30 Questions
Which of the following factors should a marketing communication tool in a campaign possess?
Strong theme
What should a theme in a marketing communication tool be?
Appealing
Which of the following characteristics should a theme possess?
Singleminded, attention-grabbing, and memorable
Why is it important for a campaign to be able to 'inspire and entertain'?
To engage the target audience
What does it mean for a campaign to 'sneak into people's lives'?
To become a part of daily life
What are the key concepts learned in the text?
Creativity and innovation
What is the purpose of a slogan or tagline in an advertising campaign?
To create brand awareness
What is the major selling idea in advertising?
A unique selling proposition
What is the contemporary approach to the big idea in advertising?
Creating a brand image
What is the purpose of a marketing campaign?
To generate sales
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?
Red Bull provides energy and enhances performance
What is the major selling idea of an ad campaign?
The unique attribute or benefit of the product
What are the characteristics of a Unique Selling Proposition (USP)?
All of the above
When would a brand image approach be used in an ad campaign?
When the brand is similar to its competitors
According to David Ogilvy, what is important in brand selection?
A sharply defined brand personality
Which of the following best defines advertising creativity?
The ability to generate fresh, unique and appropriate ideas for advertising
According to Young's Creative Process, which stage involves turning the information over to the subconscious to do the work?
Incubation
What is the purpose of creative strategy in advertising?
To determine what the advertising message will say or communicate
What is the role of creative tactics in advertising?
To determine how the advertising message will be executed
What is an IMC campaign?
A set of coordinated marketing communication activities that center on a single theme or idea
What is the main focus of creative strategy development?
Generating fresh and unique ideas
What is the purpose of the digestion stage in Young's Creative Process?
To evaluate and reshape the idea
What is the final stage of Young's Creative Process?
Illumination
What does the term 'interrelated' mean in the context of an IMC campaign?
Connected
What is the purpose of verification in Young's Creative Process?
To evaluate and reshape the idea
Which of the following characteristics should a theme possess?
It should be singleminded and persuasive
What is the purpose of a slogan or tagline in an advertising campaign?
To communicate the major selling idea
What is the contemporary approach to the big idea in advertising?
Focusing on creativity and entertainment
Why is it important for a campaign to be able to 'inspire and entertain'?
To engage and connect with the target audience
What is the major selling idea of an ad campaign?
The unique selling proposition of the product
Test your knowledge on creative strategy in advertising with this quiz. Covering topics such as planning, development, and advertising creativity, this quiz will challenge your understanding of effective advertising and promotion strategies.
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