Copy and Edit

Lecture 6: Creative Strategy

Description

Quiz on Lecture 6: Creative Strategy, created by Alice Nguyen on 10/10/2017.
Alice Nguyen
Quiz by Alice Nguyen, updated more than 1 year ago
Alice Nguyen
Created by Alice Nguyen about 7 years ago
54
2
0

Resource summary

Question 1

Question
What is the order of Wall's creative process model?
Answer
  • Preparation -> illumunication -> verification -> incubation
  • Incubation -> preparation -> illumination -> verification
  • Preparation -> illumination -> incubation -> verification
  • Preparation -> incubation -> illumination -> verification
  • Preparation -> verification -> illumination -> incubation

Question 2

Question
what are some strategies for coming up with the major selling idea?
Answer
  • slogan, campaign theme, activities, working with the client
  • unique selling proposition, creating a brand image, finding inherent drama, posinitiong
  • message communication studies, concept testing, portfolio testing, reaction testing.

Question 3

Question
Which is creative process of: preparation, incubation and illumination?
Answer
  • working with the client, reading and analysis, listening to others, product research, asking questions, trying the product.
  • message communication studies, concept testing, portfolio testing, reaction testing.
  • unique selling proposition (Reeves), creating a brand image (Ogilvy), finding the inherent drama (Burnett), positioning (Trout and Ries).

Question 4

Question
What is the creative process of: verification, revision and refining?
Answer
  • working with the client, reading and analysis, listening to others, product research, asking questions, trying the product.
  • message communication studies, concept testing, portfolio testing, reaction testing.
  • unique selling proposition (Reeves), creating a brand image (Ogilvy), finding the inherent drama (Burnett), positioning (Trout and Ries).

Question 5

Question
What is the definition of advertising appeal?
Answer
  • the approach used to attract the attention of consumers and/or to influence consumer feelings toward the product, service or cause.
  • focus on the consumer’s practical, functional or utilitarian need for the product or service.
  • relate to the customer’s social and psychological needs for purchasing a product or service. Creates a favourable effect on consumer’s evaluations of a brand.

Question 6

Question
What is the definition of rational appeal?
Answer
  • the approach used to attract the attention of consumers and/or to influence consumer feelings toward the product, service or cause.
  • the way a particular appeal is turned into an advertising message; the way the message is presented to the consumer.
  • focus on the consumer’s practical, functional or utilitarian need for the product or service.
  • relate to the customer’s social and psychological needs for purchasing a product or service. Creates a favourable effect on consumer’s evaluations of a brand.

Question 7

Question
What do rational appeals focus on?
Answer
  • feature, competitive advantage, news, product/service popularity.
  • acceptance, approval, affiliation, recognition, status, respect, rejection, embarrassment.
  • straight sell, evidence, demonstration, comparison, testimonial.
  • headlines, subheads, body, visual, layout.

Question 8

Question
Emotional appeal is defined as ": relate to the customer’s social and psychological needs for purchasing a product or service. Creates a favourable effect on consumer’s evaluations of a brand" - what are some techniques that could meet this appeal?
Answer
  • Headlines, subheads, body copy, visual element.
  • Clear execution style that emphasize on the service and benefits of the product.
  • Slice of life, animation, personality symbol, dramatisation.
  • Needledrop, jingles, native advertising and formatting.

Question 9

Question
What tactics could an advertiser creatively use for print advertising?
Answer
  • Direct headlines, visual elements, clear layout.
  • Visual element, jingles, animation, humour.
  • Audio, native advertising, slice of life, direct headlines.
  • Headlines, layout, demonstration, personality symbol.

Question 10

Question
What goal does the body copy have in print advertising?
Answer
  • reinforce the headline and advertising slogan or theme.
  • work synergistically with the headline and body copy to produce an effective message.
  • relate to the customer’s social and psychological needs for purchasing a product or service. Creates a favourable effect on consumer’s evaluations of a brand.
  • communicate the message and hold consumer attention.

Question 11

Question
What is an effective creative tactic for television?
Answer
  • Needledrop.
  • Subheads.
  • Feelings.
  • Product appeal.

Question 12

Question
What is a significant question in regards to the criteria for evaluation of strategies? (The most correct one).
Answer
  • Is the creative approach consistent with the brand’s marketing and advertising objectives?
  • Is it simple, instigating, reflect brand, appeal emotionally, not be lengthy, predictable, actionable, memorable, should define aim of product?
  • Does it determine how the message strategy will be executed?
  • Does it generate fresh, unique ideas?
Show full summary Hide full summary

Want to create your own Quizzes for free with GoConqr? Learn more.

Similar

Rounding to decimal places
Ellen Billingham
GCSE PE - 1
lydia_ward
CHEMISTRY C1 7
x_clairey_x
GCSE Biology heart notes
Kamila Woloszyn
Edexcel Additional Science Biology Topic 1
hchen8nrd
Edexcel Additional Science Chemistry Topics 1+2
hchen8nrd
Teaching Methods Every Educator Should Know
Micheal Heffernan
Atomic numbers and mass numbers quiz
Sarah Egan
Acids and Bases quiz
Derek Cumberbatch
PSBD New Edition
Ps Test
General Pathoanatomy Final MCQs (401-519)- 3rd Year- PMU
Med Student
Browse Library