Exam 5: Key Benefit Claim and the Creative Idea

Post-modern ads appeal to consumers who possess less advertising literacy.

The Individual-Group-Individual (I-G-I) method is recommended as the best method for brainstorming and selecting conveyors.

Successful ads are built around the dramatization of the key benefit claim.

A minimum of two candidate conveyors are required for the conveyor-properties test, using a minimum of two creative executions each.

If a brand's or brand-item's purchase motivation is based on visual sensory gratification or social approval, the conveyor should be highly remote.

In a conveyor ad, the key benefit claim is communicated directly.

A conveyor that creates a reflexive attention response is particularly effective with an "unmotivated" target audience.

The creative brief should consist of seven sections and be no more than two pages in length.

For international campaigns, verbal conveyors are generally less effective than visual conveyors.

It is not enough to simply imply the key benefit claim in a campaign, it must be explicitly stated.

The conveyor screening test method is not required when using an advertising agency to generate creative ideas.

In general, if pre-testing of conveyors demonstrated that a minimum of 40% of participants made conflicting associations, the conveyor should be eliminated from consideration.

Group brainstorming is generally much more effective than having the same number of individuals brainstorm individually.

Creating a high association with the key benefit in an ad when prompted is considered to be the easiest property of the conveyor to achieve.

It is best to insist that the same copywriter generate all the potential creative ideas for the campaign.

There are four properties of an effective conveyor.

The theory of random creativity states that the more creative ideas generated and tested, the more likely you are to come up with a "real winner."

There are four ad processing responses required in the remote conveyor model.

For the purpose of brainstorming, the key-benefit claim should be expressed in one to four words.

The "deep structure" of an ad consists of four components.