Ch.4 Creative Execution 1

Question 1

Types of consumer responses

Answer 1

1. Perception
2. Cognition
3. Affective/ emotion response
4. Association
5. Persuasion
6. Behaviour

Question 2

Function of consumer response

Answer 2

1. To understand audience and asses advertising effects
2. Provides a framework for advertisers to define appropriate communication objectives
3. Develop creative ideas so as to achieve different dimensions of advertising effects

Question 3

Consumer response: function of perception

Answer 3

To get the consumer aware , notice and feel interested in an advertisement

Question 4

Consumer response: Cognition

Answer 4

1. Advertising provides information about products

2. The audience can understand and recall the brand information and tell how it differs from other brands

Question 5

Consumer response: Affective/ Emotional response

Answer 5

Advertising stimulates wants, touches the emotions and create feelings

Question 6

Consumer response: association

Answer 6

Advertising can connect brands to characteristics, qualities , or lifestyle that represent the brand ‘s image and personality

e.g. Adidas originals “ your future is not mine”

Question 7

Consumer response:persuasion

Answer 7

Advertising attempts to develop and change attitude and behaviour through rational arguments or by touching emotions

Question 8

Consumer response: Behavior

Answer 8

Advertising attempts to trigger immediate actions

e.g. Purchase , trial , contact
24 McDonald delivery

Question 9

Dimensions of communication objectives

Answer 9

1. Cognitive (Thinking)
   - > Ads provide information and facts
   - > To raise consumer’s knowledge, interest and awareness on the bran
   e. g. Slogans, teaser , announcements
2. Affective (Feeling)
   - >Ads change attitudes and feelings
   - > create favourable attitude and image
   - > buying luxury goods
   e. g. Competitive ADs (抽水廣告), status appeal
3. Behavioural (Conation 意欲）
   - > Ads stimulate or direct desires
   e. g. Purchase intention-> buying promotion products, retail store ADs, “last chance” offer

Question 10

Characteristics of communication objectives

Answer 10

1. Target audience
   - > specifying whom you are talking to
   - > In which group you want to see your advertising effects
2. Concrete, measurable tasks
   - > quantifying the intended effects with numbers/ percentage
   e. g. To enhance the awareness of ( specific target) towards ( the promotion product) by 70% in 6 months

e.g. To create awareness among 90% of female aged between 25-40 in six months -> cognitive

To create positive feelings about the brand among 40% of working teenager aged between 18-25 in six months -> Affective

To obtain trial among 20% of the while collar in working in central district in 1 year -> behavioural

Question 11

Function of creative brief

Answer 11

1. Providing direction
   e. g. Client analysis ( What is the client’s problem) , customer analysis ( who are we talking to)
2. Generating inspirations
   e. g. Proposition (what are we saying) ,style , appeal (how are we saying)

Question 12

Structure of creative brief

Answer 12

1. Customers analysis
2. Client Analysis
3. Proposition and support
4. Tone
5. Mandatory & Requirement

Question 13

Structure of creative brief: customer analysis

Answer 13

1. Target segmentation
2. Expected customers responses towards the brand ( CAB dimension)
3. Media -based research

Question 14

Structure of creative brief: Client Analysis

Answer 14

1. Product characteristics
2. Competitor Analysis
   e. g. Perceptual map & product positioning
3. Analysing previous promotions of both the client & competitors

Question 15

Structure of creative brief: Proposition and support

Answer 15

Proposition:
The most important thing you want to communicate through the campaign
-> try to keep it simple & single minded

Support:
Provide with fact and evidence that support why you think the proposition is appealing to the audience

Question 16

Structure of creative brief: Tone

Answer 16

1. Feel and mood of campaign
2. Try not to use more than 2 words for tone in the brief
   e. g. Warm and love , energetic and positive

Question 17

Structure of creative brief: mandatory and requirement

Answer 17

Mandatory:
Elements that the campaign must include or thugs that has to be avoided
e.g. Logo, corporate colour, etc

Requirement:
Specify what format the campaign need to take
e.g. Specific celebrity, specific medium