Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

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 3

According to Young's model of the creative process, studying the idea to see if it still looks good and shaping the idea to practical usefulness occurs in the last stage of verification.

Accepted Answer

A) True 
 B)False

Question 4

Jack Trout and Al Ries introduced _____ as the basis for advertising strategy and creative development in the early 1970s.

Accepted Answer

A) inherent drama 
B) positioning 
C) neuromarketing 
D) buzz marketing 
E) creative brief 
A) inherent drama 
B) positioning 
C) neuromarketing 
D) buzz marketing 
E) creative brief

Question 5

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

Accepted Answer

A) Because most advertising is unique, creativity is not enough to break through the clutter. 
B) Creative advertising always has a positive impact on sales. 
C) Creative advertising that lacks flexibility and artistic value may have a greater impact on the target audience than advertising that is flexibile and artistic. 
D) The nature of advertising requires that everyone involved in the promotional planning process understand the creative strategy. 
E) The users of creative advertising must avoid using big ideas and unique selling propositions in their advertising campaigns. 
A) Because most advertising is unique, creativity is not enough to break through the clutter. 
B) Creative advertising always has a positive impact on sales. 
C) Creative advertising that lacks flexibility and artistic value may have a greater impact on the target audience than advertising that is flexibile and artistic. 
D) The nature of advertising requires that everyone involved in the promotional planning process understand the creative strategy. 
E) The users of creative advertising must avoid using big ideas and unique selling propositions in their advertising campaigns.

Question 6

With respect to the five factors identified by Robert Smith and his colleagues that account for the ways divergence can be achieved in advertising, the factor which deals with ads that contain attractive shapes and colors is referred to as:

Accepted Answer

A) synthesis. 
B) illumination. 
C) originality. 
D) artistic value. 
E) flexibility. 
A) synthesis. 
B) illumination. 
C) originality. 
D) artistic value. 
E) flexibility.

Question 7

The verification and revision stage of the creative process evaluates ideas generated during the _____ stage and gives them final expression.

Accepted Answer

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

Question 8

Advertising campaign themes:

Accepted Answer

A) create a foundation for the incubation process of creative ad development. 
B) set the direction of all of the individual ads that make up the campaign. 
C) are typically designed by the client and implemented by the agency. 
D) are usually used for ads that run in only one type of media vehicle. 
E) are usually developed with the intention of being used for a short period of timE.The advertising campaign sets the tone for the individual ads and other forms of marketing communications that will be used. 
A) create a foundation for the incubation process of creative ad development. 
B) set the direction of all of the individual ads that make up the campaign. 
C) are typically designed by the client and implemented by the agency. 
D) are usually used for ads that run in only one type of media vehicle. 
E) are usually developed with the intention of being used for a short period of timE.The advertising campaign sets the tone for the individual ads and other forms of marketing communications that will be used.

Question 9

The _____ step of Young's creative process model deals with taking the information, working it over, and wrestling with it in the mind.

Accepted Answer

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

Question 10

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.Many marketing and agency researchers prefer ethnographic research over the use of focus groups, as the latter technique has a number of limitations.Strong personalities can often wield undue influence in focus groups, and participants often will not admit, or may not even recognize, their behavior patterns and motivations.However, ethnographic studies can cost more to conduct and are more difficult to administer. 
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.Many marketing and agency researchers prefer ethnographic research over the use of focus groups, as the latter technique has a number of limitations.Strong personalities can often wield undue influence in focus groups, and participants often will not admit, or may not even recognize, their behavior patterns and motivations.However, ethnographic studies can cost more to conduct and are more difficult to administer.

Question 11

Which of the following is true of creative tactics in relation to advertising messages?

Accepted Answer

A) It deals with avoiding the creation of animatics for testing a commercial. 
B) It involves determining how much the advertising campaign will cost. 
C) It involves determining how the message strategy will be executed. 
D) It deals with avoiding the factors which lead to divergence in advertising creativity. 
E) It involves determining what the advertising message will say or communicatE.One of the most important components of an integrated marketing communications program is the advertising message.Creative tactic involves determining how the message strategy will be executed. 
A) It deals with avoiding the creation of animatics for testing a commercial. 
B) It involves determining how much the advertising campaign will cost. 
C) It involves determining how the message strategy will be executed. 
D) It deals with avoiding the factors which lead to divergence in advertising creativity. 
E) It involves determining what the advertising message will say or communicatE.One of the most important components of an integrated marketing communications program is the advertising message.Creative tactic involves determining how the message strategy will be executed.

Question 12

Observations made on trends, developments, and happenings in the marketplace are part of general preplanning input.

Accepted Answer

A) True 
 B)False

Question 13

Lifestyle research, attitude studies, and perceptual mapping are examples of:

Accepted Answer

A) general preplanning inputs. 
B) product/service-specific preplanning inputs. 
C) verification studies. 
D) revision studies. 
E) demographic studies for B2B clients. 
A) general preplanning inputs. 
B) product/service-specific preplanning inputs. 
C) verification studies. 
D) revision studies. 
E) demographic studies for B2B clients.

Question 14

With the growth of integrated marketing communications, advertisers are being challenged to think beyond traditional mass media and develop creative advertising that:

Accepted Answer

A) offsets the weaknesses associated with storyboard ad design. 
B) provides opportunities for effective government oversight. 
C) centralizes American consumer values in a global marketplace. 
D) engages consumers and enters into a dialogue with them. 
E) minimizes the risk of offending technology-savvy consumers. 
A) offsets the weaknesses associated with storyboard ad design. 
B) provides opportunities for effective government oversight. 
C) centralizes American consumer values in a global marketplace. 
D) engages consumers and enters into a dialogue with them. 
E) minimizes the risk of offending technology-savvy consumers.

Question 15

Which of the following statements about account planning is true?

Accepted Answer

A) Account planners conduct only quantitative research. 
B) Account planners work with the client as well as other agency personnel. 
C) Account planners conduct only qualitative research. 
D) With account planning, the agency takes a permanent leadership role in the development of creative strategy. 
E) The knowledge gained during account planning can only be used during the planning period because of its proprietary naturE.Account planners work with the client as well as other agency personnel, such as the creative team and media specialists.They discuss how the knowledge and information they have gathered can be used in the development of the creative strategy as well as other aspects of the advertising campaign. 
A) Account planners conduct only quantitative research. 
B) Account planners work with the client as well as other agency personnel. 
C) Account planners conduct only qualitative research. 
D) With account planning, the agency takes a permanent leadership role in the development of creative strategy. 
E) The knowledge gained during account planning can only be used during the planning period because of its proprietary naturE.Account planners work with the client as well as other agency personnel, such as the creative team and media specialists.They discuss how the knowledge and information they have gathered can be used in the development of the creative strategy as well as other aspects of the advertising campaign.

Question 16

Generally, creative people are not open to research or information that could help them understand the client's target market better.

Accepted Answer

A) True 
 B)False

Question 17

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 Brand Week to gain a better understanding of what is happening in the world of marketing and advertising. This activity 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 18

Advertisement campaign plans are long term in nature.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

Which of the following client representatives ultimately approves the creative brief?

Accepted Answer

A) Art director 
B) Financial manager 
C) Auditor 
D) Brand manager 
E) Media planner 
A) Art director 
B) Financial manager 
C) Auditor 
D) Brand manager 
E) Media planner

Exam 8: Creative Strategy: Planning and Development

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

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?

According to Young's model of the creative process, studying the idea to see if it still looks good and shaping the idea to practical usefulness occurs in the last stage of verification.

Jack Trout and Al Ries introduced _____ as the basis for advertising strategy and creative development in the early 1970s.

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

With respect to the five factors identified by Robert Smith and his colleagues that account for the ways divergence can be achieved in advertising, the factor which deals with ads that contain attractive shapes and colors is referred to as:

The verification and revision stage of the creative process evaluates ideas generated during the _____ stage and gives them final expression.

Advertising campaign themes:

The _____ step of Young's creative process model deals with taking the information, working it over, and wrestling with it in the mind.

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

Which of the following is true of creative tactics in relation to advertising messages?

Observations made on trends, developments, and happenings in the marketplace are part of general preplanning input.

Lifestyle research, attitude studies, and perceptual mapping are examples of:

With the growth of integrated marketing communications, advertisers are being challenged to think beyond traditional mass media and develop creative advertising that:

Which of the following statements about account planning is true?

Generally, creative people are not open to research or information that could help them understand the client's target market better.

Advertisement campaign plans are long term in nature.

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

Which of the following client representatives ultimately approves the creative brief?

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

Filters