Question 1

No matter which model of the creative process you use,the last step in the creative process is:

Accepted Answer

A) resolution. 
B) illumination. 
C) verification. 
D) market evaluation. 
E) confirmation. 
A) resolution. 
B) illumination. 
C) verification. 
D) market evaluation. 
E) confirmation.

Question 2

Researchers Daniel Miller and Don Slater monitored websites,lurked in chat rooms,and hung out in cyber cafés and observed how Internet users act.The users they observed consider the Internet to be a tool to augment traditional forms of communication.Miller and Slater conducted _____ research.

Accepted Answer

A) e-marketing 
B) ethnographic 
C) demographic 
D) quantitative 
E) e-commerce 
A) e-marketing 
B) ethnographic 
C) demographic 
D) quantitative 
E) e-commerce

Question 3

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 4

According to Robert Smith,the two ways in which relevance could be achieved are:

Accepted Answer

A) ad-to-brand relevance and brand-to-ad relevance. 
B) ad-to-producer relevance and brand-to producer relevance. 
C) ad-to-producer relevance and brand-to-consumer relevance. 
D) ad-to-consumer relevance and brand-to-producer relevance. 
E) ad-to-consumer relevance and brand-to-consumer relevance. 
A) ad-to-brand relevance and brand-to-ad relevance. 
B) ad-to-producer relevance and brand-to producer relevance. 
C) ad-to-producer relevance and brand-to-consumer relevance. 
D) ad-to-consumer relevance and brand-to-producer relevance. 
E) ad-to-consumer relevance and brand-to-consumer relevance.

Question 5

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.

Accepted Answer

A) consumer brainstorming 
B) general preplanning input 
C) perceptual mapping 
D) problem detection 
E) market profiling 
A) consumer brainstorming 
B) general preplanning input 
C) perceptual mapping 
D) problem detection 
E) market profiling

Question 6

_____ is the approach to finding a major selling idea can be done on the basis of product attributes,price/quality,usage or application,product users,or product class.

Accepted Answer

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

Question 7

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) brand image 
D) unique selling proposition 
E) transformational advertising 
A) inherent drama 
B) positioning 
C) brand image 
D) unique selling proposition 
E) transformational advertising

Question 8

According to Young's model of the creative process,the _____ step deals with gathering raw material and information through background research and immersing yourself in the problem.

Accepted Answer

A) problem detection 
B) illumination 
C) immersion 
D) reality 
E) incubation 
A) problem detection 
B) illumination 
C) immersion 
D) reality 
E) incubation

Question 9

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:

Accepted Answer

A) unique selling proposition. 
B) flexibility. 
C) inherent drama. 
D) tangibility. 
E) brand equity. 
A) unique selling proposition. 
B) flexibility. 
C) inherent drama. 
D) tangibility. 
E) brand equity.

Question 10

The people who develop ads and commercials are known as ____.

Accepted Answer

A) innovators 
B) animatics 
C) copy makers 
D) creative types 
E) illuminators 
A) innovators 
B) animatics 
C) copy makers 
D) creative types 
E) illuminators

Question 11

The proponents of creative advertising argue that:

Accepted Answer

A) the more information in the ad the more effective the ad. 
B) the only purpose of advertising is to sell the product. 
C) advertising should be designed to make consumers buy products that they do not want or need. 
D) advertising should be designed to create an emotional bond between consumers and the brand or company. 
E) advertising should break through the clutter by focusing on logos and products. 
A) the more information in the ad the more effective the ad. 
B) the only purpose of advertising is to sell the product. 
C) advertising should be designed to make consumers buy products that they do not want or need. 
D) advertising should be designed to create an emotional bond between consumers and the brand or company. 
E) advertising should break through the clutter by focusing on logos and products.

Question 12

Tiffany is the creative director of an ad agency.The agency has just been hired to develop a promotional campaign for a company that produces exercise videos for women.As part of her preparation for developing a creative strategy,Tiffany reviews some studies conducted on the overall fitness and exercise market as well as a report on the changing roles of women in society.This information is part of:

Accepted Answer

A) general preplanning input. 
B) product-specific preplanning input. 
C) problem detection studies. 
D) illumination studies. 
E) brainstorming process. 
A) general preplanning input. 
B) product-specific preplanning input. 
C) problem detection studies. 
D) illumination studies. 
E) brainstorming process.

Question 13

Which of the following statements is true about creative strategy and execution?

Accepted Answer

A) A good creative strategy and execution guarantees a brand will exceed its sales objectives. 
B) A good creative strategy almost never helps generate sales for a brand. 
C) Ads that are very creative may not increase sales of a brand. 
D) Companies have no trouble coming up with creative advertising that differentiates their brands from the competition. 
E) Good creative strategy cannot help a struggling brand regain its former prominence. 
A) A good creative strategy and execution guarantees a brand will exceed its sales objectives. 
B) A good creative strategy almost never helps generate sales for a brand. 
C) Ads that are very creative may not increase sales of a brand. 
D) Companies have no trouble coming up with creative advertising that differentiates their brands from the competition. 
E) Good creative strategy cannot help a struggling brand regain its former prominence.

Question 14

Which of the following statements is true about focus groups?

Accepted Answer

A) Focus group is a qualitative research technique. 
B) Focus group is a quantitative research technique. 
C) Focus groups involve observing consumers in their natural environment. 
D) Focus groups are not very useful in evaluating the viability of different creative approaches under consideration. 
E) Focus groups involve observing the natural habits of a particular group of consumers without their knowledge. 
A) Focus group is a qualitative research technique. 
B) Focus group is a quantitative research technique. 
C) Focus groups involve observing consumers in their natural environment. 
D) Focus groups are not very useful in evaluating the viability of different creative approaches under consideration. 
E) Focus groups involve observing the natural habits of a particular group of consumers without their knowledge.

Question 15

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

Question 16

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

Accepted Answer

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

Question 17

Based on the findings of the study conducted by Elizabeth Hirschman,which of the following individuals is most likely to be risk averse and prefer commercials that focus on the product rather than creative impact?

Accepted Answer

A) Product and brand managers 
B) Art directors 
C) Copywriters 
D) Creative directors 
E) Product consumers 
A) Product and brand managers 
B) Art directors 
C) Copywriters 
D) Creative directors 
E) Product consumers

Question 18

_____ refers to situations where the advertised brand of a product or service is of personal interest 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 19

Which of the following statements supports the reason why a marketer might want to emphasize creativity in the development of an advertising campaign?

Accepted Answer

A) Creative advertisements that are creative for the sake of being creative often fail to produce sales. 
B) Creative advertising can break through the clutter and make an impression on buyers. 
C) Creative advertising cannot create positive feelings that transfer to the product or service. 
D) Creative advertising is effective even if it is irrelevant to the target audience. 
E) Creative advertising helps in winning awards that leads to increase in sales. 
A) Creative advertisements that are creative for the sake of being creative often fail to produce sales. 
B) Creative advertising can break through the clutter and make an impression on buyers. 
C) Creative advertising cannot create positive feelings that transfer to the product or service. 
D) Creative advertising is effective even if it is irrelevant to the target audience. 
E) Creative advertising helps in winning awards that leads to increase in sales.

Question 20

According to well-known advertising executive John O'Toole,a flash of insight that joins together a product benefit with what consumers desire in a fresh,involving way is called a(n):

Accepted Answer

A) unique selling theme. 
B) epiphany. 
C) revelation. 
D) big idea. 
E) illumination. 
A) unique selling theme. 
B) epiphany. 
C) revelation. 
D) big idea. 
E) illumination.

No matter which model of the creative process you use,the last step in the creative process is:

Researchers Daniel Miller and Don Slater monitored websites,lurked in chat rooms,and hung out in cyber cafés and observed how Internet users act.The users they observed consider the Internet to be a tool to augment traditional forms of communication.Miller and Slater conducted _____ research.

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

According to Robert Smith,the two ways in which relevance could be achieved are:

_____ is the approach to finding a major selling idea can be done on the basis of product attributes,price/quality,usage or application,product users,or product class.

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

According to Young's model of the creative process,the _____ step deals with gathering raw material and information through background research and immersing yourself in the problem.

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:

The people who develop ads and commercials are known as ____.

The proponents of creative advertising argue that:

Which of the following statements is true about creative strategy and execution?

Which of the following statements is true about focus groups?

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

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

Based on the findings of the study conducted by Elizabeth Hirschman,which of the following individuals is most likely to be risk averse and prefer commercials that focus on the product rather than creative impact?

_____ refers to situations where the advertised brand of a product or service is of personal interest to consumers.

Which of the following statements supports the reason why a marketer might want to emphasize creativity in the development of an advertising campaign?

According to well-known advertising executive John O'Toole,a flash of insight that joins together a product benefit with what consumers desire in a fresh,involving way is called a(n):

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

No matter which model of the creative process you use,the last step in the creative process is:

Researchers Daniel Miller and Don Slater monitored websites,lurked in chat rooms,and hung out in cyber cafés and observed how Internet users act.The users they observed consider the Internet to be a tool to augment traditional forms of communication.Miller and Slater conducted _____ research.

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

According to Robert Smith,the two ways in which relevance could be achieved are:

_____ is the approach to finding a major selling idea can be done on the basis of product attributes,price/quality,usage or application,product users,or product class.

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

According to Young's model of the creative process,the _____ step deals with gathering raw material and information through background research and immersing yourself in the problem.

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:

The people who develop ads and commercials are known as ____.

The proponents of creative advertising argue that:

Which of the following statements is true about creative strategy and execution?

Which of the following statements is true about focus groups?

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

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

Based on the findings of the study conducted by Elizabeth Hirschman,which of the following individuals is most likely to be risk averse and prefer commercials that focus on the product rather than creative impact?

_____ refers to situations where the advertised brand of a product or service is of personal interest to consumers.

Which of the following statements supports the reason why a marketer might want to emphasize creativity in the development of an advertising campaign?

According to well-known advertising executive John O'Toole,a flash of insight that joins together a product benefit with what consumers desire in a fresh,involving way is called a(n):

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