Chapter 8

Question 1

managers perspective on advertising

Answer 1

• advertising is creative only if it sells the product

- ads are promotional tools used to communicate favorable impressions to the marketplace

Question 2

creative people’s perspective on advertising

Answer 2

• creativity of an ad is in its artistic value and originality
• ads are communication vehicles for promoting their own aesthetic viewpoints and personal career objectives

Question 3

divergence achieved through

Answer 3

originality
flexibility
elaboration
synthesis
artistic value

Question 4

relevance achieved through

Answer 4

ad-to-consumer

brand-to-consumer

Question 5

divergence

Answer 5

extent to which an ad contains elements that are novel, different or unusual

Question 6

relevance

Answer 6

degree to which the elements of an ad are meaningful, useful, or valuable

Question 7

ad to consumer relevance

Answer 7

ad contains execution elements that are meaningful to consumers

Question 8

brand to consumer relevance

Answer 8

advertised brand of a product or service is of personal interest to consumers

Question 9

rationalists

Answer 9

advertising must sell the product or service

Question 10

poets

Answer 10

advertising must build an emotional bond between consumers and brands or companies

Question 11

immersion

Answer 11

gathering raw material and data, and immersing oneself in the problem

Question 12

digestion

Answer 12

analyzing the information

Question 13

incubation

Answer 13

letting the subconscious do the work

Question 14

illumination

Answer 14

birth of an idea

Question 15

reality or verification

Answer 15

studying the idea and reshaping it for practical usefulness

Question 16

young’s model of the creative process

Answer 16

immersion
digestion
incubation
illumination
reality/verification

Question 17

wallas’ model of the creative process

Answer 17

preparation
incubation
illumination
verification

Question 18

preparation

Answer 18

gathering background info needed to solve the problem through research

Question 19

incubation

Answer 19

letting ideas to develop

Question 20

illummination

Answer 20

finding the solution

Question 21

verification

Answer 21

refining the idea and analyzing whether it is an appropriate solution

Question 22

problem detection

Answer 22

asking consumers to make a list about what they don’t like

Question 23

psychographic studies

Answer 23

detailed lifestyle profiles of consumers

Question 24

branding reasearch

Answer 24

help gain better insight into consumers and develop more effective campaigns

Question 25

qualitative research

Answer 25

provide insight at early stages of creative process

Question 26

ethnographic research

Answer 26

observing consumers in their natural environment. expensive and difficult.

Question 27

campaign theme

Answer 27

central message communicated in all advertising activities

Question 28

slogan

Answer 28

summation line that briefly expresses positioning

Question 29

major selling idea

Answer 29

strongest singular thing a company can say about its product or service - broadest and most meaningful appeal to the target audience - important for B2B advertising

Question 30

developing the major selling idea approaches

Answer 30

- unique selling proposition - create brand image - positioning - find inherent drama

Question 31

potent

Answer 31

promise must be strong enough to move masses

Question 32

image advertising

Answer 32

strategy used to develop a strong, memorable identity for a brand

Question 33

to be successful with image advertising

Answer 33

associate brand with symbols and feelings

Question 34

inherent drama

Answer 34

characteristic of a product that makes the consumer purchase it - dramatic expresses benefits

Question 35

positioning

Answer 35

establishes the product or service in a particular place in the consumer's mind