Exam 8: Creative Strategy

How do recent changes in FTC rules affect endorsers of products?

In marketing communication, using an idea that someone else has originated is known as ________.

The message plan is the document prepared by the account planner to summarize the basic marketing and advertising strategy as well as give direction to members of the creative team as they search for a creative concept.

A technique in which six to 10 people work together to come up with ideas is known as ________.

You have been asked by your supervisor to participate in a brainstorming session to come up with ideas for your company's advertising campaign. Explain what brainstorming is and why it is used.

In which type of campaign does the message unfold over time?

An advertising idea is considered ________ when it's one of a kind.

Keeping attention through the arousal of curiosity creates ________.

Most ads end with a signature of some kind.

Which type of advertising message tells a story about the products, using characters who speak to each other rather than the audience?

Ads that demonstrate how something works or how to solve a problem are messages that are most likely designed to ________.

What is a USP? When would an advertiser use a USP strategy?

Which of the following is the last step in the creative process?

Left-brain thinking involves the juxtaposition of two seemingly unrelated thoughts.

Explain what a Big Idea is and give an example.

A ________ is a creative concept that becomes a point of focus for communicating the message strategy.

In which step of the creative process does the problem solver hit a blank wall and want to give up?

Effective advertising is a product of both science and art.

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. -Did this campaign use a hard-sell or soft-sell strategy?

What purpose do brand icons such as the Burger King's Burger King and Geico's Gecko fulfill?