Deck 8: The Creative Side

Question 1

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 objectives

Answer 1

B

Question 2

A creative brief is also known as which of the following?

A) perceptual map
B) unique selling proposition
C) Big Idea
D) creative blueprint
E) creative concept

Answer 2

D

Question 3

Which of the following is prepared by the account planner to summarize the basic marketing and advertising strategy?

A) creative brief
B) positioning statement
C) message objective
D) unique selling proposition
E) perceptual map

Answer 3

A

Question 4

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

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

Question 5

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

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

Question 6

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 7

Which of the following objectives is most closely related to the See/Hear facet of the Facets Model of Effects?

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

Question 8

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 9

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

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

Question 10

In an advertising agency,who manages the creative process?

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

Question 11

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 12

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

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

Question 13

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 14

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 15

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

A) See/Hear
B) Think/Understand
C) Feel
D) Believe
E) Connect

Question 16

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 17

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 18

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

A) persuasive
B) heart
C) hard
D) soft
E) personal

Question 19

What do media planners,market researchers,copywriters,and art directors all have in common?

A) They all search for new ideas.
B) They all manage the creative process.
C) They all conduct market research.
D) They all need consumer approval.
E) They all rely on logical appeals more heavily than emotional appeals.

Question 20

________ 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 21

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 22

Which of the following would most likely be used in a message that is intended to persuade consumers to change an attitude or belief?

A) sales promotion
B) image advertising
C) news announcement
D) testimonial
E) emotional appeal

Question 23

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

A) reminder
B) image
C) slice-of-life
D) teaser
E) comparison

Question 24

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

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

Question 25

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 26

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 27

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

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

Question 28

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

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

Question 29

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

A) inform
B) teach
C) create brand association
D) persuade
E) drive action

Question 30

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 31

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 32

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 33

Which of the following is a benefit statement that looks to the future and predicts that something good will happen if you use the product?

A) substantiation
B) claim
C) promise
D) reason why
E) unique selling proposition

Question 34

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

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

Question 35

Proof statements that serve to make a claim believable are referred to as ________.

A) benefits
B) attributes
C) substantiation
D) comparison
E) problem solution

Question 36

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 37

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 38

Which type of message format is designed to arouse curiosity,not showing the product or delivering quite enough information to make sense?

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

Question 39

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 40

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

A) informs
B) teaches
C) compares one brand to another brand
D) creates believability
E) resonates

Question 41

It is most accurate to say that an idea that makes an impression on the audience is said to have ________.

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

Question 42

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 43

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

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

Question 44

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

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

Question 45

Advertising creatives use the term ________ to refer to the process of coming up with a new marketing communication idea.

A) positioning
B) targeting
C) concepting
D) branding
E) extending

Question 46

A ________ is a generic,non-original,non-novel idea.

A) Big Idea
B) cliché
C) slogan
D) tagline
E) creative concept

Question 47

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 48

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 49

The technique of Creative Aerobics is best classified as a(n)________ process.

A) thought-evaluation
B) idea-generating
C) visualization
D) copy testing
E) risk-taking

Question 50

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

A) Big Idea
B) cliché
C) slogan
D) tagline
E) creative leap

Question 51

An E score is a rating system that measures the appeal of ________.

A) slogans
B) taglines
C) brands
D) celebrities
E) logos

Question 52

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 53

Which of the following creative techniques is used to convey new patterns or relationships?

A) using catchy phrasing
B) dramatizing the obvious
C) creating a play on words
D) using analogy and metaphor
E) twisting the obvious

Question 54

Which of the following refers to intuitive,holistic,artistic,and emotionally expressive thinking?

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

Question 55

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

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

Question 56

Which of the following is a central purpose of reminder advertising?

A) to encourage repeat business
B) to build brand image
C) to correct false impressions
D) to inform the market of a price change
E) to restore company image

Question 57

Which of the following is NOT a step in Linda Correll's 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) Copy test ideas with a focus group.

Question 58

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 59

In which step of the classic 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 60

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

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

Question 61

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

Question 62

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

Question 63

Problem solving requires not just logic,but also creative thinking.

Question 64

What is most likely used to evaluate an ad before it runs to try to determine its effectiveness?

A) narrative testing
B) competitive research
C) brainstorming
D) comparative analysis
E) copy testing

Question 65

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

Question 66

Message design refers to the use of graphics and visuals.

Question 67

In which step of the classic 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 68

Branding and positioning play minor roles in the development of a creative brief.

Question 69

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 70

The media consideration section of a creative brief identifies where and when the message should be delivered.

Question 71

In which step of the classic 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 72

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

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

Question 73

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

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

Question 74

A technique in which 6 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 75

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

Question 76

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

Question 77

In which stage of the classic 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 78

Which of the following is a step in the process of structural analysis as used by the Leo Burnett agency?

A) brainstorming ideas
B) ideation
C) incubation
D) evaluation of the power of the narrative
E) visualization

Question 79

In the new digital environment,the work previously done by an agency team can be accomplished by one copywriter.

Question 80

Which stage of the classic 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