Chapter 8

Question 1

Creative Strategy

Answer 1

Determines what the advertising message will say or communicate

Question 2

Creative Tactics

Answer 2

Determine how the message strategy will be executed

Question 3

Advertising creativity

Answer 3

Ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems

Question 4

Divergence

Answer 4

A promotional message contains elements that are novel, different, or unusual

Question 5

Relevance

Answer 5

The elements of a promotional message are meaningful, useful, or valuable to the consumer

Question 6

Youngs Creative process

Answer 6

Immersion: Gathering raw material and data, and immersing oneself in the problem

Digestion: Analyzing the information

Incubation: Letting the subconscious do the work

Illumination: Birth of an idea

Reality or verification: Studying the idea and reshaping it for practical usefulness