1. What are 4 steps of the creative decision process in advertising?

i. Identify product benefits. (Difference between attributes and benefits?)

ii. Develop and evaluate advertising appeals. (What is an advertising appeal? Some common types?)

iii. Execute the message. (Some common styles?)

iv. Evaluate the campaigns effectiveness. (What are some ways to do that?)

2. What are the following message strategies? When is each one most likely used?

Cognitive

Generic

Unique selling proposition

Hyperbole

Comparative

Affective

Resonance

Emotional

Conative

3. What are some common appeals in advertisements? What are their strength and weaknesses?

4. What are some common sources/spokespersons?

Celebrities

CEOs

Experts

Typical persons

5. What are the characteristics that contribute to source credibility?

Trustworthiness

Expertise

Attractiveness

Similarity

Likability