Chapter 10: Effective and Creative Ad Messages

Question 1

List the elements of an effective Advertisement.

Answer 1

1. Extends from Sound marketing strategy - only if compatible with oth elements of an integrated marcom strategy
2. Take the consumer’s view - by reflecting keen insight into what consumers are looking for
3. Breaks through the clutter - gaining attention
4. Delivers on its promises - inform, inspire, sell
5. Doesn’t overwhelm the strategy

Question 2

Important ingredients of Successful Advertising.

Answer 2

1. information - whether the advertiser has impt news to share with the world
2. rational stimulus (reason why) - high involvement; motivates scrutiny of message-relevant arguments
3. emphasis - focuses on repeating a single theme or aspect of the product

Question 3

What are the CAN Elements?

Answer 3

1. Connectedness - reflects empathy, creates bond, relevant with target audience’s basic needs/wants
2. Appropriateness - provide info that is pertinent to brand
3. Novelty - draws attention

Question 4

Characteristics of a Sticky ads.

Answer 4

1. audience readily comprehends the advertiser’s intended message
2. They are remembered
3. Change audience’s brand -related opinions/behaviour
4. Have lasting impact

Question 5

Define Simplicity.

Answer 5

simple and profound; represents brand’s core idea/key

Question 6

Define Unexpectedness.

Answer 6

generate interest/curiosity

Question 7

Define Concreteness.

Answer 7

concrete images > abstract representations

Question 8

Define Credibility.

Answer 8

Believable; sense of authority and provide reasons why they should be accepted as fact

Question 9

Define Emotionality.

Answer 9

fun and upbeat commercials; generate happiness, joy, cheerfulness, amusement, etc.

Question 10

Define Storytelling.

Answer 10

Plots, characters, and settings, Inspiring.

Question 11

What does SUCCES stand for?

Answer 11

Simplicity 
Unexpectedness 
Concreteness 
Credibility 
Emotionality 
Storytelling

Question 12

List all the Creative Advertising Styles.

Answer 12

1. Unique Selling Proposition
2. Brand Image - symbols
3. Resonance - match patterns
4. Emotional
5. Generic - w/o sup
6. Preemptive - w/ sup

Question 13

Alternative Styles of Creative Advertising.

Answer 13

1. Functionally Oriented Advertising - needs for tangible, physical, concrete
2. Symbolically or Experientially Oriented Advertising - psychosocial needs
3. Category-Dominance Advertising - no appeal; design to achieve adv > competitors in the same product category

Question 14

Define Means-End Chain.

Answer 14

Represents the linkages among brand attributes, the consequences obtained from using the brand and “consuming” the attributes, and the personal values that the consequences reinforce.

Question 15

What does a Means-End Chain consist of?

Answer 15

1. Attributes - features
2. Consequences - benefits/detriments
3. Values - enduring beliefs ppl have

Question 16

List the 10 Universal Values.

Answer 16

1. Self-direction
2. Stimulation
3. Hedonism
4. Achievement
5. Power
6. Security
7. Conformity
8. Tradition
9. Benevolence
10. Universalism

Question 17

Define Corporate Image Advertising.

Answer 17

Attempting to increase a firm’s name recognition, establish goodwill for the company and its products, or identify the firm with some meaningful and socially acceptable activity.

Question 18

What is Corporate Issue (advocacy) advertising?

Answer 18

• Involves a firm taking a position on a controversial social issue of public importance with the intention of swaying public opinion.
• Support position and best interests of the firm while expressly or implicitly challenging an opponent’s position and denying the accuracy of their facts.