Exam 8: The Creative Side

The Harley-Davidson slogan,"Steak for your ears" presents an unexpected juxtaposition.

In which step of the classic creative process does the problem solver look at the problem from every angle,develop ideas,and generate as many alternatives as possible?

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

Unilever regularly runs ads comparing its Suave products to "overpriced competitors." To account for cultural differences,Unilever should adapt this campaign if it wanted to run ads in Japan.

Which type of advertising message tells a story about the products,using characters who speak to each other rather than the audience?

The ROI of effective advertising stands for ________.

It is most accurate to say that an idea that makes an impression on the audience is said to have ________.

An advertising idea is considered ________ when it's one of a kind.

Which of the following objectives is most closely related to the See/Hear facet of the Facets Model of Effects?

It is most accurate to say that an ad that means something to the target audience is ________.

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. -Did this campaign use a hard-sell or soft-sell strategy? How do you know?

You have been asked by your supervisor to participate in a brainstorming session to come up with ideas for your company's advertising campaign.Explain what brainstorming is and why it is used.

How might creativity in message execution be demonstrated by the selection and use of different forms of media?

In the new digital environment,the work previously done by an agency team can be accomplished by one copywriter.

A ________ involves moving from the safety of predictable business language in a strategy statement to an original idea.

The unique selling proposition is a benefit statement that looks to the future and predicts that something good will happen if you use the product.

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 NOT a rational customer-focused selling premise?

Jell-O ads contain the phrase "Make some magic." All Ace Hardware store ads contain the statement "Life is an ongoing project." The American Dairy Farmers run ads that say,"Ahh,the power of cheese." These are all examples of ________.

When www.women.com advertises that "It's where today's educated,affluent women find in-depth coverage on issues they care about," it is using the strategy of comparison.