MKT 2010 – Homework Assignment 4
1. Much credence is given in this chapter to the idea that tension (of various sorts) is part of
creative pursuits. Explain the connection between creativity and tension.
Tension runs in between the consumer and the producer. Furthermore within the overall
business tending to consumers, tension is sparked with finance management and their
creatives. Power struggles also tend to take place within businesses and can stretch to even
the creativity department causing new tensions.
2. Generate a list of five principles to facilitate creativity in an advertising agency.
a. Create and treat your audience through a statistical perspective
b. Make your strategy a hodgepodge
c. Make sure your creativity is professional
d. Create an analytical research report
e. Have no philosophy
3. What are the advantages of a simple repetition strategy? What kinds of brands are most
likely to use it?
The advantage of simple repetition strategy is that it enhances brand recall in consumers
through repetitive advertisements on television and online. Another example could be a
slogan continuously repeated such as “got milk.” Brands that use simple repetition range
form car commercials to fast-food commercials.
4. Explain the difference between brand recall and affective association as message objectives.
Affective association makes the consumer feel good about a brand, while brand recall
of the camera.