chapter 9

Question 1

Creative director

Answer 1

manages creative process and focuses on strategy of ads. Make sure concept strategically on target.

Question 2

User experience

Answer 2

interactive conversation about the brand

Question 3

Creative strategy

Answer 3

brings together the art and science of advertising.

Question 4

Creative thinking

Question 5

ROI of Creativity

Answer 5

• Relevant - meaningful to target audience
• Original - novel, fresh, unexpected, unusual
• Impact - makes impression

Question 6

The Creative Leap

Answer 6

-Copycat advertising - using idea that someone else has originated. This is a concern
- Divergent thinking - right(art, intuitive, holistic, artistic, and emotional) and left Brian(science, Logical, linear, and orderly) thinking.
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Question 7

How can you become a more creative thinker who uses right brain for divergent explorations

Answer 7

Think about the problem as something that involves mind shift. Look at a problem from a different angle.
- Put strategy language behind you.

Question 8

Process of how to get an idea

Answer 8

Read - immersion: read, research, learn about problem
Look - ideation - look at the problem from every angle; generate as many ideas as possible.
Don’t give up - brain fog - don’t give up when you hit a blank wall.

Question 9

The creative brief

Answer 9

Document summarizing marketing and advertising strategy.

Question 10

Salience

Answer 10

Brand is visible, has marketplace, and the brand is important to its target market.

Question 11

Hard sell

Answer 11

uses informational messages that touches mind and creates response based on logic.

Question 12

Soft sell

Answer 12

uses emotional appeals or images to create a response based on attitudes, moods, and feelings.

Question 13

psychological appeals

Question 14

Selling premises

Answer 14

• uses rational head approach that states the logic behind the sales offer.