Question 1

As described in the Road Crew creative brief given in the chapter, what was the main promise to communicate?

Accepted Answer

A)  Repairing a car on the side of the highway is an emergency. 
B)  Take a road trip and have a great time. 
C)  It's more fun when you don't have to worry about driving. 
D)  Follow the road to success. 
E)  College students who take to the road have fun. 
A)  Repairing a car on the side of the highway is an emergency. 
B)  Take a road trip and have a great time. 
C)  It's more fun when you don't have to worry about driving. 
D)  Follow the road to success. 
E)  College students who take to the road have fun.

Question 2

One basic principle in creative thinking for advertising is to emphasize executions and worry about concepts later.

Accepted Answer

A) True 
 B)False

Question 3

MINI-CASE
For years, Energizer batteries used the Energizer Bunny in its television commercials. The bunny was cute, always beating a drum with the tagline, "The Energizer Bunny keeps going and going and going." Several of the ads were humorous and people could remember the battery ad with the bunny, but for a long time, people could not name the brand of battery. As a result, Energizer started putting the bunny on the packaging and using it in point-of-purchase displays in stores, even going so far as to let consumers enter a drawing to take the bunny that was on top of the battery display home. The creative team that worked on this campaign spent considerable time researching consumers' usage of batteries as well as the problems they had with them. The team learned that people didn't like batteries that don't last long, and because Energizer batteries lasted much longer than competitors' brands, they decided to feature that in the execution of 
the ads.
-Refer to Mini-Case. In which step of the creative process did the creative team read, research, and learn everything they could about Energizer batteries and their competitors?

Accepted Answer

A)  immersion 
B)  ideation 
C)  incubation 
D)  illumination 
E)  evaluation 
A)  immersion 
B)  ideation 
C)  incubation 
D)  illumination 
E)  evaluation

Question 4

Which of the following describes the illumination step of the creative process?

Accepted Answer

A)  Read, research, and learn everything possible about the problem. 
B)  Look at the problem from every angle, develop ideas, and generate as many alternatives as possible. 
C)  The mind may hit a blank wall and want to give up. 
D)  Try to put the conscious mind to rest to let the subconscious take over. 
E)  That unexpected moment when the idea comes, often when the mind is relaxed and doing something else. Consider: does it work and is it on strategy? 
A)  Read, research, and learn everything possible about the problem. 
B)  Look at the problem from every angle, develop ideas, and generate as many alternatives as possible. 
C)  The mind may hit a blank wall and want to give up. 
D)  Try to put the conscious mind to rest to let the subconscious take over. 
E)  That unexpected moment when the idea comes, often when the mind is relaxed and doing something else. Consider: does it work and is it on strategy?

Question 5

A person who tends to deal in expressive images, emotion, intuition, and complex interrelated ideas that must be understood as a whole rather than as pieces is ________-brain dominant.

Accepted Answer

A)  right 
B)  left 
C)  top 
D)  front 
E)  back 
A)  right 
B)  left 
C)  top 
D)  front 
E)  back

Question 6

In getting the great idea, the visual comes first.

Accepted Answer

A) True 
 B)False

Question 7

Explain the process of brainstorming and the part it played in developing the Road Crew concept.

Accepted Answer

The answer of Explain the process of brainstorming and the...

Question 8

One of your assignments in an advertising class is to give a brief presentation on tips for coming up with original ideas. There were ten tips given in the "Practical Tips" box in the chapter, and you decide to use those for your presentation. List what you would include in your presentation.

Accepted Answer

The answer of One of your assignments in an advertising...

Question 9

What is the function of originality?

Accepted Answer

A)  keep attention 
B)  increase share of mind 
C)  create pulling power 
D)  capture attention 
E)  create sticking power 
A)  keep attention 
B)  increase share of mind 
C)  create pulling power 
D)  capture attention 
E)  create sticking power

Question 10

MINI-CASE
For years, Energizer batteries used the Energizer Bunny in its television commercials. The bunny was cute, always beating a drum with the tagline, "The Energizer Bunny keeps going and going and going." Several of the ads were humorous and people could remember the battery ad with the bunny, but for a long time, people could not name the brand of battery. As a result, Energizer started putting the bunny on the packaging and using it in point-of-purchase displays in stores, even going so far as to let consumers enter a drawing to take the bunny that was on top of the battery display home. The creative team that worked on this campaign spent considerable time researching consumers' usage of batteries as well as the problems they had with them. The team learned that people didn't like batteries that don't last long, and because Energizer batteries lasted much longer than competitors' brands, they decided to feature that in the execution of 
the ads.
-Refer to Mini-Case. One commercial was particularly effective because viewers watched the entire commercial to see the bunny do something funny at the end of the commercial. The ability of this commercial to keep the viewer through the end of the message is known as ________.

Accepted Answer

A)  stopping power 
B)  pulling power 
C)  sticking power 
D)  teaser 
E)  point of differentiation 
A)  stopping power 
B)  pulling power 
C)  sticking power 
D)  teaser 
E)  point of differentiation

Question 11

When a tagline is used consistently on all marketing messages, it becomes a ________.

Accepted Answer

A)  slogan 
B)  logo 
C)  signature 
D)  claim 
E)  key visual 
A)  slogan 
B)  logo 
C)  signature 
D)  claim 
E)  key visual

Question 12

What was the objective of the Road Crew social marketing campaign?

Accepted Answer

A)  To get young men in Wisconsin small towns who drink and drive to use a ride service. 
B)  To encourage drivers to slow down when driving in work zones. 
C)  To get parents to make sure their children wear seatbelts. 
D)  To change the attitudes of drivers toward road construction. 
E)  To reduce road rage. 
A)  To get young men in Wisconsin small towns who drink and drive to use a ride service. 
B)  To encourage drivers to slow down when driving in work zones. 
C)  To get parents to make sure their children wear seatbelts. 
D)  To change the attitudes of drivers toward road construction. 
E)  To reduce road rage.

Question 13

Which of the following describes the final step of the creative process?

Accepted Answer

A)  Read, research, and learn everything possible about the problem. 
B)  Look at the problem from every angle, develop ideas, and generate as many alternatives as possible. 
C)  The mind may hit a blank wall and want to give up. 
D)  Try to put the conscious mind to rest to let the subconscious take over. 
E)  Does it work and is it on strategy? 
A)  Read, research, and learn everything possible about the problem. 
B)  Look at the problem from every angle, develop ideas, and generate as many alternatives as possible. 
C)  The mind may hit a blank wall and want to give up. 
D)  Try to put the conscious mind to rest to let the subconscious take over. 
E)  Does it work and is it on strategy?

Question 14

As described in the chapter's opening vignette, what was the challenge facing the Grey Worldwide the agency for Frontier Airlines?

Accepted Answer

The answer of As described in the chapter's opening vignette,...

Question 15

Divergent thinking creates the juxtaposition of two seemingly unrelated thoughts, and it is done by thinking of a word and then describing everything that comes into your mind when you imagine that word.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is a tip for creating original ideas?

Accepted Answer

A)  use an unexpected twist 
B)  use an unexpected association 
C)  catchy phrasing 
D)  play on words 
E)  all of the above 
A)  use an unexpected twist 
B)  use an unexpected association 
C)  catchy phrasing 
D)  play on words 
E)  all of the above

Question 17

Briefly describe the advertising campaign Grey Worldwide created for Frontier Airlines in the chapter's opening vignette.

Accepted Answer

The answer of Briefly describe the advertising campaign Grey Worldwide...

Question 18

According to the "Practical Tips" given in the chapter, which of the following should be avoided to prevent unoriginal ideas?

Accepted Answer

A)  clichés 
B)  live big 
C)  have a clear strategy 
D)  play 
E)  have fun 
A)  clichés 
B)  live big 
C)  have a clear strategy 
D)  play 
E)  have fun

Question 19

An objective to achieve the transformation facet of effectiveness is to touch emotions and create feelings.

Accepted Answer

A) True 
 B)False

As described in the Road Crew creative brief given in the chapter, what was the main promise to communicate?

One basic principle in creative thinking for advertising is to emphasize executions and worry about concepts later.

Which of the following describes the illumination step of the creative process?

A person who tends to deal in expressive images, emotion, intuition, and complex interrelated ideas that must be understood as a whole rather than as pieces is ________-brain dominant.

In getting the great idea, the visual comes first.

Explain the process of brainstorming and the part it played in developing the Road Crew concept.

One of your assignments in an advertising class is to give a brief presentation on tips for coming up with original ideas. There were ten tips given in the "Practical Tips" box in the chapter, and you decide to use those for your presentation. List what you would include in your presentation.

What is the function of originality?

When a tagline is used consistently on all marketing messages, it becomes a ________.

What was the objective of the Road Crew social marketing campaign?

Which of the following describes the final step of the creative process?

As described in the chapter's opening vignette, what was the challenge facing the Grey Worldwide the agency for Frontier Airlines?

Divergent thinking creates the juxtaposition of two seemingly unrelated thoughts, and it is done by thinking of a word and then describing everything that comes into your mind when you imagine that word.

Which of the following is a tip for creating original ideas?

Briefly describe the advertising campaign Grey Worldwide created for Frontier Airlines in the chapter's opening vignette.

According to the "Practical Tips" given in the chapter, which of the following should be avoided to prevent unoriginal ideas?

An objective to achieve the transformation facet of effectiveness is to touch emotions and create feelings.

Introduction to Advertising

Advertisings Role in Marketing

Advertising and Society

How Advertising Works

The Consumer Audience

Strategic Research

Strategic Planning

Media Basics and Print Media

Broadcast Media

Internet and Nontraditional Media

Media Planning and Buying

Copywriting

Design and Production

Direct-Response Marketing

Sales Promotion, Events, and Sponsorships

Public Relations

Special Advertising Campaigns

Evaluation of Effectiveness

Filters

Exam 12: The Creative Side and Message Strategy

As described in the Road Crew creative brief given in the chapter, what was the main promise to communicate?

One basic principle in creative thinking for advertising is to emphasize executions and worry about concepts later.

Which of the following describes the illumination step of the creative process?

A person who tends to deal in expressive images, emotion, intuition, and complex interrelated ideas that must be understood as a whole rather than as pieces is ________-brain dominant.

In getting the great idea, the visual comes first.

Explain the process of brainstorming and the part it played in developing the Road Crew concept.

One of your assignments in an advertising class is to give a brief presentation on tips for coming up with original ideas. There were ten tips given in the "Practical Tips" box in the chapter, and you decide to use those for your presentation. List what you would include in your presentation.

What is the function of originality?

When a tagline is used consistently on all marketing messages, it becomes a ________.

What was the objective of the Road Crew social marketing campaign?

Which of the following describes the final step of the creative process?

As described in the chapter's opening vignette, what was the challenge facing the Grey Worldwide the agency for Frontier Airlines?

Divergent thinking creates the juxtaposition of two seemingly unrelated thoughts, and it is done by thinking of a word and then describing everything that comes into your mind when you imagine that word.

Which of the following is a tip for creating original ideas?

Briefly describe the advertising campaign Grey Worldwide created for Frontier Airlines in the chapter's opening vignette.

According to the "Practical Tips" given in the chapter, which of the following should be avoided to prevent unoriginal ideas?

An objective to achieve the transformation facet of effectiveness is to touch emotions and create feelings.

Introduction to Advertising

Advertisings Role in Marketing

Advertising and Society

How Advertising Works

The Consumer Audience

Strategic Research

Strategic Planning

Media Basics and Print Media

Broadcast Media

Internet and Nontraditional Media

Media Planning and Buying

Copywriting

Design and Production

Direct-Response Marketing

Sales Promotion, Events, and Sponsorships

Public Relations

Special Advertising Campaigns

Evaluation of Effectiveness

Filters