Lesson 11 - Managing Creative Strategy

Question 1

● An idea with legs. The idea is strong enough to serve as an umbrella concept for a variety of executions in different media talking to different audiences
● Example: Share happiness & Taste the feeling

Answer 1

Extension

Question 2

• Global campaigns require the advertising objectives and reflect the product’s positioning.
• Taking an idea globally. Ideas that address the advertising objectives and reflect the product’s positioning

Answer 2

Adaptation

Question 3

“How do you decide if the idea is strong enough to justify the expenses in creating campaigns?”

Answer 3

Evaluation

Question 4

used to keep the strategy creative.

Answer 4

Leo Burnett creatives

Question 5

An important part of managing creativity, which happens at several stages in the creative
process

Answer 5

The Go/No-Go decision.

Question 6

Who is the man behind the structural analysis?

Answer 6

Leo Burnette

Question 7

What are the 3 parts of structural analysis?

Answer 7

(1) Power of the Narrative
(2) Strength of the product claim
(3) How well the two are integrated

Question 8

How the storyline claims the product into life

Answer 8

How well the two are integrated

Question 9

Strength of the product claim

Answer 9

Cognitive part

Question 10

Apples you to your heart

Answer 10

drama