首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
Of all the elements in the advertising mix, creativity is the least quantifiable, yet it has potentially the greatest leverage o
Of all the elements in the advertising mix, creativity is the least quantifiable, yet it has potentially the greatest leverage o
admin
2013-11-29
49
问题
Of all the elements in the advertising mix, creativity is the least quantifiable, yet it has potentially the greatest leverage on the media dollars spent. The best way to understand the importance of creativity in advertising is to understand what it does for the advertiser. Creativity first separates the individual advertisement from all the advertisements surrounding it. In the process of doing that, creativity achieves its real goal: to separate the brand in a positive and motivating way from all other brands in the product category.
It may be possible to do something like this through sheer media weight, by simply outspending your competitors. But creativity is usually the least expensive way to make both ad and brand stand out in the crowd. This is not to say it is necessarily the best way. The best way to make a brand stand out is to put a significantly superior or unique product behind it. In the real world, however, competition and technology virtually force parity upon products in the same category-- close similarity in function, quality, price, and often appearance.
Can you give a branded parity product distinction through unique advertising strategy? Sometimes still, that is a very limited opportunity. Brands of parity products all marketed to the same group of consumers most likely will have the same advertising strategy, because it is the only one that makes sense. Dishwashing liquids will need to communicate efficacy and mildness, fluoride toothpaste cavity-prevention and taste, sports cars performance and status and so on.
When brands all have the same essential advertising strategies, what is it that makes one brand’s advertising more salient and more effective? It is the creativity with which the strategy has been executed.
When advertising works, it works because it makes something happen inside the consumer. An advertisement is, after all, no more than a set of stimuli intended to evoke a set of desired responses among a specific group of consumers. The effect of a "creative" advertisement is to generate a more intense positive response to the brand than a "noncreative" advertisement. Whether it achieves its ends through the use of words, images, sounds or music, whether it evokes laughter, fear, shock, or feelings of warmth and tenderness, the creative advertisement stands out in the consumer’s mind and makes the brand stand out.
How do creative people create? Nobody really knows, nobody really knows where ideas are bom, where an unforgettable bar of music comes from; why a felicitous phrase pops into someone’s head, knows how some people can put words and pictures and sounds and ideas together in ways that can move millions of other people to think and feel and act.
But we do know the most effective advertising (which I contend is the most creative) always has at least two or three elements and often has all three.
Which of the following fea~res is true of"creative ads"?
选项
A、It evokes warmer feelings in consumers.
B、It dies out harder in consumers’ mind.
C、It employs more advertising elements.
D、It takes longer and more efforts to creat
答案
B
解析
根据文章第五段最有一句“’Whether it achieves its ends through the use of words, images,sounds or music,whethel it evokes laughter fear,shock,or feelings of warmth and tenderness.the creative advertisement stands out in the consumer’s mind and makes the brand stand out.”可知,不管实现目的的手段是词语、图片、声音还是音乐,不管引起的是笑声、恐惧、 震惊、还是温暖与亲切感,创造性广告就是要在消费者脑海里留下深刻的印象并使该品牌脱 颖而出。所以,创造性广告的本质特征就是给人的印象深刻。据此判断,答案是B。
转载请注明原文地址:https://kaotiyun.com/show/2NhO777K
0
考博英语
相关试题推荐
MorethanhalfofallJewsmarriedinU.S.since1990havewedpeoplewhoaren’tJewish.Nearly480,000Americanchildrentrader
It’saseriouscrimethatpeople______goodsoutofChinatoavoidpayingcustomsduty.
It’snevereasyforamightymilitarytotreadlightlyonforeignsoil.InthecaseofAmericanforcesinSouthKorea,protector
Fasterthaneverbefore,thehumanworldisbecominganurbanworld.Bythemillionstheycome,theambitiousandthedown-trodd
Cultureistransmittedlargelybylanguageandbythenecessityforpeopleinclosecontacttocooperate.Themoreextensivethe
EINinoisthetermusedfortheperiodwhenseasurfacetemperaturesareabovenormalofftheSouthAmericancoastalongtheeq
AlmosteverydaythemediadiscoversanAfricanAmericancommunityfightingsomeformofenvironmentalthreatfromlandfills,g
ManycountrieswillnotallowcigaretteadvertisingintheirnewspapersoronTV——especiallysincetheadvertisementsareusuall
Islanguage,likefood,abasichumanneedwithoutwhichachildatacriticalperiodoflifecanbestarvedanddamaged?Judgin
SomepeoplewouldliketodoshoppingonSundayssincetheyexpectto______wonderfulbargainsinthemarket.
随机试题
(2013年)企业在制定未来的发展战略时,可选择的外部宏观环境分析方法是()。
A.钙 B.磷 C.钾 D.钠 E.钠和氯所有细胞中的核酸组成部分是()。
人体分部错误的是
毒性大,不能注射用的抗真菌药是
青年女性,尿频、尿急、尿痛伴终末血尿2个月余,尿呈淘米水状,内有大量脓细胞和絮状物,排泄性肾盂造影表现为肾盏边缘不整齐如虫蛀样改变,伴腰背痛,五心烦热,咽干口燥,大便干结,舌红少苔,脉细数。诊为
患者,男性,66岁,脑梗死后昏迷,需要插胃管供给营养。病区护士为了提高插管成功方法,应注意插管中不应采取的动作是()
对脑干损害有定位意义的体征是()。
当采用需要系数计算负荷时,应将配电干线范围内的用电设备按类型统一划组。配电所或总降压变电所的计算负荷为各车间变电所计算负荷之和再乘以什么?()
根据《全国主体功能区规划》,下列不属于国家层面的禁止开发区域包括()。
在Excel中,单击某行的行号可以选择整行。()
最新回复
(
0
)