Exam 8: Creative Strategy: Planning and Development

Bubble Inc., a chewing gum manufacturer, specifically targets children in its advertisements.In its latest advertisement, the company indicates that Bubble is the only chewing gum that lets you blow "massive" bubbles that won't stick to your face.This statement represents the brand's

The rationalists of creative advertising argue that

Viewer reaction profiles are usually used in the incubation stage of the creative process.

Which of the following creativity combinations is the least effective, as it relates to sales uplift relative to average effectiveness?

According to the work of sociologist Graham Wallas, the four-step approach to the creative process includes

Which of the four pillars in Y&R Group's BrandAsset Valuator is associated with Brand Strength?

The founders of Wieden + Kennedy, best known for its excellent creative work for companies such as Nike and ESPN, believe a key element in the agency's success is a steadfast belief in __________________, and prioritizes creative work above the client-agency relationship.

An ad for a medication that helps people undergoing chemotherapy feel more energetic shows a grandfather sorrowfully wishing he could participate in his grandson's birthday party.Subsequently, the scene switches to the birthday party and shows the grandfather feeling energetic and vibrant after taking the medication.This ad is an example of _____

According to the creative process outlined by Graham Wallas, which of the following stages deals with getting away from the problem and letting ideas develop?

Richard participated in a study conducted by an advertising agency.During his interview, he was asked to gauge the services provided by a regional airline on the basis of his experiences and what others had told him.The interviewer asked Richard specific questions about the food, the seating arrangements, the ease with which he entered and exited the plane, and the service provided by the flight attendants.The advertising agency used the research data to develop the creative strategy.In this scenario, Richard provided the agency with

With the growth of integrated marketing communications, advertisers are being challenged to think beyond traditional mass media and develop creative advertising that

The proponents of creative advertisements are also called "_____"

Work plan is another name given to the _____

Advertising campaign themes

Which of the following statements about the relevance of ads is true?

According to D'Arcy Masius Benton & Bowles's universal advertising standards, which of the following is true of a power idea?

Fly High Airlines, an Australian airline, rebranded itself by using a kangaroo wearing a hat in its logo.Since the kangaroo is a significant cultural symbol in Australia, the company hoped that associating itself with such a national icon would enhance its popularity.Subsequently, the company also launched an ad campaign for the Save the Kangaroo Foundation.In this scenario, Fly High Airlines was using

The "suits" argue that the most important thing good advertising does is make an emotional connection with consumers.

In an advertising agency, who among the following is usually responsible for preparing the creative brief?

Jack Trout and Al Ries introduced _____ as the basis for advertising strategy and creative development in the early 1970s.