Exam 8: Creative Strategy

A(n)________ states the logic behind the sales offer.

What is one of the main goals of reminder advertising?

It is most accurate to say that an ad that means something to the target audience is ________.

When Proctor & Gamble developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. Proctor & Gamble likely used a message that ________.

Which of the following objectives is most closely related to the perception facet of the Facets Model of Effects?

Which of Frazier's Six Creative Strategies is most likely to force competitors into "me too" positions?

Name and describe any five of the common message approaches.

A persuasive message is designed to change behaviors rather than attitudes.

Describe the creative person.

A product's point of differentiation relative to the competition reflects its position.

Name and describe the six steps in the creative process.

A hard sell is an informational message that is designed to touch the mind and create a response based on logic.

Style, quality, prestige, package, and color are all considered to be intangible characteristics of the product.

A ________ involves moving from the safety of predictable business language in a strategy statement to an original idea.

The ROI of effective advertising stands for ________.

Jell-O ads contain the phrase "Make some magic." All Ace Hardware store ads contain the statement "Life is an ongoing project." The American Dairy Farmers run ads that say, "Ahh, the power of cheese." These are all examples of ________.

Name and describe the four rational customer-focused selling premises.

When Taco Bell used a Chihuahua, a small dog, to represent its product, which type of message format was being used?

The first step in the creative process is to read, research, and learn everything you can about the problem.

Which of the following is NOT a technique that creative thinkers use to stimulate new ideas?