Question 1: What is the role of emotional appeal with effective advertising creative? Would you consider humor to be an important element for effective advertisements? Why or why not? In what circumstances might humor not be appropriate?
Question 2: What are the keys to creating effective copy and design for advertisements? What components does a campaign need to breakthrough the advertising clutter? How can we really grab the attention of the consumer?
Question 3: Why is the specific media important in developing the creative? How should advertising creative be modified for specific media? For example, radio versus television or online versus print. Why is it important?
Question 4: How do you transform a product's features into consumer benefits? How do you incorporate the product positioning as a part of your advertising message in addition to answering "what's in it for me?" for the consumer?