Quiz 3 (9, 10, 11)

Question 1

What are the two dimensions of creativity?

Answer 1

Newness and usefulness

Question 2

What is the definition of creativity?

Answer 2

There is no single definition of creativity

Question 3

What does creativity offer?

Answer 3

A new way of seeing something, a new way of understanding

True creativity takes complex tasks and makes it simple and intuitive

Question 4

Why does creativity matter in advertising?

Answer 4

attracts attention
satisfies clients
saves money (less need for repetition)

Question 5

Is creativity easy to achieve?

Answer 5

No it is difficult to achieve

Question 6

Why is creativity difficult to achieve?

Answer 6

because our brain looks for similarities / familiar patterns to save us time. This introduces rigidity into how we perceive things - we don’t see them as individual things (which is the goal of creativity)

Question 7

What is disruption used for?

Answer 7

a systematic technique for enhancing creativity
Question the status quo

Question 8

What are the three stages of disruption?

Answer 8

Convention
Disruption
Vision

Question 9

What is the convention stage of disruption?

Answer 9

Identify the conventional way of doing/seeing things

Question 10

What is the disruption stage of disruption?

Answer 10

Question the logic of the conventions in an effort to break them

Question 11

What is the vision stage of disruption?

Answer 11

Verify that the new way of seeing is consistent with an overall vision
Not just doing it for the novelty

Question 12

Is creativity on its own significant?

Answer 12

No

Question 13

What is an important thing to keep in mind when being creative?

Answer 13

Be creative but make sure the specific message tactics flow from the overall marketing strategy

Question 14

What is a message strategy?

Answer 14

WHAT you wish to say to consumers
Keep in mind the target audience and communication objectives

Question 15

What is message tactics?

Answer 15

HOW you say the message strategy

Question 16

What should the major selling idea be?

Answer 16

The strongest singular thing you can say about your product/service
It should differentiate you from the competition

Question 17

What are some approaches to competitive message strategies?

Answer 17

Unique selling proposition
Brand image strategy
Emphasizing product category benefits

Question 18

What is a unique selling proposition?

Answer 18

promotes tangible, physical differentiation vs competition (functional orientation, not image orientation)

Question 19

What is a brand image strategy?

Answer 19

Differentiate your brand at the level of image (the message is about image, not function)

Question 20

When would you use the competitive message strategy?

Answer 20

useful for product categories where there are few physical differences between brands

Question 21

What is the emphasis category level benefit strategy in competitive message strategies?

Answer 21

Boosting primary demand for the category - not the brand

Question 22

What is a classic example of category-level advertising?

Answer 22

“Got milk”