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Lecture 6: Creative Strategy

Alice Nguyen 12 questions

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Questions in this quiz (12)

  1. 1What is the order of Wall's creative process model?
    1. APreparation -> illumunication -> verification -> incubation
    2. BIncubation -> preparation -> illumination -> verification
    3. CPreparation -> illumination -> incubation -> verification
    4. DPreparation -> incubation -> illumination -> verification
    5. EPreparation -> verification -> illumination -> incubation
  2. 2what are some strategies for coming up with the major selling idea?
    1. Aslogan, campaign theme, activities, working with the client
    2. Bunique selling proposition, creating a brand image, finding inherent drama, posinitiong
    3. Cmessage communication studies, concept testing, portfolio testing, reaction testing.
  3. 3Which is creative process of: preparation, incubation and illumination?
    1. Aworking with the client, reading and analysis, listening to others, product research, asking questions, trying the product.
    2. Bmessage communication studies, concept testing, portfolio testing, reaction testing.
    3. Cunique selling proposition (Reeves), creating a brand image (Ogilvy), finding the inherent drama (Burnett), positioning (Trout and Ries).
  4. 4What is the creative process of: verification, revision and refining?
    1. Aworking with the client, reading and analysis, listening to others, product research, asking questions, trying the product.
    2. Bmessage communication studies, concept testing, portfolio testing, reaction testing.
    3. Cunique selling proposition (Reeves), creating a brand image (Ogilvy), finding the inherent drama (Burnett), positioning (Trout and Ries).
  5. 5What is the definition of advertising appeal?
    1. Athe approach used to attract the attention of consumers and/or to influence consumer feelings toward the product, service or cause.
    2. Bfocus on the consumer’s practical, functional or utilitarian need for the product or service.
    3. Crelate 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.
  6. 6What is the definition of rational appeal?
    1. Athe approach used to attract the attention of consumers and/or to influence consumer feelings toward the product, service or cause.
    2. Bthe way a particular appeal is turned into an advertising message; the way the message is presented to the consumer.
    3. Cfocus on the consumer’s practical, functional or utilitarian need for the product or service.
    4. Drelate 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.
  7. 7What do rational appeals focus on?
    1. Afeature, competitive advantage, news, product/service popularity.
    2. Bacceptance, approval, affiliation, recognition, status, respect, rejection, embarrassment.
    3. Cstraight sell, evidence, demonstration, comparison, testimonial.
    4. Dheadlines, subheads, body, visual, layout.
  8. 8Emotional 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?
    1. AHeadlines, subheads, body copy, visual element.
    2. BClear execution style that emphasize on the service and benefits of the product.
    3. CSlice of life, animation, personality symbol, dramatisation.
    4. DNeedledrop, jingles, native advertising and formatting.
  9. 9What tactics could an advertiser creatively use for print advertising?
    1. ADirect headlines, visual elements, clear layout.
    2. BVisual element, jingles, animation, humour.
    3. CAudio, native advertising, slice of life, direct headlines.
    4. DHeadlines, layout, demonstration, personality symbol.
  10. 10What goal does the body copy have in print advertising?
    1. Areinforce the headline and advertising slogan or theme.
    2. Bwork synergistically with the headline and body copy to produce an effective message.
    3. Crelate 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.
    4. Dcommunicate the message and hold consumer attention.

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Description
Quiz on Lecture 6: Creative Strategy, created by Alice Nguyen on 10/10/2017.
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