Exam 8: Creative Strategy: Planning and Development

______ is a research technique whereby consumers are asked to generate an exhaustive list of things that bother them or difficulties they encounter when using a product or service.

Advertising campaign themes:

Why are models of the creative process valuable to those working in the creative areas of advertising?

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

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

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

Psychographic studies are used by advertising agencies to:

Procter & Gamble markets Tide,Cheer,Gain,Dash,Bold 3 and Ivory Snow detergents to a variety of different target markets.P&G advertises these different brands using what type of creative strategy?

General Mills has multiple brands of cereal that compete among themselves and with Post,Quaker,and Kellogg's brand cereals.General Mills would most likely use the _____ approach as a basis for its creative strategies.

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.Syngenta can use _____ to develop its creative strategy for advertising this new product.

A client who manufactures maternity clothes for businesswomen wants a new advertising campaign.Visits to obstetrician's offices to observe the clothes being worn and to maternity shops at the mall to see how they were selected could be a part of the _____ stage of the creative process.

A unique selling proposition (USP):

Lisle Ju,the creative director for JTT ad agency,is observing a focus group for four-wheel drive SUVs.She is gathering _____ before she begins to develop creative strategy for an SUV manufacturer.

Product usage,attitude studies,and perceptual mapping would be examples of:

Hubba Bubba bubble gum is the only chewing gum that lets you blow great big bubbles that won't stick to your face.This statement represents the gum's:

Many companies are willing to spend hundreds of millions of dollars each year on creative advertising because:

An ad for Federal Express shows a toy manufacturer the day before announcing a new action-figure soldier.The CEO is being shown a tape of the commercial for the new figure and is not amused to see the macho soldiers wearing ballerina costumes.His assistant explains that he tried to use a cheaper carrier,and the tutus were sent instead of military uniforms.Across the bottom of the screen reads the logo,"When it absolutely has to get there,use FedEx." This ad is an example of the _____ approach.

When planning creative strategy,an advertising agency hopes to have:

How might an advertising creative specialist acquire general preplanning input about a market that can be used as to develop the creative strategy for a calcium-enhanced sports drink?

According to James Webb Young,a former creative director at the J.Walter Thompson agency,the production of creative advertising ideas: