Question 1

Advertising creative personnel tend to be

Accepted Answer

A) more concrete and formalized than intuitive when solving a problem. 
B) highly conventional in their approach. 
C) more intuitive than logical. 
D) highly structured and organized individuals. 
E) no different from people with business executive backgrounds. 
A) more concrete and formalized than intuitive when solving a problem. 
B) highly conventional in their approach. 
C) more intuitive than logical. 
D) highly structured and organized individuals. 
E) no different from people with business executive backgrounds.

Question 2

In-depth interviews with consumers, focus groups, and observational studies of how consumers conduct their daily lives as consumers are all examples of

Accepted Answer

A) quantitative research techniques. 
B) qualitative research techniques. 
C) problem detection studies. 
D) conjectural research. 
E) secondary internal research. 
A) quantitative research techniques. 
B) qualitative research techniques. 
C) problem detection studies. 
D) conjectural research. 
E) secondary internal research.

Question 3

Ads are often called _____

Accepted Answer

A) animatics. 
B) heuristics. 
C) creative. 
D) art infusions. 
E) mnemonics. 
A) animatics. 
B) heuristics. 
C) creative. 
D) art infusions. 
E) mnemonics.

Question 4

Ads for products such as fashionable clothing, jewelry, and liquor often provide specific product information rather than relying on visual images to deliver their message.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following statements is true of image advertising?

Accepted Answer

A) It is used most often when there are significant functional or performance differences among brands. 
B) It is often used when competing brands are difficult to differentiate on a functional or performance basis. 
C) Advertisers often use it when their products or services offer a unique attribute or benefit to consumers. 
D) It is most commonly used for business-to-business products. 
E) It concentrates on those functional features of a product that are unique and cannot be imitated by competitors. 
A) It is used most often when there are significant functional or performance differences among brands. 
B) It is often used when competing brands are difficult to differentiate on a functional or performance basis. 
C) Advertisers often use it when their products or services offer a unique attribute or benefit to consumers. 
D) It is most commonly used for business-to-business products. 
E) It concentrates on those functional features of a product that are unique and cannot be imitated by competitors.

Question 6

Advertisement campaign plans are long term in nature.

Accepted Answer

A) True 
 B)False

Question 7

According to James Webb Young, the production of creative advertising ideas

Accepted Answer

A) is a random process that cannot be taught. 
B) must avoid bolting a brand to a consumer's clinching benefit. 
C) must be primarily consumer-generated. 
D) is a definitive process that can be learned and controlled. 
E) has as many different routes as there are different forms of creativity. 
A) is a random process that cannot be taught. 
B) must avoid bolting a brand to a consumer's clinching benefit. 
C) must be primarily consumer-generated. 
D) is a definitive process that can be learned and controlled. 
E) has as many different routes as there are different forms of creativity.

Question 8

Leslie, creative director for Visionary Ad Agency, is observing a focus group for four-wheel-drive SUVs.Before developing the creative brief, Leslie also conducts attitude studies, positioning studies, and lifestyle research studies.In this scenario, Leslie is gathering _____

Accepted Answer

A) general preplanning input. 
B) vendor lock-in data. 
C) product-specific preplanning input. 
D) channel stuffing reports. 
E) secondary internal data. 
A) general preplanning input. 
B) vendor lock-in data. 
C) product-specific preplanning input. 
D) channel stuffing reports. 
E) secondary internal data.

Question 9

Which of the following statements is true according to the Hirschman study of creative people in advertising?

Accepted Answer

A) They view ads as promotional tools whose primary purpose is to communicate favorable impressions to the marketplace. 
B) They are more risk-averse than brand managers. 
C) They prefer making conservative commercials. 
D) They believe a commercial should be evaluated in terms of whether it fulfills the client's marketing and communication objectives. 
E) They want to maximize the impact of the advertising message. 
A) They view ads as promotional tools whose primary purpose is to communicate favorable impressions to the marketplace. 
B) They are more risk-averse than brand managers. 
C) They prefer making conservative commercials. 
D) They believe a commercial should be evaluated in terms of whether it fulfills the client's marketing and communication objectives. 
E) They want to maximize the impact of the advertising message.

Question 10

Which of the following is a similarity between focus group studies and ethnographic research?

Accepted Answer

A) Both are qualitative research techniques. 
B) Both are research techniques conducted without the consumer's knowledge. 
C) Both involve observing consumers in their natural environment. 
D) Both are very easy to administer. 
E) Both techniques cost a negligible amount of money. 
A) Both are qualitative research techniques. 
B) Both are research techniques conducted without the consumer's knowledge. 
C) Both involve observing consumers in their natural environment. 
D) Both are very easy to administer. 
E) Both techniques cost a negligible amount of money.

Question 11

Daniel and Ronald were social researchers who monitored websites, lurked in chat rooms, and hung out in cyber cafés and observed how Internet users act.The users they observed considered the Internet a tool to augment traditional forms of communication.Daniel and Ronald conducted _____ research.

Accepted Answer

A) e-marketing 
B) ethnographic 
C) neuromarketing 
D) focus group 
E) out-group 
A) e-marketing 
B) ethnographic 
C) neuromarketing 
D) focus group 
E) out-group

Question 12

Which of the following is one of the four best-known approaches for developing a major selling idea?

Accepted Answer

A) using a unique selling proposition 
B) creating a brand image 
C) finding the inherent drama 
D) engaging in a dialogue 
E) Positioning 
A) using a unique selling proposition 
B) creating a brand image 
C) finding the inherent drama 
D) engaging in a dialogue 
E) Positioning

Question 13

Psychographic studies are used by advertising agencies to

Accepted Answer

A) coordinate the work between the client and the agency personnel such as the creative team and media specialists. 
B) provide creative personnel with a better understanding of general consumer trends. 
C) determine how to allocate the advertising budget for the campaign. 
D) understand specific problems clients have previously encountered while advertising various products and services. 
E) determine the number of creative personnel required to carry out the advertising campaign conveniently and effortlessly. 
A) coordinate the work between the client and the agency personnel such as the creative team and media specialists. 
B) provide creative personnel with a better understanding of general consumer trends. 
C) determine how to allocate the advertising budget for the campaign. 
D) understand specific problems clients have previously encountered while advertising various products and services. 
E) determine the number of creative personnel required to carry out the advertising campaign conveniently and effortlessly.

Question 14

Which of the following is one of the five major factors identified by Robert Smith that refers to ads that contain unexpected details or finish and extend basic ideas so they become more intricate, complicated, or sophisticated?

Accepted Answer

A) originality 
B) flexibility 
C) elaboration 
D) artistic value 
E) Synthesis 
A) originality 
B) flexibility 
C) elaboration 
D) artistic value 
E) Synthesis

Question 15

Jack Trout and Al Ries originally described _____ as the image consumers had of the brand in relation to competing brands in the product or service category.

Accepted Answer

A) brandjacking 
B) gladvertising 
C) channel stuffing 
D) pricing 
E) Positioning 
A) brandjacking 
B) gladvertising 
C) channel stuffing 
D) pricing 
E) Positioning

Question 16

When BMW communicates that its car is "the ultimate driving machine," which transcends and helps differentiate its entire product line, it is using the concept of _________________ as a basis for advertising strategy.

Accepted Answer

A) positioning 
B) inherent drama 
C) image 
D) sustainable competitive advantage 
E) unique selling proposition 
A) positioning 
B) inherent drama 
C) image 
D) sustainable competitive advantage 
E) unique selling proposition

Question 17

Models of the creative process do not say much about how this information will be synthesized and used by creatives because

Accepted Answer

A) this part of the process is unique to the individual. 
B) the processes described are more applicable to organizations. 
C) financial considerations are considered more important than the creative process. 
D) the models are in disagreement as to the final part of the process. 
E) creatives don't agree that creativity is a process. 
A) this part of the process is unique to the individual. 
B) the processes described are more applicable to organizations. 
C) financial considerations are considered more important than the creative process. 
D) the models are in disagreement as to the final part of the process. 
E) creatives don't agree that creativity is a process.

Question 18

The "Got Milk?" campaign, which has been running for nearly two decades, was developed to achieve _______________, or the ability to generate a variety of messages around a creative idea.

Accepted Answer

A) artistic value 
B) divergence 
C) fluency 
D) synthesis 
E) Originality 
A) artistic value 
B) divergence 
C) fluency 
D) synthesis 
E) Originality

Question 19

According to the creative process outlined by Graham Wallas, which of the following stages deals with gathering background information needed to solve the problem through research and study?

Accepted Answer

A) dramatization 
B) verification 
C) preparation 
D) incubation 
E) Illumination 
A) dramatization 
B) verification 
C) preparation 
D) incubation 
E) Illumination

Question 20

Tiffany is the creative director of an ad agency.The agency has just been hired to develop a promotional campaign for a company that produces exercise videos for women.As part of her preparation for developing a creative strategy, Tiffany reviews some studies conducted on the overall fitness and exercise market, as well as a report on the changing roles of women in society.This information is part of

Accepted Answer

A) general preplanning input. 
B) focus group studies. 
C) problem detection studies. 
D) illumination studies. 
E) ethnographic research input. 
A) general preplanning input. 
B) focus group studies. 
C) problem detection studies. 
D) illumination studies. 
E) ethnographic research input.

Exam 8: Creative Strategy: Planning and Development

Advertising creative personnel tend to be

In-depth interviews with consumers, focus groups, and observational studies of how consumers conduct their daily lives as consumers are all examples of

Ads are often called _____

Ads for products such as fashionable clothing, jewelry, and liquor often provide specific product information rather than relying on visual images to deliver their message.

Which of the following statements is true of image advertising?

Advertisement campaign plans are long term in nature.

According to James Webb Young, the production of creative advertising ideas

Leslie, creative director for Visionary Ad Agency, is observing a focus group for four-wheel-drive SUVs.Before developing the creative brief, Leslie also conducts attitude studies, positioning studies, and lifestyle research studies.In this scenario, Leslie is gathering _____

Which of the following statements is true according to the Hirschman study of creative people in advertising?

Which of the following is a similarity between focus group studies and ethnographic research?

Daniel and Ronald were social researchers who monitored websites, lurked in chat rooms, and hung out in cyber cafés and observed how Internet users act.The users they observed considered the Internet a tool to augment traditional forms of communication.Daniel and Ronald conducted _____ research.

Which of the following is one of the four best-known approaches for developing a major selling idea?

Psychographic studies are used by advertising agencies to

Which of the following is one of the five major factors identified by Robert Smith that refers to ads that contain unexpected details or finish and extend basic ideas so they become more intricate, complicated, or sophisticated?

Jack Trout and Al Ries originally described _____ as the image consumers had of the brand in relation to competing brands in the product or service category.

When BMW communicates that its car is "the ultimate driving machine," which transcends and helps differentiate its entire product line, it is using the concept of _________________ as a basis for advertising strategy.

Models of the creative process do not say much about how this information will be synthesized and used by creatives because

The "Got Milk?" campaign, which has been running for nearly two decades, was developed to achieve _______________, or the ability to generate a variety of messages around a creative idea.

According to the creative process outlined by Graham Wallas, which of the following stages deals with gathering background information needed to solve the problem through research and study?

An Introduction to Integrated Marketing Communications

The Role of IMC in the Marketing Process

Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing

Perspectives on Consumer Behavior

The Communication Process

Source, Message, and Channel Factors

Establishing Objectives and Budgeting for the Promotional Program

Creative Strategy: Implementation and Evaluation

Media Planning and Strategy

Evaluation of Media: Television and Radio

Evaluation of Media: Magazines and Newspapers

Support Media

Direct Marketing

The Internet: Digital and Social Media

Sales Promotion

Public Relations, Publicity, and Corporate Advertising

Measuring the Effectiveness of the Promotional Program

International Advertising and Promotion

Regulation of Advertising and Promotion

Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

Personal Selling Online

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