MKTG2000 Week 4: Creativity in Marketing

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Questions and Answers

What is the definition of creativity in advertising?

The use of common strategies to appeal to consumers.

A quality that enables generation of novel approaches to problems. (correct)

A process that focuses on repetitive ideas.

The ability to generate numerous ads quickly.

How does creativity impact memory in advertising?

It only works for visual ads.

It has no effect on memory recall.

It decreases the chances of recalling the ad.

It facilitates stronger memory encoding and reduces decay. (correct)

What is the main purpose of a creative strategy in advertising?

To reduce the cost of advertising.

To generate as many ads as possible.

To ensure ads are finished on time.

To communicate an advertising message effectively. (correct)

What effect do creative ads have on ordinary ads?

Creative ads overshadow ordinary ads. Signup and view all the answers

What is one of the outcomes of increased creativity in advertising?

More motivated and engaged consumers. Signup and view all the answers

Which of the following best describes 'the big idea' in advertising?

The central theme to be translated into messages. Signup and view all the answers

What is the relationship between creativity and consumer behavior?

Creativity can inspire consumers to engage in creative problem-solving. Signup and view all the answers

What does the phrase 'advertising license' refer to?

Freedom to be creative within certain boundaries. Signup and view all the answers

What is the first step in Wallas' Creative Process Model?

Preparation Signup and view all the answers

In the Illumination stage of the Creative Process Model, what happens?

A solution to the problem is seen. Signup and view all the answers

What does the Incubation step encourage?

Stepping back to let ideas develop. Signup and view all the answers

What is a key characteristic of an advertising campaign?

Centers around a single theme or idea. Signup and view all the answers

Why might it be challenging for advertisers to immerse themselves in a product?

Diverse target demographics may create gaps in understanding. Signup and view all the answers

What role does verification play in the creative process?

Refines the generated ideas. Signup and view all the answers

What is Integrated Marketing Communication (IMC)?

Coordinated communication activities focused on a theme. Signup and view all the answers

Which stage involves gathering information and conducting studies?

Preparation Signup and view all the answers

What is the primary focus of a creative advertising message?

What the advertisement will say or communicate Signup and view all the answers

In the creative process, what does the 'big idea' refer to?

The major selling strategy or argument Signup and view all the answers

What is indicated by the phrase 'tried & tested' in creative advertising?

Using proven methods despite creative risks Signup and view all the answers

How is the effectiveness of creative advertising typically measured?

Through its ability to sell the product Signup and view all the answers

What challenge do creative advertisers often face regarding clients?

Clients being heavily risk-averse Signup and view all the answers

Which statement best describes the relationship between creative advertising and selling?

Creative advertising must integrate the element of selling Signup and view all the answers

What characteristic is often associated with creative personnel in advertising?

Unique and different perspectives compared to management Signup and view all the answers

What is the main debate highlighted in creative advertising?

Hard sell techniques vs. creative expression Signup and view all the answers

What best describes the 'Big Idea' in an IMC campaign?

An overarching theme that encompasses distinct and memorable messages. Signup and view all the answers

Which is NOT an approach to developing a major selling idea?

Establishing a unique product discount Signup and view all the answers

What is a key characteristic of using a brand image as a selling strategy?

Create a strong, memorable identity. Signup and view all the answers

How does positioning differ from other selling strategies?

It establishes a specific place in the customer's mind. Signup and view all the answers

What are messages focused on inherent drama generally characterized by?

Warm and emotional presentation. Signup and view all the answers

Which campaign is cited as an example of a unique selling proposition (USP)?

MasterCard's 'Priceless' Signup and view all the answers

What is the main focus when presentations are based on the concept of inherent drama?

Consumer benefits expressed dramatically. Signup and view all the answers

Why is it challenging to develop a great 'Big Idea'?

It has to be distinctive yet simple. Signup and view all the answers

Which of the following is NOT a basis for positioning a product?

Celebrity endorsement Signup and view all the answers

What does the execution style in advertising refer to?

The presentation method of the message Signup and view all the answers

Which type of appeal focuses primarily on the product's dominant traits?

Feature appeal Signup and view all the answers

How does a news appeal function in advertising?

By stating new features or updates of a product Signup and view all the answers

Which element is NOT typically part of an advertisement's creative tactics?

Market analysis Signup and view all the answers

What is the primary purpose of emotional appeals in advertising?

To influence consumer feelings and emotions Signup and view all the answers

Which guideline is NOT used for evaluating creative output in advertising?

Does it include a celebrity endorsement? Signup and view all the answers

What is a characteristic of popularity appeal?

It emphasizes the brand’s well-known status. Signup and view all the answers

Study Notes

Creativity in Advertising

Creativity defined as the quality enabling novel approaches to problem-solving.
Advertising creativity focuses on generating unique ideas to solve communication problems.
A strong creative strategy is crucial for successful advertising campaigns.

Importance of Creativity

Creativity enhances memory through increased attention and processing depth.
Creative ads are more memorable and can overshadow standard ads.
Encourages creative problem-solving among consumers.

Message Strategies

Central messaging is key across all Integrated Marketing Communications (IMC) activities.
Examples:
- Nike: "Just do it"
- McDonald's: "I am lovin' it"
- Adidas: "Impossible is nothing"

The Creative Process

Wallas' Creative Process Model includes:
- Preparation: Gathering information
- Incubation: Letting ideas develop
- Illumination: Recognizing solutions
- Verification: Refining the idea

Planning Creative Strategy

Creative advertising must balance creativity with company goals and information.
Clients often prefer proven methods, but risk-taking can lead to significant rewards.
Debate exists between hard sell tactics versus purely creative approaches.

Types of Message Strategies

Unique Selling Proposition (USP): Differentiates the product based on a unique feature.
Brand Image: Develops a memorable identity for the product.
Inherent Drama: Uses emotional presentations to highlight benefits.
Positioning: Establishes a product's place in consumers' minds based on various attributes.

Execution Styles

Appeals to logic target rational consumers, while emotional appeals target feelings.
Execution involves how the message is presented, ensuring it resonates with the audience.

Guidelines for Evaluating Creative Output

Adherence to brand’s marketing objectives and advertising goals.
Consistency with creative strategies and clarity in communication.
Execution should not overshadow the message and must be truthful and tasteful.
Relevance to the media environment is necessary for effective advertising.

Conclusion

Creative strategies in advertising require a thoughtful approach to presenting ideas effectively while maintaining brand integrity and audience engagement.

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Description

Dive into Week 4 of MKTG2000, where we explore the importance of creativity in integrated marketing communications. This session focuses on message strategy and execution, alongside reviewing Chapters 8 and 9. Join us as we discuss how creativity influences advertising and marketing success.