Exam 8: Creative Strategy: Planning and Development

Those who judge the creativity of an ad in terms of its aesthetic value contend that creative ads can break through the competitive clutter and grab the consumer's attention.

With respect to the five factors identified by Robert Smith and his colleagues that account for the ways divergence can be achieved in advertising, the factor that deals with ads that contain attractive shapes and colors is referred to as

Leslie works for a local ad agency as an intern.The agency is hired to develop an advertising campaign for a chain of coffee shops and she is given the task of coming up with a "big idea." With reference to the above scenario, "big ideas"

According to the creative process outlined by Graham Wallas, which of the following stages deals with refining and polishing the idea and seeing if it is an appropriate solution?

When an advertiser uses an ad that emphasizes psychological associations and attempts to wrap the consumer's perceptions into a tight concept or symbol, what type of advertising approach is being used?

The _____ step of Young's creative process model deals with putting the problems out of one's conscious mind and turning the information over to the subconscious to do the work.

Leon is the creative director for an agency that has just been hired by a manufacturer of golfing equipment to create a new advertising campaign for the company's titanium clubs.Before developing any creative ideas, Leon reads some golfing magazines and spends time talking to friends and co-workers who play golf.These activities are part of the _____ step of the creative process outlined by Graham Wallas.

Generally, creative people are not open to research or information that could help them understand the client's target market better.

_____ is a research method whereby around 10 to 12 consumers from the target market are led through a discussion regarding a particular topic.

Douglas took a survey on dill pickles.He was asked questions about what he liked and disliked about dill pickles, when and where he usually ate the pickles, and to list and rate all the brands of dill pickles that he could recall.He was asked his opinion on packaging and on the characteristic taste of the pickles, and what he disliked about all these aspects.The survey was conducted by an ad agency to help develop a creative strategy for dill pickles.If there were several people surveyed besides Douglas, we can assume he was participating in a(n) _____ study.

Which of the following statements about creative strategy and its execution is true?

Creativity is not the exclusive domain of those who work in the creative department of ad agencies.

Which of the following is a limitation of ethnographic research?

Which of the following statements supports the reason why a marketer might want to emphasize creativity in the development of an advertising campaign?

For weeks, Amy had been trying to come up with a creative approach to advertise light bulbs.One morning, a great idea for a creative light bulb advertising campaign just seemed to pop into her head.She picked up a note pad and wrote down her thoughts.In terms of the creative process outlined by Graham Wallas, Amy experienced the _____ step.

The job of the creative team is challenging because

Observations made on trends, developments, and happenings in the marketplace are part of general preplanning input.

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

Account planning plays an important role during creative strategy development by

Divergence refers to the extent to which the various elements of an ad are meaningful, useful, or valuable to the consumer.