Exam 8: Messaging and Media Strategies

Scenario 8-2 The Easy-Ride Bicycle Company manufactures three wheeled and broad tire two-wheeled bicycles primarily for the retirement market. Seniors who want to exercise regularly and live in retirement communities where there are clearly designated and safe bike paths are their primary target market. Seniors - especially Baby Boomers - like these recreational vehicles because they are easy and safe to ride. They have had some success in locales like Naples, Florida and Palm Springs, California where such communities abound. Easy-Ride now wants to expand from this initial positive consumer reception to other retirement enclaves. They have learned from two well-conducted consumer research studies that the main way male retirees buy the Easy-Ride products is through the urging of wives who want to exercise in some additional way than playing golf. Easy-Ride decides to engage an ad agency to capitalize on this consumer insight and promote their bikes to newer golf-course communities that abound in both states. They ask two agencies to pitch for their business and give each a meeting in which they convey the information above. Agency A is based in Fort Myers, Florida and insists that their creative team is best suited for promoting Easy-Ride. They tell the prospective client that this team is well versed in advanced animation techniques and can dramatize the features of Easy-Ride's two and three wheeled bikes in a dynamic way that focuses on how fast they can go and how they can "transform the ride" into an adventure - to appeal to the male consumers who need to be persuaded away from the golf course. They suggest following this initial display of product prowess to the men with a campaign that demonstrates how the bikes can be customized to be more "comfortable and attractive for the ladies," including pink seat options. They ask whether the brand name can be changed to "something more exciting." Agency B is based in Los Angeles, California and promises to serve as Easy-Ride's branding partner. They assert that their creative philosophy is centered on long term brand building and propose to apply the research based consumer insight that women want to use the bike to entice their husbands to leave the golf course once in awhile for alternative exercise to developing the right message. They suggest that their successful work building regional appreciation for brands such as Sea-Doo water vehicles and Ski-Doo snowmobiles indicates their prowess in branding similar but not directly competitive brands. They emphasize the difference Easy-Ride as a brand offers in the recreational ride category, the different consumer target than other brands, and compliment this prospective client on how appropriate the brand name is given its customer base and likely target consumer. -(Scenario 8-2) Easy-Ride chooses Agency B to be their agency. What are the likely reasons?

The most essential and long term creative role of advertising is to:

Scenario 8-2 The Easy-Ride Bicycle Company manufactures three wheeled and broad tire two-wheeled bicycles primarily for the retirement market. Seniors who want to exercise regularly and live in retirement communities where there are clearly designated and safe bike paths are their primary target market. Seniors - especially Baby Boomers - like these recreational vehicles because they are easy and safe to ride. They have had some success in locales like Naples, Florida and Palm Springs, California where such communities abound. Easy-Ride now wants to expand from this initial positive consumer reception to other retirement enclaves. They have learned from two well-conducted consumer research studies that the main way male retirees buy the Easy-Ride products is through the urging of wives who want to exercise in some additional way than playing golf. Easy-Ride decides to engage an ad agency to capitalize on this consumer insight and promote their bikes to newer golf-course communities that abound in both states. They ask two agencies to pitch for their business and give each a meeting in which they convey the information above. Agency A is based in Fort Myers, Florida and insists that their creative team is best suited for promoting Easy-Ride. They tell the prospective client that this team is well versed in advanced animation techniques and can dramatize the features of Easy-Ride's two and three wheeled bikes in a dynamic way that focuses on how fast they can go and how they can "transform the ride" into an adventure - to appeal to the male consumers who need to be persuaded away from the golf course. They suggest following this initial display of product prowess to the men with a campaign that demonstrates how the bikes can be customized to be more "comfortable and attractive for the ladies," including pink seat options. They ask whether the brand name can be changed to "something more exciting." Agency B is based in Los Angeles, California and promises to serve as Easy-Ride's branding partner. They assert that their creative philosophy is centered on long term brand building and propose to apply the research based consumer insight that women want to use the bike to entice their husbands to leave the golf course once in awhile for alternative exercise to developing the right message. They suggest that their successful work building regional appreciation for brands such as Sea-Doo water vehicles and Ski-Doo snowmobiles indicates their prowess in branding similar but not directly competitive brands. They emphasize the difference Easy-Ride as a brand offers in the recreational ride category, the different consumer target than other brands, and compliment this prospective client on how appropriate the brand name is given its customer base and likely target consumer. -(Scenario 8-2) Which of the following is one critical item of information that Easy-Ride's Brand Manager expects to see on the final creative brief?

Scenario 8-1 The Blanding Agency is an agency that specializes in developing advertising campaigns for smaller retailer clients. For example, Blanding was hired by Brown's Shoe Fit, a small regional chain of five shoe stores, to develop a slogan and specific ads to be used in a three month newspaper advertising campaign. Brown's marketing director, Rick Lindgren, was adamant with the Blanding account representative 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 16 and 29. More importantly, Rick wanted the slogan to be memorable and unique. Blanding developed a campaign and presented it to Rick, based upon the theme/slogan: "Do What You Do in Brown Shoe Fit Shoes." Blanding felt that this campaign would help consumers recognize the importance of having comfortable shoes but also raise awareness of the Brown Shoe Fit retail brand. Subsequently to running the ad they won an EFFIE (advertising effectiveness award) for the ad. It seemed that the surprising and appealing visuals gave the slogan unexpectedly positive social meaning. -(Scenario 8-1) Which of the following departments in the Blanding agency is responsible for maintaining a good relationship with this client?

The textbook suggests that creativity reflects:

Which of the following IS of particular note to writing a good creative brief?

A fact of life in advertising agencies is that account services departments and creative departments almost always agree on the ultimate goal for advertisements even though it may be a struggle to reach that consensus.

It is common that members of an advertising agency's account management team perceive creatives as experts in expression with words and visuals. However, they also believe that creatives often do not:

Creativity is:

Lee Clow, "the dude who thought different," thought his own greatest creativity was not individual, but as a synthesizer for others' creativity.

Which of the following is most true about how the corporate world views creative people

Howard Gardner's selection of seven of the greatest creative minds of the twentieth century, as discussed in the textbook, included individuals from a variety of fields, including science and art.

Scenario 8-1 The Blanding Agency is an agency that specializes in developing advertising campaigns for smaller retailer clients. For example, Blanding was hired by Brown's Shoe Fit, a small regional chain of five shoe stores, to develop a slogan and specific ads to be used in a three month newspaper advertising campaign. Brown's marketing director, Rick Lindgren, was adamant with the Blanding account representative 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 16 and 29. More importantly, Rick wanted the slogan to be memorable and unique. Blanding developed a campaign and presented it to Rick, based upon the theme/slogan: "Do What You Do in Brown Shoe Fit Shoes." Blanding felt that this campaign would help consumers recognize the importance of having comfortable shoes but also raise awareness of the Brown Shoe Fit retail brand. Subsequently to running the ad they won an EFFIE (advertising effectiveness award) for the ad. It seemed that the surprising and appealing visuals gave the slogan unexpectedly positive social meaning. -(Scenario 8-1) The Blanding account manager told Mr. Lindgren that the reason the slogan was chosen is that "Before you can be believed you have to be liked". Which of the following best describes the creative role of the advertising slogan for Brown's Show Fit?

Scenario 8-1 The Blanding Agency is an agency that specializes in developing advertising campaigns for smaller retailer clients. For example, Blanding was hired by Brown's Shoe Fit, a small regional chain of five shoe stores, to develop a slogan and specific ads to be used in a three month newspaper advertising campaign. Brown's marketing director, Rick Lindgren, was adamant with the Blanding account representative 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 16 and 29. More importantly, Rick wanted the slogan to be memorable and unique. Blanding developed a campaign and presented it to Rick, based upon the theme/slogan: "Do What You Do in Brown Shoe Fit Shoes." Blanding felt that this campaign would help consumers recognize the importance of having comfortable shoes but also raise awareness of the Brown Shoe Fit retail brand. Subsequently to running the ad they won an EFFIE (advertising effectiveness award) for the ad. It seemed that the surprising and appealing visuals gave the slogan unexpectedly positive social meaning. -(Scenario 8-1) When Mr. Lindgren insists on a measuring stick of the creativity of the campaign or slogan, what will a smart agency tell him?

Most research concerning the contentious environment in advertising agencies places the ____ department in a central position as a focus of the conflict.

Which of the guidelines for managing advertising agency teams listed below fosters creativity?

Creativity is the same no matter what the domain: the ability to consider and hold together seemingly inconsistent elements and forces.

We can learn to improve our level of creativity.

Because you have a "creative" job, does not mean that you are "creative".

Scenario 8-1 The Blanding Agency is an agency that specializes in developing advertising campaigns for smaller retailer clients. For example, Blanding was hired by Brown's Shoe Fit, a small regional chain of five shoe stores, to develop a slogan and specific ads to be used in a three month newspaper advertising campaign. Brown's marketing director, Rick Lindgren, was adamant with the Blanding account representative 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 16 and 29. More importantly, Rick wanted the slogan to be memorable and unique. Blanding developed a campaign and presented it to Rick, based upon the theme/slogan: "Do What You Do in Brown Shoe Fit Shoes." Blanding felt that this campaign would help consumers recognize the importance of having comfortable shoes but also raise awareness of the Brown Shoe Fit retail brand. Subsequently to running the ad they won an EFFIE (advertising effectiveness award) for the ad. It seemed that the surprising and appealing visuals gave the slogan unexpectedly positive social meaning. -(Scenario 8-1) Which of the following departments in the Blanding agency is most likely to be the source of conflicts that may occur between the agency and the client?