Exam 7: Creative Strategy Decisions

The Dial soap ad campaign that used the slogan,"Aren't you glad you use Dial? Don't you wish everybody did?" is a good example of:

The Taxi advertising agency works to test a creative idea they have 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?

The ______ determine(s)what the advertising message will communicate,while the _______ lay(s)out how the message will be executed.

Information from a credible source influences beliefs,opinions,attitudes,and/or behaviours through a process known as:

An ad campaign to convince people to stop smoking uses three teens bungee jumping off a bridge.When they reach the ground,each grabs a soda can,opens it,and takes a drink.As the third person takes a drink,the can explodes and kills him.The final screen reads,"No other product but tobacco kills every third consumer." This ad is using a _____ appeal.

Which of the following does NOT make a good advertising slogan?

From the perspective of a brand manager,a commercial is likely to be judged as creative if it:

Fear appeal ads promoting _____ would stress negative physical consequences or outcomes while appeals for _____ would stress the threat of social disapproval or rejection.

To be appropriate and effective,a creative idea must be relevant to the:

Some marketers avoid the use of humour in their advertising because:

The creative director of an agency has chosen three likely creative ideas to concept test through focus groups in a couple of major markets.The findings of this research will guide the final tweaking of the creative concept.This represents the ____________ stage of the creative process.

On a global level,the _____ is widely considered the most prestigious advertising award competition.

An advertising creative specialist wants to learn as much as possible about the market for a calcium-enhanced sports drink that can be used to develop the creative strategy.Which of the following should he NOT do first?

An ad for Neutrogena's Healthy Skin Anti-Wrinkle cream uses a(n)_______ appeal by noting that it is the brand most recommended by dermatologists.

The ________ reduces the creative theme or idea into a few words or a brief statement that reinforces the branding message.

Consumers perceive Maytag appliance as dependable.Consumers have assigned a _____ to the brand.

A spokesperson who delivers an advertising message and/or demonstrates a product or service is known as a(n):

Which of the following statements about the use of teaser advertising is true?

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

Which of the following statements describes one of the findings of research on the use of decorative or physically attractive models?