Creative Strategy

Question 1

Successful advertisements share and are characterized by abstract patterns called

Answer 1

Creativity templates

Question 2

Six creativity templates

Answer 2

Pictorial analogy
Extreme situation
Consequences
Competition
Interactive experiment
Dimensionality alteration

Question 3

This creativity template portrays situations in which a symbol is introduced into the product space

Answer 3

Pictorial analogy

Question 4

Situations that are unrealistic to enhance the prominence of key attributes of a product or service

Answer 4

Extreme situation

Question 5

Indicates the implications of executing or failing to execute the recommendation advocated in the ad
Ex. Cough syrup ad in which everyone is facing the seat

Answer 5

Consequences

Question 6

Portrays situations in which the product is subjected to competition with another product or event from a different class

Answer 6

Competition

Question 7

Induces realization of the benefits of the product by requiring the viewer to engage in an interactive experience with the medium

Answer 7

Interactive experiment

Question 8

Manipulates the dimension (size, time, etc.) of the product in relation to its environment

Answer 8

Dimensionality alteration

Question 9

Five dimensions of creativity

Answer 9

Elaboration
Artistic value
Originality
Flexibility
Synthesis

Question 10

Five dimensions of creativity in order of effectiveness in terms of driving sales

Answer 10

1. Elaboration
2. Artistic value
3. Originality
4. Flexibility
5. Synthesis

Question 11

Ads that contain unexpected details or extend simple ideas so that they become more intricate and complicated

Answer 11

Elaboration

Question 12

Ads that contain aesthetically appearing verbal, visual, or sound elements

Answer 12

Artistic value

Question 13

Ads that contain rare or surprising elements, or move away from the obvious and commonplace

Answer 13

Originality

Question 14

Ads that smoothly link the product to a range of different uses or ideas

Answer 14

Flexibility

Question 15

Blending or connecting normally unrelated objects or ideas

Answer 15

Synthesis

Question 16

Two industries in which it is still important to deliver factual proof of performance features

Answer 16

Professional services, pharmaceuticals

Question 17

Elaboration likelihood model: two routes to persuasion

Answer 17

Central route

Peripheral route

Question 18

Which route to persuasion?
Higher involvement with product or message
Attention: focus on “central” product-related information
Comprehension: deeper thoughts about product attributes and consequences; more elaboration
Persuasion: product beliefs; brand attitude; purchase intention

Answer 18

Central route to persuasion

Question 19

Which route to persuasion?
Lower involvement with product or message
Attention: focus on “peripheral”, nonproduct information
Comprehension: shallow thoughts about nonproduct information; low elaboration
Persuasion: nonoroduct beliefs, attitude toward ad, brand attitude, purchase intention

Answer 19

Peripheral route to persuasion

Question 20

The creative team’s guideline for writing and producing an ad
A simple, written statement of the most important issues to consider in the development of an adorable campaign

Answer 20

Creative brief

Question 21

Creative brief must include (6)

Answer 21

The basic problem the advertising must address
The objective of the advertising
A definition of the target audience
The key benefits to communicate (benefit statement)
Support for those benefits
Special requirements

Question 22

What element of a creative brief?
What do you want the advertising to do? The specific challenge the marketing communications must overcome to meet the marketing objectives

Answer 22

Problem the advertising must address

Question 23

Which element of a creative brief?

The specific communication task an advertising campaign should accomplish

Answer 23

The objective of the advertising

Question 24

Which element of a creative brief? The specific group of individuals to whom the advertising is directed

Answer 24

Target audience

Question 25

Which element of a creative brief?

Describes what a product or service does to provide a benefit to the consumer

Answer 25

Benefit statement (the key benefits to communicate)

Question 26

Which element of a creative brief?

Provides information about the product or service that will convince the target audience that the key benefit is true

Answer 26

Support statement (support for those benefits)

Question 27

Which element of a creative brief?Unique characteristics of the advertiser, brand, etc. that should be considered during creative process

Answer 27

Special requirements

Question 28

The creative brief identifies ____, but NOT the execution

Answer 28

The benefits to be presented

Question 29

Who’s job is execution of the creative brief?

Answer 29

The creative team

Question 30

Why must every ad be developed, presented, and evaluated against the creative brief?

Answer 30

To insure congruence and consistency with the overall advertising strategy

Question 31

The creative pyramid (bottom up)

Answer 31

Attention
Interest
Credibility
Desire
Action

Question 32

Methods of getting attention (6)

Answer 32

Headlines
Visuals
Layouts
Color
Ad size, etc
Collative properties

Question 33

Properties of stimuli, such as novelty, surprisingness, provocativeness, etc. that make a certain stimuli stand out from others

Answer 33

Collative properties

Question 34

Perception/arousal curve

Answer 34

Upside down U

Question 35

Methods of keeping interest (4)

Answer 35

Answer question in headline
Compatible tone
Use “you”
The idea of having two opposing things that don’t go together, then consumers have to merge them in their minds

Question 36

Two methods of establishing credibility

Answer 36

Support claims with facts

Spokesperson

Question 37

3 methods of increasing desire

Answer 37

Choice phrase like “picture yourself” or “imagine”
Show consumer experiencing benefit of product
Make consumer active participant

Question 38

4 methods of motivating action

Answer 38

Call to action
Dotted lines around coupons
Highlighted text
Great ad copy