Exam 8: Creative Strategy: Planning and Development

Fortnum & Mason in London is a retail store committed to providing the best of traditional British meats and cooking.The store is lit by crystal chandeliers,and there are deep red carpets underfoot.The staff all wear tail-coats.Its ads want customers to associate the store with the royal treatment they will receive when they shop there.This development of a strong,memorable identity is an example of:

According to the universal advertising standards developed by the D'Arcy,Masius Benton & Bowles agency,a creative advertising message is built around a:

Which of the following statements about the advertising competition at the Cannes International Advertising Film Festival is true?

Account planning plays an important role during creative strategy development by:

The proponents of creative advertising argue that:

as the basis for a creative strategy,an advertiser the least important consideration for the advertiser would be:

Which of the following statements regarding awards for advertising creativity is true?

Canadian researchers went into people's homes and observed how they watched television and more specifically what they did when commercials came on.This was an example of _____ research.

In-depth interviews with consumers,focus groups,and observational studies of how consumers conduct their daily lives as consumers are all examples of:

The ideas of Malcom Gladwell in Blink: The Power of Thinking Without Thinking,suggest that many unique insights that drive innovation and great advertising campaigns are NOT gained through:

Advertising creative personnel tend to:

A typical copy platform does NOT contain:

Which of the following is often the basis of a marketer's creative strategy when the company has multiple brands competing in the same market?

The goal of the Las Vegas Convention and Visitors Authority's ad campaign was to:

Visa credit cards ran ads for a number of years that center around the basic theme that "Visa Is Everywhere You Want to Be." These ads emphasized the fact that Visa is accepted more places than any of its competitors are.This is an example of a(n):

Poinsettias are a very popular plant during the Christmas season. A major problem for growers of poinsettias is root rot. Syngenta has developed a patented product that eliminates root rot when it is placed in soil mix in which the plants are grown. Unlike other unique selling propositions such as new packaging, this USP creates a(n):

One of the most popular and long-running advertising campaigns was created by the Leo Burnett agency for Maytag appliances.The ____ or central message of the advertising campaign was "Maytag Dependability."

An ad for a medication that helps people undergoing chemotherapy feel more energetic showed a grandfather sorrowfully wishing he could participate in his grandson's birthday celebration but saying he was too tired.The next scene occurs at the birthday party and shows how much better the grandfather feels after taking the medication.This ad is an example of the _____ approach.

The print ads and the television ads for Maytag appliances were designed to show "The Loneliest Man in the World" was a Maytag repairman.Public appearances by the actor who appeared in the commercials as well as consumer brochures and point-of-purchase displays were also used in this interrelated and coordinated effort called a(n):

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