Deck 12: The Creative Side and Message Strategy

Question 1

An advertising idea is considered ___________ when it is novel, fresh, unexpected, and unusual; and it is considered ___________ when it's one of a kind.

A) relevant; impactful
B) impactful; relevant
C) original; creative
D) creative; original
E) creative; relevant

Answer 1

creative; original

Question 2

A(n) ___________ is a creative concept that implements the advertising strategy so that the message is both attention getting and memorable.

A) big idea
B) creative brief
C) artful statement
D) big bang
E) central idea

Answer 2

big idea

Question 3

Using an idea that someone else has originated is known as ___________.

A) duplicate advertising
B) revised advertising
C) copycat advertising
D) recycled advertising
E) reused advertising

Answer 3

copycat advertising

Question 4

Which of the following is a common technique advertisers use to force the creative leap?

A) make an unusual association
B) concept listing
C) language manipulation
D) use similes
E) take physical risks

Question 5

Which of the following statements is false regarding creative thinking?

A) Creativity is a special form of problem solving and everyone is born with some talent in that area.
B) In advertising, creativity is limited to the writers and art directors.
C) Free association creates the juxtaposition of two seemingly unrelated thoughts.
D) Right-brain thinking is intuitive, nonverbal, and emotion-based thinking.
E) Divergent thinking uses exploration to search for all possible alternatives.

Question 6

Which technique used by creative thinkers creates the juxtaposition of two seemingly unrelated thoughts?

A) free association
B) divergent thinking
C) analogies and metaphors
D) right-brain thinking
E) left-brain thinking

Question 7

Which technique used by creative thinkers differs from the rational, linear thinking that we use to arrive at the "right" conclusion and uses exploration (playfulness) to search for all possible alternatives?

A) free association
B) divergent thinking
C) analogies and metaphors
D) right-brain thinking
E) left-brain thinking

Question 8

A person who tends to deal in expressive images, emotion, intuition, and complex interrelated ideas that must be understood as a whole rather than as pieces is ________-brain dominant.

A) right
B) left
C) top
D) front
E) back

Question 9

Which of the following is a step in the idea-generating process called creative aerobics?

A) come up with a list of facts about a product
B) create new "names" for the product
C) look for similarities between dissimilar objects
D) create new definitions for product-related nouns
E) all of the above

Question 10

Which of the following describes the immersion step of the creative process?

A) Read, research, and learn everything possible about the problem.
B) Look at the problem from every angle, develop ideas, and generate as many alternatives as possible.
C) The mind may hit a blank wall and want to give up.
D) Try to put the conscious mind to rest to let the subconscious take over.
E) Does it work and is it on strategy?

Question 11

Which of the following describes the ideation step of the creative process?

A) Read, research, and learn everything possible about the problem.
B) Look at the problem from every angle, develop ideas, and generate as many alternatives as possible.
C) The mind may hit a blank wall and want to give up.
D) Try to put the conscious mind to rest to let the subconscious take over.
E) Does it work and is it on strategy?

Question 12

Which of the following describes the brainfog step of the creative process?

A) Read, research, and learn everything possible about the problem.
B) Look at the problem from every angle, develop ideas, and generate as many alternatives as possible.
C) The mind may hit a blank wall and want to give up.
D) Try to put the conscious mind to rest to let the subconscious take over.
E) Does it work and is it on strategy?

Question 13

Which of the following describes the incubation step of the creative process?

A) Read, research, and learn everything possible about the problem.
B) Look at the problem from every angle, develop ideas, and generate as many alternatives as possible.
C) The mind may hit a blank wall and want to give up.
D) Try to put the conscious mind to rest to let the subconscious take over.
E) Does it work and is it on strategy?

Question 14

Which of the following describes the illumination step of the creative process?

A) Read, research, and learn everything possible about the problem.
B) Look at the problem from every angle, develop ideas, and generate as many alternatives as possible.
C) The mind may hit a blank wall and want to give up.
D) Try to put the conscious mind to rest to let the subconscious take over.
E) That unexpected moment when the idea comes, often when the mind is relaxed and doing something else. Consider: does it work and is it on strategy?

Question 15

Which of the following describes the final step of the creative process?

A) Read, research, and learn everything possible about the problem.
B) Look at the problem from every angle, develop ideas, and generate as many alternatives as possible.
C) The mind may hit a blank wall and want to give up.
D) Try to put the conscious mind to rest to let the subconscious take over.
E) Does it work and is it on strategy?

Question 16

A technique in which 6 to 10 people work together to come up with ideas by remaining positive and deferring judgment is known as ________.

A) concept listing
B) brainstorming
C) divergent thinking
D) free association
E) brainfog

Question 17

Which of the following is an appropriate objective to achieve the perception facet of advertising effectiveness?

A) change attitudes
B) create conviction
C) create attention
D) stimulate trial
E) touch emotions

Question 18

Which of the following are appropriate objectives to achieve the connect facet of effective advertising?

A) create attention, awareness, interest, recognition and recall
B) deliver information and understanding
C) touch emotions and create feelings
D) change attitudes, create conviction and preference
E) establish brand identity and associations

Question 19

What is the function of originality?

A) keep attention
B) increase share of mind
C) create pulling power
D) capture attention
E) create sticking power

Question 20

When a tagline is used consistently on all marketing messages, it becomes a ________.

A) slogan
B) logo
C) signature
D) claim
E) key visual

Question 21

Ads that demonstrate how something works or how to solve a problem are messages that ________.

A) reach emotions
B) get attention
C) teach
D) preach
E) resonate

Question 22

Which rational customer-focused selling premise is a benefit statement that is both unique to the product and important to the user?

A) benefit
B) promise
C) reason why
D) unique selling proposition (USP)
E) unique claim

Question 23

An effective ad is relevant, original, and has impact, which is referred to as ROI.

Question 24

In getting the great idea, the visual comes first.

Question 25

No matter how hard a creative team tries, there is no way to come up with a creative Big Idea for boring, mundane products (e.g. toilet paper).

Question 26

To get a creative idea, you must leap beyond the mundane language of the strategy statement and see the problem in a novel and unexpected way.

Question 27

Divergent thinking creates the juxtaposition of two seemingly unrelated thoughts, and it is done by thinking of a word and then describing everything that comes into your mind when you imagine that word.

Question 28

One basic principle in creative thinking for advertising is to emphasize executions and worry about concepts later.

Question 29

An objective to achieve the transformation facet of effectiveness is to touch emotions and create feelings.

Question 30

Keeping attention is the pulling power of an ad.

Question 31

The end result of persuasion is purchase.

Question 32

Advertising that tries to grab attention and generate buzz by using outlandish creative ideas or provocative visuals is referred to as vampire creativity.

Question 33

A strategy is the form in which the ad's message is presented.

Question 34

Name and describe the most common techniques that creative thinkers use to stimulate new ideas.

Question 35

As described in the chapter's opening vignette, what was the challenge facing the Grey Worldwide the agency for Frontier Airlines?

A) create an ad campaign that was serious and on strategy
B) advertise Frontier's service to Mexico in a fun and exciting way
C) tell the target market about the route to New York
D) convincing consumers that Frontier was a safe airline
E) explaining to consumers what Frontier exactly was

Question 36

What spokespersons were used in the campaign for Frontier in the chapter's opening vignette?

A) spokesanimals from the Frontier airplane tails
B) Dallas Cowboys
C) a group of very funny NBA players
D) animated robots
E) very believable regular people

Question 37

Which of the following is a tip for creating original ideas?

A) use an unexpected twist
B) use an unexpected association
C) catchy phrasing
D) play on words
E) all of the above

Question 38

According to the "Practical Tips" given in the chapter, which of the following should be avoided to prevent unoriginal ideas?

A) clichés
B) live big
C) have a clear strategy
D) play
E) have fun

Question 39

As described in "The Inside Story," where did the idea for the SORPA ad come from?

A) studying the African American market
B) a special exhibit in an art museum
C) the murderer disposing of body parts in the film Fargo
D) from a surprising incident in a supermarket
E) a trip through Elephant Rock State Park

Question 40

As described in the Road Crew creative brief given in the chapter, what was the main promise to communicate?

A) Repairing a car on the side of the highway is an emergency.
B) Take a road trip and have a great time.
C) It's more fun when you don't have to worry about driving.
D) Follow the road to success.
E) College students who take to the road have fun.

Question 41

What was the objective of the Road Crew social marketing campaign?

A) To get young men in Wisconsin small towns who drink and drive to use a ride service.
B) To encourage drivers to slow down when driving in work zones.
C) To get parents to make sure their children wear seatbelts.
D) To change the attitudes of drivers toward road construction.
E) To reduce road rage.

Question 42

What purpose do brand icons like the Burger King's Burger King and Geico's Gecko fulfill?

A) When humor is used, it is relevant, with a clear product purpose.
B) Brand rewards/benefits are highly visible through demonstration, dramatization, lifestyle, feelings, or analogy.
C) The brand is the major player in the experience.
D) Lend personality, emotion and stories to their brands.
E) represent out-of-date concepts

Question 43

To what advertising campaign, described in the "Hands-On" case at the end of the chapter, does McCann-Erickson attribute its return to the top of the advertising industry?

A) MSN's "butterfly" campaign
B) MasterCard's "priceless" campaign
C) Coca-Cola's "Always" campaign
D) Visa's "Everywhere you want to be" campaign
E) McDonald's "lovin'-it" campaign

Question 44

MINI-CASE
For years, Energizer batteries used the Energizer Bunny in its television commercials. The bunny was cute, always beating a drum with the tagline, "The Energizer Bunny keeps going and going and going." Several of the ads were humorous and people could remember the battery ad with the bunny, but for a long time, people could not name the brand of battery. As a result, Energizer started putting the bunny on the packaging and using it in point-of-purchase displays in stores, even going so far as to let consumers enter a drawing to take the bunny that was on top of the battery display home. The creative team that worked on this campaign spent considerable time researching consumers' usage of batteries as well as the problems they had with them. The team learned that people didn't like batteries that don't last long, and because Energizer batteries lasted much longer than competitors' brands, they decided to feature that in the execution of
the ads.

-Refer to Mini-Case. In which step of the creative process did the creative team read, research, and learn everything they could about Energizer batteries and their competitors?

A) immersion
B) ideation
C) incubation
D) illumination
E) evaluation

Question 45

MINI-CASE
For years, Energizer batteries used the Energizer Bunny in its television commercials. The bunny was cute, always beating a drum with the tagline, "The Energizer Bunny keeps going and going and going." Several of the ads were humorous and people could remember the battery ad with the bunny, but for a long time, people could not name the brand of battery. As a result, Energizer started putting the bunny on the packaging and using it in point-of-purchase displays in stores, even going so far as to let consumers enter a drawing to take the bunny that was on top of the battery display home. The creative team that worked on this campaign spent considerable time researching consumers' usage of batteries as well as the problems they had with them. The team learned that people didn't like batteries that don't last long, and because Energizer batteries lasted much longer than competitors' brands, they decided to feature that in the execution of
the ads.

-Refer to Mini-Case. One commercial was particularly effective because viewers watched the entire commercial to see the bunny do something funny at the end of the commercial. The ability of this commercial to keep the viewer through the end of the message is known as ________.

A) stopping power
B) pulling power
C) sticking power
D) teaser
E) point of differentiation

Question 46

MINI-CASE
For years, Energizer batteries used the Energizer Bunny in its television commercials. The bunny was cute, always beating a drum with the tagline, "The Energizer Bunny keeps going and going and going." Several of the ads were humorous and people could remember the battery ad with the bunny, but for a long time, people could not name the brand of battery. As a result, Energizer started putting the bunny on the packaging and using it in point-of-purchase displays in stores, even going so far as to let consumers enter a drawing to take the bunny that was on top of the battery display home. The creative team that worked on this campaign spent considerable time researching consumers' usage of batteries as well as the problems they had with them. The team learned that people didn't like batteries that don't last long, and because Energizer batteries lasted much longer than competitors' brands, they decided to feature that in the execution of
the ads.

-Refer to Mini-Case. While being humorous, the ads did stress that Energizer batteries last three times longer than competing brands. What is this known as?

A) intangible characteristics
B) vampire creativity
C) association message strategy
D) point of differentiation
E) attitude

Question 47

MINI-CASE
For years, Energizer batteries used the Energizer Bunny in its television commercials. The bunny was cute, always beating a drum with the tagline, "The Energizer Bunny keeps going and going and going." Several of the ads were humorous and people could remember the battery ad with the bunny, but for a long time, people could not name the brand of battery. As a result, Energizer started putting the bunny on the packaging and using it in point-of-purchase displays in stores, even going so far as to let consumers enter a drawing to take the bunny that was on top of the battery display home. The creative team that worked on this campaign spent considerable time researching consumers' usage of batteries as well as the problems they had with them. The team learned that people didn't like batteries that don't last long, and because Energizer batteries lasted much longer than competitors' brands, they decided to feature that in the execution of
the ads.

-Refer to Mini-Case. The initial problem that the commercials had where people could remember the ads but not the brand is known as ________.

A) vampire creativity
B) marketing imperialism
C) structural fault
D) copycat advertising
E) unexpected association

Question 48

As described in the chapter's opening vignette, what was the challenge facing the Grey Worldwide the agency for Frontier Airlines?

Question 49

Briefly describe the advertising campaign Grey Worldwide created for Frontier Airlines in the chapter's opening vignette.

Question 50

One of your assignments in an advertising class is to give a brief presentation on tips for coming up with original ideas. There were ten tips given in the "Practical Tips" box in the chapter, and you decide to use those for your presentation. List what you would include in your presentation.

Question 51

Explain the key visual and how it was used effectively by Absolut Vodka.

Question 52

Explain what the Big Idea is. Describe the Big Idea of the Road Crew campaign.

Question 53

Explain the process of brainstorming and the part it played in developing the Road Crew concept.

Question 54

List any 5 of the 10 tips given in the "Practical Tips" box in the chapter.

Question 55

What were the results of Frontier Airline's advertising campaign that was described in the chapter's opening and closing vignettes?

Question 56

Describe the MasterCard campaign that was discussed in the "Hands-On" case at the end of the chapter.

Question 57

MINI-CASE
For several years, the Cotton Growers of America, a trade group representing U.S. cotton farmers, used an advertising campaign that depicted people in everyday scenarios and said that cotton was the "fabric of our lives." Although cotton has several advantages over other types of fabric, none of this information was conveyed in this advertising campaign.
-Refer to Mini-Case. Did this campaign use a hard-sell or soft-sell strategy? Explain your answer by comparing and contrasting the two strategies.

Question 58

MINI-CASE
For several years, the Cotton Growers of America, a trade group representing U.S. cotton farmers, used an advertising campaign that depicted people in everyday scenarios and said that cotton was the "fabric of our lives." Although cotton has several advantages over other types of fabric, none of this information was conveyed in this advertising campaign.
-Refer to Mini-Case. Although there were several executions of television commercials, they each included the words, "Cotton. The fabric of our lives." What are these words known as?

Question 59

MINI-CASE
For several years, the Cotton Growers of America, a trade group representing U.S. cotton farmers, used an advertising campaign that depicted people in everyday scenarios and said that cotton was the "fabric of our lives." Although cotton has several advantages over other types of fabric, none of this information was conveyed in this advertising campaign.
-Refer to Mini-Case. The creative strategy and key execution details for this campaign were spelled out in a document called a creative brief. Explain what this is and list the elements that are commonly included in one.