Exam 12: The Creative Side and Message Strategy

Which of the following is a step in the idea-generating process called creative aerobics?

MINI-CASE For several years, the Cotton Growers of America, a trade group representing U.S. cotton farmers, used an advertising campaign that depicted people in everyday scenarios and said that cotton was the "fabric of our lives." Although cotton has several advantages over other types of fabric, none of this information was conveyed in this advertising campaign. -Refer to Mini-Case. The creative strategy and key execution details for this campaign were spelled out in a document called a creative brief. Explain what this is and list the elements that are commonly included in one.

What were the results of Frontier Airline's advertising campaign that was described in the chapter's opening and closing vignettes?

Using an idea that someone else has originated is known as ___________.

Which of the following is an appropriate objective to achieve the perception facet of advertising effectiveness?

To what advertising campaign, described in the "Hands-On" case at the end of the chapter, does McCann-Erickson attribute its return to the top of the advertising industry?

Advertising that tries to grab attention and generate buzz by using outlandish creative ideas or provocative visuals is referred to as vampire creativity.

Which rational customer-focused selling premise is a benefit statement that is both unique to the product and important to the user?

A technique in which 6 to 10 people work together to come up with ideas by remaining positive and deferring judgment is known as ________.

MINI-CASE For years, Energizer batteries used the Energizer Bunny in its television commercials. The bunny was cute, always beating a drum with the tagline, "The Energizer Bunny keeps going and going and going." Several of the ads were humorous and people could remember the battery ad with the bunny, but for a long time, people could not name the brand of battery. As a result, Energizer started putting the bunny on the packaging and using it in point-of-purchase displays in stores, even going so far as to let consumers enter a drawing to take the bunny that was on top of the battery display home. The creative team that worked on this campaign spent considerable time researching consumers' usage of batteries as well as the problems they had with them. The team learned that people didn't like batteries that don't last long, and because Energizer batteries lasted much longer than competitors' brands, they decided to feature that in the execution of the ads. -Refer to Mini-Case. While being humorous, the ads did stress that Energizer batteries last three times longer than competing brands. What is this known as?

Which of the following statements is false regarding creative thinking?

What spokespersons were used in the campaign for Frontier in the chapter's opening vignette?

Keeping attention is the pulling power of an ad.

MINI-CASE For several years, the Cotton Growers of America, a trade group representing U.S. cotton farmers, used an advertising campaign that depicted people in everyday scenarios and said that cotton was the "fabric of our lives." Although cotton has several advantages over other types of fabric, none of this information was conveyed in this advertising campaign. -Refer to Mini-Case. Did this campaign use a hard-sell or soft-sell strategy? Explain your answer by comparing and contrasting the two strategies.

List any 5 of the 10 tips given in the "Practical Tips" box in the chapter.

Explain what the Big Idea is. Describe the Big Idea of the Road Crew campaign.

Which technique used by creative thinkers differs from the rational, linear thinking that we use to arrive at the "right" conclusion and uses exploration (playfulness) to search for all possible alternatives?

Which of the following describes the immersion step of the creative process?

Explain the key visual and how it was used effectively by Absolut Vodka.

Which of the following describes the incubation step of the creative process?