Exam 6: Creative Strategy: Planning and Development

The Rogers Agency wants to test a creative idea it has for a new commercial before moving ahead with the production of the spot.To make the test more realistic it wants to test both the visual layout of the commercial as well as the audio portion of the message.The commercial should be tested in which of the following forms?

For weeks,Bridgette had been trying to come up with a creative approach to advertise light bulbs.She 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 _____ step.

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.

The _____ is used as the central theme of the advertising campaign and translated into attention-getting,distinctive,and memorable messages.

CoverGirl cosmetics have hired Drew Barrymore to appear in its advertisements in order to help them capture the attention and interest of the consumers.Through this,the ad illustrates the application of:

An idea develops during the _____ step of the creative process.

_____ is a process that involves conducting research and gathering all information about a client's product or service,brand,and members of the target audience.

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

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?

_____ refers to the extent to which an ad contains elements that are novel,different,or unusual.

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

Lifestyle research,attitude studies,and perceptual mapping would be examples of:

According to Robert Smith,_____ ads combine,connect,or blend normally unrelated objects or ideas.

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.

______ 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.

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.

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.

The copy platform:

Advertising creative personnel tend to:

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."