Exam 9: The Creative Side

Which of Frazer's six creative strategies is most likely to force competitors into "me too" positions?

The Harley-Davidson slogan "Steak for your ears" presents an unexpected juxtaposition.

When Budweiser beer started using the Budweiser frogs in commercials,people raved about how creative the advertising was.However,someone who had worked in the advertising industry for many years pointed out that he had used that creative idea several years before.This is an example of ________ advertising.

A toll-free number,website URL,or email address are all possible methods of communicating a(n)________ to audiences.

Copywriters and art directors are the only creative roles in advertising agencies.

Which type of message strategy delivers information symbolically by connecting a brand with a certain type of person,lifestyle,or other characteristic?

In which step of the classic creative process does the problem solver look at the problem from every angle,develop ideas,and generate as many alternatives as possible?

Which of the following objectives is most closely related to the Awareness facet of the Facets Model of Effects?

An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain.The ad states,"There are places that are so awesome and so killer that you'd like to tell the whole world about them.But please,don't." This ad is most closely related to the ________ strategy of Taylor's six-segment strategy wheel.

To get attention,an ad has to have pulling power.

In Taylor's six-segment strategy wheel,________ strategies are based on images that consumers have of themselves.

Which of the following is the last step in the classic creative process?

A ________ is a vivid image that the advertiser hopes will linger in the viewer's mind.

In Taylor's six-segment strategy wheel,the transmission view is equivalent to the ________ strategy.

Which of the following is a benefit statement that is both unique to the product and important to the user?

Explain what a Big Idea is and give an example.

You have been asked by your supervisor to participate in a brainstorming session to come up with ideas for your company's advertising campaign.Explain what brainstorming is and why it is used.

Which of the following would most likely be used in a message that is intended to persuade consumers to change an attitude or belief?

Refer to the following scenario to answer the questions below. For several years,the Cotton Growers of America,a trade group representing U.S.cotton farmers,used an advertising campaign that depicted people in everyday scenarios with a voice-over saying that cotton was the "fabric of our lives." Although cotton has several advantages over other types of fabric,none of this information was conveyed in the advertising campaign. -Did this campaign use a hard-sell or soft-sell strategy? How do you know?

An ad showing how much food a Dixie paper plate can handle and how much more food a Chinet paper plate can handle is an example of a problem avoidance message format.