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Flashcards in Chapter 10 Deck (12):
1

what is rational appeals and emotional appeal

§ Rational appeals: consumer’s practical, functional need for the product or service
§  emotional appeals: consumer’s psychological, social, or symbolic needs.

2

In a Creative bries what are the issues to consider

Who?
- behavior, geo/demo, psyco
why?
- do they have specific wants or needs?
what?
- What will satisfy them?
- Where and when?
should the message appear
What
- style/tone for the campaign

3

In a Creative Bries what are the brief elements?

Objective statement
- name of the brand and description of target consumer

Support statement
- evidence that back up the products promise

A tone or brand Character Statement
- brand equity

4

A messages strategies is a simple decription and explanation of campaign's overall creative appriach.
but what are the 3 ways of doing it

- Verbal
what the message should say. Words!
- Nonverbal
visuals
- Technical
mechanical outcome. Budget and scheduling limitation

5

There are two ways of thinking and they are????

An objective, rational fact-based manner
- E.g. study for a test

Qualitative intuitive value-based manner
- Buy a car.

6

The 2 thinking styles

Hard thinking
- Black and white.
logical, reason, consistence work, analysis

Soft thinking
- Many right answers
many shades of gray

7

The 2 thinking catgories

Fact-based
- Analyze and control - Not comfortable with ambiguous situations.
Likes logic, structure and efficiency

Value based
- intuition, values and ethical judgments.
Better at embrace change and conflict.

8

what does the explorer do in the creative process

Gathering information
Develop an insight
Know the objective
Branstorms

9

how to transforming a concept

- Adapt
what else the product might be?
- Imagine
What if?
- Reverse
Look at it backwards
- Connect
join two ideas
- Compare
one idea insted of another
- Eliminate
break the rules
- Parody
fool around - have fun

10

what is the bullets in the creative pyramid

Attention
Interest
Credibility
Desire
Action

11

what does the judge do in the creative process

They are managers.
Deside

12

What does warriors do in the creative process

Overcomming, setback

Strategic precision
- idea must have strategy
Savvy psychology
- meet the client's needs
Polish presentation
- be prepared
Structural precision
- well structrued
Sove problems
- Clients needs