Exam 9: The Creative Side

Which of the following is a style of thinking that explores multiple possibilities?

How do Federal Trade Commission rules affect endorsers of products?

A ________ is a generic,non-original,non-novel idea.

In which type of campaign does the message unfold over time?

According to the ROI of creativity,it is most accurate to say that an idea that makes an impression on the audience has ________.

An E score is a rating system that measures the appeal of ________.

A true Big Idea is risky because it is new and unexpected.

Name and describe the four rational selling premises.

An informational message that is designed to touch the mind and create a response based on logic is known as a ________ sell.

Ads that demonstrate how something works or how to solve a problem are messages that are most likely designed to ________.

Message design refers to the use of graphics and visuals.

Jell-O ads contain the phrase "Make some magic." Ace Hardware ads contain the statement "Life is an ongoing project." The Dairy Farmers of America ad states,"Ahh,the power of cheese." These are all examples of ________.

________ refers to the generation of fresh ideas and solutions to current problems and challenges.

What is typically used at the end of an ad to summarize the point of the ad's message in a highly memorable way?

Which term refers to brand visibility,presence,and importance to the target market?

Which dimension of effective advertising represents the "art" part?

An association message strategy delivers information symbolically by connecting a brand with a certain type of person or lifestyle.

A(n)________ connects with some emotion that makes the product particularly attractive or interesting.

The unique selling proposition is a benefit statement that looks to the future and predicts that something good will happen if you use the product.

In marketing communication,using an idea that someone else has originated is known as ________ advertising.