Question 1

The proponents of creative advertising argue that

Accepted Answer

A) the more information in the ad, the more effective the ad is. 
B) the only purpose of advertising is to sell the product. 
C) advertising should be designed to make consumers buy products that they do not want or need. 
D) advertising should be designed to create an emotional bond between consumers and the brand or company. 
E) advertising should break through the clutter by focusing on logos and products. 
A) the more information in the ad, the more effective the ad is. 
B) the only purpose of advertising is to sell the product. 
C) advertising should be designed to make consumers buy products that they do not want or need. 
D) advertising should be designed to create an emotional bond between consumers and the brand or company. 
E) advertising should break through the clutter by focusing on logos and products.

Question 2

At what stage of the creative process would consumers in the target audience be asked to evaluate storyboards and animatics?

Accepted Answer

A) preparation 
B) incubation 
C) verification 
D) illumination 
E) Verdict 
A) preparation 
B) incubation 
C) verification 
D) illumination 
E) Verdict

Question 3

Which of the following is true of the concept of the unique selling proposition (USP)?

Accepted Answer

A) USP usually mirrors the concept of bait-and-switch advertising. 
B) The concept states that a product's attribute claim must be excluded from advertising. 
C) The concept of USP is applicable only for B2B advertising. 
D) USP must be emphasized through repetitive advertising. 
E) The concept of USP must be used only for C2C advertising. 
A) USP usually mirrors the concept of bait-and-switch advertising. 
B) The concept states that a product's attribute claim must be excluded from advertising. 
C) The concept of USP is applicable only for B2B advertising. 
D) USP must be emphasized through repetitive advertising. 
E) The concept of USP must be used only for C2C advertising.

Question 4

The unique selling proposition (USP) must be one that the competition either cannot or does not offer.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following statements about focus groups is true?

Accepted Answer

A) Focus groups are a qualitative research technique. 
B) Focus groups avoid discussions on types of ad appeals to be used. 
C) Focus groups involve observing consumers in their natural environment. 
D) Focus groups are ineffective in evaluating the viability of different creative approaches. 
E) Focus groups involve observing the natural habits of a particular group of consumers without their knowledge. 
A) Focus groups are a qualitative research technique. 
B) Focus groups avoid discussions on types of ad appeals to be used. 
C) Focus groups involve observing consumers in their natural environment. 
D) Focus groups are ineffective in evaluating the viability of different creative approaches. 
E) Focus groups involve observing the natural habits of a particular group of consumers without their knowledge.

Question 6

The part of the Tacori jewelry creative brief that specifies that communications will support a specific product's goal of becoming 50 percent of Tacori's business by establishing it as a more accessible, fashion jewelry line would appear in the _________________ section of the creative brief.

Accepted Answer

A) problem or issue 
B) advertising and communications objectives 
C) target audience 
D) major selling idea or key benefits 
E) creative strategy statement 
A) problem or issue 
B) advertising and communications objectives 
C) target audience 
D) major selling idea or key benefits 
E) creative strategy statement

Question 7

According to Advertising Age, experts in creative advertising don't write books or espouse theories.They see advertising as

Accepted Answer

A) an inherent drama working to offset the reality of social issues. 
B) an uplifting social force, as a way to inspire and entertain. 
C) the replacement for the 20th-century salesperson. 
D) publicity created through unique selling propositions. 
E) a cultural force redefining societal needs and wants. 
A) an inherent drama working to offset the reality of social issues. 
B) an uplifting social force, as a way to inspire and entertain. 
C) the replacement for the 20th-century salesperson. 
D) publicity created through unique selling propositions. 
E) a cultural force redefining societal needs and wants.

Question 8

The _____ stage of Young's creative process model is also called the reality stage.

Accepted Answer

A) incubation 
B)  illumination 
C) verification 
D) digestion 
E) Preparation 
A) incubation 
B)  illumination 
C) verification 
D) digestion 
E) Preparation

Question 9

Which of the following differentiates an ethnographic study from a focus group study?

Accepted Answer

A) Ethnographic research is a quantitative research technique, whereas focus group studies are qualitative. 
B) Ethnographic research is difficult to administer, whereas focus group studies are easy to administer. 
C) Ethnographic research studies are inexpensive, whereas conducting focus group studies requires a huge investment. 
D) Focus group studies involve observing consumers in their natural environment, whereas ethnographic research involves observing consumers in controlled settings. 
E) Focus group studies are quantitative research techniques, whereas ethnographic research is qualitative. 
A) Ethnographic research is a quantitative research technique, whereas focus group studies are qualitative. 
B) Ethnographic research is difficult to administer, whereas focus group studies are easy to administer. 
C) Ethnographic research studies are inexpensive, whereas conducting focus group studies requires a huge investment. 
D) Focus group studies involve observing consumers in their natural environment, whereas ethnographic research involves observing consumers in controlled settings. 
E) Focus group studies are quantitative research techniques, whereas ethnographic research is qualitative.

Question 10

Focus group interviews bring creative people and others involved in creative strategy development into contact with customers.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is a limitation of focus group studies?

Accepted Answer

A) In these studies, strong personalities can often wield undue influence. 
B) These studies cost more than ethnographic research. 
C) These studies are more difficult to administer than ethnographic research. 
D) These studies do not offer the benefits of qualitative research. 
E) In these studies, consumers are observed in their natural environment. 
A) In these studies, strong personalities can often wield undue influence. 
B) These studies cost more than ethnographic research. 
C) These studies are more difficult to administer than ethnographic research. 
D) These studies do not offer the benefits of qualitative research. 
E) In these studies, consumers are observed in their natural environment.

Question 12

In large agencies, an individual from the research department is likely to prepare the creative brief.

Accepted Answer

A) True 
 B)False

Question 13

When Julianna uses books, periodicals, trade publications, research studies, and ads from her client's competitors to assist in the preparation, incubation, and illumination stages, she is using __________________________.

Accepted Answer

A) general preplanning input 
B) copywriting 
C) account planning 
D) storyboarding 
E) production scheduling 
A) general preplanning input 
B) copywriting 
C) account planning 
D) storyboarding 
E) production scheduling

Question 14

The Visionaries, an advertising agency in Boston, is testing a creative idea for a new commercial before moving ahead with the production.To make the test more realistic, it wants to test both the visual layout of the commercial as well as the audio of the message.In which of the following forms should the commercial be tested?

Accepted Answer

A) storyboard 
B) animatic 
C) snipe 
D) mnemonic 
E) Heuristic 
A) storyboard 
B) animatic 
C) snipe 
D) mnemonic 
E) Heuristic

Question 15

Which of the following is one of the critical components of the creative brief?

Accepted Answer

A) formulation of the training program for the creative team 
B) calculation of the advertising budget 
C) management of the media buying operations 
D) development of the major selling idea 
E) management of one or more client groups 
A) formulation of the training program for the creative team 
B) calculation of the advertising budget 
C) management of the media buying operations 
D) development of the major selling idea 
E) management of one or more client groups

Question 16

Pluto Inc., a cosmetics company, hired a well-known movie star to appear in its advertisements.The company hoped that using a celebrity would capture the attention and interest of consumers.In this scenario, the ad illustrates the application of

Accepted Answer

A) ad-to-consumer relevance. 
B) brand-to-consumer relevance. 
C) brand-to-producer relevance. 
D) inherent drama strategy. 
E) bait-and-switch advertising strategy. 
A) ad-to-consumer relevance. 
B) brand-to-consumer relevance. 
C) brand-to-producer relevance. 
D) inherent drama strategy. 
E) bait-and-switch advertising strategy.

Question 17

_____ is a research technique whereby consumers are asked to generate an exhaustive list of things that bother them or difficulties they encounter when using a product or service.

Accepted Answer

A) Bait-and-switch modeling 
B) Market positioning 
C) Perceptual mapping 
D) Problem detection 
E) Market profiling 
A) Bait-and-switch modeling 
B) Market positioning 
C) Perceptual mapping 
D) Problem detection 
E) Market profiling

Question 18

According to the creative process outlined by Graham Wallas, which of the following stages deals with seeing the light or solution?

Accepted Answer

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

Question 19

Jonathan is a creative director at Williams & Greene Inc., an advertising agency.He spends an hour every morning reading publications like Advertising Age, The Wall Street Journal, and Adweek to gain a better understanding of what is happening in the world of marketing and advertising.These sources can be characterized as

Accepted Answer

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

Question 20

Based on the findings of the study conducted by Elizabeth Hirschman, which of the following individuals is most likely to be risk-averse and prefer commercials that focus on the product rather than creative impact?

Accepted Answer

A) brand managers 
B) art directors 
C) copywriters 
D) commercial directors 
E) Illustrators 
A) brand managers 
B) art directors 
C) copywriters 
D) commercial directors 
E) Illustrators

The proponents of creative advertising argue that

At what stage of the creative process would consumers in the target audience be asked to evaluate storyboards and animatics?

Which of the following is true of the concept of the unique selling proposition (USP)?

The unique selling proposition (USP) must be one that the competition either cannot or does not offer.

Which of the following statements about focus groups is true?

The part of the Tacori jewelry creative brief that specifies that communications will support a specific product's goal of becoming 50 percent of Tacori's business by establishing it as a more accessible, fashion jewelry line would appear in the _________________ section of the creative brief.

According to Advertising Age, experts in creative advertising don't write books or espouse theories.They see advertising as

The _____ stage of Young's creative process model is also called the reality stage.

Which of the following differentiates an ethnographic study from a focus group study?

Focus group interviews bring creative people and others involved in creative strategy development into contact with customers.

Which of the following is a limitation of focus group studies?

In large agencies, an individual from the research department is likely to prepare the creative brief.

When Julianna uses books, periodicals, trade publications, research studies, and ads from her client's competitors to assist in the preparation, incubation, and illumination stages, she is using __________________________.

Which of the following is one of the critical components of the creative brief?

Pluto Inc., a cosmetics company, hired a well-known movie star to appear in its advertisements.The company hoped that using a celebrity would capture the attention and interest of consumers.In this scenario, the ad illustrates the application of

_____ is a research technique whereby consumers are asked to generate an exhaustive list of things that bother them or difficulties they encounter when using a product or service.

According to the creative process outlined by Graham Wallas, which of the following stages deals with seeing the light or solution?

Based on the findings of the study conducted by Elizabeth Hirschman, which of the following individuals is most likely to be risk-averse and prefer commercials that focus on the product rather than creative impact?

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

Filters

Exam 8: Creative Strategy: Planning and Development

The proponents of creative advertising argue that

At what stage of the creative process would consumers in the target audience be asked to evaluate storyboards and animatics?

Which of the following is true of the concept of the unique selling proposition (USP)?

The unique selling proposition (USP) must be one that the competition either cannot or does not offer.

Which of the following statements about focus groups is true?

The part of the Tacori jewelry creative brief that specifies that communications will support a specific product's goal of becoming 50 percent of Tacori's business by establishing it as a more accessible, fashion jewelry line would appear in the _________________ section of the creative brief.

According to Advertising Age, experts in creative advertising don't write books or espouse theories.They see advertising as

The _____ stage of Young's creative process model is also called the reality stage.

Which of the following differentiates an ethnographic study from a focus group study?

Focus group interviews bring creative people and others involved in creative strategy development into contact with customers.

Which of the following is a limitation of focus group studies?

In large agencies, an individual from the research department is likely to prepare the creative brief.

When Julianna uses books, periodicals, trade publications, research studies, and ads from her client's competitors to assist in the preparation, incubation, and illumination stages, she is using __________________________.

Which of the following is one of the critical components of the creative brief?

Pluto Inc., a cosmetics company, hired a well-known movie star to appear in its advertisements.The company hoped that using a celebrity would capture the attention and interest of consumers.In this scenario, the ad illustrates the application of

_____ is a research technique whereby consumers are asked to generate an exhaustive list of things that bother them or difficulties they encounter when using a product or service.

According to the creative process outlined by Graham Wallas, which of the following stages deals with seeing the light or solution?

Based on the findings of the study conducted by Elizabeth Hirschman, which of the following individuals is most likely to be risk-averse and prefer commercials that focus on the product rather than creative impact?

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

Filters