What are the important factors that a marketer should be aware of when developing a creative concept for an advertisement?
What will be an ideal response?
An advertiser must develop a compelling creative concept — or big idea — that will bring a message strategy to life in a distinctive and memorable way. The creative concept will guide the choice of specific appeals to be used in an advertising campaign. Advertising appeals should have three characteristics. First, they should be meaningful, pointing out benefits that make the product more desirable or interesting to consumers. Second, appeals must be believable. Consumers must believe that the product or service will deliver the promised benefits. However, the most meaningful and believable benefits may not be the best ones to feature. Appeals should also be distinctive. They should tell how the product is better than competing brands.
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While applying for the position of administrative assistant, Monica was asked to provide the name and phone number of her previous supervisor. She was also provided the alternative of presenting a letter from her previous supervisor vouching for her performance on the job. Which tool used in the initial selection process is illustrated in this case?
A. background checks B. application form C. aptitude tests D. résumé E. references
An innovative change involves ______ complexity, cost, and uncertainty.
A. no B. minimum C. moderate D. high E. extreme
Period costs are those costs associated with the manufacture of goods or the providing of services
Indicate whether the statement is true or false
As a part of its corporate strategy Helios Inc., an automaker, offers business gifts such as key chains, planners, and T-shirts to its customers for their patronage. In this scenario, Helios is using ________
A. buzz marketing. B. guerrilla marketing. C. viral marketing. D. above-the-line media marketing. E. promotional products marketing.