Question 1

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

Accepted Answer

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 E

Question 2

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.

Accepted Answer

The creative brief is a document prepared by the account planner to summarize the basic marketing and advertising strategy. Although the format varies among agencies (see Table 12.2), most combine the following basic advertising strategy decisions:
(1) Problem to be solved
(2) Objectives
(3) Target market
(4) Positioning strategy
(5) Type of creative strategy
(6) Selling premise
(7) Suggestions about the ad's execution, such as tone of voice

Question 3

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

Accepted Answer

The results of the campaign were:
(1) Bookings rose 56%
(2) Unaided awareness rose from 40% to 78%
(3) Chosen Denver's favorite airline
(4) Campaign recognized with more than 80 awards

Question 4

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

Accepted Answer

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

Question 5

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

Accepted Answer

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

Question 6

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?

Accepted Answer

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 7

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

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

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

Question 9

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

Accepted Answer

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

Question 10

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?

Accepted Answer

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

Question 11

Which of the following statements is false regarding creative thinking?

Accepted Answer

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 12

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

Accepted Answer

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 13

Keeping attention is the pulling power of an ad.

Accepted Answer

A) True 
 B)False

Question 14

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.

Accepted Answer

The answer of MINI-CASE
For several years, the Cotton Growers of...

Question 15

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

Accepted Answer

The answer of List any 5 of the 10 tips...

Question 16

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

Accepted Answer

The answer of Explain what the Big Idea is. Describe...

Question 17

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?

Accepted Answer

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

Question 18

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

Accepted Answer

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 19

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

Accepted Answer

The answer of Explain the key visual and how it...

Question 20

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

Accepted Answer