IMC A1

Question 1

What is the four stages Wallas’ Creative Process Model?

Answer 1

1. Preparation - gathering information
2. Incubation - setting problem aside
3. Illumination - seeing the solution
4. Verification - refining the idea

Question 2

What is an Informational (emotional) appeal?

Answer 2

It uses imagery rather than info to create emotions, either to persuade consumers for purchase or opinions

Question 3

Explain the difference between Top-Down and Bottom-Up.

Answer 3

• Top-Down is established by management and then monies allocated to the various department
• Bottom-Up is based on consideration of the firm’s pre-determined communication objectives

Question 4

What are the two important dimensions to source and credibility?

Answer 4

• Expertise
• Trustworthiness

Question 5

What is a Rational appeal?

Answer 5

It uses an audience’s sense of logic or reason to persuade them to buy a product.

Question 6

List 3 personal states of feelings and Social based feelings.

Answer 6

Safety: stimulation - Recognition
Security: Grief - Status
Fear: Pride - Respect

Question 7

What terms does the Big Idea include? (BIG QUESTION IN TEST)

Answer 7

• USP (Unique selling proposition) no one does it
• Creating Brand image (human characteristics/ relatable/ anthropomorphic traits)
• Inherent Drama (dramatic effect)
• Positioning (how is it presented)

Question 8

What is an Object, Sign/ symbol, Interpretant (BIG QUESTION IN TEST)

Answer 8

Object: the brand that is in focus
Sign/Symbol: The hidden meaning
Interpretant: The meaning that is spelt out

Question 9

What are 5 Characteristics of Objectives? (goals)

Answer 9

• Specific Goals
• Measurable goals
• Attainable Goals
• Realistic Goals
• Timely Goals

Question 10

What is the difference between Marketing and Communication Objectives

Answer 10

• Marketing objectives: To increase sales in the small business by 10% in 12 months
• Communication Objectives: Statement about what aspects of the IMC program will accomplish

Question 11

What are four reasons for the growing importance of IMC?

Answer 11

• Media Advertising to Multiple forms of communication
• Mass Media to Specialized Media
• Manufacturer dominance to retailer dominance
• General focus to Database marketing

Question 12

What is the Big Idea?

Answer 12

Major selling idea

Question 13

Types of sources: (list at least 3)

Answer 13

• Honest
• Skillful
• Knowledgeable

Question 14

Types of Informational (emotional)/ Rational Appeals

Answer 14

• Features
• Competitive
• Price
• News
• Popularity

Question 15

What 5 Components may alter consumer responses?

Answer 15

-Headline
-Subheads
-Body Copy
-Visual Elements
-Layout

Question 16

What is the first stage in Wallas’ Creative Process Model?

Answer 16

1. Preparation - gathering information

Question 17

What is the third stage in Wallas’ Creative Process Model?

Answer 17

3. Illumination - seeing the solution

Question 18

What is the second stage in Wallas’ Creative Process Model?

Answer 18

2. Incubation - setting problem aside

Question 19

What is the fourth stage in Wallas’ Creative Process Model?

Answer 19

4. Verification - refining the idea

Question 20

What is Top-Down?

Answer 20

• Top-Down is established by management and then monies allocated to the various department

Question 21

What is Bottom Up?

Answer 21

• Bottom-Up is based on consideration of the firm’s pre-determined communication objectives

Question 22

Social based feelings: Safety

Answer 22

stimulation - Recognition

Question 23

Social based feelings: Security

Answer 23

Grief - Status

Question 24

Social based feelings: Fear

Answer 24

Pride - Respect