How Creativity Enhances Advertising Gina is a creative director at an agency tha
ID: 361230 • Letter: H
Question
How Creativity Enhances Advertising
Gina is a creative director at an agency that works for a client that makes a candy bar called “Rocky Top.” Rocky Top is a chocolate bar with almonds and caramel. Gina wants her creative team to come up with a big idea for the campaign.
The engine of advertising is powered by creativity. Creativity can be thought of as the process of combining two or more unconnected objects or ideas into something new. While the outcomes of creative thinking are often unpredictable, the process of generating creative ideas is not random or haphazard. Instead, creative people often rely on a set of procedures that can be used to create great ideas.
Read the case below and answer the questions that follow.
Gina meets with Anne, a copywriter, and Zach, an art director, to think about a campaign for a candy bar called “Rocky Top.” Rocky Top is a chocolate bar with almonds and caramel. Gina wants her creative team to come up with an idea for the campaign. “Our client,” she tells Zach and Anne, “wants a big idea for the big taste of the chocolate bar.”
Zach starts the meeting by saying that he believes the campaign ought to be direct and to the point. “How about we just present an attractive description of the candy bar ingredients: chocolate, almonds, and caramel? I think sticking with the facts makes sense here.”
Anne proposes a very different campaign, one that features a close up of a teen biting into the candy bar and then smiling with satisfaction.
Gina wants more ideas to be sure they’ve exhausted all of the possibilities. “Be outlandish,” she tells Zach and Anne, “come up with something big and memorable.” Zach and Anne continue to toss some ideas around. Eventually, they propose a commercial that would feature two teens approaching a giant mountain called “Rocky Top.” As they get close they realize that the mountain is chocolate and that a rockslide is about to begin, although the “rocks” are almonds and caramel. The rockslide envelops the teens, who are happy to be surrounded by the delicious ingredients. The commercial ends with the famous “Rocky Top” jingle, and the slogan: “A mountain of great chocolate taste: Rocky Top.”
1d. Gina suggests that the interns gather infor...
Gina suggests that the interns gather information for creating their advertising message. In doing so, she is encouraging them to play the role of the..
explorer.
lawyer.
judge.
Explanation / Answer
Advertising messgage from
What is the most important thing in chocolate:
What excites them in Rocky top?
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