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IMC FINALS Quizzes

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Kiara Marie P. LAGUDA
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8 views

IMC FINALS Quizzes

Notes

Uploaded by

Kiara Marie P. LAGUDA
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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CHAPTER 9

1. These are strategies that marketing professionals use to encourage consumers to


buy their product or service.
- Advertising Appeal

2. Category of advertising appeal which rely on logic, facts, and reasoning to


persuade someone.
- Informal/rational appeal

3. Type of advertising which is designed to build curiosity, interest, and/or excitement


about a product or brand by talking about it but not actually showing it.
- Teaser advertising

4. The third major component of a print


ad is the __________.
- Body copy

5. Is the physical arrangement of the various parts of the ad, including the headline,
subheads, body copy, illustrations, and any identifying marks.
- Layout

6. Refers to music that is prefabricated, multipurpose, and highly conventional.


- Needledrop

7. It is a catchy song about a product or service that usually carries the advertising
theme and a simple message.
- Jingle

8. Is a type of paid placement designed to fit seamlessly into the content that.
surrounds it.
- Native advertising

9. The dominant form of display advertising, particularly retargeting types that follow
consumers across the Web.
- Commerce ads

10. This approach involves straightforward communication of the product or service's


features and benefits without embellishment.
- Straight-sell or factual message

11. The main text portion of a print ad is referred to as the _____________.


- Body copy

12. Type of headline which is not straightforward about identifying the product or
service or getting to the point.
- Indirect headline
13. Stage during which the commercial is filmed or videotaped and recorded.
- Production

14. Associating the product with a recognizable character or personality can create
emotional connections with consumers.
- Endorsement/Testimonial

15. This approach portrays realistic scenarios of people using the product or service
in their everyday lives.
- Slice-of-life

16. A common method for presenting the audio portion of a commercial.


- Voiceover

17. Animated characters or scenarios can be used to create engaging and


memorable ads, often appealing to younger demographics.
- Animation

18. Is also an important part of many TV commercials and can play a variety of roles.
- Music

19. Is usually the heart of the advertising message.


- Copy

20. Two categories of advertising appeals.


- Informal/rational appeals and emotional appeals
CHAPTER 8
1. Originality
Ads that contain elements that are rare, surprising, or move away from the obvious
and commonplace .

2. Creativity
A form of marketing that uses original concepts, designs, and storytelling to
effectively communicate a message or promote a service or product .

3. Advertising Creativity
The ability to generate fresh, unique, and appropriate or relevant ideas that can be
used as solutions to communication problems .

4. Artistic Value
Ads that contain artistic verbal impressions or attractive shapes and colors .

5. Flexibility
Ads that contain different ideas or switch from one perspective to another .

6. Divergence
Refers to the extent to which an ad contains elements that are novel, different, or
unusual .

7. Synthesis
Ads that combine, connect, or blend normally unrelated objects or ideas .

8. Relevance
Another key factor in creativity, with two main aspects: ad-to-consumer
relevance and brand-to-consumer relevance .

9. Ad-to-Consumer Relevance
Involves using elements that are meaningful to consumers, such as celebrities or
music they like .

10. Elaboration
Ads that contain unexpected details or finish and extend basic ideas so they become
more intricate, complicated, or sophisticated .

11. Brand-to-Consumer Relevance


Occurs when the advertised brand is personally interesting to consumers .

12. Creative brief


Specifies the basic elements of the creative strategy.
13. Campaign theme
Should be a strong idea, as it is the central message that will be communicated in all
the advertising and other promotional activities .

14. Preparation
Gathering background information needed to solve the problem through research
and study .

15. Incubation
Getting away and letting ideas develop .

16. Illumination
Seeing the light or solution .

17. Verification
Refining and polishing the idea and seeing if it is an appropriate solution .

18. Storyboards
A series of drawings used to present the visual plan or layout of a proposed
commercial .

19. Focus Groups


A research method whereby consumers (usually 10 to 12 people) from the target
market are led through a discussion regarding a particular topic .

20. Ethnographic Research


Another form of qualitative input that has become popular among advertising
agencies .

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