Exam 9: The Creative Side

Because music can strengthen the emotional bond between brands and audiences,it should be an integral part of the creative work of the campaign,rather than something that is added toward the end of the creative process.

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. -One commercial was particularly effective because viewers watched the entire commercial to see the bunny do something funny at the end.It is most accurate to say that this commercial had ________.

In which advertising message does a speaker present evidence and use an argument to persuade the audience?

At one time,NBA superstar Michael Jordan was the highest paid celebrity endorser for several products.Why do advertisers use such celebrity endorsers?

The ability to visualize is an important skill for artists on creative teams but not for copywriters.

The third step of Burnett's method for structural analysis considers how well the power of the narrative and the strength of the product claim are integrated.

An ad for a new convection oven shows a busy professional woman serving dinner to her family.The convection oven is seen in the background,and the headline reads,"The latest development in time travel." The objective of this message was most likely to ________.

A print ad for the American Cancer Society pictured an attractive young woman in a bikini bathing suit from the torso up,with her face turned toward the sun and her arms folded behind her head.The headline read,"Fry now,pay later." The copy went on to give factual information on skin cancer and how to avoid it,as well as information on how sun exposure can cause wrinkles later in life.Evaluate this ad based on the ROI of creativity concept developed by the DDB agency.

Vampire creativity involves using an idea that someone else has originated.

Delivering information and aiding understanding are objectives related to which facet of the Facets Model of Effects?

Which of the following is a step in the process of structural analysis as used by the Leo Burnett agency?

An advertising objective associated with achieving the behavior Facet of Effect is to touch emotions and create feelings.

Apple ran ads featuring real people who had switched from Microsoft Windows-based PCs to Macs.These ads most likely used a ________ strategy.

Which of the following is a benefit statement that looks to the future and predicts that something good will happen if you use the product?

Carly saw a billboard for a local church that said,"CH_ _ CH-What's missing?" This is an example of which technique for creating original and unexpected ideas?

Problem solving requires not just logic,but also creative thinking.

Which of the following is a central purpose of reminder advertising?

Suave ran ads featuring a woman with beautiful hair questioning "Suave or Matrix? Can You Tell?" This is an example of a ________ format.

An appeal connects with some emotion that makes the product particularly attractive or interesting.

Name and describe the six steps in the classic creative process.