Exam 9: The Creative Side

Lecture as a basic strategy that relies on the viewer to make inferences.

Which of the following creative techniques is used to convey new patterns or relationships?

Which of the following refers to intuitive,holistic,artistic,and emotionally expressive thinking?

Advertising creatives use the term ________ to refer to the process of coming up with a new marketing communication idea.

The most creative marketing communication may not be the most strategic marketing communication.

Name and describe any five common message approaches.

In the case where the core targeting and positioning strategies remain the same in different markets,execution needs to be the same.

In Ron Taylor's model,the ________ view is similar to the more rational "head" strategies.

Give a hypothetical example of a slice-of-life message execution style.

Getting attention reflects the ________ power of an advertisement;creating interest reflects the ________ power of an ad.

Which of the following involves moving from the safety of predictable business language in a strategy statement to an original idea?

A creative brief is also known as which of the following?

Which stage of the classic creative process is characterized as an unexpected moment when the idea comes,often when the mind is relaxed and doing something else?

Which approach uses emotional appeals or images to create a response based on attitudes,moods,dreams,and feelings?

In the new digital environment,the work previously done by an agency team can be accomplished by one copywriter.

According to Taylor's six-segment strategy wheel,strategies addressing the acute need segment are based on a consumer's unplanned and unanticipated need for a product or service.

When Taco Bell used a Chihuahua,a small dog,to represent its product,which type of message format was being used?

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

An effective ad is relevant,original,and has impact.

Which message format is an elaborate version of a problem solution staged in the form of a drama in which "typical people" talk about a common problem and resolve it?