Chapter 10

Question 1

what is rational appeals and emotional appeal

Answer 1

§ Rational appeals: consumer’s practical, functional need for the product or service
§ emotional appeals: consumer’s psychological, social, or symbolic needs.

Question 2

In a Creative bries what are the issues to consider

Answer 2

Who? 
- behavior, geo/demo, psyco
why? 
- do they have specific wants or needs?
what? 
- What will satisfy them?
- Where and when?
should the message appear 
What
- style/tone for the campaign

Question 3

In a Creative Bries what are the brief elements?

Answer 3

Objective statement
- name of the brand and description of target consumer

Support statement
- evidence that back up the products promise

A tone or brand Character Statement
- brand equity

Question 4

A messages strategies is a simple decription and explanation of campaign’s overall creative appriach.
but what are the 3 ways of doing it

Answer 4

- Verbal
what the message should say. Words!
- Nonverbal 
visuals
- Technical
mechanical outcome. Budget and scheduling limitation

Question 5

There are two ways of thinking and they are????

Answer 5

An objective, rational fact-based manner
- E.g. study for a test

Qualitative intuitive value-based manner
- Buy a car.

Question 6

The 2 thinking styles

Answer 6

Hard thinking
- Black and white.
logical, reason, consistence work, analysis

Soft thinking
- Many right answers
many shades of gray

Question 7

The 2 thinking catgories

Answer 7

Fact-based
- Analyze and control - Not comfortable with ambiguous situations.
Likes logic, structure and efficiency

Value based
- intuition, values and ethical judgments.
Better at embrace change and conflict.

Question 8

what does the explorer do in the creative process

Answer 8

Gathering information
Develop an insight
Know the objective
Branstorms

Question 9

how to transforming a concept

Answer 9

- Adapt 
what else the product might be?
- Imagine
What if?
- Reverse
Look at it backwards 
- Connect
join two ideas
- Compare
one idea insted of another
- Eliminate
break the rules
- Parody
fool around - have fun

Question 10

what is the bullets in the creative pyramid

Answer 10

Attention
Interest
Credibility
Desire
Action

Question 11

what does the judge do in the creative process

Answer 11

They are managers.

Deside

Question 12

What does warriors do in the creative process

Answer 12

Overcomming, setback

Strategic precision
- idea must have strategy
Savvy psychology
- meet the client's needs
Polish presentation
- be prepared 
Structural precision
- well structrued
Sove problems
- Clients needs