Below are the learning exercises for Chapters 11 and 12. What is required of you is to pick 5 of the following to talk about? Each one will require a 2 to 3 paragraph informational response. This will be in the form of an essay paper. The 1st page is the Title page, the content pages you will have each section separated with the question you have chosen, the last page will be a reference page. Some may require research. This is an assignment for grading.
Chapter 11 and 12
Discuss the differences between cool and hot media.
Discuss when print advertising makes the best executions.
Describe the key decisions creatives make on a photoshoot.
List and discuss the key functions in producing a TV commercial.
Characterize the downsides of licensing music for commercials.
Explain how online ads are similar and different from other media ads.
Define recall and recognition.
Explain how the stopping power of creative ads can be increased.
Explain pretesting and post-testing.
Describe how a Starch test is conducted.
Explain why resonance and relevance are the keys to superior advertising.
List and characterize each of the five factors that constitute an ad’s likeability.
List and briefly describe each of the five appeals that an advertiser can use to connect with the target audience.
List and describe the six categories of universal values.
List and briefly characterize the five executional frameworks that provide an advertisement’s structure.
Describe why “star power” is important to the advertiser.
Explain how an avatar can be used to connect with a target audience.
Describe the copywriter’s responsibility in advertising.
List and describe the literary forms and devices that can be used in advertising.
Describe the art director’s responsibility in advertising.