Deck 5: Key Benefit Claim and the Creative Idea

Question 1

The "deep structure" of an ad consists of four components.

Answer 1

True

Question 2

Successful ads are built around the dramatization of the key benefit claim.

Answer 2

True

Question 3

It is best to insist that the same copywriter generate all the potential creative ideas for the campaign.

Answer 3

False

Question 4

There are four ad processing responses required in the remote conveyor model.

Question 5

A conveyor that creates a reflexive attention response is particularly effective with an "unmotivated" target audience.

Question 6

Creating a high association with the key benefit in an ad when prompted is considered to be the easiest property of the conveyor to achieve.

Question 7

For international campaigns, verbal conveyors are generally less effective than visual conveyors.

Question 8

Group brainstorming is generally much more effective than having the same number of individuals brainstorm individually.

Question 9

There are four properties of an effective conveyor.

Question 10

The conveyor screening test method is not required when using an advertising agency to generate creative ideas.

Question 11

The theory of random creativity states that the more creative ideas generated and tested, the more likely you are to come up with a "real winner."

Question 12

It is not enough to simply imply the key benefit claim in a campaign, it must be explicitly stated.

Question 13

The creative brief should consist of seven sections and be no more than two pages in length.

Question 14

For the purpose of brainstorming, the key-benefit claim should be expressed in one to four words.

Question 15

In a conveyor ad, the key benefit claim is communicated directly.

Question 16

If a brand's or brand-item's purchase motivation is based on visual sensory gratification or social approval, the conveyor should be highly remote.

Question 17

In general, if pre-testing of conveyors demonstrated that a minimum of 40% of participants made conflicting associations, the conveyor should be eliminated from consideration.

Question 18

The Individual-Group-Individual (I-G-I) method is recommended as the best method for brainstorming and selecting conveyors.

Question 19

A minimum of two candidate conveyors are required for the conveyor-properties test, using a minimum of two creative executions each.

Question 20

Post-modern ads appeal to consumers who possess less advertising literacy.