Wood Engraving-a print made from a finely detailed design cut into the end grain of a
block of wood
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37. 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.
38. Daguerreotype-an early photographic image made with mercury vapors and an
iodine-sensitized silvered plate. Cannot be mechanically reproduced as multiples.
39. 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.
40. Monochromatic-colors are all the colors (tints, tones, and shades) of a single hue.
41. 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)
