Question 1

How does the testimonial execution differ from celebrity endorsements?

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Question 2

What is a creative brief and how is it used?

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Question 3

What are the two parts of creative objectives? Illustrate using an example.

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Question 4

The acronym ACCA stands for

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ACCA stands for awareness, comprehension, conviction, and action. This acronym is often used in the context of behavior change and refers to the stages that individuals go through when changing their behavior. Awareness refers to becoming aware of the need for change, comprehension involves understanding the benefits of the change, conviction refers to the decision to change, and action is the actual implementation of the change.

Question 5

When a network airs an ad placed by an advertiser on television, this reflect the __________ step of the communication process.

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Transmitting refers to the actual sending of the message or advertisement through a chosen medium, which in this case is television.

Question 6

Describe the stages in the communications process as it relates to advertising using a brand of your choice to illustrate your answer.

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Question 7

Pick a brand to explain how a consumer goes through the stages of the ACCA model.

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Question 8

Communication is defined as transmitting, receiving, and __________ information.

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Communication involves more than just sending and receiving information; it also involves processing and interpreting the information that is being sent. Therefore, option B (processing) is the best choice. The other choices (remembering, preparing, discerning, and keeping) are not always necessary components of communication.

Question 9

What is the difference between advertising objectives and creative objectives?

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Question 10

What is the difference between a tagline and a slogan?

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Question 11

According to the FCB Grid, what is the best communication strategy for low involvement products purchased on emotional decisions? Support your answer with a product that you purchase which falls into this quadrant.

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Question 12

What is the FCB Grid and how is it used in marketing communications?

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Question 13

After a communication message is developed, an organization has to transform the message into some attention getting form, such as print advertising or television advertising. This step in the communication process is called

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Encoding is the process of turning the idea or message into a symbolic form, such as words, sounds, or visual images, to communicate with the target audience. This includes the creation of advertisements, branding, and other forms of communication that can be understood by the audience.

Question 14

When a marketer delivers a message, the message is sometimes not in line with customer attitudes or customers don't believe the message because the message delivered by the competition was more convincing. In the communication process this is referred to as

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This is referred to as "noise" in the communication process, which refers to any disturbances or barriers in the process of transmitting the message from the sender to the receiver. It can include anything that interferes with the message being received as intended, including competing messages, distractions, or misunderstandings.

Question 15

The textbook discusses several of the more common appeal techniques. List six of them and list how a popular brand would use the appeal techniques.

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Question 16

How does an emotional appeal differ from a humourous appeal?

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Question 17

Discuss a brand that uses factual appeals in their advertising. Is the advertising effective? Why or why not?

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Question 18

Explain the importance of the positioning strategy statement to creative strategy.

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Question 19

What is meant by "native advertising"? Explain.

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Question 20

List the three elements of a creative strategy.

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Quiz 4: Advertising Planning: Creative