Exam 12: The Creative Side of Advertising Strategy

Illumination is a technique where a group of 6 to 10 people work together to come up with ideas,and the secret to success is to remain positive and defer judgement.

________ testing attempts to assess the strength of the finished message and predict how well it will perform.

Laura is planning to lead a brainstorming session to generate ideas for an advertising campaign.Which of the following behaviours should she try to make sure the group avoids?

Style,quality,prestige,size,formula and colour are all considered to be intangible characteristics of the product.

The free association technique used by creative thinkers creates the juxtaposition of two seemingly unrelated thoughts.

For years,Duracell batteries used the Duracell Bunny in its television commercials.The bunny was cute,always beating a drum with the tagline,'The Duracell Bunny keeps going and going and going'.Several of the ads were humorous and people could remember the battery ad with the bunny,but for a long time,people could not name the brand of battery.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 Duracell 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 Duracell batteries and their competitors?

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

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

Identify the types of testing that may occur while advertising is being run.

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

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

Most ads end with a signature of some kind that serves to identify the company or brand,but it can also serve as a ________ if it gives direction to the consumer about how to respond,such as a toll-free phone number,website URL or email address to make it easy.

________ advertising is used to create a representation in a consumer's mind.

In the process of structural analysis developed by the Leo Burnett agency,creative people evaluate the power of the narrative and strength of the product and then do which of the following?

Lisa Duke found that winners of the premier One Show Awards defined an effective creative concept as having four characteristics.What were they?

In which advertising message does a speaker,often referred to as a 'talking head',present evidence and use a technique such as an argument to persuade the audience?

MasterCard use the line,'There are some things money can't buy.For everything else,there's MasterCard',and for almost 10 years,McDonald's has used the line,'I'm lovin' it'.What are these words known as?

In which type of advertising is the product NOT necessarily made clear to the audience?

Which of the following statements regarding the creative person is FALSE?

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