5 - Creative Strategy & IMC

Question 1

4 components of an ad

Answer 1

key benefit claim
creative idea
brand awareness + brand attitude tactics
attention tactics

Question 2

different forms of a creative idea

Answer 2

key benefit claim as creative idea
visual creative idea
auditory creative idea
postmodernism as creative idea

Question 3

creative brief structure

Answer 3

behavioral sequence model (BSM)
creative target
media
campaign objectives
campaign communication objectives
campaign positioning statement
mandatory content (if any)

Question 4

brand awareness tactics

Answer 4

link the brand to the category need
- depends if brand recognition or brand recall communication objectives

Question 5

advertising tactics: brand recognition

Answer 5

• brand logo/package/name exposure
• portray category need
• less media frequency is needed after initial burst - only requires occasional top up (recognition reaches peak after 2 exposures to the ad)

Question 6

advertising tactics: brand recall

Answer 6

• category need stimulus precedes brand’s name in the ad
• repeat the association
• encourage personal connection
• try mnemonic device
• consider celebrity presenter
• high advertising frequency

Question 7

brand attitude tactics

Answer 7

help persuade the target that your brand is the best alternative

depends if dealing w/ informational or transformational motivations
- info: benefit claim
- transf: emotions

Question 8

low involvement + informational
(low-risk relief purchases)

Answer 8

present problem, then brand solution: e- -> b
- target doesn’t have to like it (deliver info only)
- include 1/2 benefit claims
- repetition serves as a reminder

Question 9

low involvement + transformational
(low-risk reward purchases)

Answer 9

• key benefit: emotional authenticity
• unique execution
• target must like the ad
• brand association is often implicit
• repetition serves as a buildup

Question 10

high involvement + informational
(high-risk relief purchases)

Answer 10

correct emotional portrayal very important in early product life cycle -> sell category need initially, then focus on brand
- audience must believe key benefit
- target doesn’t have to like the ad
- do not over/under claim
- max 5 benefits
- comparative advertising
- consider adding an expert trustworthy presenter

Question 11

high involvement + transformational
(high-risk reward purchases)

Answer 11

• emotionally authentic
• target must see themselves in the ad + like it
• key benefit claim should be over-claimed
• may have secondary informational benefits
• repetition serves as a buildup

Question 12

low involvement vs high involvement decisions

Answer 12

low: trial is enough
high: search + conviction before purchase

Question 13

matching presenter characteristics to communication objectives (VISCAP)

Answer 13

brand attitude:
- low inv + inf = expertise
- low inv + transf = likeability
- high inv + inf = expertise + trustworthiness
- high inv + transf = likeability + similarity

brand awareness = visibility
purchase intention = power

Question 14

emotion in advertising: 2 mental processes for decisions

Answer 14

System 1: perceptual + intuitive system
- fast to react
- emotional: long-term brand preferences

System 2: analytical + rule-governed system
- slow to react
- flexible to assimilate + process new info
- rational: short-term behavioral responses

Question 15

Learn-Feel-Do, now replaced by:

Answer 15

Feel-Do-Learn / Feel-Learn-Do
- emotion first