Based on the attached case and on your viewing of the ads (see the links below), please respond to the following questions.
1. Looking at Fraser's Creative Strategy Typology (Fraser, 1983), what kind of creative strategy does this advertising campaign use? Briefly explain your reasoning (e.g., a couple of sentences or a paragraph). This question is identical to the previous assignment. Note that you don’t need to describe all typologies. If you don’t find any creative strategies from the typology, say NONE and explain your reasoning.
2. Reinartz and Saffert’s (2013) article addresses five determinants of creativity and their effects on sales. The article is available on Blackboard in the Weeks 8-9 folder. Please read the article. First of all, please assess the creativity of the ads. There are three questions in each dimension (see pages 110-111). Some questions may seem redundant and/or vague. Thus, please pick one question that you clearly understand. Using the single question in each dimension, evaluate five dimensions of the ads (note: use averages of the three ads): Very Low, Low, average, high, or Very high.
Q2-1: What is the dimension that gets the highest value? Briefly explain why (e.g., a paragraph). Please address what component(s) of the ads are related to the creative dimension.
The article points out that although originality has little impact on sales on its own, there is a joint effect. That is, originality, when it is paired with elaboration, artistic value, or other two dimensions (see p. 111), plays a significant role to increase sales.
Q2-2: Do you think the ad campaign has such joint effects? Briefly explain why or why not (e.g., a paragraph)