Exam 12: The Creative Side of Advertising Strategy

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

The ability to develop an advertising idea across different media is not a principle of advertising.

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

A particular problem that big ideas face is that the message is sometimes so creative that the ad is remembered but not the product.This is known as ________.

A process of jumping from the strategy statement to an original idea that conveys the strategy in an interesting way is known as the creative ________,and means moving from the safety of a predictable strategy statement to an unusual idea that hasn't been tried before.

Focus is a characteristic of an effective creative concept.

The creative strategy and key execution details are spelt out in a document called a(n)________.

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

Usually the creative brief starts with a statement of the target audience.

What is often used to test the idea before it runs to try to determine whether it works?

Name and describe any five of the most commonly used advertising executions.

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,why it is used and how to make it successful.

Which type of message format tries to grab attention and generate buzz by using outlandish creative ideas or provocative visuals?

Which of the following is a creative strategy that drives persuasion?

To prompt an affective response,which of the following are appropriate advertising objectives?

What is the difference between concept testing and pretesting of messages?

Which of the following is NOT a step in the 'creative aerobics' idea-generation process?

Vampire creativity is the term for a message that is so creative that the ad is remembered but not the product.

A(n)________ message strategy delivers information symbolically by connecting a brand with a certain type of person,lifestyle or other characteristics.

An informational ad that is designed to create a response based on logic is known as a ________ sell.