Question

2. Discuss the role and importance of creativity in advertising, Do you think advertising agencies often emphasize creativity at the expense of developing ads that can help generate sales for a product or service? What can clients do to avoid this problem?

4. The chapter discusses how advertising agencies are sometimes fired even though they create award-winning ads and campaigns for their clients. Evaluate the decision by companies such as AB InBev to dismiss their ad agency and hire a new one even though the agency has done award-winning creative work for the company/brand.

6. Discuss the various factors that account for the way divergence can be achieved in advertising creativity. Find an example of an advertisement that reflects these various characteristics and explain how it does so.

10. Assume that you have been hired as an account planner by an advertising agency and assigned to work on the advertising campaign for a new brand of bottled water. Describe the various types of general and product-specific preplanning input you might provide to the creative team.

12. Find an example of an ad or campaign that you think reflects one of the approaches used to develop a major selling idea such as a unique selling proposition, brand image, inherent drama, or positioning. Discuss how the major selling idea is reflected in this ad or campaign.

Answer 1