Exam 7: Creative Strategy Decisions

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

Which of the following is likely to suffer when a celebrity endorses too many products and is seen too often by consumers?

The source characteristic of attractiveness encompasses:

Petra is the creative director for an ad agency.The agency has just taken on a manufacturer of women's shoes for aqua aerobics as a client.As part of her preparation for developing a creative strategy,Petra reviews some studies conducted on the overall fitness and exercise market as well as a report on the changing roles of women in society.This information is part of the:

_____ is a quality possessed by individuals that enables them to generate novel approaches to handling problems and that is reflected in new and improved solutions to those problems.

_______ appeals are often used for brands with a small market share.

Reading anything related to the product or market is a part of the _____ stage of the creative process.

Because of the _____ model,marketers may experience negative publicity if their product endorser is involved in controversy.

A financial services company who wants to use a spokesperson would agree that expertise and trustworthiness are very important when focusing on source ___,one of the categories of source attributes.

Source attractiveness leads to persuasion through a process of:

Marketers who try to select spokespeople whose traits will maximize their message influence are concerned about their credibility.The two important dimensions associated with credibility are:

The theme for the advertising campaign is usually expressed in the ad through a slogan or ______.

The _____ sponsored by Marketing Magazine identify the top creative communication launched each year in a number of categories.

A study by Roobina Ohanian of consumers' perceptions of celebrity endorsers found that the characteristic that most influenced consumers' intentions to purchase a product endorsed by a celebrity was perceived:

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

The _____ are awards given to celebrate Canadian advertising success stories.

Studies show that creative advertising can positively impact emotional responses and get consumers' attention by:

A dental hygienist in an ad for toothpaste is quoted as saying,"If patients could see what I see,they'd all use Colgate Total." Since everyone who goes to a dentist regularly is worried about plaque,gingivitis,and cavities,and her statement implies that other brands do a poorer job than Colgate Total at preventing dental problems,Colgate is using a(n)_____ appeal.

A commercial for MADD (Mothers Against Drunk Driving)shows viewers the havoc that is caused by drunk drivers.The factual,newslike nature of the ad indicates it is using a(n)_____ appeal.

A pharmaceutical company wants to promote a new over-the-counter cough medicine.The company has hired as its spokesperson an actor who has played a physician for several years on a popular soap opera.The first line of the commercial is,"Hi.I play a doctor on television." For people who are unfamiliar with this actor,the message source lacks ___,one of the source attribute categories.