Exam 8: Creative Strategy

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

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

A jingle is a valuable memorability device.

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. In terms of DDB Needham agency's "ROI" evaluate this ad.

A ________ is a vivid image that the advertiser hopes will linger in the viewer's mind.

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. -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 stage of the creative process does the problem solver try to put his or her conscious mind to rest to let the subconscious take over?

What role does environment play in the process of innovation?

The key visual in a print, interactive, or television ad is a vivid image that the advertiser hopes will linger in the viewer's mind.

In the case where the core targeting and positioning strategies remain the same in different markets, execution needs to be the same.

Laurie saw a television commercial that depicts a mother stressed out from working and taking care of children. The scenes show hassles at work, kids crying, dogs barking, and the phone ringing. Then the commercial shows the mother relaxing in a bubble bath with the voice-over saying, "Calgon, take me away!" When Laurie saw that ad, she exclaimed, "Yes, that's exactly how I feel!" What message approach was this ad using?

Give a hypothetical example of a slice-of-life message execution style.

According to Professor Sheila Sasser, what are the 3 Ps of innovation?

Which type of message strategy delivers information symbolically by connecting a brand with a certain type of person, lifestyle, or other characteristic?

A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of the medication. Which of the following was most likely the objective of this ad?

To get attention, an ad has to have pulling power.

Refer to the following scenario to answer the questions below. For several years, the Cotton Growers of America, a trade group representing U.S. cotton farmers, used an advertising campaign that depicted people in everyday scenarios with a voice-over saying that cotton was the "fabric of our lives." Although cotton has several advantages over other types of fabric, none of this information was conveyed in this advertising campaign. -Although there were several executions of the cotton television commercials, they each included the words, "Cotton. The fabric of our lives." What are these words known as?

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

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?

Which type of message format is designed to arouse curiosity, using mystery ads that don't deliver quite enough information to make sense?