Question 1

The copy platform:

Accepted Answer

A) specifies the basic elements of the creative strategy 
B) is also called a creative platform 
C) is usually prepared by the account representative or manager assigned to the account 
D) is also called a creative blueprint 
E) is accurately described by all of the above 
A) specifies the basic elements of the creative strategy 
B) is also called a creative platform 
C) is usually prepared by the account representative or manager assigned to the account 
D) is also called a creative blueprint 
E) is accurately described by all of the above

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/revision 
D) illumination 
E) verdict 
A) preparation 
B) incubation 
C) verification/revision 
D) illumination 
E) verdict

Question 3

_____ is a quality possessed by individuals that enables them to generate novel approaches to handling problems and that is reflected in new and improved solutions to those problems.

Accepted Answer

A) Uniqueness 
B) Dramatization 
C) Creativity 
D) Proficiency 
E) Personification 
A) Uniqueness 
B) Dramatization 
C) Creativity 
D) Proficiency 
E) Personification

Question 4

Procter & Gamble markets Zest, Safeguard, Camay, and Lava brands of bar soaps. Zest is a "get-you-started in the morning" soap. Safeguard is marketed as a germ-fighter. Camay cleans without drying or injuring the skin. Lava is for tough cleaning jobs. Procter & Gamble uses a(n) _____ strategy.

Accepted Answer

A) brand image 
B) universal selling proposal (USP) 
C) inherent drama 
D) positioning 
E) divestment 
A) brand image 
B) universal selling proposal (USP) 
C) inherent drama 
D) positioning 
E) divestment

Question 5

Tiffany is the creative director for 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 the:

Accepted Answer

A) general preplanning input 
B) product specific preplanning input 
C) problem detection studies 
D) illumination studies 
E) brainstorming process 
A) general preplanning input 
B) product specific preplanning input 
C) problem detection studies 
D) illumination studies 
E) brainstorming process

Question 6

Young & Rubicon developed,BrandAsset Valuator,a proprietary tool for building and managing a brand.Their tool measures four factors including ________________ to identify issues and evaluate brand performance.

Accepted Answer

A) focus group quantification,brand power,associative cognizance and creativity 
B) problem detection,account planning,ethnographic diversity and campaign theme 
C) brand differentiation,relevance,esteem and knowledge 
D) brand preparation,brand valuation,brand drama and brand diversification 
E) projective brand respect,animatic projection,brand proposition and brand creativity 
A) focus group quantification,brand power,associative cognizance and creativity 
B) problem detection,account planning,ethnographic diversity and campaign theme 
C) brand differentiation,relevance,esteem and knowledge 
D) brand preparation,brand valuation,brand drama and brand diversification 
E) projective brand respect,animatic projection,brand proposition and brand creativity

Question 7

The "What Happens in Vegas,Stays in Vegas" ad campaign was designed to create a unifying theme of:

Accepted Answer

A) sophistication 
B) indulge 
C) serenity 
D) shopping 
E) low-cost living 
A) sophistication 
B) indulge 
C) serenity 
D) shopping 
E) low-cost living

Question 8

For which of the following products would image advertising be most appropriate?

Accepted Answer

A) cologne or perfume 
B) motor oil 
C) laundry detergent 
D) cereal 
E) lawn mowers 
A) cologne or perfume 
B) motor oil 
C) laundry detergent 
D) cereal 
E) lawn mowers

Question 9

According to well-known advertising executive John O'Toole, a flash of insight that joins together a product benefit with what consumers desire in a fresh, involving way is called a(n):

Accepted Answer

A) unique selling theme 
B) epiphany 
C) revelation 
D) big idea 
E) illumination 
A) unique selling theme 
B) epiphany 
C) revelation 
D) big idea 
E) illumination

Question 10

The creative strategy is affected by:

Accepted Answer

A) the identification of the target audience 
B) the basis problems,issues,or opportunities that advertising needs to address 
C) the major selling ideas that the advertising needs to communicate 
D) any information supporting the major selling ideas that needs to be included in the ads 
E) all of the above 
A) the identification of the target audience 
B) the basis problems,issues,or opportunities that advertising needs to address 
C) the major selling ideas that the advertising needs to communicate 
D) any information supporting the major selling ideas that needs to be included in the ads 
E) all of the above

Question 11

Inna has been hired to promote a membership-only genealogical Web site,which provides demographic information on over one billion people.She has gathered together all the relevant environmental information and has studied the product as closely as possible.Now it is time for the _____ stage of the creative process.She needs to work on another project and put the genealogical project completely out of her conscious mind.Her subconscious needs time to work on a solution.

Accepted Answer

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

Question 12

Which of the following statements about image advertising is true?

Accepted Answer

A) Image advertising is used most often when there are significant functional or performance differences among brands. 
B) Image advertising is often used when competing brands are difficult to differentiate on a functional or performance basis. 
C) Advertisers often use image advertising when their products or services offer a unique attribute or benefit to consumers. 
D) Image advertising is most commonly used for business-to-business products. 
E) All of the above statements about image advertising are true. 
A) Image advertising is used most often when there are significant functional or performance differences among brands. 
B) Image advertising is often used when competing brands are difficult to differentiate on a functional or performance basis. 
C) Advertisers often use image advertising when their products or services offer a unique attribute or benefit to consumers. 
D) Image advertising is most commonly used for business-to-business products. 
E) All of the above statements about image advertising are true.

Question 13

The online component of advertising campaigns is becoming the focal point of many campaigns because:

Accepted Answer

A) there are more creative opportunities through online advertising 
B) for many companies that is where their customers are 
C) it provides the opportunity to interact with customers 
D) it allows the opportunity to integrate traditional media with online 
E) all of the above 
A) there are more creative opportunities through online advertising 
B) for many companies that is where their customers are 
C) it provides the opportunity to interact with customers 
D) it allows the opportunity to integrate traditional media with online 
E) all of the above

Question 14

_____ is a process that involves conducting research and gathering all information about a client's good or service,brand,and members of the target audience.

Accepted Answer

A) Incubation 
B) Germination 
C) Account planning 
D) Creative research 
E) Account seeding 
A) Incubation 
B) Germination 
C) Account planning 
D) Creative research 
E) Account seeding

Question 15

_____ is the approach to finding a major selling idea can be done on the basis of product attributes,price/quality,usage or application,product users,or product class.

Accepted Answer

A) Brand image 
B) Inherent drama 
C) Unique selling proposition 
D) Positioning 
E) Emotional appeals 
A) Brand image 
B) Inherent drama 
C) Unique selling proposition 
D) Positioning 
E) Emotional appeals

Question 16

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 17

When an advertiser uses an ad that emphasizes psychological associations and attempts to wrap the consumer's perceptions into a tight concept or symbol,what type of advertising approach is being used?

Accepted Answer

A) unique selling proposition 
B) image advertising 
C) inherent drama 
D) attribute-based positioning 
E) refutational appeal 
A) unique selling proposition 
B) image advertising 
C) inherent drama 
D) attribute-based positioning 
E) refutational appeal

Question 18

Researchers Daniel Miller and Don Slater monitored Web sites,lurked in chat rooms,and hung out in cyber cafés and observed how Internet users act.The users they observed consider the Internet to be a tool to augment traditional forms of communication.Miller and Slater conducted _____ research.

Accepted Answer

A) e-marketing 
B) ethnocentric 
C) demographic 
D) communal 
E) e-commerce 
A) e-marketing 
B) ethnocentric 
C) demographic 
D) communal 
E) e-commerce

Question 19

Which of the following products would be least appropriate for an image advertising appeal?

Accepted Answer

A) designer jeans 
B) soft drinks 
C) beer 
D) dishwashing detergent 
E) perfume 
A) designer jeans 
B) soft drinks 
C) beer 
D) dishwashing detergent 
E) perfume

Question 20

An advertising executive who works for Hughes & O'Reilly Agency has just been assigned to a new Schlotsky's restaurant account.One of the first things he may want to do is:

Accepted Answer

A) sit down and begin writing copy for sample ads 
B) spend some time visiting similar restaurants,eating their food and talking to consumers about some of their specific likes and dislikes of Schlotsky's and their competitors 
C) try to come up with some big ideas that can be the basis of a creative ad campaign 
D) come up with alternative positioning concepts for Schlotsky's 
E) any of the above 
A) sit down and begin writing copy for sample ads 
B) spend some time visiting similar restaurants,eating their food and talking to consumers about some of their specific likes and dislikes of Schlotsky's and their competitors 
C) try to come up with some big ideas that can be the basis of a creative ad campaign 
D) come up with alternative positioning concepts for Schlotsky's 
E) any of the above

The copy platform:

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

_____ is a quality possessed by individuals that enables them to generate novel approaches to handling problems and that is reflected in new and improved solutions to those problems.

Procter & Gamble markets Zest, Safeguard, Camay, and Lava brands of bar soaps. Zest is a "get-you-started in the morning" soap. Safeguard is marketed as a germ-fighter. Camay cleans without drying or injuring the skin. Lava is for tough cleaning jobs. Procter & Gamble uses a(n) _____ strategy.

Young & Rubicon developed,BrandAsset Valuator,a proprietary tool for building and managing a brand.Their tool measures four factors including ________________ to identify issues and evaluate brand performance.

The "What Happens in Vegas,Stays in Vegas" ad campaign was designed to create a unifying theme of:

For which of the following products would image advertising be most appropriate?

According to well-known advertising executive John O'Toole, a flash of insight that joins together a product benefit with what consumers desire in a fresh, involving way is called a(n):

The creative strategy is affected by:

Which of the following statements about image advertising is true?

The online component of advertising campaigns is becoming the focal point of many campaigns because:

_____ is a process that involves conducting research and gathering all information about a client's good or service,brand,and members of the target audience.

_____ is the approach to finding a major selling idea can be done on the basis of product attributes,price/quality,usage or application,product users,or product class.

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

When an advertiser uses an ad that emphasizes psychological associations and attempts to wrap the consumer's perceptions into a tight concept or symbol,what type of advertising approach is being used?

Researchers Daniel Miller and Don Slater monitored Web sites,lurked in chat rooms,and hung out in cyber cafés and observed how Internet users act.The users they observed consider the Internet to be a tool to augment traditional forms of communication.Miller and Slater conducted _____ research.

Which of the following products would be least appropriate for an image advertising appeal?

An advertising executive who works for Hughes & O'Reilly Agency has just been assigned to a new Schlotsky's restaurant account.One of the first things he may want to do is:

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 Communication Organizations

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 Broadcast Media

Evaluation of Print Media

Support Media

Direct Marketing

The Internet and Interactive Media

Sales Promotion

Public Relations,Publicity,and Corporate Advertising

Personal Selling

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

Filters

Exam 8: Creative Strategy: Planning and Development

The copy platform:

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

_____ is a quality possessed by individuals that enables them to generate novel approaches to handling problems and that is reflected in new and improved solutions to those problems.

Procter & Gamble markets Zest, Safeguard, Camay, and Lava brands of bar soaps. Zest is a "get-you-started in the morning" soap. Safeguard is marketed as a germ-fighter. Camay cleans without drying or injuring the skin. Lava is for tough cleaning jobs. Procter & Gamble uses a(n) _____ strategy.

Young & Rubicon developed,BrandAsset Valuator,a proprietary tool for building and managing a brand.Their tool measures four factors including ________________ to identify issues and evaluate brand performance.

The "What Happens in Vegas,Stays in Vegas" ad campaign was designed to create a unifying theme of:

For which of the following products would image advertising be most appropriate?

According to well-known advertising executive John O'Toole, a flash of insight that joins together a product benefit with what consumers desire in a fresh, involving way is called a(n):

The creative strategy is affected by:

Which of the following statements about image advertising is true?

The online component of advertising campaigns is becoming the focal point of many campaigns because:

_____ is a process that involves conducting research and gathering all information about a client's good or service,brand,and members of the target audience.

_____ is the approach to finding a major selling idea can be done on the basis of product attributes,price/quality,usage or application,product users,or product class.

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

When an advertiser uses an ad that emphasizes psychological associations and attempts to wrap the consumer's perceptions into a tight concept or symbol,what type of advertising approach is being used?

Researchers Daniel Miller and Don Slater monitored Web sites,lurked in chat rooms,and hung out in cyber cafés and observed how Internet users act.The users they observed consider the Internet to be a tool to augment traditional forms of communication.Miller and Slater conducted _____ research.

Which of the following products would be least appropriate for an image advertising appeal?

An advertising executive who works for Hughes & O'Reilly Agency has just been assigned to a new Schlotsky's restaurant account.One of the first things he may want to do is:

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 Communication Organizations

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 Broadcast Media

Evaluation of Print Media

Support Media

Direct Marketing

The Internet and Interactive Media

Sales Promotion

Public Relations,Publicity,and Corporate Advertising

Personal Selling

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

Filters