Creativity Brand Communications

Question 1

Divergent thinking

Answer 1

Thinking outside the box

- looking in different directions for different ideas

Question 2

Convergent thinking

Answer 2

Refocusing on problem and evaluating the same thoughts and ideas

Question 3

Kickstart process (8 Steps)

Answer 3

1. The Goal
2. Strategy
3. Search Fields
4. Point of View
5. Timeline
6. Senses
7. Medium
8. Implementation

Question 4

Promote brand recall

Answer 4

Customers will buy brand they recall

Question 5

Link key attributes to brand name

Answer 5

Emphasizing a unique quality

Question 6

Persuade the consumer

Answer 6

Reason-why- ads- points out to customer good reason to buy

Question 7

Get customer to feel good about brand

Answer 7

Feel good add- link good feeling from ad to brand

Question 8

Scare consumer into action

Answer 8

Fear appeal ads - highlight negative consequences of not buying brand

Question 9

Define the brand image

Answer 9

Image ads - put brands main meaning with very limited words and heavy on visuals

Question 10

Give the brand the desired social meaning

Answer 10

Slice of life ads - depict an ideal usage situation for the Brand

Product placement

Question 11

Leverage social disruption and cultural contradictions

Answer 11

Tie brand to social/cultural movement

Question 12

Transform consumption experiences

Answer 12

Transformational ads - attempt to create a brand feeling, expectation and mood that are activated when consumer uses the product/services