IMC Exam 2 Review – Velliquette
questions n answers rated A+
6 Common elements of Sticky Advertisements and recognize examples - ANS ✔✔1.
Concreteness
2. Emotionality
3. Storytelling
4. Simplicity
5. Unexpectedness
6. Credibility
Unique Selling Proposition - ANS ✔✔Identifying an important difference that makes a brand
unique and supports a claim that competitors cannot match
-Ex: Dyson's "the only vacuum with balls"
Brand Image - ANS ✔✔Developing an image or identity for a brand by associating the brand
with symbols that provide a transformational context
-Ex: Mountain Dew's crushed can crime scene
Resonance - ANS ✔✔Attempting to match "patterns" in an advertisement with the target
audience's stored experiences
-Ex: Dove's deodorant with older aged women
,Emotional - ANS ✔✔Aiming to reach the consumer at a visceral level through the use of
emotional strategy
-Ex: DKNY's fragrance collection with people making out in the rain
Types of Creative Styles: - ANS ✔✔1. Unique Selling Proposition (USP)
2. Brand Image
3. Resonance
4. Emotional
Means-End Chain Concept of Advertising - ANS ✔✔-Brand attributes and the consequences of
consuming these attributes are the means whereby people achieve valued ends.
Attributes --> Consequences --> Values
or
Means --> Means --> End
Attributes referred to in End Chain: - ANS ✔✔Features or aspects of advertised brands
Consequences referred to in End Chain - ANS ✔✔What consumers hope to receive (benefits) or
avoid (detriments) when consuming brands
Values referred to in End Chain - ANS ✔✔Enduring beliefs people hold regarding what is
important in life
, Ten Universal Values (we hold as individuals) - ANS ✔✔1. Self Direction (Harley-Davidson)
2. Stimulation
3. Hedonism (Corona time on beach)
4. Achievement (The Home Depot)
5. Power (Rolex, Toyota Tundra)
6. Security
7. Conformity
8. Tradition
9. Benevolence
10. Universalism
Define a Creative Brief and what it's used for: - ANS ✔✔-Explains what an ad campaign is set to
accomplish
-Provides basic framework or guidelines to get team moving in the same direction
-promotes good teamwork and fosters the creative process
-informal pact between client and an agency
What are some of the elements of the creative brief? - ANS ✔✔1. Background: what is the
product or service?
2. Target Audience: Whom do we need to reach with the ad campaign? Who are we talking to?
3. Insights & Analysis: What do members of the target audience currently think and feel about
our brand?
questions n answers rated A+
6 Common elements of Sticky Advertisements and recognize examples - ANS ✔✔1.
Concreteness
2. Emotionality
3. Storytelling
4. Simplicity
5. Unexpectedness
6. Credibility
Unique Selling Proposition - ANS ✔✔Identifying an important difference that makes a brand
unique and supports a claim that competitors cannot match
-Ex: Dyson's "the only vacuum with balls"
Brand Image - ANS ✔✔Developing an image or identity for a brand by associating the brand
with symbols that provide a transformational context
-Ex: Mountain Dew's crushed can crime scene
Resonance - ANS ✔✔Attempting to match "patterns" in an advertisement with the target
audience's stored experiences
-Ex: Dove's deodorant with older aged women
,Emotional - ANS ✔✔Aiming to reach the consumer at a visceral level through the use of
emotional strategy
-Ex: DKNY's fragrance collection with people making out in the rain
Types of Creative Styles: - ANS ✔✔1. Unique Selling Proposition (USP)
2. Brand Image
3. Resonance
4. Emotional
Means-End Chain Concept of Advertising - ANS ✔✔-Brand attributes and the consequences of
consuming these attributes are the means whereby people achieve valued ends.
Attributes --> Consequences --> Values
or
Means --> Means --> End
Attributes referred to in End Chain: - ANS ✔✔Features or aspects of advertised brands
Consequences referred to in End Chain - ANS ✔✔What consumers hope to receive (benefits) or
avoid (detriments) when consuming brands
Values referred to in End Chain - ANS ✔✔Enduring beliefs people hold regarding what is
important in life
, Ten Universal Values (we hold as individuals) - ANS ✔✔1. Self Direction (Harley-Davidson)
2. Stimulation
3. Hedonism (Corona time on beach)
4. Achievement (The Home Depot)
5. Power (Rolex, Toyota Tundra)
6. Security
7. Conformity
8. Tradition
9. Benevolence
10. Universalism
Define a Creative Brief and what it's used for: - ANS ✔✔-Explains what an ad campaign is set to
accomplish
-Provides basic framework or guidelines to get team moving in the same direction
-promotes good teamwork and fosters the creative process
-informal pact between client and an agency
What are some of the elements of the creative brief? - ANS ✔✔1. Background: what is the
product or service?
2. Target Audience: Whom do we need to reach with the ad campaign? Who are we talking to?
3. Insights & Analysis: What do members of the target audience currently think and feel about
our brand?
