7254961
Description
Flashcards by Lydia Schmidt, updated more than 1 year ago
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Created by Lydia Schmidt
over 7 years ago
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| Question | Answer |
| Advertising creativity is seperated into two parts. Name and explain them. | 1. Creative Strategy - determine what the advertising message will say or communicate 2. Creative Tactics - determine how the message strategy will be executed. |
| Which 3 steps does the creative process consist of? | 1. Message strategy - what to say Major selling argument/ idea 2. Big idea - bring strategy to life 3. Execution - how to say it - appeals, techniques |
| Which three important factors have to be considered Planning a Creative Strategy? | 1. The creative challenge 2. Taking creative risks 3. Creative Personnel |
| What is Account planning? | - is the marketing service agency discipline that researches and defines the client's offering in the market place |
| Name the 4 steps of Wallas' Creative Process Model | 1. Preparation - gathering information 2. Incubating - setting the problem aside 3. Illumination - Seeing the solution 4. Verification - refining the idea |
| What kinds of research have to be done during preparation or gathering information process? | - Background research - Product/ service research - Qualitative research input |
| What are the sources of creative insight? | - market research - talking to customers - using product - store visits - ask questions - Observation - look into data |
| Marketing communication activities can be...? | - Interrelated - Integrated - Coordinated |
| What different approaches can be used for the "Big idea"? | - using unique selling proposition - creating a brand image - finding the inherent drama - Positioning |
| describe the approach "Creating a brand image" | - used when competing brands are so similar that it is difficult to find or create a unique attribute - Creativity sales strategy is based on a strong, memorable image - mostly used for products such as soft drinks, liquors, perfume, clothing, airlines... |
| What is the approach inherent drama? | - messages generally presented in a warm, emotional way, e.g. Mc Donald's, Kellogg's cereals - Focus on the consumer benefits with an emphasis on the dramatic element in expressing them |
| What is the approach positioning? | - establish a particular place in the consumer's minds for the product or service - positioning may be based on: product attributes/ benefits price/quality use or application type of user problem solved |
| What are Advertising appeals and what is Execution style? | Advertising appeals: -What- - the approach to attract the attention of the consumer - to influence consumer's feelings towards the product, service, or case Execution style: -How- - the way an appeal is turned into an advertising message - the way the message is presented to the consumer |
| Name the types of Informational/Rational Appeals! | - Feature - Competitive - Price - News - Popularity |
| Name 6 Appealing to Personal stage or feelings | - Grief - Safety - Security - Love, Affection - Pleasure - Comfort |
| name 5 Appealing to social-based feelings | - Acceptance - Embarrassment - Respect - Rejection - Status |
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