10801878
Description
Quiz by Alice Nguyen, updated more than 1 year ago
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Created by Alice Nguyen
about 7 years ago
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Question 1
Question
What is the order of Wall's creative process model?
Answer
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Preparation -> illumunication -> verification -> incubation
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Incubation -> preparation -> illumination -> verification
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Preparation -> illumination -> incubation -> verification
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Preparation -> incubation -> illumination -> verification
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Preparation -> verification -> illumination -> incubation
Question 2
Question
what are some strategies for coming up with the major selling idea?
Answer
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slogan, campaign theme, activities, working with the client
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unique selling proposition, creating a brand image, finding inherent drama, posinitiong
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message communication studies, concept testing, portfolio testing, reaction testing.
Question 3
Question
Which is creative process of: preparation, incubation and illumination?
Answer
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working with the client, reading and analysis, listening to others, product research, asking questions, trying the product.
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message communication studies, concept testing, portfolio testing, reaction testing.
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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
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working with the client, reading and analysis, listening to others, product research, asking questions, trying the product.
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message communication studies, concept testing, portfolio testing, reaction testing.
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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
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the approach used to attract the attention of consumers and/or to influence consumer feelings toward the product, service or cause.
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focus on the consumer’s practical, functional or utilitarian need for the product or service.
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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
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the approach used to attract the attention of consumers and/or to influence consumer feelings toward the product, service or cause.
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the way a particular appeal is turned into an advertising message; the way the message is presented to the consumer.
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focus on the consumer’s practical, functional or utilitarian need for the product or service.
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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
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feature, competitive advantage, news, product/service popularity.
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acceptance, approval, affiliation, recognition, status, respect, rejection, embarrassment.
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straight sell, evidence, demonstration, comparison, testimonial.
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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
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Headlines, subheads, body copy, visual element.
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Clear execution style that emphasize on the service and benefits of the product.
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Slice of life, animation, personality symbol, dramatisation.
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Needledrop, jingles, native advertising and formatting.
Question 9
Question
What tactics could an advertiser creatively use for print advertising?
Answer
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Direct headlines, visual elements, clear layout.
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Visual element, jingles, animation, humour.
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Audio, native advertising, slice of life, direct headlines.
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Headlines, layout, demonstration, personality symbol.
Question 10
Question
What goal does the body copy have in print advertising?
Answer
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reinforce the headline and advertising slogan or theme.
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work synergistically with the headline and body copy to produce an effective message.
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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.
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communicate the message and hold consumer attention.
Question 11
Question
What is an effective creative tactic for television?
Answer
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Needledrop.
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Subheads.
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Feelings.
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Product appeal.
Question 12
Question
What is a significant question in regards to the criteria for evaluation of strategies? (The most correct one).
Answer
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Is the creative approach consistent with the brand’s marketing and advertising objectives?
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Is it simple, instigating, reflect brand, appeal emotionally, not be lengthy, predictable, actionable, memorable, should define aim of product?
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Does it determine how the message strategy will be executed?
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Does it generate fresh, unique ideas?
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