Deck 6: Creative Strategy: Planning and Development

Question 1

Many companies are willing to spend hundreds of millions of dollars each year on creative advertising because:

A)they believe strongly in competitive parity.
B)they realize marketing success is unrelated to their creative advertising effort.
C)they know that good creative strategy and execution are often critical to the success of a product or service.
D)they want to win creative awards in order to respond to the intangibility and homogeneity characteristics of service.
E)the development of good creative strategy is a science and is explained by marketing research.

Answer 1

C

Question 2

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

A)is novel and innovative.
B)has a high level of artistic or aesthetic value.
C)communicates the message clearly and leaves a favorable impression on the target audience.
D)wins creative awards.
E)is unlike anything currently in the marketplace.

Answer 2

C

Question 3

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

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.

Answer 3

C

Question 4

According to Robert Smith,_____ ads combine,connect,or blend normally unrelated objects or ideas.

A)originality
B)synthesis
C)flexibility
D)animatic
E)elaboration

Question 5

Which of the following statements is true regarding awards for advertising creativity?

A)Ads that win creative awards almost always have a positive impact on sales.
B)Most advertising and marketing people are supportive of advertising awards because they feel creative people are more concerned with creating advertising that sells their client's products than with winning awards.
C)As a rule,all advertising people believe awards are an inappropriate way of recognizing advertising creativity that often helps sell a client's products.
D)Not all advertising campaigns that have won creative awards have successfully generated sales for their clients' products.
E)An award winning ad leads to higher sales as it is greatly liked and accepted by creative people.

Question 6

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

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 7

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

A)A unique selling plan (USP)
B)Promotional uniqueness
C)Problem detection
D)Positioning
E)Advertising creativity

Question 8

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

A)originality
B)flexibility
C)elaboration
D)animatic
E)synthesis

Question 9

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?

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

Question 10

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.

A)strategy;tactics
B)tactics;strategy
C)mission: strategy
D)tactics;vision
E)vision;mission

Question 11

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

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 12

Which of the following statements is true according to the Hirschman study about the creative people involved in advertising?

A)They view ads as promotional tools whose primary purpose is to communicate favorable impressions to the marketplace.
B)They are more risk averse than the brand managers.
C)They prefer making conservative commercials.
D)They believe a commercial should be evaluated in terms of whether it fulfills the client's marketing and communicative objectives.
E)They want to maximize the impact of the message.

Question 13

According to Robert Smith,_____ ads contain different ideas or switch from one perspective to another.

A)originality
B)synthesis
C)flexibility
D)relevant
E)animatic

Question 14

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

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

Question 15

The _____ is used as the central theme of the advertising campaign and translated into attention-getting,distinctive,and memorable messages.

A)animatic
B)big idea
C)brand name
D)logo
E)copy platform

Question 16

_____ 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.

A)Uniqueness
B)Dramatization
C)Creativity
D)Proficiency
E)Personification

Question 17

Ads are often called _____.

A)animatics
B)copy platforms
C)creative
D)work plans
E)storyboards

Question 18

_____ refers to the extent to which an ad contains elements that are novel,different,or unusual.

A)Divergence
B)Relevance
C)Illumination
D)Animatic
E)Positioning

Question 19

According to Robert Smith,_____ ads contain elements that are rare,surprising,or move away from the obvious and commonplace.

A)originality
B)illuminative
C)artistic value
D)synthesis
E)animatic

Question 20

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

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 21

CoverGirl cosmetics have hired Drew Barrymore to appear in its advertisements in order to help them capture the attention and interest of the consumers.Through this,the ad illustrates the application of:

A)ad-to-consumer relevance.
B)brand-to-consumer relevance.
C)positioning strategy.
D)inherent drama.
E)an animatic.

Question 22

The _____ step of the creative process deals with putting the problems out of one's conscious mind and turning the information over to the subconscious to do the work.

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

Question 23

According to the work of sociologist Graham Wallace,the four-step approach to the creative process includes:

A)preparation,incubation,illumination,and verification.
B)immersion,brainstorming,creation,and reality check.
C)preparation,illumination,creation,and verification.
D)preparation,immersion,creation,and verification.
E)immersion,incubation,illumination,and creation.

Question 24

Which of the following statements is true about the relevance of ads?

A)Ad-to-consumer relevance refers to situations where the advertised brand of a product or service is of personal interest to consumers.
B)Brand-to-consumer relevance refers to situations where the ad contains execution elements that are meaningful to consumers.
C)Brand-to-consumer relevance could be achieved through making use of celebrities with whom consumers identify.
D)Relevance can be viewed in terms of the degree to which an advertisement provides information or an image that is pertinent to the brand.
E)The use of visual images and other execution techniques that capture their interest and attention of the consumers help in increasing brand-to-consumer relevance.

Question 25

According to James Webb Young,a former creative vice president at the J.Walter Thompson agency,the production of creative advertising ideas:

A)is a random process that cannot be taught.
B)does not follow a definitive plan.
C)cannot be learned and controlled.
D)is a definitive process that can be learned and controlled.
E)has as many different routes as there are different forms of creativity.

Question 26

According to the universal advertising standards developed by the D'Arcy Masius Benton & Bowles agency,a creative advertising message is built around:

A)an unique selling plan (USP).
B)a strong brand image.
C)a power idea or a creative core.
D)the slice-of-life concept.
E)dramatization.

Question 27

There are five steps in the creative process as designed by James Webb Young,a former creative vice president at the J.Walter Thompson agency.They are:

A)preparation,brainstorming,growth,reality check,and verification.
B)immersion,testing,illumination,creation,and verification.
C)immersion,digestion,incubation,illumination,and verification.
D)preparation,incubation,immersion,illumination,and reality check.
E)immersion,brainstorming,incubation,creation,and reality check.

Question 28

An idea develops during the _____ step of the creative process.

A)reality
B)illumination
C)verification
D)originality
E)immersion

Question 29

One of the major determinants of creativity is _____ which reflects the degree to which the various elements of the ad are meaningful,useful,or valuable to the consumer.

A)divergence
B)synthesis
C)relevance
D)illumination
E)elaboration

Question 30

The perpetual debate over the most effective role for advertising is between:

A)rationalists and poets.
B)environmentalists and pragmatics.
C)liberals and conservatives.
D)functionalists and operationalists.
E)supporters of centralization and supporters of decentralization.

Question 31

According to D'Arcy Masius Benton & Bowles's agency,_____ is the vehicle that transforms the strategy into a dynamic,creative communications concept.

A)the Positioning Idea
B)the Illumination Idea
C)the Divergence Idea
D)the Power Idea
E)the Imagery Idea

Question 32

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

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

Question 33

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

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 34

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

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 35

Advertising creative personnel tend to:

A)be more concrete and formalized than intuitive when solving a problem.
B)have majored in marketing in college.
C)rely on intuition more than logic.
D)be highly structured and organized individuals.
E)be no different from people with business executive backgrounds.

Question 36

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

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

Question 37

According to Robert Smith,_____ ads contain attractive shapes and colors.

A)synthesis
B)animatic
C)originality
D)artistic value
E)illumination

Question 38

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

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

Question 39

The proponents of creative advertising argue that:

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 40

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.

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

Question 41

Which of the following statements is true about focus groups?

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 42

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.

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

Question 43

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

A)The models let the client see what he or she is paying for.
B)The models provide an organized approach to a creative problem.
C)The models let creatives approach the creative process in whichever manner feels most comfortable to them.
D)The models were developed by people who were successful advertisers themselves.
E)The models create heuristics needed to determine whether an ad will accomplish its goals.

Question 44

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

A)making sure the client knows the agency has the final say on which strategy will be used.
B)driving the process from the customers' point of view.
C)making sure all advertising complies with local,state,and FTC regulations.
D)determining whether the account should be accepted.
E)forecasting demand for the product category.

Question 45

_____ is a process that involves conducting research and gathering all information about a client's product or service,brand,and members of the target audience.

A)Incubation
B)Germination
C)Account planning
D)Creative research
E)Account seeding

Question 46

Which of the following statements about account planning is true?

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 47

Leon is the creative director for an agency that has just been hired by a manufacturer of golfing equipment to create a new advertising campaign for the company's titanium clubs.Before starting to develop creative ideas,Leon reads some golfing magazines and spends time talking to friends and co-workers who play golf.These activities are part of which step of the creative process?

A)preparation
B)incubation
C)illumination
D)verification
E)revision

Question 48

For weeks,Bridgette had been trying to come up with a creative approach to advertise light bulbs.She decided to try not to think about it for a while to see if her subconscious could figure something out.As she was relaxing in her bath one night,a great idea for a creative light bulb advertising campaign just seemed to pop into her head.She leapt out of the tub and began to write it all down before she forgot it.In terms of the creative process,Bridgette has just experienced the _____ step.

A)immersion
B)verification
C)revision
D)illumination
E)reality check

Question 49

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

A)quantitative research techniques.
B)qualitative research techniques.
C)problem detection studies.
D)econometric research.
E)secondary internal research.

Question 50

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.

A)preparation
B)verification
C)revision
D)reality check
E)incubation

Question 51

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:

A)general preplanning input.
B)product-specific preplanning input.
C)verification research.
D)brainstorming.
E)problem detection research.

Question 52

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

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

Question 53

Lifestyle research,attitude studies,and perceptual mapping would be examples of:

A)general preplanning inputs.
B)product/service-specific preplanning inputs.
C)verification studies.
D)revision studies.
E)demographic studies for business-to-business clients.

Question 54

_____ 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.

A)Ethnographic research
B)Focus group
C)Animatic
D)Quantitative research
E)Perceptual mapping

Question 55

Psychographic studies are used by advertising agencies to:

A)identify age,educational level,and ethnic background of the target audience.
B)provide creative personnel with a better understanding of the target audience for whom they are developing the advertising message.
C)determine how to allocate the advertising budget.
D)understand specific consumption problems consumers encounter with various products and services.
E)determine the problems encountered by the customers while using a product.

Question 56

______ is a research technique whereby consumers are asked to generate an exhaustive list of things that bother them or difficulties they encounter when using a product or service.

A)Consumer brainstorming
B)General preplanning input
C)Perceptual mapping
D)Problem detection
E)Market profiling

Question 57

Inna has been hired to promote a membership-only genealogical website,which provides demographic information on over one billion people.She has gathered together all the relevant environmental information and has studied the product as closely as possible.She needs to work on another project and put the genealogical project completely out of her conscious mind.Her subconscious needs time to work on a solution.Now it is time for the _____ step of the creative process.

A)preparation
B)revision
C)incubation
D)illumination
E)verification

Question 58

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:

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 59

Lisle Ju,the creative director for JTT ad agency,is observing a focus group for four-wheel drive SUVs.She is gathering _____ before she begins to develop creative strategy for an SUV manufacturer.

A)general preplanning input
B)market detection research
C)product specific preplanning input
D)illumination research
E)secondary internal data

Question 60

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:

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

Question 61

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):

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

Question 62

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

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

Question 63

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

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

Question 64

The copy platform:

A)is typically developed by agency personnel with no input from the client.
B)is developed by the client before ever meeting with the agency.
C)often involves individuals from both the client side and agency personnel.
D)has a predetermined format that makes it easier to compare platforms from two disparate products.
E)typically contains both the advertising and the communications objectives.

Question 65

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:

A)unique selling proposition.
B)illumination strategy.
C)inherent drama.
D)competitive weakness.
E)brand equity.

Question 66

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.

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

Question 67

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

A)universal selling propositions (USPs).
B)big ideas that have been the basis for effective advertising campaigns.
C)inherent drama approaches to developing big ideas.
D)big ideas for ad campaigns that did not last very long.
E)creative platforms that support products in the pioneering stage of their product life cycles.

Question 68

One of the most popular and long-running advertising campaigns was created by the Leo Burnett agency for Maytag appliances.The ____ or central message of the advertising campaign was "Maytag Dependability."

A)animatic
B)campaign theme
C)repositioning strategy
D)copy platform
E)product specific preplanning input

Question 69

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):

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

Question 70

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):

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 71

To make a creative layout of a commercial more realistic,a(an)_____ may be produced by making a videotape of the _____ along with an audio soundtrack.

A)animatic;storyboard
B)storyboard;animatic
C)animatic;copy platform
D)copy platform;storyboard
E)campaign;storyboard

Question 72

Canadian researchers went into people's homes and observed how they watched television and more specifically what they did when commercials came on.This was an example of _____ research.

A)psychographic
B)demographic
C)ethnographic
D)perceptual
E)quantitative

Question 73

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

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

Question 74

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

A)unique selling propositions.
B)long-running advertising campaign themes.
C)inherent drama appeals.
D)copy platforms.
E)creative blueprints.

Question 75

The Rogers Agency wants to test a creative idea it has for a new commercial before moving ahead with the production of the spot.To make the test more realistic it wants to test both the visual layout of the commercial as well as the audio portion of the message.The commercial should be tested in which of the following forms?

A)Storyboard
B)Animatic
C)Reaction profile
D)Print copy
E)Rough layout

Question 76

Leslie is working for a local agency as an intern.Her company has been hired to develop an advertising campaign for chain of coffee shops.She has been given the task of coming up with the big idea.You can tell her big ideas:

A)are very easy to come by.
B)really only matter in advertising for consumer products and not for retail establishments.
C)are typically not the basis for effective advertising campaigns.
D)are only effective in business-to-business advertising.
E)could become the basis of very creative and successful advertising campaigns.

Question 77

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

A)advertising campaign
B)copy platform
C)unique proposition
D)creative blueprint
E)creative work plan

Question 78

A(n)____ is a series of drawings used to present the visual plan or layout of a commercial along with a description of the audio for each scene.

A)animatic
B)rough layout
C)storyboard
D)creative map
E)copy platform

Question 79

Advertising campaign themes:

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 80

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

A)Psychographic
B)Internalization
C)Demographic
D)Sociocultural
E)Ethnographic