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Unit 8: Advertising Strategy: Creative Execution

Fill in the blanks: Notes
6. Tagline used by Britannia is…………………………..
7. 'Go grab it' is a ……………………..headline.
8. ……………………………can be instrumental in helping the listeners remember a slogan.

9. Current tagline used by…………………..is 'Be a little Dillogical'.
10. …………………….select the appropriate type styles to be used in print advertisements.

8.8 Review Questions

1. The headline is considered as the most important part of a print ad by most advertising
professionals. Why?
2. Collect five print advertisements and mention what kind of headline they use. Do you
think their headlines could have been better? Suggest few headlines for them.
3. "A good design of print ads not only commands attention but also holds it". Comment.
4. Take an example of any visual ad and critically analyse its video and audio elements.
5. "Radio commercials play with listeners' imaginations". Substantiate the statement and
mention the prerequisites of a good radio commercial.
6. "While developing online ads, focus should be on interactive advertising". Comment.
7. Create a storyboard for a visual advertisement of any motorcycle brand of your choice.
8. "It seems logical to keep the message short and simple when advertising on radio".
Substantiate
9. Can the jingles used in television ads serve as an identity of the brand while advertising
on radio? Justify your answer by giving suitable examples.
10. Comment on the talking Volkswagen Vento's print ad that appeared in Times of India.
Discuss the effectiveness of such an attempt.

Answers: Self Assessment

1. False 2. True

3. False 4. False
5. True 6. Eat healthy, think better
7. Command 8. Jingles
9. Lays 10. Art directors

8.9 Further Readings

Books Batra, Aaker and Myers, Advertising Management, Pearson Education.
Kruti Shah and Alan D'Souza, Advertisement and Promotions-An IMC Perspective,
Tata McGraw Hill.

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