Exam 8: The Creative Side

Most selling premises demand facts,proof,or explanations to support the sales message.

Which of the following is a clever phrase that grabs consumers' attention and can be repeated to intensify memorability?

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

Lecture as a basic strategy relies on the viewer to make inferences.

A print ad for the American Cancer Society pictured an attractive young woman in a bikini bathing suit from the torso up,with her face turned toward the sun and her arms folded behind her head.The headline read,"Fry now,pay later." The copy went on to give factual information on skin cancer and how to avoid it,as well as information on how sun exposure can cause wrinkles later in life.In terms of DDB Needham agency's "ROI," evaluate this ad.

A formal method of evaluating the effectiveness of an ad,either in draft form or after it has been used,is called copy testing.

What are the three steps of structural analysis? Explain why a creative team would use a structural analysis.

In which step of the classic creative process does the problem solver hit a blank wall and want to give up?

Refer to the following scenario to answer the questions below. For several years, the Cotton Growers of America, a trade group representing U.S. cotton farmers, used an advertising campaign that depicted people in everyday scenarios with a voice-over saying that cotton was the "fabric of our lives." Although cotton has several advantages over other types of fabric, none of this information was conveyed in this advertising campaign. -Although there were several executions of the cotton television commercials,they each included the words,"Cotton.The fabric of our lives." What are these words known as? What purpose do they serve?

At one time,Michael Jordan was the highest paid celebrity endorser for several products.Why do advertisers use such celebrity endorsers?

Problem solving requires not just logic,but also creative thinking.

Apple ran ads featuring real people who had switched from Microsoft Windows-based PCs to Macs.These ads most likely used a ________ strategy.

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

Most ads end with a signature of some kind.

Laurie saw a television commercial that depicts a mother stressed out from working and taking care of children.The scenes show hassles at work,kids crying,dogs barking,and the phone ringing.Then the commercial shows the mother relaxing in a bubble bath with the voice-over saying,"Calgon,take me away!" When Laurie saw that ad,she exclaimed,"Yes,that's exactly how I feel!" What message approach was this ad using?

Celebrities and product placements are credibility techniques used to give consumers permission to believe a claim or selling premise.

In Taylor's Six-Segment Strategy Wheel,________ strategies are based on images that consumers have of themselves.

An effective ad is relevant,original,and has impact.

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. -Though humorous,the ads stressed that Energizer batteries last three times longer than competing brands.What is this known as?

The most creative marketing communication may not be the most strategic marketing communication.