Exam 6: Creative Strategy: Planning and Development

In the development of an advertising campaign or message,creative _ involves determining what the message will say or communicate,while creative _ deals with how the message will be implemented or executed.

Free

(Multiple Choice)

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Question 1

Correct Answer:

Verified

Which of the following is often the basis of a marketer's creative strategy when the company has multiple brands competing in the same market?

Free

(Multiple Choice)

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Question 2

Correct Answer:

Verified

"Diamonds are forever," "Impossible is Nothing" and "Just do it" are all examples of:

Free

(Multiple Choice)

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Question 3

Correct Answer:

Verified

A(n)_____ is a series of advertising messages in a variety of media that center on a single theme or idea.

(Multiple Choice)

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Question 4

Ads are often called _____.

(Multiple Choice)

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Question 5

Hubba Bubba bubble gum is the only chewing gum that lets you blow great big bubbles that won't stick to your face.This statement represents the gum's:

(Multiple Choice)

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Question 6

Why are models of the creative process valuable to those working in the creative area of advertising?

(Multiple Choice)

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Question 7

An ad for Federal Express shows a toy manufacturer the day before announcing a new action-figure soldier.The CEO is being shown a tape of the commercial for the new figure and is not amused to see the macho soldiers wearing ballerina costumes.His assistant explains that he tried to use a cheaper carrier,and the tutus were sent instead of military uniforms.Across the bottom of the screen reads the logo,"When it absolutely has to get there,use FedEx." This ad is an example of the _____ approach.

(Multiple Choice)

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Question 8

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

(Multiple Choice)

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Question 9

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

(Multiple Choice)

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Question 10

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

(Multiple Choice)

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Question 11

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

(Multiple Choice)

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Question 12

An ad for a medication that helps people undergoing chemotherapy feel more energetic showed a grandfather sorrowfully wishing he could participate in his grandson's birthday celebration.The next scene occurs at the birthday party and shows how much better the grandfather feels after taking the medication.This ad is an example of the _____ approach.

(Multiple Choice)

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Question 13

Account planning plays an important role during creative strategy development by:

(Multiple Choice)

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Question 14

Psychographic studies are used by advertising agencies to:

(Multiple Choice)

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Question 15

In-depth interviews with consumers,focus groups,and observational studies of how consumers conduct their daily lives as consumers are all examples of:

(Multiple Choice)

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Question 16

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)

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Question 17

According to Robert Smith,_____ ads contain unexpected details or finish and extend basic ideas so they become more intricate,complicated,or sophisticated.

(Multiple Choice)

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Question 18

A client who manufactures maternity clothes for businesswomen wants a new advertising campaign.Visits to obstetrician's offices to observe the clothes being worn and to maternity shops at the mall to see how they were selected could be a part of the _____ step of the creative process.

(Multiple Choice)

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Question 19

The "We try harder" and Wendy's "Where's the beef?" advertising campaign themes are examples of:

(Multiple Choice)

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Question 20

Showing 1 - 20 of 101

In the development of an advertising campaign or message,creative _ involves determining what the message will say or communicate,while creative _ deals with how the message will be implemented or executed.

Which of the following is often the basis of a marketer's creative strategy when the company has multiple brands competing in the same market?

"Diamonds are forever," "Impossible is Nothing" and "Just do it" are all examples of:

A(n)_____ is a series of advertising messages in a variety of media that center on a single theme or idea.

Ads are often called _____.

Hubba Bubba bubble gum is the only chewing gum that lets you blow great big bubbles that won't stick to your face.This statement represents the gum's:

Why are models of the creative process valuable to those working in the creative area of advertising?

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

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

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

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

Account planning plays an important role during creative strategy development by:

Psychographic studies are used by advertising agencies to:

In-depth interviews with consumers,focus groups,and observational studies of how consumers conduct their daily lives as consumers are all examples of:

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.

According to Robert Smith,_____ ads contain unexpected details or finish and extend basic ideas so they become more intricate,complicated,or sophisticated.

A client who manufactures maternity clothes for businesswomen wants a new advertising campaign.Visits to obstetrician's offices to observe the clothes being worn and to maternity shops at the mall to see how they were selected could be a part of the _____ step of the creative process.

The "We try harder" and Wendy's "Where's the beef?" advertising campaign themes are examples of:

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 Print Media

Support Media

Direct Marketing

The Internet and Interactive 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 6: Creative Strategy: Planning and Development

In the development of an advertising campaign or message,creative _____ involves determining what the message will say or communicate,while creative _____ deals with how the message will be implemented or executed.

Which of the following is often the basis of a marketer's creative strategy when the company has multiple brands competing in the same market?

"Diamonds are forever," "Impossible is Nothing" and "Just do it" are all examples of:

A(n)_____ is a series of advertising messages in a variety of media that center on a single theme or idea.

Ads are often called _____.

Hubba Bubba bubble gum is the only chewing gum that lets you blow great big bubbles that won't stick to your face.This statement represents the gum's:

Why are models of the creative process valuable to those working in the creative area of advertising?

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

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

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

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

Account planning plays an important role during creative strategy development by:

Psychographic studies are used by advertising agencies to:

In-depth interviews with consumers,focus groups,and observational studies of how consumers conduct their daily lives as consumers are all examples of:

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.

According to Robert Smith,_____ ads contain unexpected details or finish and extend basic ideas so they become more intricate,complicated,or sophisticated.

A client who manufactures maternity clothes for businesswomen wants a new advertising campaign.Visits to obstetrician's offices to observe the clothes being worn and to maternity shops at the mall to see how they were selected could be a part of the _____ step of the creative process.

The "We try harder" and Wendy's "Where's the beef?" advertising campaign themes are examples of:

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 Print Media

Support Media

Direct Marketing

The Internet and Interactive 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

In the development of an advertising campaign or message,creative _ involves determining what the message will say or communicate,while creative _ deals with how the message will be implemented or executed.