MODULE 5 WORKBOOK

MODULE 5 WORKBOOK - Module 5 Your Name: MATTHEW ALONGI...

Info iconThis preview shows pages 1–5. Sign up to view the full content.

View Full Document Right Arrow Icon
Module 5 Your Name: MATTHEW ALONGI Date: 6/3/07 QUINNIPIAC UNIVERSITY School of Business Advertising (MK 312 – Distance Learning) Summer 2007 Workbook Prepared To Help You Succeed
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Introduction This Workbook has been developed to help you succeed in our marketing research course. It contains supplemental material and fill-ins to focus your attention like a laser beam on the key concepts that you really need to master in your reading assignments. Simply read the assignment before the scheduled due date. Then close your textbook and try to fill out as many of the blanks in the Workbook that you can from memory. Then open your textbook and look up the answers to those questions or issues that you could not answer from memory or those in which your answers seem a little “shaky”. This Workbook must be submitted to the instructor before 8 am (Eastern Time), Friday, July 6 th for evaluation. Bob Watson
Background image of page 2
CHAPTER 10: CREATIVITY IN ADVERTISING What is “creativity”? Creativity is seen as a gift, and a “special way” of seeing the world. Creativity is the ability to create something in a unique, almost “one of a kind” way. Does everyone have it or just a special few? Anyone can “create” but to be creative takes something a little bit more. In order to be recognized as creative, I certainly feel that it takes something special, and you need a gift. However, depending on the circumstances, one can come up with a “creative” idea, such as an invention, or business idea, by just reaching outside of the box. How do you recognize it? You recognize creativity by production, ideas, and output. If a co-worker has a really creative idea over and over again, it’s safe to assume that he or she is creative. Another way to recognize creativity is by examining the proven abilities of another person. Describe the “oil and water” creative process between advertising agencies and their clients…The oil and water creative process is the fact that advertising agencies are known for their creative abilities, which usually reside in a creative department within the company. Since the finished product relies on creative ideas, the outcome is seen as “oil and water” tension between the ad agencies and their clients.
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Why does advertising need creativity? Advertising needs creativity in order to succeed. Without creativity, you would just see the same advertisements, the same concepts, and the same sales pitch over and over again. Creativity in advertising allows new ideas, intriguing graphic design work, and guarantees praise from clients seeking a competitive advantage. Chapter 11: Message Strategy/Objectives and Methods Message strategy consists of…objectives and methods, and defines the goals of the advertiser and how those goals will be achieved. Brand linked ads
Background image of page 4
Image of page 5
This is the end of the preview. Sign up to access the rest of the document.

This homework help was uploaded on 04/16/2008 for the course MK 312 taught by Professor Watson during the Summer '07 term at Quinnipiac.

Page1 / 26

MODULE 5 WORKBOOK - Module 5 Your Name: MATTHEW ALONGI...

This preview shows document pages 1 - 5. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online