Multiple Choice
Scenario 9-1
The Excellent Agency specializes in developing advertising campaigns for smaller retail clients. Excellent is 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, is adamant while meeting with Excellent'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 wants the slogan to be memorable and unique. Kia Chin, representing Excellent, develops a campaign and presents it to Margolis. The campaign is based on the slogan "Do What You Do in a Shadowleaf Shoe." Visuals depict men's legs-different sizes, skin colors, etc.-walking, jogging, dancing, and otherwise moving in every type of Shadowleaf's shoes. Margolis feels that this campaign will target young male consumers, but will also get the attention of others regarding the comfort of the shoes, raising awareness of the Shadowleaf brand. After running the ads, the Excellent Agency wins an advertising effectiveness award. It seems 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 Excellent 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:
Verified
Correct Answer:
Verified
Q3: Google is known for using numerous creative
Q4: In the business world,even if you have
Q5: Sally's job in an advertising agency involves
Q6: Executing an IBP campaign is like performing
Q7: Which of the following best defines brainstorming? <br>A) It
Q9: All members of an account team are
Q10: Well-known psychologist Carl Jung identified three sets,or
Q11: What do the three Ps stand for
Q12: Define the terms interpersonal abrasion and creative
Q13: Most _ work with the creative brief. <br>A) account