Question 1

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

Accepted Answer

A) product managers view advertising from an aesthetic perspective. 
B) product managers and account executives both view advertising as a promotional tool whose primary purpose is to communicate favorable impressions about a brand. 
C) art directors and copywriters view advertising primarily as a promotional tool whose primary function is to communicate information. 
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) product managers and account executives both view advertising as a promotional tool whose primary purpose is to communicate favorable impressions about a brand. 
C) art directors and copywriters view advertising primarily as a promotional tool whose primary function is to communicate information. 
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 2

Which of the following statements about account planning is true?

Accepted Answer

A) Account planners do not conduct any quantitative research. 
B) Account planners work with the client as well as other agency personnel. 
C) Account planners only work with the client to avoid agency bias. 
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 it is proprietary information. 
A) Account planners do not conduct any quantitative research. 
B) Account planners work with the client as well as other agency personnel. 
C) Account planners only work with the client to avoid agency bias. 
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 it is proprietary information.

Question 3

_____ refers to situations where the ad contains execution elements that are meaningful to consumers.

Accepted Answer

A) Animatic 
B) Brand-to-consumer relevance 
C) Storyboard 
D) Ad-to-consumer relevance 
E) Elaboration ad 
A) Animatic 
B) Brand-to-consumer relevance 
C) Storyboard 
D) Ad-to-consumer relevance 
E) Elaboration ad

Question 4

Which of the following statements is true about image advertising?

Accepted Answer

A) It is used most often when there are significant functional or performance differences among brands. 
B) It is often used when competing brands are difficult to differentiate on a functional or performance basis. 
C) Advertisers often use it when their products or services offer a unique attribute or benefit to consumers. 
D) It is most commonly used for business-to-business products. 
E) It concentrates on those functional features of its product that are unique and cannot be imitated by the competitors. 
A) It is used most often when there are significant functional or performance differences among brands. 
B) It is often used when competing brands are difficult to differentiate on a functional or performance basis. 
C) Advertisers often use it when their products or services offer a unique attribute or benefit to consumers. 
D) It is most commonly used for business-to-business products. 
E) It concentrates on those functional features of its product that are unique and cannot be imitated by the competitors.

Question 5

Jonathan is a creative director at the Peet,Williams & Greene 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) product-specific preplanning input. 
C) verification research. 
D) brainstorming. 
E) problem detection research. 
A) general preplanning input. 
B) product-specific preplanning input. 
C) verification research. 
D) brainstorming. 
E) problem detection research.

Question 6

Poinsettias are a very popular plant during the Christmas season.A major problem for growers of poinsettias is root rot.Syngenta has developed a patented product that eliminates root rot when it is placed in soil mix in which the plants are grown.Syngenta can use _____ to develop its creative strategy for advertising this new product.

Accepted Answer

A) brand image 
B) illumination 
C) unique selling proposition 
D) diversified promotion 
E) transformational advertising 
A) brand image 
B) illumination 
C) unique selling proposition 
D) diversified promotion 
E) transformational advertising

Question 7

_____ is a quality possessed by individuals that enables them to generate novel approaches to handling problems 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 8

The _____ step of the creative process deals with refining and polishing the idea and seeing if it is an appropriate solution.

Accepted Answer

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

Question 9

Advertising campaign themes:

Accepted Answer

A) are always tactical in nature and design. 
B) set the tone or direction for 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. 
A) are always tactical in nature and design. 
B) set the tone or direction for 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.

Question 10

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 11

Procter & Gamble markets Tide,Cheer,Gain,Dash,Bold 3 and Ivory Snow detergents to a variety of different target markets.P&G advertises these different brands using what type of creative strategy?

Accepted Answer

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

Question 12

Ramon participated in a study done by an advertising agency.During his interview,he was asked to gauge the services provided by a regional airline on the basis of his experiences and what others had told him.The interviewer asked Ramon specific questions about the food,the seating arrangements,the ease with which he entered and exited the plane,and the service provided by the flight attendants.Since the ad agency doing the research is the one that will develop the creative strategy for the airline's new ad campaign,you know Ramon most likely provided the agency with:

Accepted Answer

A) product/service specific preplanning inputs. 
B) general product inputs to be stored and used later. 
C) secondary internal data. 
D) secondary external data. 
E) quantitative data which will be used by the client to determine market development strategies. 
A) product/service specific preplanning inputs. 
B) general product inputs to be stored and used later. 
C) secondary internal data. 
D) secondary external data. 
E) quantitative data which will be used by the client to determine market development strategies.

Question 13

Nizoral A-D shampoo is the only dandruff shampoo made with the number one doctor-prescribed ingredient,an ingredient that its manufacturer holds the patent on.This is the product's unique selling proposition (USP).Which of the following statements about this USP is true?

Accepted Answer

A) This USP can be easily imitated. 
B) This USP does not benefit a large enough target market. 
C) This USP creates a sustainable competitive advantage. 
D) This USP will cause the copy platform to be more cognitive than affective. 
E) This USP allows for the creation of a strong brand personality. 
A) This USP can be easily imitated. 
B) This USP does not benefit a large enough target market. 
C) This USP creates a sustainable competitive advantage. 
D) This USP will cause the copy platform to be more cognitive than affective. 
E) This USP allows for the creation of a strong brand personality.

Question 14

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

Accepted Answer

A) they have clients who are risk averse. 
B) they have clients who are willing to take creative risks. 
C) they have clients who never become involved with or interfere in the creation process. 
D) their clients keep them in check and don't let them try creative approaches that are excessively different. 
E) their relationship with the client is significantly more important than any creative work. 
A) they have clients who are risk averse. 
B) they have clients who are willing to take creative risks. 
C) they have clients who never become involved with or interfere in the creation process. 
D) their clients keep them in check and don't let them try creative approaches that are excessively different. 
E) their relationship with the client is significantly more important than any creative work.

Question 15

The print ads and the television ads for Maytag appliances were designed to show "The Loneliest Man in the World" was a Maytag repairman.Public appearances by the actor who appeared in the commercials as well as consumer brochures and point-of-purchase displays were also used in this interrelated and coordinated effort called a(n):

Accepted Answer

A) advertising campaign. 
B) copy platform. 
C) animatic. 
D) campaign illumination. 
E) interrelated marketing campaign (IM
C) . 
A) advertising campaign. 
B) copy platform. 
C) animatic. 
D) campaign illumination. 
E) interrelated marketing campaign (IM
C) .

Question 16

All Nippon Airways (ANA)is the largest airline in the Far East.Its ads focus on the Japanese hospitality that is offered on its planes-everything from elegant tableware to the finest 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:

Accepted Answer

A) a universal selling proposition. 
B) image advertising. 
C) an animatic. 
D) attribute-based positioning. 
E) refutational appeal. 
A) a universal selling proposition. 
B) image advertising. 
C) an animatic. 
D) attribute-based positioning. 
E) refutational appeal.

Question 17

Visa credit cards ran ads for a number of years that center around the basic theme that "Visa Is Everywhere You Want to Be." These ads emphasized the fact that Visa is accepted more places than any of its competitors are.This is an example of a(n):

Accepted Answer

A) inherent drama appeal. 
B) long-running advertising campaign. 
C) conflict between the agency and the client producing an inability to create a new campaign theme. 
D) copy platform. 
E) creative blueprint. 
A) inherent drama appeal. 
B) long-running advertising campaign. 
C) conflict between the agency and the client producing an inability to create a new campaign theme. 
D) copy platform. 
E) creative blueprint.

Question 18

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 19

A(n)_____ is a work plan or checklist that is used to guide the creative development of an advertising message or campaign.

Accepted Answer

A) animatic 
B) working document 
C) copy platform 
D) selling idea 
E) unique selling proposition 
A) animatic 
B) working document 
C) copy platform 
D) selling idea 
E) unique selling proposition

Question 20

Poinsettias are a very popular plant during the Christmas season.A major problem for growers of poinsettias is root rot.Syngenta has developed a patented product that eliminates root rot when it is placed in soil mix in which the plants are grown.Unlike other unique selling propositions such as new packaging,this USP creates a(n):

Accepted Answer

A) sustainable competitive advantage. 
B) need for a repositioning drama. 
C) opportunity for an flexibility ad appeal in the consumer market. 
D) potential weakness for Syngenta's competition. 
E) opportunity for ethnographic research. 
A) sustainable competitive advantage. 
B) need for a repositioning drama. 
C) opportunity for an flexibility ad appeal in the consumer market. 
D) potential weakness for Syngenta's competition. 
E) opportunity for ethnographic research.

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

Which of the following statements about account planning is true?

_____ refers to situations where the ad contains execution elements that are meaningful to consumers.

Which of the following statements is true about image advertising?

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

The _____ step of the creative process deals with refining and polishing the idea and seeing if it is an appropriate solution.

Advertising campaign themes:

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.

Procter & Gamble markets Tide,Cheer,Gain,Dash,Bold 3 and Ivory Snow detergents to a variety of different target markets.P&G advertises these different brands using what type of creative strategy?

Nizoral A-D shampoo is the only dandruff shampoo made with the number one doctor-prescribed ingredient,an ingredient that its manufacturer holds the patent on.This is the product's unique selling proposition (USP).Which of the following statements about this USP is true?

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

Visa credit cards ran ads for a number of years that center around the basic theme that "Visa Is Everywhere You Want to Be." These ads emphasized the fact that Visa is accepted more places than any of its competitors are.This is an example of a(n):

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

A(n)_____ is a work plan or checklist that is used to guide the creative development of an advertising message or campaign.

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

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

Which of the following statements about account planning is true?

_____ refers to situations where the ad contains execution elements that are meaningful to consumers.

Which of the following statements is true about image advertising?

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

The _____ step of the creative process deals with refining and polishing the idea and seeing if it is an appropriate solution.

Advertising campaign themes:

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.

Procter & Gamble markets Tide,Cheer,Gain,Dash,Bold 3 and Ivory Snow detergents to a variety of different target markets.P&G advertises these different brands using what type of creative strategy?

Nizoral A-D shampoo is the only dandruff shampoo made with the number one doctor-prescribed ingredient,an ingredient that its manufacturer holds the patent on.This is the product's unique selling proposition (USP).Which of the following statements about this USP is true?

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

Visa credit cards ran ads for a number of years that center around the basic theme that "Visa Is Everywhere You Want to Be." These ads emphasized the fact that Visa is accepted more places than any of its competitors are.This is an example of a(n):

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

A(n)_____ is a work plan or checklist that is used to guide the creative development of an advertising message or campaign.

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