Exam 7: Creative Strategy Decisions

Which of the following statements about research done by advertising agency about the use of humour in advertising is NOT true?

Research shows that consumers perceive Molson's Export beer as strong,bold,and outdoorsy.This is an example of how consumers assign a _____ to a brand.

Judy,the creative director for YTT 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 relevance of the creativity to the target audience supports the:

The product's ________ says to the consumer,"Buy this product and you will get this benefit."

Advertising appeals that relate to the consumers' social and/or psychological needs for purchasing a product or service are known as _____ appeals.

For weeks,Jill had been trying to come up with a creative approach to advertise shampoo.She had 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 shampoo 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,she has just gone through the _____ stage.

Dell computer has developed a significant technological breakthrough that will make its computers easier to use for novices.Dell will probably use which of the following types of appeals to announce the breakthrough?

Which of the following statements describes a good reason for using celebrities in ads and having them endorse a company's product or service?

Advertising appeals that focus on the consumer's practical,functional or utilitarian needs and emphasize product features and benefits are known as _____ appeals.

Before deciding to use a fear-appeal message strategy,an advertiser should consider what level of fear to use in the message because:

In order for a creative message to be considered a "campaign":

Which of the following statements is NOT a reason for why marketers may use emotional appeals?

Which of the following is NOT a form of qualitative research?

Trout and Ries originally described ______ as the image consumers have of a brand in relation to competing brands.

Nizoral A-D shampoo is the only dandruff shampoo made with the number one doctor-prescribed ingredient,an ingredient that its manufacturer holds the patent on.This is the product's unique selling proposition (USP).Which of the following statements about this USP is true?

A(n)____ is a series of drawings used to present the visual plan or layout of a proposed commercial along with a description of the audio for each scene.

Research by Environics suggests that Canadian and American _____ are not exactly the same,so marketers need to come up with uniquely Canadian executions.

Advertisements that focus on the dominant attributes or characteristics of a product or service are known as _____ appeals.

Golda has to create an ad campaign for an online subscription encyclopedia.She has gathered together all the relevant environmental information and has studied the product as closely as possible.Now it is time for the _____ stage of the creative process.She needs to work on another project and put the encyclopedia project completely out of her conscious mind.