chapter7

Question 1

divergence

Answer 1

how novel, how something stands out.

Question 2

the creative process when it comes to creating/being creative in ads

Answer 2

immersion - read background information regarding the problem
digestion - work the information over in one’s mind
incubation - get away and let ideas develop
verification - study and refine the idea to see if it is a practical solution

Question 3

account planning

Answer 3

conducting research and gathering all relevant informatio about a clients product or service, brand and consumers in the target audience.

Question 4

research

Answer 4

learns as much about audience, target audience, product, competitioon, anything else relevant.

Question 5

general preplanning input

Answer 5

putting together things that would help them get info, libraries, books, publications, internet. kinda what u did for the troll farm, internet research agency stuff.

Question 6

product/service preplanning input

Answer 6

get info on how consumers buy and consume this product.

Question 7

quantitative research

Answer 7

attitude studies, market structure, etc

Question 8

qualitative research

Answer 8

find causes of underlying causes of such consumer behaviour. association tests, in depth interviews . find fears, motivations etc.

Question 9

focus groups

Answer 9

target consumers lead thru discussions .

Question 10

storyboard

Answer 10

series of drawings used to present visual plan or layout of a proposed commercial.

Question 11

animatic

Answer 11

videotape of the storyboard along with an audio soundtrack .

Question 12

creative brief

Answer 12

specifies basic elements 0f the creative strategy and other relevant information.