MKTG 125 CH 8

A characteristic of creative people in advertising is that they are more ______ than uncreative people in their approach to a problem.

abstract

A process that includes conducting research and gathering all relevant information about a client's product or service, brand, and consumers in a target audience is known as _____.

account planning

A collection of interconnected and aligned marketing communications activities that concentrate on a single theme or idea that comes out in different media across a stipulated time period is known as a(n) ______.

advertising campaign

In a creative process, the purpose of a big idea is breaking through the ______ in order to deliver a message.

advertising clutter

In integrated marketing communications, the capability to produce unique and suitable ideas that can be used as solutions to communication problems is known as ______.

advertising creativity

A(n) ______ is one of the major components of an integrated marketing communications program.

advertising message

The perspective of creative people is that ads can break through clutter and create an impact with the use of ______.

aesthetic value

After receiving input from agency team personnel, a creative brief is approved by ______ from the client side.

brand managers

Market leaderships have been retained by top brands in various product and service categories because of the _____ that they have been able to maintain in consumers' minds.

identity

One of the functions of the verification and revision stages of the creative process is the rating of ideas obtained during the _____ stage.

illumination

The selling idea of developing a strong, memorable identity for packaged-good products that differ little in terms of their function or performance is called advertising.

image

An advantage thought by a copywriter to be required in order to sell an advertised product is referred to as the ______.

key benefit claim

Defining a central theme that will become a(n) ______ is a major part of creative strategy.

major selling idea

The task of people who develop an advertising message is to convert all information regarding ______ into a creative concept.

marketing plans

There are fluctuations in the ______ used and in the level of detail included in a creative brief.

outline and format

The use of advertising to set up a product or service in a particular place in a consumer's mind is known as .

positioning

Information that usually comes in the form of particular research conducted on a product, a target audience, or a combination of the two is known as _____.

product-specific preplanning input

The unique selling proposition of a product or service can provide a ______ that competitors cannot easily copy.

sustainable competitive advantage

Timely Brews, a beer brand, has created a low-calorie beer with the same alcohol content as other conventional beers but 60% fewer calories per pint. The brand aims to position and market this beer with this unique feature. Seeing the success of Timely Brews, another brand formulates a low-calorie beer, removing Timely Brews' ______.

sustainable competitive advantage

Image advertising is successfully implemented by using advertising to create a complex ______ that contributes to the brand image.

symbol

According to the "rationalists" in advertising, the chance of an ad moving a consumer to purchase improves when ______.

the ad has more information

A critical part of any creative process is the determination of the ______ around which a campaign will be built.

unifying theme

A challenge faced by any creative team in the search for a major selling idea is to determine the ______ of a brand or service.

uniqueness

Arrange the steps of Young's model of the creative process from first to last, with the first step at the top.

1. immersion 2. digestion 3. incubation 4. illumination 5. verification

Identify true statements about an account planner's job. (Check all that apply.)

Account planners discuss how the knowledge they have gathered can be used in the development of a creative strategy. An account planner will work with a client as well as other agency personnel, such as the creative team and media specialists. An account planner's job is to provide the key decision makers with all the information they require to make an intelligent decision.

Which of the following did Sandra Moriarty note as informal techniques to become familiar with a product for the purposes of marketing it?

Asking anyone involved with the product for information Visiting places where the product is sold Using the product

Identify a determinant of advertising creativity from the following.

Divergence

Identify an example of a product-specific preplanning input from the following.

Attitude studies

______ is the fundamental role of an advertising message.

Communication of information

Identify work that is typically produced by people who work on the creative side of advertising.

Design layouts Design commercials Write copy

Identify the stages in a creative process, as outlined by Graham Wallas, which are carried out by a creative specialist in an advertising agency with both general and product-specific preplanning input.

Illumination Incubation Preparation

Which of the following is a task that the creative side of advertising is commonly tasked to do?

Illustration development

Match the steps of Young's model (in the first column) with their descriptions (in the second). Instructions

Immersion- Gathering raw material and information through background research and plunging yourself in the problem Gathering raw material and information through background research and plunging yourself in the problem Digestion- Taking the information, working it over, and wrestling with it in the mind Taking the information, working it over, and wrestling with it in the mind Incubation- Putting the problems out of your conscious mind and turning the information over to the subconscious to do the work Putting the problems out of your conscious mind and turning the information over to the subconscious to do the work Illumination- The birth of an idea—the "Eureka! I have it!" phenomenon The birth of an idea—the "Eureka! I have it!" phenomenon Reality- Studying the idea to see if it still looks good or solves the problem; then shaping the idea to practical usefulness Studying the idea to see if it still looks good or solves the problem; then shaping the idea to practical usefulness

Identify an example of general preplanning input from the following.

Periodicals

Identify a technique used during the verification and revision stages of the creative process.

Portfolio tests

Identify an informal fact-finding technique noted by Sandra Moriarty.

Read trade publications

Identify a form of background information that must be considered by a creative specialist before approaching an assignment.

The target market

True or false: According to account executives, advertising is creative only if it sells a product.

True

True or false: Creative people are more likely to rely on intuition than logic when approaching a problem.

True

Identify a conclusion reached by the "poets" on advertising.

create a bond

In the field of advertising, a lot of attention is focused on creativity because people who ______ are known to be creative.

develop advertising messaging

Before taking an assignment, a creative specialist should be knowledgeable about _____ in the marketplace.

general trends