Question 1

When an advertiser uses an ad that emphasizes psychological associations and attempts to wrap the consumer's perceptions into a tight concept or symbol, what type of advertising approach is being used?

Accepted Answer

A) Bait-and-switch advertising 
B) Image advertising 
C) Guerilla advertising 
D) Visual merchandizing 
E) Refutational appeal

Question 2

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 developing any creative ideas, Leon reads some golfing magazines and spends time talking to friends and co-workers who play golf. These activities are part of the _____ step of the creative process outlined by Graham Wallas.

Accepted Answer

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

Question 3

Which of the following is true of the concept of unique selling proposition (USP)?

Accepted Answer

A) USP usually mirrors the concept of bait-and-switch advertising. 
B) The concept states that a product's attribute claim must be excluded from advertising. 
C) The concept of USP is applicable only for B2B advertising. 
D) USP must be emphasized through repetitive advertising. 
E) The concept of USP must be used only for C2C advertising.

Question 4

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

Accepted Answer

A) Brand stretching 
B) Brand parity 
C) Visual merchandising 
D) Product differentiation 
E) Advertising creativity

Question 5

At the _____ stage of the creative process, the creative team attempts to find the best creative approach or execution style before moving ahead with the campaign themes and going into actual production of the ad.

Accepted Answer

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

Question 6

The unique selling proposition (USP) must be one that the competition either cannot or does not offer.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following statements about focus groups is true?

Accepted Answer

A) Focus groups are a qualitative research technique. 
B) Focus groups avoid discussions on types of ad appeals to be used. 
C) Focus groups involve observing consumers in their natural environment. 
D) Focus groups are ineffective in evaluating the viability of different creative approaches. 
E) Focus groups involve observing the natural habits of a particular group of consumers without their knowledgE.In addition to the various quantitative research studies, qualitative research techniques such as in-depth interviews or focus groups can provide the creative team with valuable insight in the early stages of the creative process.

Question 8

John O'Toole describes the _____ as "that flash of insight that synthesizes the purpose of the strategy, joins the product benefit with consumer desire in a fresh, involving way, brings the subject to life, and makes the reader or audience stop, look, and listen."

Accepted Answer

A) ad paradox 
B) epiphany 
C) heuristic 
D) big idea 
E) mnemonic

Question 9

Jack Trout and Al Ries originally described _____ as the image consumers had of the brand in relation to competing brands in the product or service category.

Accepted Answer

A) brandjacking 
B) gladvertising 
C) channel stuffing 
D) pricing 
E) positioning

Question 10

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

Accepted Answer

A) A good creative strategy and execution guarantees a brand will exceed its sales objectives. 
B) A good creative strategy never fails in reviving a declining brand. 
C) Ads that are highly 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.Many companies have solid marketing and promotional plans and spend substantial amounts of money on advertising, yet have difficulty coming up with a creative campaign that will differentiate them from their competitors.However, just because an ad or commercial is creative or popular does not mean it will increase sales or revive a declining brand.Many ads have won awards for creativity but failed to increase sales.

Question 11

The proponents of creative advertisements are also called "_____."

Accepted Answer

A) suits 
B) heuristics 
C) poets 
D) mnemonics 
E) illustrators

Question 12

With respect to advertising messages, which of the following best defines creative strategy?

Accepted Answer

A) It involves determining what the advertising message will say or communicate. 
B) It involves determining how much the advertising campaign will cost. 
C) It involves determining the number of creative personnel required for the advertising campaign. 
D) It deals with optimizing the budget for online advertising campaigns. 
E) It deals with avoiding factors that lead to divergence in advertising creativity.

Question 13

Fly High Airlines, an Australian airline, rebranded itself by using a kangaroo wearing a hat in its logo. Since the kangaroo is a significant cultural symbol in Australia, the company hoped that associating itself with such a national icon would enhance its popularity. Subsequently, the company also launched an ad campaign for the Save the Kangaroo Foundation. In this scenario, Fly High Airlines was using:

Accepted Answer

A) bait-and-switch advertising. 
B) image advertising. 
C) buzz marketing. 
D) trojan horse advertising. 
E) guerilla marketing.

Question 14

Bensons Inc., a retail store in Houston, launches an ad campaign featuring the interiors of its stores. The stores are shown to be lit by crystal chandeliers and feature several salespeople wearing tail-coats. The ads also contain the slogan "Be treated like royalty, while you shop in comfort." The development of a strong, memorable "royal" identity by Bensons is an example of:

Accepted Answer

A) guerilla advertising. 
B) image advertising. 
C) drama advertising. 
D) bait-and-switch advertising. 
E) refutational appeal.

Question 15

An idea develops during the _____ step of Young's creative process model.

Accepted Answer

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

Question 16

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 can avoid novelty in terms of divergence. 
B) Creative advertising can break through the clutter and make an impression on buyers. 
C) Creative advertisements always favor divergence over relevance. 
D) Creative advertising is effective even if it is irrelevant to the target audience. 
E) Creative advertising helps in winning awards, which always leads to increase in sales.

Question 17

Divergence refers to the extent to which the various elements of an ad are meaningful, useful, or valuable to the consumer.

Accepted Answer

A) True 
 B)False

Question 18

The "suits" argue that the most important thing good advertising does is make an emotional connection with consumers.

Accepted Answer

A) True 
 B)False

Question 19

According to the creative process outlined by Graham Wallas, which of the following stages deals with seeing the light or solution?

Accepted Answer

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

Question 20

According to James Webb Young, the production of creative advertising ideas:

Accepted Answer

A) is a random process that cannot be taught. 
B) must avoid bolting a brand to a consumer's clinching benefit. 
C) must be primarily consumer-generated. 
D) is a definitive process that can be learned and controlled. 
E) has as many different routes as there are different forms of creativity.

Exam 8: Creative Strategy: Planning and Development

When an advertiser uses an ad that emphasizes psychological associations and attempts to wrap the consumer's perceptions into a tight concept or symbol, what type of advertising approach is being used?

Which of the following is true of the concept of unique selling proposition (USP) ?

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

At the _____ stage of the creative process, the creative team attempts to find the best creative approach or execution style before moving ahead with the campaign themes and going into actual production of the ad.

The unique selling proposition (USP) must be one that the competition either cannot or does not offer.

Which of the following statements about focus groups is true?

John O'Toole describes the _____ as "that flash of insight that synthesizes the purpose of the strategy, joins the product benefit with consumer desire in a fresh, involving way, brings the subject to life, and makes the reader or audience stop, look, and listen."

Jack Trout and Al Ries originally described _____ as the image consumers had of the brand in relation to competing brands in the product or service category.

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

The proponents of creative advertisements are also called "_____."

With respect to advertising messages, which of the following best defines creative strategy?

An idea develops during the _____ step of Young's creative process model.

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

Divergence refers to the extent to which the various elements of an ad are meaningful, useful, or valuable to the consumer.

The "suits" argue that the most important thing good advertising does is make an emotional connection with consumers.

According to the creative process outlined by Graham Wallas, which of the following stages deals with seeing the light or solution?

According to James Webb Young, the production of creative advertising ideas: