Exam 9: The Creative Side

Why are both creativity and strategy necessary in the process of designing marketing communication?

Messages that ________ are designed to primarily affect attitudes and create beliefs.

In particular,________ advertising is used to create a representation of the brand in a consumer's mind through symbolism.

Proof statements that serve to make a claim believable are referred to as ________.

What purpose do brand icons such as the Burger King's Burger King and Geico's Gecko most likely fulfill?

Compare and contrast the terms creative strategy and execution.

Refer to the following scenario to answer the questions below. For years,Energizer batteries used the Energizer Bunny in its television commercials.The bunny was cute,always beating a drum with the tagline,"The Energizer Bunny keeps going and going and going." Several of the ads were humorous.Viewers could remember the battery ad with the bunny,but for a long time,people could not name the brand of battery.In response,Energizer started putting the bunny on the packaging and using it in point-of-purchase displays in stores,even going so far as to let consumers enter a drawing to take home the bunny that was on top of the battery display.The creative team that worked on this campaign spent considerable time researching consumers' usage of batteries as well as the problems they had with them.The team learned that people dislike batteries that don't last long,and because Energizer batteries lasted much longer than competitors' brands,they decided to feature that idea in the execution of the ads. -In which step of the creative process did the creative team read,research,and learn everything they could about Energizer batteries and their competitors?

What are the three steps of structural analysis? Explain why a creative team would use a structural analysis.

An advertising idea is considered ________ when it's one of a kind.

Looking at a problem in a different way,from a different angle,is referred to as thinking inside the box.

Creative problem solvers are risk takers who tend to be self-sufficient,self-disciplined,and curious.

To get attention,an ad has to have stopping power.Describe how ads can accomplish this.

A particular problem that Big Ideas face is that the message is sometimes so creative that the ad is remembered but not the brand.This is known as ________.

Give two examples of different types of advertising appeals that marketers can use.

An appeal typically states the logic behind the sales offer.

In marketing,"creatives" traditionally were the people who ________.

Explain the function of a key visual.

Refer to the following scenario to answer the questions below. For years,Energizer batteries used the Energizer Bunny in its television commercials.The bunny was cute,always beating a drum with the tagline,"The Energizer Bunny keeps going and going and going." Several of the ads were humorous.Viewers could remember the battery ad with the bunny,but for a long time,people could not name the brand of battery.In response,Energizer started putting the bunny on the packaging and using it in point-of-purchase displays in stores,even going so far as to let consumers enter a drawing to take home the bunny that was on top of the battery display.The creative team that worked on this campaign spent considerable time researching consumers' usage of batteries as well as the problems they had with them.The team learned that people dislike batteries that don't last long,and because Energizer batteries lasted much longer than competitors' brands,they decided to feature that idea in the execution of the ads. -Though humorous,the ads stressed that Energizer batteries last three times longer than competing brands.What is this known as?

The ROI of creativity stands for ________.

Provide an example of an informative ad.