LESSON 8: CRAFTING EFFECTIVE ADVERTISING MESSAGES

Question 1

What are the 3P’s of Advertising Creativity

Answer 1

1. Place
2. Person
3. Process

Question 2

Environmental models
workplace setting - creative and creativity setting

Answer 2

Place

Question 3

Focus on areas of the agency office/workspace setting

Answer 3

Place

Question 4

Controllable and uncontrollable variables

Answer 4

Place

Question 5

Creative boutique agencies

Answer 5

Place

Question 6

● Individual models - what makes them inspired or creative

Answer 6

Person

Question 7

● Insight into what makes individuals creative or what makes them tick

Answer 7

Person

Question 8

● Passionate to create

Answer 8

Person

Question 9

● Output models

Answer 9

Process

Question 10

● Most researchers search for the definition of creativity.

Answer 10

Process

Question 11

● Most people have their own definition of creativity

Answer 11

Process

Question 12

● Audience experience impacts creativity

Answer 12

Process

Question 13

● Creative product or outcome, the actual campaign

Answer 13

Process

Question 14

● Originality, appropriateness, and artistry

Answer 14

Process

Question 15

● A product of Logic and creativity

Answer 15

Art & Science of Advertising

Question 16

Who told this statement: “Needs to contain a persuasive message that convinces people to take action”?

Answer 16

Juller and Renarya

Question 17

● “Must make a relevant connection with its audience and present a selling idea in an unexpected way”

Answer 17

Art & Science of Advertising

Question 18

Who initiated the “How Creative are You”?

Answer 18

Tom Groth, University of Florida

Question 19

● Dig into life
● Breakthrough creative is not the research on the internet - it is within you

Answer 19

Live Big. Prepare. Be Smart. Work Hard. Don’t be lazy. Laugh

Question 20

● “The correct answer” - is the safe answer

● Think dull, boring been-there-done-that

● “I never thought of it that way”

● Creativity forgets the way things are supposed to be!

Answer 20

The right answer is the wrong answer

Question 21

● Core message of your brand

● You cannot communicate a message if you don’t know what the message is.

Answer 21

What do you want to say?

Question 22

● Immediately thrusts you into your left brain

● Always carry a notepad

● Get it down fast

Answer 22

Warning! Do not use a computer to create

Question 23

● Try free to play, recess
● No rules, no coach
● Start with lots of thumbnails
● Wait. Pick up your winner another day

Answer 23

Use the power of play

Question 24

● Suspend reality
● Look beyond the facts
● Imagine the possibilities

Answer 24

Play the what if game

Question 25

● Fear kills creativity ● Perfection kills ideas ● Take a risk ● Be brave. Be braver

Answer 25

Don’t play scared

Question 26

● Use associations ● Link two previously unrelated ideas

Answer 26

Think of it as

Question 27

● Set up creates a question through curiosity ● Punch line answers the question and reveals the core brand message

Answer 27

Set-up & Punch line

Question 28

● Sense of humor ● People buy brands from ads they like

Answer 28

Have fun

Question 29

What are the 5 Marketing Communication Plan and Strategies?

Answer 29

1. Direct Marketing Plan 2. Advertising Plan 3. Sales Promotion Plan 4. Marketing: Public Relations Plan 5. Others

Question 30

What are the two types of planning under Sales Promotion Plan?

Answer 30

1. Media Planning 2. Message Planning