6) Students-Chapter-Fourdoc ×1+ IMC Individual Questions: Chapter Four 1. The te

Question

6) Students-Chapter-Fourdoc ×1+ IMC Individual Questions: Chapter Four 1. The textbook discusses several of the more common appeal techniques. Compare and contrast three appeal techniques, using examples to illustrate. 2. Describe the contents of a creative brief. 3. Discuss the pros and cons of using a comparative advertising appeal for one of the following products categories: beer, cell phones, or airlines. Distinguish between creative objectives, creative strategies, and creative execution. Use an example to show the differences. 4. 5. What is meant by the "big idea"? 6. How does an emotional appeal differ from a humourous appeal? 7. What is the difference between a tagline and a slogan?

Explanation / Answer

1.Advertising appeals:Advertisement appeals are creative measures that persuade a person to arise an intent in his mind to buy a product.The advertising appeals create a positive appeal or persuade the customer to buy a product or service.apart from the product the features of product also makes it positive.so advertising appeal focuses on such thing.The organizations put a lot of effort in crafting an best advertising to attract customer through best appeal.

The several appeals used by organizations are:

1.Musical appeal:It is used to capture the attention of customer using musical jingle.music attracts the attention of customer.

2.Humour appeal:The humour appeal tries to create a good mood.for example the johnson baby add or the e humour appeals .

3.Fear or teaser appeal:it uses fear as an ingrident in advertisemnt to catch the viewer attention.the insurance and medicinal companies use this appeal.

4.Rational appeals:this ads focus about giving the facts and details and then persuades the customer to buy.For example colgate and patanjali ads.

2.Contents of creative brief:The creative brief is a short description or summary of information or intent the client firm gives to the designer inorder to give an direction or idea.

The contents are:

1.project:The client needs to address thettpe of project.is it logo or pacakging or website and so on

2.Target audience:The client should indicate for whom it designed and how should it reach.who are the specific target group.

3.competition:who are the competitiors in the market and how they are similar and how we ahould be different from them.

4.crearive considerations such as creative thoughts,high clarity,inspirational quotes,better resolution of ad and different concepts to be involved.

5.schedule and time

5.big idea;Big idea is a foundation for a major underaking in an area to commhnicate regarding brand,productto the consumers.It used in advertosing and marketing

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