Advertising and Promotion: An Integrated Marketing Communications Perspective (Chapter 9)

question

Creative strategy
answer

what an advertising message will say or communicate to a target audience.
question

Creative Tactics
answer

how an advertising message will be implemented to execute the creative strategy.
question

advertising creativity
answer

The ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems.
question

divergence
answer

the extent to which an advertisement contains certain creative elements that are novel, different or unusual
question

relevance
answer

The degree to which the various elements of an advertisement are meaningful, useful, or valuable to the consumer.
question

account planning
answer

The process of conducting research and gathering all relevant information about a client’s product, ser-vice, brand, and consumers in the target audience for use in the development of creative strategy as well as other aspects of an IMC campaign.
question

general preplanning input
answer

Information gathering and/or market research studies on trends, developments, and happenings in the marketplace that can be used to assist in the initial stages of the creative process of advertising.
question

Product- or service- specific preplanning input
answer

Specific studies provided to the creative department on the product or ser-vice, the target audience, or a combination of the two.
question

problem detection
answer

Specific studies provided to the creative department on the product or ser-vice, the target audience, or a combination of the two.
question

focus group
answer

A qualitative marketing research method whereby a group of 10 to 12 consumers from the target market is led through a discussion regarding a particular topic such as a product, service, or advertising campaign.
question

ethnographic research
answer

A research technique that involves observing or studying consumers in their natural environment.
question

storyboard
answer

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

animatic
answer

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

advertising campaign
answer

A comprehensive advertising plan that consists of a series of messages in a variety of media that center on a single theme or idea.
question

campaign theme
answer

The central message or idea that is commu-nicated in all advertising and other promotional activities.
question

slogan (tagline)
answer

A statement or phrase consisting of a few words that succinctly expresses the company image, identity, and/ or positioning a company or brand wants to communicate.
question

creative brief
answer

A document that specifies the basic ele-ments of the creative strategy such as the basic problem or issue the advertising must address, the advertising and communications objectives, target audience, major selling idea or key benefits to communicate, campaign theme or appeal, and supportive informa-tion or requirements
question

major selling idea
answer

The basis for the central theme or message idea in an advertising campaign.
question

unique selling proposition (USP)
answer

An advertising strategy that focuses on a product or service attribute that is distinctive to a particular brand and offers an important benefit to the customer.
question

image advertising
answer

Advertising that creates an identity for a product or service by emphasizing psychological meaning or symbolic association with certain values, lifestyles, and the like.
question

Inherent drama
answer

An approach to advertising that focuses on the benefits or characteristics that lead a consumer to purchase a product or service and uses dramatic elements to emphasize them.

Get instant access to
all materials

Become a Member