Module 1: The Power of Creativity

Question 1

Why are new creative forms and ways of working at a greater pace developing?

Answer 1

technology continues to transform consumers’ media consumption –> new opportunities for brands to influence their behaviour.

Question 2

storytelling in advertising definition?

Answer 2

broad narrative -> ability to spawn multiple content strands across multiple platforms

Question 3

3 reasons storytelling is effective in advertising?

Answer 3

1) Avoiding repetition
2) Humans need stories
3) Authentic Connection

Question 4

2 benefits of central narrative thread?

Answer 4

1) Consistency and emotional tension –> authentic connection with the audience
2) flexibility and variety as the story unfolds in different contexts.

Question 5

Common way stories are structured?

Answer 5

traditional heroic archetypes

Question 6

Why avoid repetition?

Answer 6

Repetitive and 1 D campaigns –> habituation

Question 7

Peter Souter, 2014

Answer 7

HUMANS NEED STORIES

Question 8

3 reasons humans need stories

Answer 8

1) they deliver messages and meanings
2) they are the way we communicate
3) they make us human

Question 9

Benefits of a fixed role for the brand? Example?

Answer 9

• streamline content
• unify across range of media
• compass for future brand behaviour

eg Jester, magician, creator