問題一覧
1
According to Steven Johnson, good ideas come from
Creative environment
2
How do we ignite word of mouth?
Creating community
3
Why is emulation so important?
Because it’s the engine of contagion
4
An effective call to action is built upon
Deep usefulness
5
So what ___? ( + Who cares? —> emotional)
It’s how you get the functional benefit
6
To prove libro, the libelled person must be?
Identified or identifiable
7
How many sustainable development goals are you there?
17
8
What happened in 1954?
Cannes films festival opens the advertising films sections
9
Since ethical issues fall into the grey area between black-and-white legality, how should creatives approach ethics?
Take some time to define your own ethical boundaries
10
How many are the viral vampires?
7
11
Why is the tone of voice so important ?
Because it channels a brand’s emotional qualities
12
What is the brief mainly for
Creative strategy
13
The Purple cow corresponds to
Be remarkable or awarness memory
14
What is the statement of Seth Godin?
Purple cow
15
What is the triple bottom line CSR focused companies work towards?
People, planet, profit
16
What is the purpose of the Tesla brand?
Accelerating the world’s transition to sustainable transport
17
The purpose of a brand is the intersection of what the world needs and ?
Both
18
Brand reputation moves people to?
Both
19
What defines a brand?
It’s intangibile values
20
Which elements forms the core of Simon Sinek golden circle of purpose?
The why
21
What is Diamond Shreddies Commercial about?
The brand
22
Which of these statements do?
Use influencers primarily for branding and brand awarness
23
Is a copy platform a great way to describe copywriting?
No, it’s about the strategy statement
24
What is the first viral commercial ?
Sony Playstation
25
What is the difference between a commercial and a content?
The commercial is shown to you, the content is there for you
26
What’s the purpose of a brand in Simon Sinek’s view?
The why
27
Who put the art director in the same office as the copywriter?
Bill Bernbach
28
When was early advertising born?
When psychology and copywriting met
29
What question is the copy platform the answer to?
What is the one thing about product/brand?
30
How many times was the Apple Superbowl commercial aired?
Just once
31
According to De Bono the white hat is for?
Facts
32
According to De Bono the green hat is for
Creativity
33
According to De Bono the red hat is for
Feelings
34
What is Edward de Bono UBS?
The emotional state a buyer is in
35
What demographic is known as the boomers?
52-70 and somewhat hedonistic
36
What denographic is known as the matures?
Over 70 years old, with a good work ethic
37
Which demographic group has most influence over consumption decisions
Women
38
Who falls into the median age for prime-time television viewers?
Boomers
39
How can advertisers connect with gen X?
Give them goal and let them figure out how to reach it
40
Matures and Boomers typically see themselves as ___ than they actually are
20 years younger
41
Which of the following is a successful strategy for advertising to the LGBTQ community?
Integrate LGBTQ-themed ads across the campaign
42
Why is targeting LGBTQ audiences with advertising a smart strategy?
They tend to have more disposable incomes than the avarage citizens
43
The aim of disruption is to
Create innovations that lead to new markets
44
What are the three E of disruption ?
Exageration, emulation, exibition
45
To be disruptive outcomes, behaviours and qualities should be ?
Hyperbolic
46
Disruption is about
Uncovering cultural biases
47
What is the action that a disruptive idea looks for?
Emulation
48
Jean-Marie Dru wrote a book about
Disruption
49
One aim of disruption is to
Develop marketing messages which will be rememberd and acted upon
50
The aim of disruption in advertising is to develop ideas that
Will be rememberd and acted upon
51
Which agency developed humankind?
Leo Burnett
52
In Humankind scale what is a 10?
An idea that changes the way people live
53
In Humankind scale what is 7+?
An inspiring idea, beautifully crafted
54
In Humankind scale what is an 8?
Changes the way people think and feel
55
Is Humankind about storytelling?
Yes, if it is relevant for what people do
56
What is the top behavior we want to achieve with humankind?
Changing why we buy
57
All humankind ads become ___
Acts
58
What is the difference between lovemarks and humankind ?
Lovemark is about emotions, humankind is about behaviours
59
What is lovemark axis?
Love/respect
60
According to Kevin Roberts what is the aim of lovemark?
Creating loyalty that goes beyond reason
61
Can a lovemark idea be also a humankind one?
Yes, if it’s aimed at changing human behaviors
62
What is intimacy in lovemarks?
Wanting to be closer to a brand
63
What is the difference between lovemark and humankind ?
Lovemark is about emotions, humankind is about behaviours
64
What is the first social media ?
Gossip
65
Social media engagement is at the intrsection of
What your brand wants to say what your audience wants to hear
66
What does social listening include ?
Both of them
67
Social media advertising aims at ?
Creating brand reputation
68
The first viral use of digital medium was
Hotmail
69
What is the main aim of video content ?
Entrataining
70
Technology is
A behaviour
71
What is true regard to advertising
Invisible sponsorship on YouTube and Instagram is no longer acceptable
72
According to McLuhan the medium is the
Message
73
According to Kevin Roberts what is the consistency of human nature ?
Emotions
74
According to Hofstede culture is ?
Collective programming of the mind of one group
75
A meme becomes viral through
Remix
76
According to Robin Dunbar, Gossip originate to
Connect people who wanted to spend time together
77
Low-context cultures are characterized by
Transparent codes embedded within messages
78
What does meme mean ?
Both of them
79
High-context cultures value subtlety and privacy which makes them
All wrong
80
Like Genes, also Memes replicate thsmselves. How?
Through imitation
81
Who coined the term meme ?
Richard Dawkins
82
What is the power of shock ?
Awarness
83
What is the power of innovation?
Wonder
84
What is the power of characters ?
Remix
85
What is the power of humor?
Emphathy
86
Paradox is
Putting together contrasting elements
87
Putting someone out of its ordinary place is a ?
Estrangement
88
What is the most viral out of 3 surrealistic rethorical figures ?
Hyperbole
89
What are the three main surrealistic rethorical figures?
Paradox, estrangement, hyperbole
90
Performative rethoric is when your words ignite people’s
Actions
91
When has Viral been popularized as a marketing term?
1996
92
Claims that indicate a product or service all makes the consumer’s life better are known as
Lifestyle claims
93
Releatability means
Using common elements to create a series of ads that convey the same brand message
94
False or misleading statements about people communicated to the media constitute are known as
Libel
95
The ability to prove what you claim is ?
Substantiation
96
A tactic where advertisers use superlatives or obvious falsity to tout a brand is known as
Puffery
97
What is the call of technology ?
Action
98
What is the differnece between strategy and tactics?
Strategy is a broader how, tactics is a narrower focus on actions
99
What is Deep Usefulness?
Something useful for both
100
Continuity is
How we enhance conformity between creative pieces of campaign