Scenario 9-1 The Xcellent Agency Specializes in Developing Advertising Campaigns for Smaller

Scenario 9-1
The Xcellent Agency specializes in developing advertising campaigns for smaller retail clients.Xcellent was hired by Shadowleaf Shoes, a small regional chain of six shoe stores, to develop a slogan and specific ads to be used in a three-month newspaper campaign.Shadowleaf's marketing director, Manuel Margolis, was adamant while meeting with Xcellent's account executive, Kia Chin, that the campaign must be catchy and modern to appeal to a target audience that has an active lifestyle and is between the ages of 18 and 35.More importantly, Margolis wanted the slogan to be memorable and unique.
Kia Chin, representing Xcellent, developed a campaign and presented it to Margolis, based on the slogan, "Do What You Do in a Shadowleaf Shoe." Visuals included men's legs-different sizes, skin colors, etc.-walking, jogging, dancing, and otherwise moving in every type of Shadowleaf shoes.She felt that this campaign would target young male consumers, but would also get the attention of others regarding its comfortable shoes and would raise awareness of the Shadowleaf brand.After running the ads, the Xcellent Agency won an advertising effectiveness award.It seemed that the surprising and appealing visuals gave the slogan unexpectedly positive social meaning for people of all ages, not just men aged 18 to 35.
-(Scenario 9-1) The Xcellent account manager, Kia Chin, explains to Margolis how they developed the slogan."Before you can be believed, you have to be liked," she says."And what could be better than a new pair of shoes? Remember when you were little and you got a new pair of shoes? And when you learned to lace them up? No matter what their age, everybody likes putting on a new pair of shoes, right?" This creative description for the Shadowleaf slogan could have been drawn from which core characteristic of creative people?

A) Childlike thinking
B) Obsessive commitment
C) Self-confidence
D) Conventional attitude

Correct Answer:

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