Exam 5: Creative Planning Essentials

An endorsement advertisement essentially amounts to a typical user of the product explaining how they have enjoyed the product in their everyday lives.

Advertising objectives usually focus on product issues and are expressed in qualitative terms whenever possible.

Wal Mart uses this production consideration in their ads when they feature a diversity of ethnic people making the point that Wal Mart offers the value their families need:

Many advertisers worry that a humorous campaign will suffer from premature wear-out after a few exposures: when the humour is familiar, it is no longer funny.

For positive appeals, the product promise and benefits presented are based on an experience the potential buyer can avoid by purchasing the advertised product or service.

Very often the use of fear and anger are associated with positive appeals.

The target market profile must be supplied to the agency by the

Production considerations are addressed in which stage of the creative development process?

For negative appeals, such as insurance companies showing disasters homeowners could encounter, the product promise and benefits are based on an experience the potential buyer can

Endorsements of a product or service is presented by an organization or

When a product is firmly established in the market, the marketing objectives usually reflect an attempt to

How does a factual appeal differ from a negative appeal?

When evaluating creative, why should a client be concerned about whether or not the advertising message is presented in good taste?

Comparative campaigns are often undertaken by

A potential danger of using celebrity endorsements is the celebrity is

Advertising objectives focus on

Brand names like McDonald's that have a closely associated slogan (i.e. "I'm lovin' it") have

Summarize the key elements of creative planning.

In order to ensure consistency of thought and style to campaigns that stretch over extended periods of time, this is an important component of the creative development process:

Another form of advertising research is the split-run test, usually in print media. This is when