UNIT 2 - CREATIVE AD TEST

Question 1

AIDA

Answer 1

Attention: potential customers aware of a product or service, usually through PR, advertising or other above-the-line media. (attraction)

Interest: the customer becomes more interested in the brand, product or service by learning its benefits and any shared affinities (keep attention)

Desire: the customer develops an active interest in the product or service and holds a favourable perception or opinions (convince customers to want the product)

Action: purchase intent is formed; the customer buys, trials or shops around; they are ‘in-market’ for the product (get the ad to generate action)

Question 2

Review your notes on Strategy, Concept and Campaign. Explain each in detail and how do they work together?

Answer 2

Strategy: overall thinking behind the concept/thing. What is the problem that needs to be solved? (goal, target audience)
Concept: the idea, how do we meet the strategy, how do we solve the problem, must be unique?

Campaign: the advertising campaign, very specific based on concept/idea, easy to understand with examples (social media, posters)

How they work together:
-The strategy guides the direction (why)
-The concept brings the strategy to life creatively (odea)
-The campaign delivers it to the audience (execution)
-If one is weak, the whole thing falls apart. A strong campaign only works if it’s built on a clear strategy and a solid concept.

Question 3

Refer to the 1950s and 1960s Mr. Clean ads. Who is the target market for Mr. Clean? Be specific and explain the Demographics, Geographics and Psychographics. -For glow house

Answer 3

Demographics
Age: 10-16
sex/gender: female
Education: elementary-highschool
Income: any
Marital: single
Ethnic and/or religious background: any
Family life cycle: without children

Geographics
Anywhere in North America

Psychographics
Trendy lifestyle, easily influenced, need guidance, enjoy fashion & makeup, improve mental health, use tiktok

Question 4

Exaggeration vs. Contrivance? How are these terms significant to advertising?

Answer 4

Exaggeration
-A statement that represents something as better or worse than it is
-Begins with a truth

Contrivance
-Something produced that may be deceitful or expedient. -Arguably produced with skill and cleverness that is artificial
-Begins with an untruth

significance to advertising:
-Exaggeration is generally accepted in advertising. People expect a bit of hype, so it can make ads more entertaining and persuasive without fully misleading.
-Contrivance, however, can be risky. If an ad feels too fake or dishonest, audiences may lose trust in the brand.

Question 5

What is Ambient Media? Is it effective? Why or Why not?

Answer 5

Also known as Guerilla advertising
Non-traditional form of media that uses unusual, alternative techniques or places to deliver its message
Ambient means “surrounding”
Ex tim hortons in your neighborhood, smile ad
Clever, innovative
Placing ads where you won’t normally see them

Effective message
Often make someone think about a place or thing differently
Offers precise audience targeting
Grabs attention: Because it’s unexpected, people are more likely to notice it
Memorable: Unique placements stick in people’s minds longer
Engaging: Often interactive or visually creative
Shareable: People may take pictures or post it on social media

Question 6

What is a PSA? What are some successful examples of PSA’s

Answer 6

Psa: public service announcement or public service ad, is a message in the public interest disseminated by the media without charge, with the objective of raising awareness, changing public attitudes and behavior towards social issues (ex. Mothers against drunk driving, dumb ways to drive)

Question 7

Why is social media effective?

Answer 7

It uses data to target specific audiences, so people see ads based on their interests, making them more likely to engage.

Question 8

why do people scroll for hours

Answer 8

Apps are designed with endless scrolling, quick content, and dopamine rewards (likes, new posts), making them addictive.

Question 9

How do companies reach target markets?

Answer 9

They use algorithms, data tracking, influencers, trends, and emotional appeals to make ads feel personal and relatable.

Question 10

Why are girls (12–20) buying beauty products?

Answer 10

Because of beauty standards, influencer promotion, and pressure to fit in, making products seem necessary for confidence.

Question 11

Why are boys (15–25) into betting/day trading?

Answer 11

They’re drawn to fast money, risk, competition, and influencer hype, which often hides the real risks.