Discussion Questions Vaj

7. What are the various stages of the creative process? Do you agree with the notion that advertising creativity can or should follow a definitive process?

8. 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.

9. What are the differences between focus group research and ethnographic research? Discuss how each research method could be used to provide qualitative research input that could be used in the creative process.

10. IMC Perspective 8-4 discusses the problems Miller Lite has had in developing a successful advertising campaign. Evaluate the various campaign themes that have been used for Miller Lite in recent years and discuss why they have not been effective. Evaluate the current campaign being used for the brand.

11. 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 unique selling proposition, brand image, inherent drama, or positioning. Discuss how the major selling idea is reflected in this ad or campaign.

Belch: Advertising and V. Developing the 9. Creative Strategy: © The McGraw-Hill

Promotion, Sixth Edition Integrated Marketing Implementation and Companies, 2003

Communications Program Evaluation

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