bus 150 advertising exam #2

Question 1

3 proven headline styles

Answer 1

Question, How to, Quote

Question 2

repeatability

Answer 2

same look and feel for an ad used for multiple pieces within each medium

Question 3

Extendability

Answer 3

same look and feel for an ad across several media

Question 4

continuity

Answer 4

various components have enough commonality that reader/listener/viewer perceives common theme message.

Question 5

Three criteria for a campaign

Answer 5

continuity, extendibility, repeatability

Question 6

Tagline tips

Answer 6

short and simple, think jingle,play with words, don’t confuse or mislead.

Question 7

Parallelism

Answer 7

a repetition of words and structure

Question 8

quantitative research

Answer 8

surveys and experiments.

how many, how much, on a scale of..

Question 9

qualitative research

Answer 9

focus groups and in depth interviews. why in what way? how do u feel about this?

Question 10

the competition

Answer 10

who are we competing against, how might this affect our message

Question 11

target audience

Answer 11

to who are we selling it to? persona?

Question 12

business issue

Answer 12

what is the problem?

Question 13

4 parts of strategy research

Answer 13

• business issue,
• key benefit,
• target audience,
• the competition

Question 14

Dramatic Conflict

Answer 14

husband vs wife, siblings, teacher vs student, etc.

Question 15

personify

Answer 15

turning a product into a person with human abilities or emotions.

Question 16

Brand Character

Answer 16

creating a character that adds interest or value to your campaign. gives your brand personality!

Question 17

understate (ad technique)

Answer 17

ex. a wild visual and a quiet comment. or a crazy headline and a quiet visual. something that is not expected.

Question 18

Overstate (ad technique)

Answer 18

to exaggerate your product

Question 19

Problem/Solution (Ad technique)

Answer 19

Grab attention toward people who have this problem or want to avoid getting this problem. later explaining how your product solves the problem.

Question 20

Benefit (ad technique)

Answer 20

What can this product or service do for me? usually product ads show the benefit of their product!

Question 21

customer oriented

Answer 21

soft, lifestyle, emotional, triggers emotion

Question 22

Product oriented

Answer 22

hard, product, rational, sense of reason

Question 23

the continuum of general strategic approaches to advertising

Answer 23

Product Oriented and Customer Oriented

Question 24

extendibility examples

Answer 24

campaign on several media like tv, print, online, radio

Question 25

maximizing continuity

Answer 25

music, design, tagline, brand characters, voice talent.

Question 26

Exaggeration (ad technique)

Answer 26

taking your basic idea and exaggerating it! Exaggerate a benefit or problem ad! Exaggerate your exaggeration! because a small exaggeration is simply misleading.