A) is typically developed by agency personnel with no input from the client B) is developed by the client before ever meeting with the agency C) often involves individuals from both the client side and agency personnel D) has a predetermined format that makes it easier to compare platforms from two disparate products E) typically contains both the advertising and the communications objectives A) is typically developed by agency personnel with no input from the client B) is developed by the client before ever meeting with the agency C) often involves individuals from both the client side and agency personnel D) has a predetermined format that makes it easier to compare platforms from two disparate products E) typically contains both the advertising and the communications objectives

Exam 8: Creative Strategy: Planning and Development

Unlike other alkaline batteries and traditional rechargeable batteries,Rayovac Renewal alkaline battery is reusable 25 times or more.The ad headline read,"Introducing the Best-Performing Battery System in All of Creation." This ad was based on the Rayovac Renewal alkaline batteries:

(Multiple Choice)

4.8/5

(40)

Question 81

Leslie is working for a local agency as an intern.Her company has been hired to develop an advertising campaign for chain of coffee shops.She has been given the task of coming up with the big idea.You can tell her big ideas:

(Multiple Choice)

4.9/5

(31)

Question 82

The copy platform:

(Multiple Choice)

4.8/5

(35)

Question 83

Some of the more successful advertising agencies,such as TBWA and Wieden & Kennedy,attribute their excellent creative work to the fact that:

(Multiple Choice)

4.9/5

(41)

Question 84

The Rogers Agency wants to test a creative idea it has for a new commercial before moving ahead with the production of the spot.To make the test more realistic it wants to test both the visual layout of the commercial as well as the audio portion of the message.The commercial should be tested in which of the following forms?

(Multiple Choice)

4.7/5

(27)

Question 85

Which of the following statements about the use of creativity in an advertising campaign is true?

(Multiple Choice)

4.7/5

(38)

Question 86

is the largest airline in the Far East.It ads focus on the Japanese hospitality that is offered on its planes-everything from elegant tableware to the finest in Far Eastern cuisine.If comfort and fine food is important to you when you travel,then you should think of ANA next time you are booking a flight to Asia.This development of a strong,memorable identity for ANA is an example of:

(Multiple Choice)

4.9/5

(36)

Question 87

_____ is generate fresh,unique and appropriate ideas that can be used as solutions to communication problems.

(Multiple Choice)

4.9/5

(43)

Question 88

An advertising campaign may last for only a short time period:

(Multiple Choice)

4.7/5

(38)

Question 89

Aurora Foods Inc.markets Log Cabin,Mrs.Butterworth's,and Aunt Jemima brands of pancake syrup.Aurora is most likely to use a _____ approach to developing creative strategy for each brand.

(Multiple Choice)

4.8/5

(45)

Question 90

Douglas was asked to fill out a survey on dill pickles.He was asked questions about what he liked and disliked about dill pickles,when and where he usually ate dill pickles,and to list and rate all brands of dill pickles he could recall.He was also asked about packaging as well as degree of sourness in the different brands of pickles.Since the survey was conducted by an ad agency prior to developing a creative strategy for its client,a pickle manufacturer,and there were several people surveyed besides Douglas,you can assume he was participating in a _____ study.

(Multiple Choice)

4.9/5

(34)

Question 91

_____ research involves anthropologists or other types of trained researchers observing consumers in their natural environments.

(Multiple Choice)

4.8/5

(44)

Question 92

Leon is the creative director for an agency that has just been hired by a manufacturer of golfing equipment to create a new advertising campaign for the company's titanium clubs.Before starting to develop creative ideas,Leon reads some golfing magazines and spends time talking to some friends and co-workers who play golf.These activities are part of which stage of the creative process?

(Multiple Choice)

4.7/5

(40)

Question 93

"Diamonds are forever," "Tastes Great,Less Filling," and "Just do it" are all examples of:

(Multiple Choice)

4.8/5

(36)

Question 94

There are five steps in the creative process as designed by James Webb Young,a former creative director at the J.Walter Thompson agency.They are:

(Multiple Choice)

4.8/5

(40)

Question 95

A study by Elizabeth Hirschman examined the perceptions of individuals involved in the creation and production of television commercials and found:

(Multiple Choice)

4.9/5

(31)

Question 96

From the perspective of a product manager,a commercial is likely to be judged as creative if it:

(Multiple Choice)

4.7/5

(41)

Question 97

Which of the following is NOT one of the top 10 advertising slogans of the century?

(Multiple Choice)

4.8/5

(39)

Question 98

The role of any advertising message is to:

(Multiple Choice)

4.8/5

(48)

Question 99

The Cannes Gold Lion award is:

(Multiple Choice)

4.9/5

(42)

Question 100

Showing 81 - 100 of 104

Unlike other alkaline batteries and traditional rechargeable batteries,Rayovac Renewal alkaline battery is reusable 25 times or more.The ad headline read,"Introducing the Best-Performing Battery System in All of Creation." This ad was based on the Rayovac Renewal alkaline batteries:

Leslie is working for a local agency as an intern.Her company has been hired to develop an advertising campaign for chain of coffee shops.She has been given the task of coming up with the big idea.You can tell her big ideas:

The copy platform:

Some of the more successful advertising agencies,such as TBWA and Wieden & Kennedy,attribute their excellent creative work to the fact that:

Which of the following statements about the use of creativity in an advertising campaign is true?

_____ is generate fresh,unique and appropriate ideas that can be used as solutions to communication problems.

An advertising campaign may last for only a short time period:

Aurora Foods Inc.markets Log Cabin,Mrs.Butterworth's,and Aunt Jemima brands of pancake syrup.Aurora is most likely to use a _____ approach to developing creative strategy for each brand.

_____ research involves anthropologists or other types of trained researchers observing consumers in their natural environments.

"Diamonds are forever," "Tastes Great,Less Filling," and "Just do it" are all examples of:

There are five steps in the creative process as designed by James Webb Young,a former creative director at the J.Walter Thompson agency.They are:

A study by Elizabeth Hirschman examined the perceptions of individuals involved in the creation and production of television commercials and found:

From the perspective of a product manager,a commercial is likely to be judged as creative if it:

Which of the following is NOT one of the top 10 advertising slogans of the century?

The role of any advertising message is to:

The Cannes Gold Lion award 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

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