Question 1

Viewer reaction profiles are usually used in the incubation stage of the creative process.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following stages of the creative process includes a highly formal and extensive pretesting of the ad before a final decision on the ad is made?

Accepted Answer

A) Incubation 
B) Illumination 
C) Preparation 
D) Verification 
E) Digestion 
A) Incubation 
B) Illumination 
C) Preparation 
D) Verification 
E) Digestion

Question 3

_____ 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 4

At what stage of the creative process are various ideas evaluated and refined before actually being used?

Accepted Answer

A) Preparation 
B) Incubation 
C) Illumination 
D) Verification 
E) Verdict 
A) Preparation 
B) Incubation 
C) Illumination 
D) Verification 
E) Verdict

Question 5

According to the work of sociologist Graham Wallas, the four-step approach to the creative process includes:

Accepted Answer

A) preparation, incubation, illumination, and verification. 
B) immersion, brainstorming, creation, and reality check. 
C) preparation, illumination, creation, and verification. 
D) preparation, immersion, creation, and verification. 
E) immersion, incubation, illumination, and creation. 
A) preparation, incubation, illumination, and verification. 
B) immersion, brainstorming, creation, and reality check. 
C) preparation, illumination, creation, and verification. 
D) preparation, immersion, creation, and verification. 
E) immersion, incubation, illumination, and creation.

Question 6

CL Inc., a manufacturer of maternity clothes for businesswomen, wishes to launch a new advertising campaign. In order to obtain a better idea about the clothes worn by pregnant women, the creative team visits obstetrician's offices and maternity shops at the mall to gain some information. These visits are most likely a part of the _____ step of the creative process as outlined by Graham Wallas.

Accepted Answer

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

Question 7

Which of the following statements about the relevance of ads is true?

Accepted Answer

A) Ad-to-consumer relevance refers to situations in which the advertised brand of a product or service is of personal interest to consumers. 
B) Brand-to-consumer relevance refers to situations in which the ad contains execution elements that are meaningful to consumers. 
C) Brand-to-consumer relevance could be achieved through making use of celebrities with whom consumers identify. 
D) Relevance reflects the degree to which an advertisement provides information or an image that is pertinent to the brand. 
E) Relevance is best defined as the extent to which an ad contains elements that are novel, different, or unusual. 
A) Ad-to-consumer relevance refers to situations in which the advertised brand of a product or service is of personal interest to consumers. 
B) Brand-to-consumer relevance refers to situations in which the ad contains execution elements that are meaningful to consumers. 
C) Brand-to-consumer relevance could be achieved through making use of celebrities with whom consumers identify. 
D) Relevance reflects the degree to which an advertisement provides information or an image that is pertinent to the brand. 
E) Relevance is best defined as the extent to which an ad contains elements that are novel, different, or unusual.

Question 8

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 9

The _____ step of Young's creative process model deals with studying the idea to see if it still looks good or solves the problem; then shaping the idea to practical usefulness.

Accepted Answer

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

Question 10

To make a creative layout of a commercial more realistic, a(n) _____ may be produced by making a videotape of the storyboard along with an audio soundtrack.

Accepted Answer

A) animatic 
B) heuristic 
C) mnemonic 
D) copy platform 
E) snipe 
A) animatic 
B) heuristic 
C) mnemonic 
D) copy platform 
E) snipe

Question 11

According to Young's version of the stages in the creative process, which of the following is considered the final step?

Accepted Answer

A) Incubation 
B) Dramatization 
C) Illumination 
D) Reality 
E) Digestion 
A) Incubation 
B) Dramatization 
C) Illumination 
D) Reality 
E) Digestion

Question 12

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 13

Who among the following was responsible for identifying the major factors that could account for the ways divergence can be achieved in advertising?

Accepted Answer

A) Leo Burnett 
B) Robert Smith 
C) Rosser Reeves 
D) David Ogilvy 
E) Sigmund Freud 
A) Leo Burnett 
B) Robert Smith 
C) Rosser Reeves 
D) David Ogilvy 
E) Sigmund Freud

Question 14

Creativity is not the exclusive domain of those who work in the creative department of ad agencies.

Accepted Answer

A) True 
 B)False

Question 15

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 16

Which of the following best assist an organization in the preparation, incubation, and illumination stages of the creative process?

Accepted Answer

A) Portfolio tests 
B) Message communication studies 
C) Product-specific preplanning inputs 
D) Viewer reaction profiles 
E) Bait-and-switch techniques 
A) Portfolio tests 
B) Message communication studies 
C) Product-specific preplanning inputs 
D) Viewer reaction profiles 
E) Bait-and-switch techniques

Question 17

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

Accepted Answer

A) product managers view advertising from an aesthetic perspective. 
B) account executives view advertising as a promotional tool whose primary purpose is to communicate favorable impressions about a brand. 
C) art directors and copywriters are more risk averse than brand managers. 
D) brand managers prefer creative commercials that take risks. 
E) art directors and copywriters evaluate advertising on the basis of how well it fulfills predefined communications objectives. 
A) product managers view advertising from an aesthetic perspective. 
B) account executives view advertising as a promotional tool whose primary purpose is to communicate favorable impressions about a brand. 
C) art directors and copywriters are more risk averse than brand managers. 
D) brand managers prefer creative commercials that take risks. 
E) art directors and copywriters evaluate advertising on the basis of how well it fulfills predefined communications objectives.

Question 18

_____ is a research method whereby around 10 to 12 consumers from the target market are led through a discussion regarding a particular topic.

Accepted Answer

A) Regression analysis 
B) Focus group 
C) Guided search 
D) Market mapping 
E) Out-group study 
A) Regression analysis 
B) Focus group 
C) Guided search 
D) Market mapping 
E) Out-group study

Question 19

The rationalists of creative advertising argue that:

Accepted Answer

A) all award-winning creative campaigns definitely lead to sales. 
B) the only purpose of advertising is to make an emotional connection with customers. 
C) advertising must sell the product or service. 
D) all commercials must contain an element of inherent drama. 
E) advertising should break through the clutter by focusing on logos and products. 
A) all award-winning creative campaigns definitely lead to sales. 
B) the only purpose of advertising is to make an emotional connection with customers. 
C) advertising must sell the product or service. 
D) all commercials must contain an element of inherent drama. 
E) advertising should break through the clutter by focusing on logos and products.

Question 20

Leslie works for a local ad agency as an intern. The agency is hired to develop an advertising campaign for a chain of coffee shops and she is given the task of coming up with a "big idea." With reference to the above scenario, "big ideas":

Accepted Answer

A) are impossible to develop as they are not applicable to retail chains. 
B) are only needed in advertising for consumer services. 
C) are typically not the bases for effective advertising campaigns. 
D) are only effective in business-to-business advertising. 
E) could become the bases of creative and successful advertising campaigns. 
A) are impossible to develop as they are not applicable to retail chains. 
B) are only needed in advertising for consumer services. 
C) are typically not the bases for effective advertising campaigns. 
D) are only effective in business-to-business advertising. 
E) could become the bases of creative and successful advertising campaigns.

Exam 8: Creative Strategy: Planning and Development

Viewer reaction profiles are usually used in the incubation stage of the creative process.

Which of the following stages of the creative process includes a highly formal and extensive pretesting of the ad before a final decision on the ad is made?

_____ 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.

At what stage of the creative process are various ideas evaluated and refined before actually being used?

According to the work of sociologist Graham Wallas, the four-step approach to the creative process includes:

Which of the following statements about the relevance of ads is true?

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

The _____ step of Young's creative process model deals with studying the idea to see if it still looks good or solves the problem; then shaping the idea to practical usefulness.

To make a creative layout of a commercial more realistic, a(n) _____ may be produced by making a videotape of the storyboard along with an audio soundtrack.

According to Young's version of the stages in the creative process, which of the following is considered the final step?

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

Who among the following was responsible for identifying the major factors that could account for the ways divergence can be achieved in advertising?

Creativity is not the exclusive domain of those who work in the creative department of ad agencies.

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?

Which of the following best assist an organization in the preparation, incubation, and illumination stages of the creative process?

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

_____ is a research method whereby around 10 to 12 consumers from the target market are led through a discussion regarding a particular topic.

The rationalists of creative advertising argue that:

Leslie works for a local ad agency as an intern. The agency is hired to develop an advertising campaign for a chain of coffee shops and she is given the task of coming up with a "big idea." With reference to the above scenario, "big ideas":

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 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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