22 Questions
What is the result of advertised brand of product or service being of personal interest to consumers?
Brand-to-consumer relevance
What do studies of advertising creativity show?
It impacts consumers' responses across various stages of response hierarchy
What is the result of creativity in advertising?
It draws more attention to the advertised brand
What is the impact of creativity on emotional reactions?
It positively impacts emotional reactions
What does Figure 8-1 show?
The impact of combinations of creative elements on sales
What is the title of Figure 8-1?
What Creativity Combinations Work Best?
What is the primary goal of advertising creativity?
To generate fresh, unique, and appropriate ideas for communication problems
What is divergence in the context of advertising creativity?
The degree to which an ad contains elements that are novel, different, or unusual
What is the main characteristic of the 'Mayhem' campaign by Allstate?
It has high fluency
What is the relevance of an ad achieved through?
Ad-to-consumer relevance
What is an example of divergence in the KFC Hot and Spicy chicken ad?
Originality and artistic value
What is not a determinant of creativity in advertising?
Budget
What is the ultimate goal of advertising creativity?
To generate fresh, unique, and appropriate ideas for communication problems
What does the 'Mayhem' campaign by Allstate demonstrate?
High fluency
What type of advertising is designed to fit seamlessly into the content that surrounds it?
Native advertising
What is the goal of concept ads in online advertising?
Driving top-of-the-funnel goals such as awareness and interest
What is the primary objective of commerce ads in online advertising?
Getting consumers to take action and make a purchase
What is the primary goal of content ads in online advertising?
Enhancing consumers' knowledge or understanding of a product or service
What is the primary reason for high production costs in TV commercials?
High cost of actor residuals
What is the primary purpose of a script in TV commercial production?
To provide a detailed description of the commercial's video and audio content
What is the primary goal of TV commercials?
To entertain consumers and inform them about a product or service
What is the primary purpose of preproduction in TV commercial production?
To plan and prepare for the production of the commercial
Study Notes
Determinants of Creativity
- Advertising creativity is the ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems.
- Two central determinants of advertising creativity are:
- Divergence: the extent to which an ad contains elements that are novel, different, or unusual, achieved through originality, flexibility, elaboration, synthesis, and artistic value.
- Relevance: the degree to which elements of an ad are meaningful, useful, or valuable to the consumer, achieved through ad-to-consumer relevance.
Impact of Creativity
- Advertising creativity impacts consumers' responses across various stages of the response hierarchy, including attention, recall, motivation, and processing depth.
- Creativity positively impacts emotional reactions, including attitudes and purchase intentions.
Creative Tactics for Television
- Television commercials are ideal for both rational and emotional appeals, and are suitable for straight sell, announcement, demonstration, testimonial, and comparison formats.
- Commercials are most successful when they entertain and inform, but producing high-quality TV commercials incurs high costs, including actor residuals and production costs.
- The planning and production process for TV commercials involves scriptwriting, storyboarding, preproduction, production, and postproduction.
Creative Tactics for Online Advertising
- Digital ads can drive top-of-the-funnel goals such as awareness and interest, mid-funnel goals of enhancing consumers' knowledge or understanding of a product or service, and bottom-of-the-funnel goals of getting consumers to take action and make a purchase.
- Native advertising is a type of paid placement designed to fit seamlessly into the content that surrounds it.
This quiz tests your understanding of advertising creativity, including its impact on consumer responses and attention to advertisements.
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