10801878
Descripción
Test por Alice Nguyen, actualizado hace más de 1 año
|
Creado por Alice Nguyen
hace casi 7 años
|
|
Pregunta 1
Pregunta
What is the order of Wall's creative process model?
Respuesta
-
Preparation -> illumunication -> verification -> incubation
-
Incubation -> preparation -> illumination -> verification
-
Preparation -> illumination -> incubation -> verification
-
Preparation -> incubation -> illumination -> verification
-
Preparation -> verification -> illumination -> incubation
Pregunta 2
Pregunta
what are some strategies for coming up with the major selling idea?
Respuesta
-
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.
Pregunta 3
Pregunta
Which is creative process of: preparation, incubation and illumination?
Respuesta
-
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).
Pregunta 4
Pregunta
What is the creative process of: verification, revision and refining?
Respuesta
-
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).
Pregunta 5
Pregunta
What is the definition of advertising appeal?
Respuesta
-
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.
Pregunta 6
Pregunta
What is the definition of rational appeal?
Respuesta
-
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.
Pregunta 7
Pregunta
What do rational appeals focus on?
Respuesta
-
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.
Pregunta 8
Pregunta
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?
Respuesta
-
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.
Pregunta 9
Pregunta
What tactics could an advertiser creatively use for print advertising?
Respuesta
-
Direct headlines, visual elements, clear layout.
-
Visual element, jingles, animation, humour.
-
Audio, native advertising, slice of life, direct headlines.
-
Headlines, layout, demonstration, personality symbol.
Pregunta 10
Pregunta
What goal does the body copy have in print advertising?
Respuesta
-
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.
Pregunta 11
Pregunta
What is an effective creative tactic for television?
Respuesta
-
Needledrop.
-
Subheads.
-
Feelings.
-
Product appeal.
Pregunta 12
Pregunta
What is a significant question in regards to the criteria for evaluation of strategies? (The most correct one).
Respuesta
-
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?
¿Quieres crear tus propios Tests gratis con GoConqr? Más información.