Deck 8: Creative Strategy

Question 1

In an advertising agency, who manages the creative process?

A)the account planner
B)the copy writer
C)the creative director
D)the client
E)the art director

Answer 1

C

Question 2

The creative strategy and key execution details are spelled out in a document called a(n)________.

A)creative brief
B)positioning statement
C)execution plan
D)unique selling proposition
E)big idea map

Answer 2

A

Question 3

In Taylor's model, the ________ view is similar to the more rational "head" strategies.

A)transmission
B)positioning
C)ritual
D)dramatic
E)substantiated

Answer 3

A

Question 4

Which of the following are objectives related to the connect facet of the Facets Model of Effects?

A)create attention, awareness, interest, recognition and recall
B)deliver information and understanding
C)touch emotions and create feelings
D)change attitudes, create conviction and preference
E)establish brand identity and associations

Question 5

In the Facets Model, the cognitive objectives generally speak to the ________, and the affective objectives are more likely to speak to the ________.

A)ego; conscience
B)conscience; ego
C)attributes; benefits
D)head; heart
E)heart; head

Question 6

Which of the following objectives is most closely related to the perception facet of the Facets Model of Effects?

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

Question 7

Which of the following are objectives related to the feel facet of the Facets Model of Effects??

A)create attention, awareness, interest, recognition and recall
B)deliver information and understanding
C)touch emotions and create feelings
D)change attitudes, create conviction and preference
E)establish brand identity and associations

Question 8

An informational message that is designed to touch the mind and create a response based on logic is known as a ________.

A)factual sell
B)heart sell
C)hard sell
D)soft sell
E)personal sell

Question 9

Which of the following refers to brand visibility, presence, and importance to the target market?

A)ROI
B)the 3 Ps
C)brand personality
D)brand salience
E)brand position

Question 10

According to Professor Sheila Sasser, what are the 3 Ps of innovation?

A)person, plan, product
B)plan, product, process
C)place, person, process
D)place, plan, process
E)place, plan, product

Question 11

Which of the following is NOT included in a typical creative brief?

A)media considerations
B)budget considerations
C)brand position
D)target audience
E)communication objective

Question 12

In which advertising message does a speaker present evidence and use an argument to persuade the audience?

A)soft sell
B)lecture
C)teaser
D)appeal
E)drama

Question 13

________ is what the advertisement says, and ________ is how it is said.

A)Execution; creative strategy
B)Message strategy; media strategy
C)Creative strategy; execution
D)Media strategy; message strategy
E)Cognition; affect

Question 14

Which of the following is NOT another name for a creative platform?

A)creative brief
B)positioning statement
C)creative worksheet
D)creative blueprint
E)both C and D

Question 15

To deliver information and aid understanding are objectives related to which facet of the Facets Model of Effects?

A)perception
B)think/understand
C)affective
D)persuasion
E)transformation

Question 16

A marketing communication that is ________ is right for the product and target; it also meets the objectives.

A)original
B)creative
C)logical
D)strategic
E)rational

Question 17

Which dimension of effective advertising represents the "science" part?

A)strategic dimension
B)personal dimension
C)creative dimension
D)media dimension
E)evaluative dimension

Question 18

Which approach uses emotional appeals or images to create a response based on attitudes, moods, dreams, and feelings?

A)factual sell
B)head sell
C)hard sell
D)soft sell
E)attributes sell

Question 19

Which dimension of effective advertising represents the "art" part?

A)strategic dimension
B)personal dimension
C)creative dimension
D)media dimension
E)evaluative dimension

Question 20

Which of Frazier's Six Creative Strategies is most likely to force competitors into "me too" positions?

A)resonance
B)positioning
C)preemptive
D)affective
E)brand image

Question 21

Which message format is an elaborate version of a problem solution staged in the form of a drama in which "typical people" talk about a common problem and resolve it?

A)demonstration
B)slice-of-life
C)teaser
D)spokes-character
E)social

Question 22

Which type of message format is designed to arouse curiosity, using mystery ads that don't deliver quite enough information to make sense?

A)teaser
B)slice-of-life
C)spokesperson
D)problem avoidance
E)sensory

Question 23

Getting attention reflects the ________ power of an advertisement; keeping attention reflects the ________ power of an ad.

A)stopping; sticking
B)pulling; stopping
C)stopping; pulling
D)pulling; sticking
E)sticking; pulling

Question 24

When an ad amplifies the emotional impact of a message by engaging a consumer in a personal connection with a brand, the ad ________.

A)informs
B)teaches
C)persuades
D)creates believability
E)resonates

Question 25

A(n)________ states the logic behind the sales offer.

A)attribute
B)appeal
C)feature
D)point of differentiation
E)selling premise

Question 26

In particular, ________ advertising is used to create a representation of the brand in a consumer's mind through symbolism.

A)unique selling proposition (USP)
B)image
C)conviction
D)selling premise
E)call to action

Question 27

Which of the following is a benefit statement that is both unique to the product and important to the user?

A)substantiation
B)promise
C)reason why
D)unique selling proposition (USP)
E)appeal

Question 28

In Taylor's Six-Segment Strategy Wheel, ________ strategies are based on logic.

A)ration
B)acute need
C)routine
D)social
E)ego

Question 29

Messages that ________ are designed to affect attitudes and create beliefs.

A)reach emotions
B)teach
C)get attention
D)persuade
E)resonate

Question 30

Ads that demonstrate how something works or how to solve a problem are messages that are most likely designed to ________.

A)create brand associations
B)remind loyal customers
C)teach
D)touch emotions
E)resonate

Question 31

A ________ is a vivid image that the advertiser hopes will linger in the viewer's mind.

A)tagline
B)slogan
C)signature
D)key visual
E)testimonial

Question 32

What is typically used at the end of an ad to summarize the point of the ad's message in a highly memorable way?

A)testimonial
B)tagline
C)teaser
D)unique selling proposition
E)signature

Question 33

Which of the following is NOT a common message format?

A)straightforward
B)spokesperson
C)substantiation
D)comparison
E)problem solution

Question 34

Which type of advertising message tells a story about the products, using characters who speak to each other rather than the audience?

A)hard sell
B)lecture
C)teaser
D)demonstration
E)drama

Question 35

In Taylor's Six-Segment Strategy Wheel, ________ strategies are based on images that consumers have of themselves.

A)ration
B)acute need
C)routine
D)social
E)ego

Question 36

A(n)________ connects with some emotion that makes the product particularly attractive or interesting.

A)claim
B)appeal
C)feature
D)attribute
E)argument

Question 37

Which of the following is NOT a rational customer-focused selling premise?

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

Question 38

In which type of campaign does the message unfold over time?

A)drama
B)lecture
C)slice-of-life
D)teaser
E)slogan

Question 39

Keeping attention through the arousal of curiosity creates ________.

A)stopping power
B)pulling power
C)sticking power
D)perception
E)awareness

Question 40

Which of the following is a clever phrase that grabs consumers' attention and can be repeated to intensify memorability?

A)slogan
B)logo
C)testimonial
D)claim
E)key visual

Question 41

In generating original ideas, which of the following should be avoided?

A)clichés
B)"what if" games
C)punch lines
D)divergent thinking
E)creative risk

Question 42

Which of the following is the first step in the creative process?

A)ideation
B)brainfag
C)incubation
D)immersion
E)illumination

Question 43

Which of the following is NOT a technique that creative thinkers use to stimulate new ideas?

A)visualization
B)conceptual thinking
C)creative aerobics
D)right-brain thinking
E)copycat thinking

Question 44

Which type of message strategy delivers information symbolically by connecting a brand with a certain type of person, lifestyle, or other characteristic?

A)unique selling proposition (USP)
B)affective
C)reminder
D)association
E)call to action

Question 45

It is most accurate to say that an ad that means something to the target audience is ________.

A)relevant
B)original
C)creative
D)divergent
E)unexpected

Question 46

The technique of creative aerobics is best classified as a ________ process.

A)thought-evaluation
B)thought-starter
C)visualization
D)brainstorming
E)risk-taking

Question 47

An advertising agency has a meeting with its client to present the Big Idea for an advertising campaign. What exactly does "Big Idea" mean?

A)It's the art part of advertising.
B)It's the science part of advertising.
C)It's the creative concept that implements the advertising strategy so that the message is both attention getting and memorable.
D)It's the verbal part of advertising that presents the selling premise.
E)It's the visual part of advertising that catches and holds attention.

Question 48

Which of the following refers to intuitive, nonverbal, and emotion-based thinking?

A)lateral-brain thinking
B)back-brain thinking
C)top-brain thinking
D)right-brain thinking
E)left-brain thinking

Question 49

John had been working on the creative concept for one of his clients when he finally jumped from the strategy statement to an original idea that conveys the strategy in an interesting way. What did John just do?

A)took the creative leap
B)took the creative plunge
C)switched from right- to left-brain thinking
D)completed a creative aerobics session
E)switched from facts to fantasy

Question 50

The ROI of effective advertising stands for ________.

A)real, original, and intense
B)relevant, original, and impact
C)relevant, original, and intense
D)real, on-target, and invested
E)ready, on-target, and interesting

Question 51

An advertising idea is considered ________ when it's one of a kind.

A)relevant
B)impactful
C)original
D)divergent
E)convergent

Question 52

Which of the following is a common technique that creative thinkers use to stimulate new ideas?

A)free association
B)divergent thinking
C)analogies and metaphors
D)right-brain thinking
E)all of the above

Question 53

What is one of the main goals of reminder advertising?

A)maintain customer relationships
B)build brand preference
C)correct false impressions
D)inform the market of a price change
E)restore company image

Question 54

Which type of thinking is logical, orderly, and verbal?

A)right-brain
B)left-brain
C)top-brain
D)back-brain
E)lateral-brain

Question 55

A ________ involves moving from the safety of predictable business language in a strategy statement to an original idea.

A)creative leap
B)creative gap
C)brainstorming process
D)creative brief
E)free association

Question 56

A ________ is a creative concept that becomes a point of focus for communicating the message strategy.

A)big idea
B)cliche
C)slogan
D)tagline
E)creative leap

Question 57

Which of the following is NOT a step in the process of creative aerobics?

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)Copytest ideas with a focus group.

Question 58

Which of the following is a style of thinking that explores multiple possibilities?

A)rational thinking
B)divergent thinking
C)logical thinking
D)immersion
E)illumination

Question 59

An idea that breaks through the clutter, gets attention, and sticks in memory is said to have ________.

A)relevance
B)originality
C)resonance
D)impact
E)association

Question 60

In marketing communication, using an idea that someone else has originated is known as ________.

A)duplicate advertising
B)left-brain advertising
C)copycat advertising
D)right-brain advertising
E)divergent advertising

Question 61

A particular problem that Big Ideas face is that the message is sometimes so creative that the ad is remembered but not the product. This is known as ________.

A)marketing imperialism
B)the carryover effect
C)overpowering creativity
D)cannibalistic creativity
E)vampire creativity

Question 62

In which step of the creative process does the problem solver hit a blank wall and want to give up?

A)ideation
B)brainfag
C)incubation
D)mental block
E)immersion

Question 63

In which step of the creative process does the problem solver look at the problem from every angle, develop ideas, and generate as many alternatives as possible?

A)ideation
B)brainfag
C)incubation
D)immersion
E)illumination

Question 64

In which step of the creative process does the problem solver read, research, and learn everything he or she can about the problem?

A)ideation
B)brainfag
C)incubation
D)immersion
E)illumination

Question 65

In which stage of the creative process does the problem solver try to put his or her conscious mind to rest to let the subconscious take over?

A)ideation
B)brainfag
C)incubation
D)immersion
E)illumination

Question 66

An appeal connects with some emotion that makes the product particularly attractive or interesting.

Question 67

Effective advertising is a product of both science and art.

Question 68

Which of the following is the last step in the creative process?

A)ideation
B)evaluation
C)incubation
D)immersion
E)illumination

Question 69

A creative brief is more likely to provide creative suggestions than creative ideas.

Question 70

Which stage of the creative process is characterized as an unexpected moment when the idea comes, often when the mind is relaxed and doing something else?

A)ideation
B)brainfag
C)incubation
D)immersion
E)illumination

Question 71

Which of the following techniques involves describing everything that comes into your mind when you imagine a given word?

A)free association
B)conceptual thinking
C)problem solving
D)dramatization
E)visualization

Question 72

Copywriters and art directors are the only creative roles in advertising agencies.

Question 73

A technique in which six to 10 people work together to come up with ideas is known as ________.

A)concept listing
B)brainstorming
C)convergent thinking
D)free associating
E)dramatizing

Question 74

What is often used to test an ad before it runs to try to determine whether it works?

A)narrative testing
B)concept evaluation
C)brainstorming
D)comparative analysis
E)copytesting

Question 75

The message plan is the document prepared by the account planner to summarize the basic marketing and advertising strategy as well as give direction to members of the creative team as they search for a creative concept.

Question 76

Creative strategy is what the advertisement says, and execution is how it is said.

Question 77

An advertising objective associated with achieving the behavior Facet of Effect is to touch emotions and create feelings.

Question 78

A creative brief is typically completed in outline form.

Question 79

A hard sell is an informational message that is designed to touch the mind and create a response based on logic.

Question 80

Lecture as a basic strategy relies on the viewer to make inferences.