Exam 8: Creative Strategy

Which stage of the creative process is characterized as an unexpected moment when the idea comes, often when the mind is relaxed and doing something else?

In which step of the creative process does the problem solver read, research, and learn everything he or she can about the problem?

________ is what the advertisement says, and ________ is how it is said.

Which of the following techniques involves describing everything that comes into your mind when you imagine a given word?

Creative strategy is what the advertisement says, and execution is how it is said.

Which of the following refers to brand visibility, presence, and importance to the target market?

When would a marketer most likely use a message that informs?

In which advertising message does a speaker present evidence and use an argument to persuade the audience?

A television commercial for Tylenol brand pain reliever focuses on a woman's face as she talks about her arthritis pain and how she used to think that prescription medication was the answer. She then goes on to say that with all the problems that are being discovered about prescription pain medications, she has reconsidered over-the-counter Tylenol, which provides just as much pain relief without all the risks. What type of advertising message is this?

An ad showing how much food a Dixie paper plate can handle and how much more food a Chinet paper plate can handle is an example of a problem avoidance message format.

Which of the following is a common technique that creative thinkers use to stimulate new ideas?

Which type of thinking is logical, orderly, and verbal?

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

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. -Initially, people could remember the ads but not the brand. This is an example of ________.

Which of the following is a benefit statement that is both unique to the product and important to the user?

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

In generating original ideas, which of the following should be avoided?

An advertising agency has a meeting with its client to present the Big Idea for an advertising campaign. What exactly does "Big Idea" mean?

Explain how you would ensure that a brainstorming session is successful.

When Budweiser beer started using the Budweiser frogs in commercials, people raved about how creative the advertising was. However, someone who has worked in the advertising industry for many years pointed out that he used that creative idea several years before. This is an example of ________.