Exam 12: The Creative Side and Message Strategy

Which of the following are appropriate objectives to achieve the connect facet of effective advertising?

As described in the chapter's opening vignette, what was the challenge facing the Grey Worldwide the agency for Frontier Airlines?

No matter how hard a creative team tries, there is no way to come up with a creative Big Idea for boring, mundane products (e.g. toilet paper).

Describe the MasterCard campaign that was discussed in the "Hands-On" case at the end of the chapter.

The end result of persuasion is purchase.

An effective ad is relevant, original, and has impact, which is referred to as ROI.

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. The initial problem that the commercials had where people could remember the ads but not the brand is known as ________.

A strategy is the form in which the ad's message is presented.

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

Ads that demonstrate how something works or how to solve a problem are messages that ________.

As described in "The Inside Story," where did the idea for the SORPA ad come from?

Which technique used by creative thinkers creates the juxtaposition of two seemingly unrelated thoughts?

A(n) ___________ is a creative concept that implements the advertising strategy so that the message is both attention getting and memorable.

Which of the following is a common technique advertisers use to force the creative leap?

An advertising idea is considered ___________ when it is novel, fresh, unexpected, and unusual; and it is considered ___________ when it's one of a kind.

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

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. Although there were several executions of television commercials, they each included the words, "Cotton. The fabric of our lives." What are these words known as?

To get a creative idea, you must leap beyond the mundane language of the strategy statement and see the problem in a novel and unexpected way.

What purpose do brand icons like the Burger King's Burger King and Geico's Gecko fulfill?

Name and describe the most common techniques that creative thinkers use to stimulate new ideas.