Exam 8: Creative Strategy: Planning and Development

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?

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.

Which of the following is true of the concept of unique selling proposition (USP)?

_____ is the ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems.

At the _____ stage of the creative process, the creative team attempts to find the best creative approach or execution style before moving ahead with the campaign themes and going into actual production of the ad.

The unique selling proposition (USP) must be one that the competition either cannot or does not offer.

Which of the following statements about focus groups is true?

John O'Toole describes the _____ as "that flash of insight that synthesizes the purpose of the strategy, joins the product benefit with consumer desire in a fresh, involving way, brings the subject to life, and makes the reader or audience stop, look, and listen."

Jack Trout and Al Ries originally described _____ as the image consumers had of the brand in relation to competing brands in the product or service category.

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

The proponents of creative advertisements are also called "_____."

With respect to advertising messages, which of the following best defines creative strategy?

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:

Bensons Inc., a retail store in Houston, launches an ad campaign featuring the interiors of its stores. The stores are shown to be lit by crystal chandeliers and feature several salespeople wearing tail-coats. The ads also contain the slogan "Be treated like royalty, while you shop in comfort." The development of a strong, memorable "royal" identity by Bensons is an example of:

An idea develops during the _____ step of Young's creative process model.

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

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

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

According to the creative process outlined by Graham Wallas, which of the following stages deals with seeing the light or solution?

According to James Webb Young, the production of creative advertising ideas: