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IMC Final Exam > Chapter 9 > Flashcards

Chapter 9 Flashcards

1
Q

whats a one-sided message?

A

mentions only positive attributes or benefits

is only effective when the target audience is less educated or already holds a favourable opinion about the topic

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2
Q

whats a two-sided message?

A

presents both good and bad points

most effective when the target market holds an opposing opinion or is highly educated

may enhance credibility of source as seen as less biased and more objective

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3
Q

message strategy vs big idea vs execution

A

message strategy: what to say/major selling argument

big idea: brings strategy to life

execution: how to say it/appeals and techniques

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4
Q

Generic message strategy

A

instead of promoting a brand, you promote the entire category.

e.g. eat meat / banananananana etc.

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5
Q

pre-emptive message strategy

A

making a claim that none of your competitors have so that it appears unique. if competitors copy, they appear as a ‘me-too’ (weaker).

e.g. touch id, 64bit, gold phone… mer iphone

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6
Q

unique selling proposition strategy

A

characteristics of USP are:

1) each ad makes proposition to the consumer such as “buy this product and you will get this benefit”
2) prop is unique to the brand. that is, no competition can (or are willing to) claim it
3) prop must be able to pull new customers to your brand.

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7
Q

brand image strategy

A

use for brands that are so similar you cannot differentiate in any other way.

uses image advertising to create a memorable identity

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8
Q

Inherent drama strategy

A

find the inherent characteristic of the product that makes the consumer purchase it. Messages generally presented in a warm, emotional way e.g. Hallmark greeting cards.

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9
Q

positioning strategy

A

positions a product in consumers minds

products can be positioned on the basis of product attributes, price/quality, usage or application, product users or class.

positioning and usp often overlap

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10
Q

resonance strategy

A

attempts to strike a chord with viewers in order to evoke positive associations or good memories with the product.

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11
Q

affective

A

uses a purely emotional approach. (can be happy, or fear)

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12
Q

what’s the ‘big idea’?

A

it is the point where consumer insight meets inspiration and gives a form to the strategy into something that is relevant to target market. It brings strategy to life.

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13
Q

rational appeals

A

focus on practical, functional or utilitarian need for the product or service and emphasise features of a product.

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14
Q

emotional appeals

A

relate to the customers social or psychological need for purchasing a product or service

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15
Q

fear appeals

A

aim to evoke an emotional response to a threat of some sort of danger

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16
Q

humor appeals

A

humour appeals are the most well remembered ads

attract and hold consumers attention
enhance mood
increase liking of ad (and thus of brand)
distract from counter-arguments

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17
Q

straight sell/ tactical

A

straightford presentation of product information

rational

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18
Q

scientific/technical evidence

A

showcases lab tests, technical info, endorsements by scientific orgs.

rational

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19
Q

demonstration

A

seeing is believing, shows how the product or service works

rational/emotional

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20
Q

comparison

A

compares product advantage with competitors or objects or symbols

rational/emotional

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21
Q

testimonial or celebrity endorsement

A

person, staff or celebrity discuss personal satisfaction with product

emotional/rational

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22
Q

slice of life

A

product solves a problem in real-life situation

emotional/rational

23
Q

animation

A

stylised execution

emotional

24
Q

imagery

A

focus on visual elements like pictures illustrations and symbols

emotional

25
Q

dramatisation

A

tells a story where product is hero

emotional rational

26
Q

humour

A

self explanatory

emotional

27
Q

whats a headline of a print ad?

A

the words that introduce the ad. that is the words that will be read first.

usually larger type, set apart from body copy or text proportion to give prominance

most important part of a print ad as only 20% of readers read body copy

28
Q

whats a subhead of a print ad?

A

secondary headline, smaller than headline, larger than body copy.

used to enhance readibility of the message by breaking up large amounts of body copy and highlighting key sales points.

organise the body copy, reinforce headline / advertising slogan or theme

29
Q

whats the body copy of a print ad?

A

the main text portion of the print ad

30
Q

what are the visual elements of a print ad?

A

illustration. dominant part of print ad.

must attract attention, communicate an idea or image, and work in a synergistic fashion with the headline and body copy to produce an effective message

31
Q

whats the layout of a print ad?

A

physical layout of the different elements

32
Q

Name all the elements of a print ad

A

1) headline
2) subhead
3) body copy
4) visual elements
5) layout

33
Q

what is a ‘script’ in a tv commercial, advergame, or purpose built website?

A

shows detailed description of video and audio content across time

34
Q

whats a storyboard

A

a series of drawings used to present the visual plan or layout of a proposed commercial. also contains descriptions of the audio

35
Q

whats an animatic

A

a moving production of the storyboard along with the soundtrack.

this may be produced if more finished form of the commercial is needed for client presentations or pre-testing

36
Q

what does the production phase involve?

A

1) preproduction
all activities that occur before the actual shooting and recording of the commercial

2) production
the period during which the commercial is filmed and recorded

3) postproduction
activities and work that occur after the commercial has been filmed and recorded

37
Q

Persuasive Communications (the right message):

A
  • connects emotionally with the target audience.
  • May need to connect in different ways for different audiences
  • Contains a key insight or big idea.
  • is distinctive, memorable and creative.
38
Q

What message does unplanned messages tell us?

A

News stories, gossip, rumours, independent or govt agencies, word of mouth.

39
Q

What message does planned messages tell us?

A

Brand and product knowledge, such as features, benefits, image and purchase information.

40
Q

What message does service messages tell us?

A

The responsiveness, reliability, assurance and empathy of staff; the service facilities such as the waiting room.

41
Q

What message does product messages tell us?

A

How well it works, its price, its distribution, quality, image.

42
Q

What does Moriarty’s message consistency triangle consist of?

A

Say, do and confirm.

43
Q

The campaign theme is:

A

A central or unifying idea around which a campaign is built. It is a central message that can be coordinated across all marketing communications activities and media platforms.

44
Q

What is refutational messages?

A

Present both sides of an issue, before refuting the opposing viewpoint.

45
Q

What are the sources of creative insight?

A
  • market research
  • talking to customers
  • use the product
  • ruminating on data
  • store visits
  • ask questions
  • observation
46
Q

Define message strategy:

A

The major selling idea shoo;d emerge as the strongest singular thing you can say about your product or service. This should be the claim with the broadest and most meaningful appeal to your target audience.

47
Q

Strategic Triad includes:

A

Consumer
Product
Competition

48
Q

What are Mojo’s eight creative principles?

A
  1. isolate the basic grassroots humans want.
  2. preach to the converted
  3. keep it simple
  4. impact with a big idea and a brilliant execution
  5. appeal primarily to the heart, not the head
  6. talk in a friendly, human and local tone of voice
  7. make the message sympathetic to the medium
  8. build in ingredients for long life and repetition.
49
Q

Define advertising appeal:

A

The appeal can be said to form the underlying content of the advertisement, and the execution the way in which that content is presented. Advertising appeals and executions are usually independent of each other; that is, a particular appeal can be executed in a variety of ways and a particular means of execution can be applied to a variety of advertising appeals.

50
Q

What are the barriers to ‘big ideas’?

A
  • Increased advertising accountability
  • Increased time pressure
  • Decreased goal boundaries
  • Increased media fragmentation
  • Increased consumer cynicism
  • Increased brand parity
51
Q

What other two terms, is the ‘copy platform’ also known as?

A

Creative platform or work plan.

52
Q

What does the copy platform focus on?

A

Energy and keeps the creative team ‘on strategy’.

53
Q

What are the 9 points of a copy platform?

A
  1. advertising problem
  2. advertising objectives
  3. distinctive feature
  4. target audience
  5. target competitor
  6. positioning
  7. creative strategy
  8. execution
  9. supporting copy points.
54
Q

What are some of the guidelines for evaluating creative output?

A
  • consistent with brand’s marketing objectives?
  • consistent with brand’s advertising objectives?
  • consistent with creative strategy objectives?
  • does it communicate what its suppose to?
  • approach appropriate to target audience?
  • communicate clear, convincing message?
  • does execution overwhelm the message?
  • appropriate to the media environment?
  • is the advertising truthful and tasteful?

IMC Final Exam (10 decks)

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