Session 6

Question 1

Vampire effect -

Answer 1

when celebrities tarnish the brand image.

Question 2

3 Ps of innovation:

Answer 2

1. Place (Areas of the agency, office or workspace that impact creativity.)
2. Person (How do creative people think and behave?)
3. Process

Question 3

Advertising must have:

Answer 3

1. Relevance – ideas have to mean something important to the target audience.
2. Originality – one of a kind ideas that only one person thinks of (novel, fresh, unexpected, and unusual -> surprising and gets attention)
3. Impact – a commercial with impact has the stopping power that comes from an intriguing idea, something you have never thought about before -> it makes an impression on the audience.