Deck 5: Creative Planning Essentials

Question 1

To facilitate the creative thinking process, overall goals focus on issues that advertising can definitely influence, such as

A) media exposure
B) increasing sales
C) creating awareness and preference
D) product development
E) budget realities

Answer 1

C

Question 2

Objectives that are focused on behavioural issues such as creating awareness are:

A) sales objectives
B) creative objectives
C) media objectives
D) advertising objectives
E) marketing objectives

Answer 2

D

Question 3

In order to ensure consistency of thought and style to campaigns that stretch over extended periods of time, this is an important component of the creative development process:

A) product mix
B) media budget
C) market place
D) teamwork
E) mission statement

Answer 3

D

Question 4

The document that is known as the creative brief provides a framework for discussion between

A) the client and the agency
B) the agency and the consumer
C) the creative director and the creative team
D) the agency and the media
E) the media buyer and the client

Question 5

Advertising objectives focus on

A) behavioural issues
B) product issues
C) emotional issues
D) rational issues
E) positioning strategies

Question 6

The advertising agency might gain general direction by noting the client's preference for ______________, but strategy is normally the domain of the agency.

A) the amount of product to be advertised
B) emotional or humorous appeals
C) the market segment to be targeted
D) the amount of market research required
E) the use of certain dayparts

Question 7

One of the key issues of the market profile include

A) the creative strategy
B) client management
C) current overall sales
D) the target audience description
E) the identification of major competitors

Question 8

The target market profile must be supplied to the agency by the

A) Canadian Outdoor Measurement Bureau
B) Statistics Department of Canada
C) Audit Bureau of Circulation
D) media
E) client

Question 9

The task of developing the creative concept or "big idea" belongs to the

A) client and creative director
B) media planner, account executive and copywriter
C) marketing manager and copywriter
D) copywriter alone
E) copywriter, art director and creative director

Question 10

Once the advertising objectives are clearly defined, devising the message and media strategies are the task of the

A) product manager
B) client
C) agency
D) product mix
E) account manager

Question 11

The market profile includes key issues on happenings in the marketplace, such as

A) media strengths and weaknesses
B) the agency creative team
C) size and rate of growth in the market
D) the creative brief
E) tactical considerations

Question 12

When a product is firmly established in the market, the marketing objectives usually reflect an attempt to

A) use new media
B) create awareness
C) encourage product trial
D) differentiate user segments
E) convert light users into heavy users

Question 13

When the creative team has completed an assignment in the form of rough layouts, storyboards or scripts, it is submitted to ________ for approval.

A) the client
B) fellow designers
C) senior agency personnel
D) the general public
E) a focus group

Question 14

This area of analysis may have an impact on the tone, style and appeal techniques used in advertising.

A) sales
B) geographic
C) competitive
D) technological
E) product mix

Question 15

The document that contains vital information about the advertising task at hand is known as the creative brief. This is provided by the

A) marketplace
B) client
C) sales team
D) agency
E) industry

Question 16

The advertising problem or opportunity may be better described as the

A) unique selling point
B) overall goal of the campaign
C) product profile
D) creative strategy
E) creative execution

Question 17

In the product profile, these are identified and ranked by priority:

A) client problems
B) geographic markets
C) slogans
D) benefits offered
E) major competitors

Question 18

In the creative development process, one of the areas of client responsibility is

A) creative execution
B) production
C) creative concept
D) creative evaluation
E) creative strategy

Question 19

"To achieve a brand awareness level of 60 per cent among the defined target market within 12 months of launching the product" is an example of

A) a sales promotion objective
B) a media objective
C) a creative objective
D) an advertising objective
E) a marketing objective

Question 20

The starting point for any new advertising project is the

A) signed contract
B) market analysis
C) target market analysis
D) competitive analysis
E) creative brief

Question 21

For negative appeals, such as insurance companies showing disasters homeowners could encounter, the product promise and benefits are based on an experience the potential buyer can

A) increase
B) replace with a substitute
C) avoid
D) use
E) buy

Question 22

Frequently the tagline or slogan in the creative execution captures the essence of

A) the positioning strategy
B) the target audience
C) a product line extension
D) the competition
E) a character or spokesperson

Question 23

After confirming the message content (creative objective), the next stage in the process is to develop the

A) creative execution
B) client evaluation
C) media buy
D) creative strategy
E) research plan

Question 24

The key benefit statement is

A) the reason for using market research
B) the reason for a larger budget
C) the primary reason for buying the product over the competition
D) the main reason for using a particular agency
E) why certain media was used

Question 25

Production considerations are addressed in which stage of the creative development process?

A) creative execution
B) creative brief
C) positioning strategy
D) creative objectives
E) creative evaluation

Question 26

Product categories where the use of sexual appeals is popular and appropriate include

A) travel and tourism
B) household cleaners
C) soft drinks
D) footwear
E) alcoholic beverages

Question 27

When comparative appeal techniques are used, the product is presented through

A) testimonials
B) a torture test
C) comparison with another leading brand
D) TV advertising only
E) comparing consumer lifestyles

Question 28

For factual appeals, the promise and benefits of the product are presented

A) in a positive way
B) in a negative way
C) with the use of humour
D) with the use of fear
E) in a straightforward manner

Question 29

When Jaguar launched their interactive ad campaign, this was an effort to

A) attract a new, younger target
B) communicate promotion incentives
C) increase variety of use
D) communicate a positive corporate image
E) communicate a product improvement

Question 30

Comparative campaigns are often undertaken by

A) market leaders
B) brands with younger target audiences
C) a challenger brand
D) well-known brands
E) brands where lifestyle is a determining purchase factor

Question 31

In a testimonial advertisement, the message and the product are usually presented by

A) cartoon characters
B) a celebrity
C) actors
D) professional models
E) a typical real-world user

Question 32

To stimulate trial purchase of a product, quite often an advertising campaign will include

A) head-to-head advertising
B) new media
C) a change to a boutique agency
D) an increase in point of sale
E) rebate offers

Question 33

Once the strategy has been developed, the creative team must decide how to best present the product so that the message has the maximum impact on the target market. Creative execution deals with production and

A) demographics
B) size of budget
C) tactical considerations
D) new target markets
E) market research

Question 34

Endorsements of a product or service is presented by an organization or

A) pets
B) models
C) an average person, off the street
D) a demonstration
E) a celebrity

Question 35

One of the dangers of using humorous appeals is that

A) the humour gets more attention than the product
B) the client dislikes clever campaigns
C) high frequency of exposure is required for effectiveness
D) competitors do not use humour
E) benefits are presented in a light-hearted manner

Question 36

The key to success in a campaign that relies on lifestyle-appeal techniques is

A) differentiation of one brand from another
B) association an individual can make with the advertised lifestyle
C) a straightforward, no-nonsense message
D) use of humour and sex appeal
E) product superiority

Question 37

Advertisements using a lifestyle appeal are based on

A) psychographic data
B) geographic data
C) family income
D) data on visible minorities
E) demographic data

Question 38

Good support claims statements provide customers with

A) good taste and good nutrition
B) celebrity endorsements
C) emotional appeals
D) proof of promise made in the key benefit statement
E) catchy slogans

Question 39

Multi-product firms such as Suncor may run a corporate advertising campaign as part of their

A) search for an advertising agency
B) market research
C) product line extension
D) repositioning
E) corporate responsibility positioning

Question 40

Statements that clearly indicate the information to be communicated to a target audience are referred to as

A) support claims statements
B) creative objectives
C) taglines
D) marketing objectives
E) positioning statements

Question 41

"Before and after" scenarios are examples of this presentation tactic:

A) endorsement
B) torture test
C) testimonial
D) product as hero
E) product demonstration

Question 42

Pre-testing is the process by which an advertisement, commercial, or campaign is evaluated before

A) product launch
B) any market research
C) budget allocation
D) storyboard selection
E) media placement

Question 43

An eye movement camera test measures how a consumer

A) buys a newspaper or magazine
B) reads a book
C) watches television
D) reads and at what level
E) scans the various components of an advertisement

Question 44

A potential danger of using celebrity endorsements is the celebrity is

A) not credible
B) underexposed
C) receiving bad press
D) overexposed
E) the product is the hero

Question 45

During recall testing, when respondents are asked to recall specific elements of an advertisement or commercial without any information provided, this is referred to as

A) pre-testing
B) post- testing
C) unaided recall
D) aided recall

Question 46

Nike's "Just do it" is an example of how a good advertising tagline

A) enhances the client relationship
B) provides more in-depth market research
C) reduces media expenditures
D) can outlast numerous advertising campaigns
E) enhances product development

Question 47

In recognition tests, respondents are asked if

A) they have changed the product they use
B) they can identify a brand name
C) they can recognize a logo
D) they have bought a specific product recently
E) they can recall an advertisement for a specific product

Question 48

Attempting to accomplish too many goals at one time in an advertising campaign will only

A) increase the amount of pre-planning research required
B) create the need for a larger media budget
C) increase the production costs
D) impact the working relationship with the agency
E) create confusion in the customer's mind

Question 49

Wal Mart uses this production consideration in their ads when they feature a diversity of ethnic people making the point that Wal Mart offers the value their families need:

A) endorsements
B) product comparisons
C) product-as-hero
D) testimonials
E) demonstration

Question 50

Day-after recall testing is used by the broadcast media, in particular television. The objective is to

A) find out which media the consumer used in the last 24 hours
B) find out what products the consumer purchased recently
C) determine the exposure and recall of particular commercials
D) measure the creative content for the agency
E) measure the reach of the media

Question 51

Product demonstrations are used in advertisements when a company wants to

A) use testimonials to support a product
B) expose a competitor's product
C) focus on product performance
D) use a negative appeal
E) promote multiple sales

Question 52

Creative research is the process of measuring the effect of an advertising message on

A) senior management of the client
B) the target market
C) a new client
D) the internet
E) social media

Question 53

This team plays a dominant role in the development of the creative strategy.

A) media planning
B) senior management
C) market research
D) brand management
E) agency's creative team

Question 54

Kraft peanut butter Teddy bears is an example of how a character may be so closely associated with a product that

A) only a humorous appeal can be used
B) creative research is no longer needed
C) fewer creative executions are required
D) support-claims statements are unnecessary
E) his presence is expected in the advertising

Question 55

Once a product's primary benefit is identified

A) it should become the focal point of the advertising message
B) it defines the financial resources that are justified for the campaign
C) it determines all qualitative communications objectives
D) it outlines the roles of both the agency and the client

Question 56

Pickup trucks like the Dodge Ram often use this tactic in their advertising:

A) endorsement
B) testimonial
C) a comparative appeal
D) a lifestyle appeal
E) exaggerated product demonstration

Question 57

Opinion-measure testing exposes an audience to

A) a test commercial
B) a pilot program
C) a postal questionnaire
D) a mall survey
E) a new product

Question 58

Another form of advertising research is the split-run test, usually in print media. This is when

A) opinion measure testing is carried out
B) two competitors advertise at the same time
C) two different ads are run with the same coupon
D) different forms of media are used
E) different products are advertised at the same time

Question 59

Brand names like McDonald's that have a closely associated slogan (i.e. "I'm lovin' it") have

A) higher recall
B) stronger executions
C) higher prestige
D) prominent placement in media
E) larger advertising budgets

Question 60

A Starch readership test is a post-test recognition procedure applied to both newspaper and magazine advertisements. The objective is to

A) measure how many readers have seen the ad
B) measure the cost of a specific media
C) assess the ads of the competition
D) directly measure the appeal of the creative
E) increase subscribers

Question 61

The creative strategy is a statement of how the message is to be communicated to the media.

Question 62

Suncor's campaign about sustainable development offers an example of how making the public aware of their actions improves people's perception of Suncor as a corporation.

Question 63

One of the key issues addressed in the market profile is identification of major competitors and their market shares.

Question 64

"To attract a new target market" is an example of a communications goal.

Question 65

Tony the Tiger is so closely associated with Kellogg's Frosted Flakes that the audience expects his presence in the advertising.

Question 66

The objective of Visa Canada's campaign with the tagline "Do you smallenfreuden? was to get cardholders to use their cards more often.

Question 67

The creative team need not concern itself with what competitor brands are saying and how they are saying it.

Question 68

The agency must supply the client with a complete profile of the target market.

Question 69

The client compiles a document containing vital information about the advertising task at hand. This is often referred to as the mission statement.

Question 70

Since the client's money is on the line, the client has every right to apply qualitative and quantitative research assessments at any stage of creative execution.

Question 71

Advertising agencies commonly have copywriters and art directors work together as a creative team.

Question 72

Within the creative brief, the product profile will include an analysis of the media budget.

Question 73

Through consultation with the agency's creative team, the client will play a dominant role in the development of creative-strategy statements.

Question 74

Typically, advertising campaigns are designed to resolve a specific problem or pursue an opportunity.

Question 75

For positive appeals, the product promise and benefits presented are based on an experience the potential buyer can avoid by purchasing the advertised product or service.

Question 76

During the planning process, the agency should advise the client in regards to the size of the budget authorized for a specific campaign.

Question 77

When presenting the creative brief to the agency, clients must resist the temptation to offer preferences for creative strategies.

Question 78

No matter how good a tagline is, it would never outlast an advertising campaign.

Question 79

Often there are several meetings between agency and client before a campaign concept is finally approved.

Question 80

Advertising objectives usually focus on product issues and are expressed in qualitative terms whenever possible.