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Belch: Advertising and
Promotion, Sixth Edition
7. What are the various stages of
the creative process? Do you agree
with the notion that advertising
creativity can or should follow a
definitive process?
8. Assume that you have been hired
as an account planner by an advertising
agency and assigned to work
on the advertising campaign for
a new brand of bottled water.
Describe the various types of general
and product-specific preplanning
input you might provide
to the creative team.
262
V. Developing the
Integrated Marketing
Communications Program
8. Creative Strategy:
Planning and Development
9. What are the differences
between focus group research and
ethnographic research? Discuss
how each research method could
be used to provide qualitative
research input that could be used
in the creative process.
10. IMC Perspective 8-4 discusses
the problems Miller Lite has had in
developing a successful advertising
campaign. Evaluate the various
campaign themes that have been
used for Miller Lite in recent years
© The McGraw−Hill
Companies, 2003
and discuss why they have not
been effective. Evaluate the
current campaign being used for
the brand.
11. Find an example of an ad or campaign
that you think reflects one
of the approaches used to develop
a major selling idea such as unique
selling proposition, brand image,
inherent drama, or positioning.
Discuss how the major selling idea
is reflected in this ad or campaign.