Exam 8: Creative Strategy

Which of the following is NOT a rational customer-focused selling premise?

Refer to the following scenario to answer the questions below. 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 with a voice-over saying 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. -Name and describe the message format approach you think best describes the television commercial execution for this campaign.

Which of the following is NOT another name for a creative platform?

In an advertising agency, who manages the creative process?

John had been working on the creative concept for one of his clients when he finally jumped from the strategy statement to an original idea that conveys the strategy in an interesting way. What did John just do?

Suave ran ads featuring a woman with beautiful hair questioning "Suave or Matrix? Can You Tell?" This is an example of a ________ format.

A(n)________ connects with some emotion that makes the product particularly attractive or interesting.

A creative brief is more likely to provide creative suggestions than creative ideas.

An effective ad is relevant, original, and has impact.

Apple recently ran ads featuring real people who had switched from Microsoft Windows-based PCs to Macs. These ads use a ________ strategy.

An ad for a new convection oven shows a busy professional woman serving dinner to her family. The convection oven is seen in the background, and the headline reads, "The latest development in time travel." This objective of this message was most likely to ________.

What is often used to test an ad before it runs to try to determine whether it works?

When an ad amplifies the emotional impact of a message by engaging a consumer in a personal connection with a brand, the ad ________.

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

Which of the following is a clever phrase that grabs consumers' attention and can be repeated to intensify memorability?

Messages that ________ are designed to affect attitudes and create beliefs.

The creative strategy and key execution details are spelled out in a document called a(n)________.

Explain the function of a key visual.

Which of the following is NOT a common message format?

In Taylor's Six-Segment Strategy Wheel, ________ strategies are based on logic.