Exam 8: Creative Strategy

Two basic approaches are sometimes referred to as head and heart strategies. Explain what this means in terms of the Facets Model.

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 didn't like batteries that don't last long, and because Energizer batteries lasted much longer than competitors' brands, they decided to feature that 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?

Which dimension of effective advertising represents the "science" part?

An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states, "There are places that are so awesome and so killer that you'd like to tell the whole world about them. But please, don't." This ad is most closely related to the ________ strategy of Taylor's Six-Segment Strategy Wheel.

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

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

Which of the following are objectives related to the feel facet of the Facets Model of Effects??

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

A creative brief is typically completed in outline form.

Illumination is a technique in which a group of six to 10 people work together to come up with ideas.

How might creativity be demonstrated in the use of media?

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?

The technique of creative aerobics is best classified as a ________ process.

No matter how hard a creative team tries, it is unlikely to come up with a Big Idea for a parity product, such as toilet paper.

Creative problem solvers are risk takers with a high tolerance for ambiguity.

Unilever regularly runs ads comparing its Suave products to "overpriced competitors." Unilever would need to adapt this campaign if it wanted to run ads in Japan.

Compare and contrast the terms creative strategy and creative execution.

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

The ability to keep consumers' attention reflects the pulling power of an ad.

In Taylor's Six-Segment Strategy Wheel, ________ strategies are based on images that consumers have of themselves.