Chapter 4
Q: What are the five steps in promotions opportunity analysis?
A: Conduct a communication market analysis, Establish communication objectives, Create a budget, Prepare a promotional strategy, Match tactics with the strategy.
Q: What is the shape of sales response function curve?
A: S-shaped curve
Chapter 5
Q: What is the job of a creative?
A: Creatives are the people who are considered to have the glamorous jobs. Creatives develop and produce ads.
Q: What are the five parts of a creative brief?
A: Objective, Target Audience, Message Theme, Support, Constraints.
Chapter 6
Q: What is the hierarchy of effects model theory?
A: The hierarchy of effects model theory suggest that there are six steps a consumer moves through when making a purchase.
Q: What are the seven popular advertising appeals?
A: Fear, Humor, Sex, Music, Rationality, Emotions, Scarcity
Chapter 7
Q: What are the three broad categories of message strategies?
A: Cognitive, Affective, Conative.
Q: What is executional framework?
A: Executional framework is the plot or scenario within which you situate your advertisement.
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