Copy and Edit

Lecture 6: Creative Strategy

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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
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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?
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