Chapter 12: Creative Advertising

Question 1

What are the principles of effective advertising?

Answer 1

Relevant
original
has impact (ROI)

Question 2

What is “the big idea”

Answer 2

Creative concept that implements ad strategy so that it’s attention grabbing and memorable

Question 3

Effective creative concepts focus on what 4 elements?

Answer 3

Focus (one idea - single minded)

Uniqueness

Generativeness

Truth/honesty

Question 4

What is The Creative Leap?

Answer 4

Process of jumping from the strategy statement to an original idea that conveys the strategy in an interesting way

Question 5

What is free association?

Answer 5

The juxtaposition of two seemingly unrelated thoughts

Question 6

What is divergent thinking?

Answer 6

Exploration to search for all possible alternatives

Question 7

Why are analogies and metaphors used?

Answer 7

Used to see new patterns/relationships

Are intuitive - emotion-based thinking

Question 8

What are the four creative characteristics?

Answer 8

Problem solving
Ability to visualise
Openness to new experiences
Conceptual thinking

Question 9

What is needed to prevent unoriginal ideas?

Answer 9

Avoidance of:

The common
The look-alike (copycat) 
The tasteless
Being weird, provocative and in-your-face 
Just having a beautiful picture

Question 10

What is the creative strategy and what is the creative execution?

Answer 10

Strategy = what the ad says

Execution = how the ad says it

Question 11

What are the two basic approaches to translating message objectives into strategy?

Answer 11

Soft sell - emotional appeals/images to create a response

Hard sell - touches the mind creates a response based on logic

Question 12

What is a lecture and what is a drama?

Answer 12

Lecture - Serious instruction given verbally

Drama - Role play that relies on the user to make inferences

Question 13

What are the different advertising objectives?

Answer 13

Perception

Persuasion

Cognition

Affection

Transformation

Behaviour

Question 14

What is the perception objective?

Answer 14

To create attention, awareness, interest, recognition and recall

Question 15

What is the persuasion objective?

Answer 15

To change attitudes, create conviction and build preference

Question 16

What is the cognition objective?

Answer 16

To inform, educate and achieve understanding

Question 17

What is the Transformation objective?

Answer 17

To establish brand identity and associations

Question 18

What is the Affection objective?

Answer 18

to touch emotions, create feelings and sensations

Question 19

What is the Behaviour objective?

Answer 19

stimulate trial, purchase and repurchase

Question 20

What messages drive cognition?

Answer 20

Needs to identify characteristics, features, attributes and USP’s

Question 21

What messages transform a product into a brand?

Answer 21

Branding, image advertising and associatios

Question 22

What messages drive action?

Answer 22

Calls to action, word of mouth, viral marketing or “buzz”

Question 23

What does a typical advertising brief include?

Answer 23

A problem to be solved
Advertising or comms. objective
Target audience
Brand imperatives (position, personality etc.) 
Proposition and support
Creative paramaters
Media considerations

Question 24

List the different advertising execution formats:

Answer 24

Straightforward
demonstration
humor
slice of life
spokesperson
comparison
problem solving/problem avoidance
Shockvertising