Creative Strategy

Question 1

creative strategy

Answer 1

unique idea that connects a products benefits to a consumers needs

Question 2

creative execution

Answer 2

process of creating and producing individual ads in different media that effectively communicate the strategy

Question 3

market literate

Answer 3

marketing, advertising and pr, objectives, product knowledge, consumer profile, competitive analysis

Question 4

creative brief

Answer 4

synthesis of all product information, helps develop relevant creative strategy

Question 5

tone of the creative work

Answer 5

best way to speak to audience and communicate brands personality

Question 6

account planner

Answer 6

consumer advocate

Question 7

advertising creativity

Answer 7

ability to perceive and articulate new solutions to advertising problems and execute those solutions as messages that move consumers

Question 8

Bill Bernback

Answer 8

through emotions

Question 9

Craig Allen Erik Kallman

Answer 9

old spice man on a horse

Question 10

3 things needed to execute creative strategy

Answer 10

appeal, attitude, action

Question 11

appeal

Answer 11

attract consumers attention and connect needs

Question 12

5 types of appeals

Answer 12

rational vs emotional, humor, problem solution or product as hero, fear, romance and sex

Question 13

rational appeal

Answer 13

practical, utility oriented needs for product/service

Question 14

emotional appeal

Answer 14

psychological rather than utility

Question 15

humor

Answer 15

attracts attention, may disarm audience, may interfere with understanding, deoend on nature of audience

Question 16

when to use humor

Answer 16

used when ther is low interest for the product, audience is skeptical, when funds are tight

Question 17

attitude

Answer 17

how can essage reinforce or try to shift attitude

Question 18

3 ways to influence attitudes

Answer 18

testmonials, using celebrities, demostrations

Question 19

action

Answer 19

how do they persuade the consumer to think feel or do anything