BMK20603 (C6) - Creative Strategy : Implementation & Evaluation

Choose the two concept of advertising appeals and execution styles that you have learned?

• Promotion Style

• Advertising Appeals

• Idea Creation Appeal

• Execution Style

What is the function of advertising appeals?

• The way an appeal is turned into an advertising message

• The approach used to attract the attention of consumers

• To influence consumers feelings toward a product, service or cause

• The way the message is presented to the consumer

Which of the following is the focus of Rational Appeals?

• Feature: Focus on dominant traits of the product

• Competitive : Makes comparisons to other brands

• Price : Makes price offer the dominant point

• Popularity : Stresses the brand's popularity

Emotional Appeals relates to consumer's social and/or psychological needs to purchase a product or service. Which of the following is NOT the type of emotion related to the appeal?

• Nostalgia

• Self-esteem

• Qualification

• Ambition

Feelings such as acceptance, affiliation, belonging and recognition can be considered as a positive kind of ___________ feelings.

What is the characteristics of transformational advertisement?

• Making the experience of using the product more enjoyable.

• Connecting the brand and vision of the company.

• Making product worthy of purchase.

• Connecting experience and the use of the product.

According to McCann-Erickson's concept of emotional bonding, the strongest relationship that develops between a brand and a consumer is based on:

• Product benefits

• Brand personality

• Feelings or emotional attachment to the brand

• Rational motives

• Competitive advantage over similar products in the market

What is the objective of reminder advertising?

• To build curiosity, interest or excitement.

• To build brand awareness.

• To build prompt purchase.

• To build brand loyalty.

Ehich of the following is an advertising execution approach designed to illustrate key advantages or features of a product by showing it in actual use?

• Comparison

• Demonstration

• Scientific evidence

• Straight-sell

• Animation

Choose the basic components of print advertising.

• Headline

• Title

• Body copy

• Visual elements

• Layout