Lecture4_Notes
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Questions and Answers

Which of the following factors should a marketing communication tool in a campaign possess?

  • Strong theme (correct)
  • Multiple themes
  • Weak theme
  • No theme

    • What should a theme in a marketing communication tool be?

  • Forgettable
  • Appealing (correct)
  • Complicated
  • Meaningless

    • Which of the following characteristics should a theme possess?

  • Multiple, attention-grabbing, and memorable
  • Singleminded, attention-grabbing, and memorable (correct)
  • Complicated, boring, and forgettable
  • Vague, uninteresting, and forgettable

    • Why is it important for a campaign to be able to 'inspire and entertain'?

    <p>To engage the target audience</p> Signup and view all the answers

    What does it mean for a campaign to 'sneak into people's lives'?

    <p>To become a part of daily life</p> Signup and view all the answers

    What are the key concepts learned in the text?

    <p>Creativity and innovation</p> Signup and view all the answers

    What is the purpose of a slogan or tagline in an advertising campaign?

    <p>To create brand awareness</p> Signup and view all the answers

    What is the major selling idea in advertising?

    <p>A unique selling proposition</p> Signup and view all the answers

    What is the contemporary approach to the big idea in advertising?

    <p>Creating a brand image</p> Signup and view all the answers

    What is the purpose of a marketing campaign?

    <p>To generate sales</p> Signup and view all the answers

    Red Bull has been using the slogan 'Red Bull gives you wings' for many years. What might be the 'central theme'/'big idea' that it is trying to express?

    <p>Red Bull provides energy and enhances performance</p> Signup and view all the answers

    What is the major selling idea of an ad campaign?

    <p>The unique attribute or benefit of the product</p> Signup and view all the answers

    What are the characteristics of a Unique Selling Proposition (USP)?

    <p>All of the above</p> Signup and view all the answers

    When would a brand image approach be used in an ad campaign?

    <p>When the brand is similar to its competitors</p> Signup and view all the answers

    According to David Ogilvy, what is important in brand selection?

    <p>A sharply defined brand personality</p> Signup and view all the answers

    Which of the following best defines advertising creativity?

    <p>The ability to generate fresh, unique and appropriate ideas for advertising</p> Signup and view all the answers

    According to Young's Creative Process, which stage involves turning the information over to the subconscious to do the work?

    <p>Incubation</p> Signup and view all the answers

    What is the purpose of creative strategy in advertising?

    <p>To determine what the advertising message will say or communicate</p> Signup and view all the answers

    What is the role of creative tactics in advertising?

    <p>To determine how the advertising message will be executed</p> Signup and view all the answers

    What is an IMC campaign?

    <p>A set of coordinated marketing communication activities that center on a single theme or idea</p> Signup and view all the answers

    What is the main focus of creative strategy development?

    <p>Generating fresh and unique ideas</p> Signup and view all the answers

    What is the purpose of the digestion stage in Young's Creative Process?

    <p>To evaluate and reshape the idea</p> Signup and view all the answers

    What is the final stage of Young's Creative Process?

    <p>Illumination</p> Signup and view all the answers

    What does the term 'interrelated' mean in the context of an IMC campaign?

    <p>Connected</p> Signup and view all the answers

    What is the purpose of verification in Young's Creative Process?

    <p>To evaluate and reshape the idea</p> Signup and view all the answers

    Which of the following characteristics should a theme possess?

    <p>It should be singleminded and persuasive</p> Signup and view all the answers

    What is the purpose of a slogan or tagline in an advertising campaign?

    <p>To communicate the major selling idea</p> Signup and view all the answers

    What is the contemporary approach to the big idea in advertising?

    <p>Focusing on creativity and entertainment</p> Signup and view all the answers

    Why is it important for a campaign to be able to 'inspire and entertain'?

    <p>To engage and connect with the target audience</p> Signup and view all the answers

    What is the major selling idea of an ad campaign?

    <p>The unique selling proposition of the product</p> Signup and view all the answers

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