Question 1

______ is the extent to which an ad contains novel,different,or unusual characteristics.

Accepted Answer

A)  Positioning 
B)  Creativity 
C)  Divergence 
D)  Relevance 
A)  Positioning 
B)  Creativity 
C)  Divergence 
D)  Relevance

Question 2

A copywriter in the Creative Edge agency has just been assigned to the Wendy's fast food restaurant account.One of the first things he may want to do is:

Accepted Answer

A)  sit down and begin writing copy for sample ads 
B)  spend some time visiting fast food restaurants, eating their food and talking to consumers about some of their specific likes and dislikes of Wendy's and their competitors 
C)  try to come up with some big ideas that can be the basis of a creative ad campaign 
D)  come up with alternative positioning concepts for Wendy's 
A)  sit down and begin writing copy for sample ads 
B)  spend some time visiting fast food restaurants, eating their food and talking to consumers about some of their specific likes and dislikes of Wendy's and their competitors 
C)  try to come up with some big ideas that can be the basis of a creative ad campaign 
D)  come up with alternative positioning concepts for Wendy's

Question 3

Account planners are responsible for the conducting and analysis of research in order to drive the creative process from a(n)___________ point of view.

Accepted Answer

A)  incubation 
B)  historical 
C)  head office 
D)  customer 
A)  incubation 
B)  historical 
C)  head office 
D)  customer

Question 4

David 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 David specific questions about the food,the seating arrangements,the ease with which he entered and exited the plane,and the service provided by the airplane attendants.Since the ad agency doing the research is the one that will be the creative strategy for the airline's new ad campaign,you know that David 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 external data 
D)  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 external data 
D)  quantitative data which will be used by the client to determine market development strategies

Question 5

Retailers wanting to announce sales,special offers,or everyday low prices often use a _____ appeal.

Accepted Answer

A)  news 
B)  popularity 
C)  favourable price 
D)  promotional 
A)  news 
B)  popularity 
C)  favourable price 
D)  promotional

Question 6

An approach to determine the creative theme/idea that uses consumer benefits as a foundation with an emphasis on presenting these benefits in a dramatic way is the _____ approach.

Accepted Answer

A)  positioning 
B)  brand image 
C)  inherent drama 
D)  benefit 
A)  positioning 
B)  brand image 
C)  inherent drama 
D)  benefit

Question 7

One way that a supermarket can make its ads seem more trustworthy is to:

Accepted Answer

A)  use cartoon characters in humourous shopping experiences 
B)  hire attractive actors and actresses who look like people wished they looked 
C)  show customers talking about the supermarket on hidden cameras 
D)  use loud music or an unsettling colour combination 
A)  use cartoon characters in humourous shopping experiences 
B)  hire attractive actors and actresses who look like people wished they looked 
C)  show customers talking about the supermarket on hidden cameras 
D)  use loud music or an unsettling colour combination

Question 8

Which of the following statements about celebrity endorsers is true?

Accepted Answer

A)  Consumers who are very knowledgeable about a product or service tend to be most persuaded by celebrity endorsers. 
B)  The teenage market is generally not receptive to celebrity endorsers. 
C)  Many marketers are finding that teenage consumers are more skeptical and cynical about the use of celebrity endorsers. 
D)  Celebrity endorsers do not have much credibility among older consumers. 
A)  Consumers who are very knowledgeable about a product or service tend to be most persuaded by celebrity endorsers. 
B)  The teenage market is generally not receptive to celebrity endorsers. 
C)  Many marketers are finding that teenage consumers are more skeptical and cynical about the use of celebrity endorsers. 
D)  Celebrity endorsers do not have much credibility among older consumers.

Question 9

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:

Accepted Answer

A)  unique selling proposition 
B)  brand image 
C)  inherent drama 
D)  brand equity 
A)  unique selling proposition 
B)  brand image 
C)  inherent drama 
D)  brand equity

Question 10

The end result of the creative process is the written document referred to as the ___.It specifies the basic elements of the creative strategy and other relevant information.

Accepted Answer

A)  animatic 
B)  working document 
C)  creative brief 
D)  selling idea 
A)  animatic 
B)  working document 
C)  creative brief 
D)  selling idea

Question 11

Which of the following is NOT an example of a favourable price appeal?

Accepted Answer

A)  The Bay department store announces a new line of women's sportswear. 
B)  Walmart stores advertise their everyday low prices. 
C)  McDonald's restaurant promotes its $2.99 meal deal. 
D)  Nissan advertises the 2008 Altima as the lowest priced car in its class. 
A)  The Bay department store announces a new line of women's sportswear. 
B)  Walmart stores advertise their everyday low prices. 
C)  McDonald's restaurant promotes its $2.99 meal deal. 
D)  Nissan advertises the 2008 Altima as the lowest priced car in its class.

Question 12

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 in Far Eastern cuisine.If comfort and fine food is important to you when you travel,then you should think 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)  unique selling proposition 
B)  attribute-based positioning 
C)  inherent drama 
D)  image advertising 
A)  unique selling proposition 
B)  attribute-based positioning 
C)  inherent drama 
D)  image advertising

Question 13

Andrew is the creative director for an agency that has just taken on a golf ball manufacturer as a client.Before starting to develop creative ideas,Andrew reads some golfing magazines and spends time talking to some friends and co-workers who play golf.These activities are part of which stage of the creative process?

Accepted Answer

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

Question 14

The Extra Awards celebrate the use of _____ as an effective medium.

Accepted Answer

A)  sponsorship 
B)  newsprint 
C)  television 
D)  crowd-sourcing 
A)  sponsorship 
B)  newsprint 
C)  television 
D)  crowd-sourcing

Question 15

Rational and emotional advertising appeals:

Accepted Answer

A)  represent two distinctive approaches which can never be combined 
B)  are essentially the same 
C)  can be combined since consumers' purchase decisions are often made on the basis of rational and emotional motives 
D)  are used together only for low-involvement products 
A)  represent two distinctive approaches which can never be combined 
B)  are essentially the same 
C)  can be combined since consumers' purchase decisions are often made on the basis of rational and emotional motives 
D)  are used together only for low-involvement products

Question 16

The Bessies are awards celebrating the use of _____ as an effective medium.

Accepted Answer

A)  sponsorship 
B)  newsprint 
C)  television 
D)  crowd-sourcing 
A)  sponsorship 
B)  newsprint 
C)  television 
D)  crowd-sourcing

Question 17

The content of advertising with _____ appeals emphasizes facts,learning,and the logic of persuasion.

Accepted Answer

A)  emotional 
B)  rational 
C)  transformational 
D)  subliminal 
A)  emotional 
B)  rational 
C)  transformational 
D)  subliminal

Question 18

_____ advertising is sometimes used to create curiosity and build interest and excitement in a new product or brand by talking about it but not showing it.

Accepted Answer

A)  Reminder 
B)  Teaser 
C)  Curiosity 
D)  New product 
A)  Reminder 
B)  Teaser 
C)  Curiosity 
D)  New product

Question 19

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 battery's:

Accepted Answer

A)  unique selling proposition 
B)  brand image 
C)  inherent drama 
D)  brand equity 
A)  unique selling proposition 
B)  brand image 
C)  inherent drama 
D)  brand equity

Question 20

According to the sleeper effect phenomenon:

Accepted Answer

A)  the impact of persuasive messages diminishes over time 
B)  people retain advertising messages when they see them right before going to bed and rehearse them in their sleep 
C)  the impact of persuasive messages from low-credibility sources can increase over time since the message content becomes disassociated from the source 
D)  people instinctively disassociate low-credibility sources from messages when they are paying less than full attention to the message 
A)  the impact of persuasive messages diminishes over time 
B)  people retain advertising messages when they see them right before going to bed and rehearse them in their sleep 
C)  the impact of persuasive messages from low-credibility sources can increase over time since the message content becomes disassociated from the source 
D)  people instinctively disassociate low-credibility sources from messages when they are paying less than full attention to the message

______ is the extent to which an ad contains novel,different,or unusual characteristics.

A copywriter in the Creative Edge agency has just been assigned to the Wendy's fast food restaurant account.One of the first things he may want to do is:

Account planners are responsible for the conducting and analysis of research in order to drive the creative process from a(n)___________ point of view.

Retailers wanting to announce sales,special offers,or everyday low prices often use a _____ appeal.

An approach to determine the creative theme/idea that uses consumer benefits as a foundation with an emphasis on presenting these benefits in a dramatic way is the _____ approach.

One way that a supermarket can make its ads seem more trustworthy is to:

Which of the following statements about celebrity endorsers is true?

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:

The end result of the creative process is the written document referred to as the ___.It specifies the basic elements of the creative strategy and other relevant information.

Which of the following is NOT an example of a favourable price appeal?

The Extra Awards celebrate the use of _____ as an effective medium.

Rational and emotional advertising appeals:

The Bessies are awards celebrating the use of _____ as an effective medium.

The content of advertising with _____ appeals emphasizes facts,learning,and the logic of persuasion.

_____ advertising is sometimes used to create curiosity and build interest and excitement in a new product or brand by talking about it but not showing it.

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 battery's:

According to the sleeper effect phenomenon:

Integrated Marketing Communications

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters

Exam 7: Creative Strategy Decisions

______ is the extent to which an ad contains novel,different,or unusual characteristics.

A copywriter in the Creative Edge agency has just been assigned to the Wendy's fast food restaurant account.One of the first things he may want to do is:

Account planners are responsible for the conducting and analysis of research in order to drive the creative process from a(n)___________ point of view.

Retailers wanting to announce sales,special offers,or everyday low prices often use a _____ appeal.

An approach to determine the creative theme/idea that uses consumer benefits as a foundation with an emphasis on presenting these benefits in a dramatic way is the _____ approach.

One way that a supermarket can make its ads seem more trustworthy is to:

Which of the following statements about celebrity endorsers is true?

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:

The end result of the creative process is the written document referred to as the ___.It specifies the basic elements of the creative strategy and other relevant information.

Which of the following is NOT an example of a favourable price appeal?

The Extra Awards celebrate the use of _____ as an effective medium.

Rational and emotional advertising appeals:

The Bessies are awards celebrating the use of _____ as an effective medium.

The content of advertising with _____ appeals emphasizes facts,learning,and the logic of persuasion.

_____ advertising is sometimes used to create curiosity and build interest and excitement in a new product or brand by talking about it but not showing it.

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 battery's:

According to the sleeper effect phenomenon:

Integrated Marketing Communications

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters