Exam 8: Creative Strategy: Planning and Development

In the development of an advertising campaign or message,creative _____ involves determining what the message will say or communicate,while _____ deals with how the message will be implemented or executed.

According to A.Jerome Jeweler, the _____ is the strongest singular thing an advertiser can say about its product or service and should be the central point in every ad.

____ is a series of drawings used to present the visual plan or layout of a commercial along with a description of the audio for each scene.

No matter which model of the creative processes you use,the last step in the creative process is:

According to the universal advertising standards of the D'Arcy,Masius Benton & Bowles agency,creative and effective advertising:

Focus groups can be used during the advertising creative process to:

For weeks,Bridgette had been trying to come up with a creative approach to advertise light bulbs.She had decided to try not to think about it for a while to see if her subconscious could figure something out.As she was relaxing in her bath one night,a great idea for a creative light bulb advertising campaign just seemed to pop into her head.She leapt out of the tub and began to write it all down before she forgot it.In terms of the creative process,Bridgette has just experienced the _____ stage.

Jonathan is the creative director for the Peet,Williams & Greene advertising agency.He spends an hour every morning reading publications such as Advertising Age,The Wall Street Journal and Brand Week to gain a better understanding of what is happening in the world of marketing and advertising.This activity can be characterized as:

Nissan ran an advertising campaign using "Shift" as the umbrella tagline.The campaign uses a combination of emotional and product-focused ads designed to strengthen Nissan's brand image while showing its revitalized product line.Creative advertising,like Nissan's,is likely to be particularly important when:

All of the following could be considered an example of a big idea used as the basis of an advertising appeal EXCEPT:

An approach to finding a major selling idea that uses consumer benefits as a foundation with an emphasis on presenting these benefits in a dramatic way is the _____ approach.

The perpetual debate over the most effective role for advertising is between:

Based on the findings of the study conducted by Elizabeth Hirschman,which of the following individuals is most likely to be risk averse and prefer commercials that focus on the product rather than creative impact?

A(n) _____ is a series of advertising messages in a variety of media that center on a single theme or idea.

.Which of the following statements about this USP is true?

At what stage of the creative process are various ideas evaluated and refined before actually being used?

The "Softer Side of Sears" and Dr Pepper's "Just What the Doctor Ordered" advertising campaign themes are examples of:

To make a creative layout of a commercial more realistic, a(an) _____ may be produced by making a videotape of the _____ along with an audio soundtrack.

Spanish vintners want to improve consumers' perceptions of the sparkling wine they produce,which they contend is just as good as or even better than that produced in France.The French call the sparkling wine they produce in a specified region,champagne,and this is what most people choose when they are celebrating.Which of the following methods for developing a creative strategy for Spanish sparkling wine seems most appropriate?

According to the work of sociologist Graham Wallace,in order,the four-step approach to the creative process includes: