Exam 8: The Creative Side

Messages that ________ are designed to primarily affect attitudes and create beliefs.

Advertising creatives use the term ________ to refer to the process of coming up with a new marketing communication idea.

Name and describe the six steps in the classic creative process.

Getting attention reflects the ________ power of an advertisement; creating interest reflects the ________ power of an ad.

Looking at a problem in a different way,from a different angle,is referred to as thinking inside the box.

A(n)________ connects with some emotion that makes the product particularly attractive or interesting.

Give two examples of different types of advertising appeals that marketers can use.

Which of the following is prepared by the account planner to summarize the basic marketing and advertising strategy?

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

To deliver information and aid understanding are objectives related to which facet of the Facets Model of Effects?

When an ad amplifies the emotional impact of a message by engaging a consumer in a personal connection with a brand,the ad most likely ________.

Illumination is a technique in which a group of 6 to 10 people work together to come up with ideas.

To get attention,an ad has to have stopping power.Describe how ads can accomplish this.

In Taylor's Six-Segment Strategy Wheel,________ strategies are based on logic.

In marketing communication,using an idea that someone else has originated is known as ________ advertising.

Two basic approaches to message design are sometimes referred to as head and heart strategies.Explain what this means in terms of the Facets Model.

Suave ran ads featuring a woman with beautiful hair questioning "Suave or Matrix? Can You Tell?" This is an example of a ________ format.

Which of the following are objectives related to the connect facet of the Facets Model of Effects?

Name and describe any five common message approaches.

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. -One commercial was particularly effective because viewers watched the entire commercial to see the bunny do something funny at the end.It is most accurate to say that this commercial had ________.