Exam 9: The Creative Side

A television commercial for Tylenol brand pain reliever focuses on a woman's face as she talks about her arthritis pain and how she used to think that prescription medication was the answer.She then goes on to say that with all the problems that are being discovered about prescription pain medications,she has reconsidered over-the-counter Tylenol,which provides just as much pain relief without all the risks.What type of advertising message is this?

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

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 ________.

The first step in the creative process is to read,research,and learn everything you can about the problem.

Laurie saw a television commercial that depicts a mother stressed out from working and taking care of children.The scenes show hassles at work,kids crying,dogs barking,and the phone ringing.Then the commercial shows the mother relaxing in a bubble bath with the voice-over saying,"Calgon,take me away!" When Laurie saw that ad,she exclaimed,"Yes,that's exactly how I feel!" What message approach was this ad using?

Which type of message format is designed to arouse curiosity,not showing the product or delivering quite enough information to make sense?

Which of the following techniques involves describing everything that comes into your mind when you imagine a given word?

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

In which step of the classic creative process does the problem solver hit a blank wall and want to give up?

Describe the characteristics of a creative person.

A persuasive message is designed more to change behaviors than attitudes.

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

Marcy,a creative consultant,visits organizations to conduct "creative aerobic" sessions.Explain what she does.

In which stage of the classic creative process do problem solvers try to put their conscious minds to rest to let the subconscious take over?

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

What is a USP? When would an advertiser use a USP strategy?

What do media planners,market researchers,copywriters,and art directors all have in common?

Explain how you would ensure that a brainstorming session is successful.

Celebrities and product placements are used to give consumers permission to believe a claim or selling premise.

When Procter & Gamble developed the Mr.Clean Magic Eraser,the company needed to explain how the product cleans grime from walls without removing paint.Procter & Gamble likely used a message that ________.