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Class Test 2 On Chapter 12

This document provides a class test on chapter 12 of advertising and promotions management, containing 10 short answer questions about key concepts from the chapter, including the difference between head and heart strategies in advertising, how to create interest, memorability and understanding in ads, what constitutes a claim and appeal, how ads touch on emotions, and the four characteristics of a creative concept. Students are asked to answer each question in a short paragraph within the 30 minute time limit.

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Renjumul Mofid
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49 views4 pages

Class Test 2 On Chapter 12

This document provides a class test on chapter 12 of advertising and promotions management, containing 10 short answer questions about key concepts from the chapter, including the difference between head and heart strategies in advertising, how to create interest, memorability and understanding in ads, what constitutes a claim and appeal, how ads touch on emotions, and the four characteristics of a creative concept. Students are asked to answer each question in a short paragraph within the 30 minute time limit.

Uploaded by

Renjumul Mofid
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Class Test 2 on Chapter 12 (Advertising & Promotions Management)

Please answer following Short Questions. 


Each question carries 2 points
Time: 30 Minutes. 
Marks (1x2=20)

1. This chapter argues that effective advertising is both a science and an


art. Explain what that mean.
Answer: The advertisement translates the logic of planning decisions into a
creative idea that is original, attention getting, and memorable. Ads must
persuade people to take action and make a relevant connection with the
audience be presenting a selling idea in an unexpected way. Effective
advertising is the product of both science (persuasion) and art (creativity).
 

2. What are the four characteristics of a creative concept?


1. Problem solving
2. The ability to visualize
3. Openness to new experiences
4. Conceptual thinking

3. Explain how brainstorming is used in advertising.


 
Brainstorming combines a relaxed, informal approach to problem solving
with lateral thinking. It encourages people to come up with thoughts and
ideas that can, at first, seem a bit crazy. Some of these ideas can be crafted
into original, creative solutions to a problem, while others can spark even
more ideas.
 

4. What is the difference between a head and a heart strategy?

Head: it uses more rational, cognitive thinking objectives


 
Heart: Uses more emotional, affective  feeling objective

5. How do advertisers create the following effects: 


 Interest : Advertising can generate drama and human interest by
featuring people and consumer behaviors, interests, and preferences,
allowing advertisers to better tailor 

 Memorability : Advertiser plays the most common musical


techniques for aiding memorability and hence product recall

 Understanding : Advertisers use the words and visuals to convey


these brand values to their customers. With the help of good words
and good visuals, a positive image of the product is created in the
minds of the people to make the product appealing.

6. What is a claim and what is meant by support?


A supported claim is a statement of truth that has evidence to show the
audience that the statement is valid. It's something that the audience can
believe in. An unsupported claim is a statement that has no evidence to
support the truth of it and the audience cannot see if the statement is valid or
not.
 

7. What is an appeal?
appeals are communication strategies that marketing and advertising
professional use to grab attention and persuade people to buy or act.
 

8. . How do advertisements touch people’s emotions? Describe two


techniques.
1. Emotional Appeal
This technique of advertising is done with help of two factors needs of
consumers and fear factor. Most common appeals under need are:
 
need for something new
need for getting acceptance
 
 2. Promotional Advertising
 
This technique involves giving away samples of the product for free to the
consumers. The items are offered in the trade fairs, promotional events, and
ad campaigns in order to gain the attention of the customers.

9. What are the four characteristics of a creative concept?

Four characteristics of the creative concept:


 
Focus: communicating one idea
 
Unique: one of a kind, never been seen before
 
Generativeness: an advert that has longevity and spawns a sustainable
campaign
 
Honesty:  telling the truth about a product relevant to the target audience

10. What does creative aerobics mean? Give an example?

Creative Aerobics is a set of activities that empower three tasks that are vital
for finding new and deeper understandings and insights: getting to the heart
of the matter, breaking mind-set, and generating new perspectives.
 

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