Exam 8: Creative Strategy

An appeal connects with some emotion that makes the product particularly attractive or interesting.

In Taylor's model, the ________ view is similar to the more rational "head" strategies.

Which message strategy approach is most likely to emphasize tangible product features and benefits?

Vampire creativity is using an idea that someone else has originated.

Which approach uses emotional appeals or images to create a response based on attitudes, moods, dreams, and feelings?

Which of the following refers to intuitive, nonverbal, and emotion-based thinking?

Copywriters and art directors are the only creative roles in advertising agencies.

Left-brain thinking is intuitive, nonverbal, and emotion-based thinking.

A marketing communication that is ________ is right for the product and target; it also meets the objectives.

An informational message that is designed to touch the mind and create a response based on logic is known as a ________.

One of your assignments in an advertising class is to give a brief presentation on tips for coming up with original ideas. List three tips you would include in your presentation.

In Taylor's Six-segment strategy wheel, the transmission view is equivalent to the ________ strategy.

Getting attention reflects the ________ power of an advertisement; keeping attention reflects the ________ power of an ad.

To deliver information and aid understanding are objectives related to which facet of the Facets Model of Effects?

What is typically used at the end of an ad to summarize the point of the ad's message in a highly memorable way?

In which step of the creative process does the problem solver look at the problem from every angle, develop ideas, and generate as many alternatives as possible?

An association message strategy delivers information symbolically by connecting a brand with a certain type of person, lifestyle, or other characteristic.

Which of the following is a style of thinking that explores multiple possibilities?

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. -In which step of the creative process did the creative team read, research, and learn everything they could about Energizer batteries and their competitors?

For advertising professionals, creative thinking is more important than strategic thinking.