Test
Lecture 6: Creative Strategy
Preguntas del test (12)
1What is the order of Wall's creative process model?
- APreparation -> illumunication -> verification -> incubation
- BIncubation -> preparation -> illumination -> verification
- CPreparation -> illumination -> incubation -> verification
- DPreparation -> incubation -> illumination -> verification
- EPreparation -> verification -> illumination -> incubation
2what are some strategies for coming up with the major selling idea?
- Aslogan, campaign theme, activities, working with the client
- Bunique selling proposition, creating a brand image, finding inherent drama, posinitiong
- Cmessage communication studies, concept testing, portfolio testing, reaction testing.
3Which is creative process of: preparation, incubation and illumination?
- Aworking with the client, reading and analysis, listening to others, product research, asking questions, trying the product.
- Bmessage communication studies, concept testing, portfolio testing, reaction testing.
- Cunique selling proposition (Reeves), creating a brand image (Ogilvy), finding the inherent drama (Burnett), positioning (Trout and Ries).
4What is the creative process of: verification, revision and refining?
- Aworking with the client, reading and analysis, listening to others, product research, asking questions, trying the product.
- Bmessage communication studies, concept testing, portfolio testing, reaction testing.
- Cunique selling proposition (Reeves), creating a brand image (Ogilvy), finding the inherent drama (Burnett), positioning (Trout and Ries).
5What is the definition of advertising appeal?
- Athe approach used to attract the attention of consumers and/or to influence consumer feelings toward the product, service or cause.
- Bfocus on the consumer’s practical, functional or utilitarian need for the product or service.
- 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.
6What is the definition of rational appeal?
- Athe approach used to attract the attention of consumers and/or to influence consumer feelings toward the product, service or cause.
- Bthe way a particular appeal is turned into an advertising message; the way the message is presented to the consumer.
- Cfocus on the consumer’s practical, functional or utilitarian need for the product or service.
- 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.
7What do rational appeals focus on?
- Afeature, competitive advantage, news, product/service popularity.
- Bacceptance, approval, affiliation, recognition, status, respect, rejection, embarrassment.
- Cstraight sell, evidence, demonstration, comparison, testimonial.
- Dheadlines, subheads, body, visual, layout.
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?
- AHeadlines, subheads, body copy, visual element.
- BClear execution style that emphasize on the service and benefits of the product.
- CSlice of life, animation, personality symbol, dramatisation.
- DNeedledrop, jingles, native advertising and formatting.
9What tactics could an advertiser creatively use for print advertising?
- ADirect headlines, visual elements, clear layout.
- BVisual element, jingles, animation, humour.
- CAudio, native advertising, slice of life, direct headlines.
- DHeadlines, layout, demonstration, personality symbol.
10What goal does the body copy have in print advertising?
- Areinforce the headline and advertising slogan or theme.
- Bwork synergistically with the headline and body copy to produce an effective message.
- 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.
- Dcommunicate the message and hold consumer attention.
11What is an effective creative tactic for television?
- ANeedledrop.
- BSubheads.
- CFeelings.
- DProduct appeal.
12What is a significant question in regards to the criteria for evaluation of strategies? (The most correct one).
- AIs the creative approach consistent with the brand’s marketing and advertising objectives?
- BIs it simple, instigating, reflect brand, appeal emotionally, not be lengthy, predictable, actionable, memorable, should define aim of product?
- CDoes it determine how the message strategy will be executed?
- DDoes it generate fresh, unique ideas?
Información
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- El usuario ha eliminado su información de asignaturas Test sobre Lecture 6: Creative Strategy, creado por Usuario eliminado el 15/10/2017.
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- Creado el 15 oct 2017 · actualizado el 15 oct 2017
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