Exam 8: The Creative Side

An appeal typically states the logic behind the sales offer.

Which of the following is the last step in the classic creative process?

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

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

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

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

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

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.

Vampire creativity is using an idea that someone else has originated.

In Taylor's Six-segment strategy wheel,the transmission view is equivalent to the ________ strategy.

Which of the following is NOT a step in Linda Correll's Creative Aerobics?

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

Explain what a Big Idea is and give an example.

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. -Name and describe the message format approach that you think best describes the television commercial execution for this campaign.

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

Proof statements that serve to make a claim believable are referred to as ________.

An appeal connects with some emotion that makes the product particularly attractive or interesting.

What is most likely used to evaluate an ad before it runs to try to determine its effectiveness?

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

An informational message that is designed to touch the mind and create a response based on logic is known as a ________ sell.