Exam 8: The Creative Side

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. -In which step of the creative process did the creative team read,research,and learn everything they could about Energizer batteries and their competitors?

Which dimension of effective advertising represents the "art" part?

Which of the following refers to brand visibility,presence,and importance to the target market?

In the case where the core targeting and positioning strategies remain the same in different markets,execution needs to be the same.

An ad for a new convection oven shows a busy professional woman serving dinner to her family.The convection oven is seen in the background,and the headline reads,"The latest development in time travel." This objective of this message was most likely to ________.

In which type of campaign does the message unfold over time?

A technique in which 6 to 10 people work together to come up with ideas is known as ________.

The technique of Creative Aerobics is best classified as a(n)________ process.

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. -Initially,people could remember the ads but not the brand.This is an example of ________.

In the Facets Model,the cognitive objectives generally speak to the ________,and the affective objectives are more likely to speak to the ________.

Which message strategy approach is most likely to emphasize tangible product features and benefits?

Patrick and his colleagues were working on the creative concept for a client when they all seemed to hit a blank wall.To help overcome this,they decided to go play a game of basketball.In the second half of the game,Patrick came up with a great idea,and they all went back to work.In which step of the creative process were Patrick and his colleagues when they went to play basketball?

Marcy is a creative consultant who goes to a business or organization to conduct "creative aerobic" sessions.Explain what she does.

A creative brief is also known as which of the following?

How do recent changes in FTC rules affect endorsers of products?

A ________ is a creative concept that becomes a point of focus for communicating the message strategy.

Which type of message strategy delivers information symbolically by connecting a brand with a certain type of person,lifestyle,or other characteristic?

An advertising objective associated with achieving the behavior Facet of Effect is to touch emotions and create feelings.

Name and describe the four rational selling premises.

In particular,________ advertising is used to create a representation of the brand in a consumer's mind through symbolism.