Exam 10: Effective and Creative Ad Messages

Which creative style does not focus on product claims or brand images but rather seeks to present circumstances or situations that find counterparts in the real or imagine experiences of the target audience,attempting to match "patterns" in an advertisement with the target audience's stored experiences?

An advertiser employs a generic creative style when making a claim that could be made by any company that markets a brand in that product category.

The brand image,resonance,and emotional creative strategies are _____ strategies.

Which of the following is a criticism of the means-end approach and the method of laddering?

Those performing the "creative" function in the advertising-development process must know the audience for the advertisements they are to create.This "audience" is also referred to as the _____.

Explain the MECCAS model,and discuss how it is used in advertising strategy formulation.

_____ strategies do not necessarily use any particular type of appeal to consumers but are designed to achieve an advantage over competitors in the same product category.

Attributes are what consumers hope to receive or avoid when consuming products.

Although not a typical practice in the ad industry when constructing creative briefs,it is desirable to indicate not only what objectives are to be accomplished but also _____.

A manufacturer of automobiles that advertises as the only automobile where you can unlock the door with your thumb print,is using the _____ creative style.

Advertisements containing functional-only appeals are more effective than advertisements containing both functional and psychosocial appeals.

Sunshield is a new line of sunglasses that boasts lenses that grow progressively darker with increasing sunlight.Other brands have this same type of lens,but Sunshield is the first to make the claim that its product helps prevent sun lines and aging of skin.What type of creative advertising style is described here?

The _____ creative style involves psychological,rather than physical,differentiation.

A creative brief is a document designed to channel copywriters' and other creatives' efforts toward a solution that will serve the interests of the client.

The generic and preemptive creative strategies are _____ strategies.

A preemptive creative style is employed when an advertiser makes a generic-type claim but does so with an assertion of superiority.

_____ involves in-depth,one-on-one interviews that typically last between 30 minutes to more than one hour and attempts to get at the root,or deep,reasons for why individual consumers buy certain products and brands.