Many advertising creative personnel are opposed to focus groups research as they argue that they may inhibit the creative process. Discuss the problems, as well as the value, of using focus groups to evaluate advertising creative work.
Answer to relevant QuestionsAssume that you have been hired as an account planner by an advertising agency and assigned to work on the development of an advertising campaign for a new brand of bottled water. Describe the various types of general and ...Discuss the various factors that account for the way divergence can be achieved in advertising creativity. Find an example of an advertisement that reflects these various characteristics and explain how it does so.What is meant by the mere exposure effect? Discuss how banner ads that appear on various websites might take advantage of the mere exposure effect.IMC Perspective 9-3 discusses the legendary “1984” commercial used to introduce the Apple Macintosh personal computer. Why do you think Apple chose to never run this ad again after the Super Bowl, given its popularity ...Figure discusses the advantages and disadvantages of media. Describe any factors that may be taking place that might change the disadvantages or advantages of various media.
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