Integrated Marketing Communications
(IMC) Exam 2 well answered graded A+
2025/2026
6 Common Elements of Sticky Ads - ANS ✔✔1. Simplicity
2. Concreteness
3. Emotionality
4. Story telling
5. Credibility
6. Unexpectedness
1. Simplicity - ANS ✔✔Profound, simple, represents a core idea, strips down to critical essence,
very basic
•Example: Justin Timberlake and Jimmy Fallon iPhone 6 with just their hands and voices
2. Concreteness - ANS ✔✔Substantive words (clear, concise, straightforward, factual)
3. Emotionality - ANS ✔✔Connects to thoughts, feelings and emotions. Pulls at your heart
strings
•Example: Budweiser puppy and horses ad, Extra gum commercial
4. Story Telling - ANS ✔✔Story with a plot and characters
5. Credibility - ANS ✔✔Making it believable, a sense of authority
•Example: Bounty paper towels
,6. Unexpectedness - ANS ✔✔Something that stands out, surprises or generates curiousity
•Example: Loctite Super Bowl ad
6 Creative Ad Styles - ANS ✔✔1. Unique selling proposition
2. Brand image
3. Resonance
4. Emotional
5. Generic
6. Preemptive
1. Unique Selling Proposition - ANS ✔✔Identifying an important difference that makes the
brand unique and supports a claim that competitors cannot match •Example: Lincoln/Lexus
comparative ad?
2. Brand Image - ANS ✔✔Developing an image or identity for a brand by associating the brand
with symbols that provide transformational context
3. Resonance - ANS ✔✔Attempting to match "patterns" in an advertisement with the target
audiences stored experiences •Example?
4. Emotional - ANS ✔✔Aiming to reach the consumer at a visceral level through the use of
emotional strategy
5. Generic - ANS ✔✔Making no attempt to differentiate the dominant brand from competitive
offerings or to claim superiority—do it for the category •Example: Got Milk ads?
6. Preemptive - ANS ✔✔Making a generic type claim but doing so with an assertion of
superiority
, •Made 1st in a category of goods with little differences tends to be over others in the category
(Kleenex, Brawny)
Means End Chain - ANS ✔✔Represents linkages among brand attributes- we have values that
drive us in terms of decision making
•The consequences obtained from using the brand and "consuming" the attributes, the
personal values that the consequences reinforce.
•Example: Subaru commercial "they lived" for safety purposes
Attributes > Consequences > Values
Means > End
Attributes - ANS ✔✔Features or aspects
Consequences - ANS ✔✔What consumers hope to receive (benefits) or avoid (detriments)
Values - ANS ✔✔What people hold as important
10 Universal Values - ANS ✔✔*=most relevant to ad/mktg
1.Self-direction*
2. Stimulation*
3. Hedonism*
4. Achievement*
5. Power*
6. Security*
7. Conformity
8. Tradition
(IMC) Exam 2 well answered graded A+
2025/2026
6 Common Elements of Sticky Ads - ANS ✔✔1. Simplicity
2. Concreteness
3. Emotionality
4. Story telling
5. Credibility
6. Unexpectedness
1. Simplicity - ANS ✔✔Profound, simple, represents a core idea, strips down to critical essence,
very basic
•Example: Justin Timberlake and Jimmy Fallon iPhone 6 with just their hands and voices
2. Concreteness - ANS ✔✔Substantive words (clear, concise, straightforward, factual)
3. Emotionality - ANS ✔✔Connects to thoughts, feelings and emotions. Pulls at your heart
strings
•Example: Budweiser puppy and horses ad, Extra gum commercial
4. Story Telling - ANS ✔✔Story with a plot and characters
5. Credibility - ANS ✔✔Making it believable, a sense of authority
•Example: Bounty paper towels
,6. Unexpectedness - ANS ✔✔Something that stands out, surprises or generates curiousity
•Example: Loctite Super Bowl ad
6 Creative Ad Styles - ANS ✔✔1. Unique selling proposition
2. Brand image
3. Resonance
4. Emotional
5. Generic
6. Preemptive
1. Unique Selling Proposition - ANS ✔✔Identifying an important difference that makes the
brand unique and supports a claim that competitors cannot match •Example: Lincoln/Lexus
comparative ad?
2. Brand Image - ANS ✔✔Developing an image or identity for a brand by associating the brand
with symbols that provide transformational context
3. Resonance - ANS ✔✔Attempting to match "patterns" in an advertisement with the target
audiences stored experiences •Example?
4. Emotional - ANS ✔✔Aiming to reach the consumer at a visceral level through the use of
emotional strategy
5. Generic - ANS ✔✔Making no attempt to differentiate the dominant brand from competitive
offerings or to claim superiority—do it for the category •Example: Got Milk ads?
6. Preemptive - ANS ✔✔Making a generic type claim but doing so with an assertion of
superiority
, •Made 1st in a category of goods with little differences tends to be over others in the category
(Kleenex, Brawny)
Means End Chain - ANS ✔✔Represents linkages among brand attributes- we have values that
drive us in terms of decision making
•The consequences obtained from using the brand and "consuming" the attributes, the
personal values that the consequences reinforce.
•Example: Subaru commercial "they lived" for safety purposes
Attributes > Consequences > Values
Means > End
Attributes - ANS ✔✔Features or aspects
Consequences - ANS ✔✔What consumers hope to receive (benefits) or avoid (detriments)
Values - ANS ✔✔What people hold as important
10 Universal Values - ANS ✔✔*=most relevant to ad/mktg
1.Self-direction*
2. Stimulation*
3. Hedonism*
4. Achievement*
5. Power*
6. Security*
7. Conformity
8. Tradition
