1. Explain some of the reasons marketing are shifting their budget allocations from traditional to digital and social media. What are some of the advantages and disadvantages with this reallocation?
2. Advertising creativity is viewed as the ability to generate unique and appropriate ideas that can be used as solutions to communication problems. This definition suggests that a creative ad is one that is novel but also relevant or appropriate. Find an example of an ad (either print, TV commercials, online ad/video, etc) that is novel but not necessarily relevant to the product or service. Discuss why the client would have approved this ad.
3. Choose a current advertising campaign and analyze it with respect to the creative guidelines discussed in the last section of chapter 9. Identify any areas where you feel the campaign is doing well or if there is guidelines that you feel the do not meet.