What is the order of Wall's creative process model?
Preparation -> illumunication -> verification -> incubation
Incubation -> preparation -> illumination -> verification
Preparation -> illumination -> incubation -> verification
Preparation -> incubation -> illumination -> verification
Preparation -> verification -> illumination -> incubation
what are some strategies for coming up with the major selling idea?
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.
Which is creative process of: preparation, incubation and illumination?
working with the client, reading and analysis, listening to others, product research, asking questions, trying the product.
unique selling proposition (Reeves), creating a brand image (Ogilvy), finding the inherent drama (Burnett), positioning (Trout and Ries).
What is the creative process of: verification, revision and refining?
What is the definition of advertising appeal?
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.
What is the definition of rational appeal?
the way a particular appeal is turned into an advertising message; the way the message is presented to the consumer.
What do rational appeals focus on?
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.
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?
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.
What tactics could an advertiser creatively use for print advertising?
Direct headlines, visual elements, clear layout.
Visual element, jingles, animation, humour.
Audio, native advertising, slice of life, direct headlines.
Headlines, layout, demonstration, personality symbol.
What goal does the body copy have in print advertising?
reinforce the headline and advertising slogan or theme.
work synergistically with the headline and body copy to produce an effective message.
communicate the message and hold consumer attention.
What is an effective creative tactic for television?
Needledrop.
Subheads.
Feelings.
Product appeal.
What is a significant question in regards to the criteria for evaluation of strategies? (The most correct one).
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?
