Deck 8: Creative Strategy: Planning and Development

Question 1

In large agencies, an individual from the research department is likely to prepare the creative brief.
The account representative or manager assigned to the account usually prepares the creative brief.In larger agencies, an individual from research or the strategic account planning department may write it.

Answer 1

True

Question 2

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

Answer 2

True

Question 3

Creativity is not the exclusive domain of those who work in the creative department of ad agencies.
Creativity is not the exclusive domain of those who work in the creative department of ad agencies.Integrated marketing communications requires creative thinking from everyone involved in the planning and execution of IMC programs.

Answer 3

True

Question 4

Generally, creative people are not open to research or information that could help them understand the client's target market better.
Generally, creative people are open to any research or information that will help them understand the client's target market better and assist in generating creative ideas.The advertising industry is recognizing the importance of using research to guide the creative process.

Question 5

Positioning is not preferred by a firm that has multiple brands competing in the same market.
Positioning is often the basis of a firm's creative strategy when it has multiple brands competing in the same market.The company creates separate identities for each of the brands by positioning them differently and targeting a different group of consumers.

Question 6

According to Young's model of the creative process, studying the idea to see if it still looks good then shaping the idea to practical usefulness occurs in the last stage of verification.
Studying the idea to see if it still looks good or solves the problem and then shaping the idea to practical usefulness is part of the reality or verification stage of Young's creative process model.This is the last stage of the process.

Question 7

Divergence refers to the extent to which the various elements of an ad are meaningful, useful, or valuable to the consumer.
Divergence refers to the extent to which an ad contains elements that are novel, different, or unusual.Relevance reflects the degree to which the various elements of the ad are meaningful, useful, or valuable to the consumer.

Question 8

The "suits" argue that the most important thing good advertising does is make an emotional connection with consumers.
The "suits" or "rationalists" argue that advertising must sell the product or service, and that the more selling points or information in an ad, the better its chance of moving the consumer to purchase.

Question 9

Those who judge the creativity of an ad in terms of its aesthetic value contend that creative ads can break through the competitive clutter and grab the consumer's attention.
At one extreme are people who argue that advertising is creative only if it sells the product.At the other end of the continuum are those who judge the creativity of an ad in terms of its artistic or aesthetic value and originality.They contend creative ads can break through the competitive clutter, grab the consumer's attention, and have some impact.

Question 10

Advertisement campaign plans are long term in nature.
Advertising campaign plans are short term in nature and, like marketing and IMC plans, are done on an annual basis.However, the campaign themes are usually developed with the intention of being used for a longer time period.

Question 11

Observations made on trends, developments, and happenings in the marketplace are part of general preplanning input.
Some useful general preplanning input concerns trends, developments, and happenings in the marketplace.Information is available from a variety of sources, including local, state, and federal governments, secondary research suppliers, and various industry trade associations, as well as advertising and media organizations.

Question 12

Many creative people follow proven formulas when creating ads because they are safe.
Many creative people follow proven formulas when creating ads because they are safe.Clients often feel uncomfortable with advertising that is too different.

Question 13

Focus group interviews bring creative people and others involved in creative strategy development into contact with customers.
Focus group interviews bring the creative people and others involved in creative strategy development into contact with the customers.Listening to a focus group gives copywriters, art directors, and other creative specialists a better sense of who the target audience is, who the creatives need to write, design, or direct to in creating an advertising message.

Question 14

According to Young's model of the creative process, the stage of digestion involves the process of gathering material and information through research.
Young's model of the creative process contains five steps.The stage of digestion involves taking the information gathered in the previous stage, working it over, and wrestling with it in the mind.

Question 15

Those who judge the creativity of an ad in terms of its aesthetic value contend that creative ads can break through the competitive clutter and grab the consumer's attention.
At one extreme are people who argue that advertising is creative only if it sells the product.At the other end of the continuum are those who judge the creativity of an ad in terms of its artistic or aesthetic value and originality.They contend creative ads can break through the competitive clutter, grab the consumer's attention, and have some impact.

Question 16

Viewer reaction profiles are usually used in the incubation stage of the creative process.
The verification and revision stage of the creative process evaluates ideas generated during the illumination stage, rejects inappropriate ones, refines and polishes those that remain, and gives them final expression.Techniques used at this stage include directed focus groups to evaluate creative concepts, ideas, or themes; message communication studies; portfolio tests; and evaluation measures such as viewer reaction profiles.

Question 17

Slogans are a key element of a brand's identity, as they can enhance a brand's image, aid in its recognition and recall, and help differentiate it in the minds of consumers.
An advertising slogan should serve as a summation line that succinctly expresses the company or brand's positioning and the message it is trying to deliver to the target audience.

Question 18

Ads for products such as fashionable clothing, jewelry, and liquor often provide specific product information rather than relying on visual images to deliver their message.
Ads for many products such as fashionable clothing, jewelry, cosmetics, and liquor often rely on visual images to deliver their message rather than providing specific product information.However, these images are important to consumers in forming impressions and attitudes toward these brands and deciding whether to select one brand over another.

Question 19

Viewer reaction profiles are usually used in the incubation stage of the creative process.
The verification and revision stage of the creative process evaluates ideas generated during the illumination stage, rejects inappropriate ones, refines and polishes those that remain, and gives them final expression.Techniques used at this stage include directed focus groups to evaluate creative concepts, ideas, or themes; message communication studies; portfolio tests; and evaluation measures such as viewer reaction profiles.

Question 20

The challenge of developing creative advertising that captures the attention of consumers has become greater with the spread of new media.
The challenge of developing creative advertising that captures the attention of consumers and impacts them has become even greater with the proliferation of new media.

Question 21

Based on the findings of the study conducted by Elizabeth Hirschman, which of the following individuals is most likely to be risk-averse and prefer commercials that focus on the product rather than creative impact?

A)brand managers
B)art directors
C)copywriters
D)commercial directors
E)Illustrators

Question 22

Who among the following was responsible for identifying the major factors that could account for the ways divergence can be achieved in advertising?

A)Leo Burnett
B)Robert Smith
C)Rosser Reeves
D)David Ogilvy
E)Sigmund Freud

Question 23

A study by Elizabeth Hirschman that examined the perceptions of individuals involved in the creation and production of television commercials found that

A)product managers view advertising from an aesthetic perspective.
B)account executives view advertising as a promotional tool whose primary purpose is to communicate favorable impressions about a brand.
C)art directors and copywriters are more risk-averse than brand managers.
D)brand managers prefer creative commercials that take risks.
E)art directors and copywriters evaluate advertising on the basis of how well it fulfills predefined communications objectives.

Question 24

Which of the following statements is true of the use of creativity in an advertising campaign?

A)Because most advertising is unique, creativity is not enough to break through the clutter.
B)Creative advertising always has a positive impact on sales.
C)Creative advertising that lacks flexibility and artistic value may have a greater impact on the target audience than advertising that is flexibile and artistic.
D)The nature of advertising requires that everyone involved in the promotional planning process understand the creative strategy.
E)The users of creative advertising must avoid using big ideas and unique selling propositions in their advertising campaigns.

Question 25

Which of the following creativity combinations is the least effective, as it relates to sales uplift relative to average effectiveness?

A)flexibility and artistic value
B)flexibility and synthesis
C)originality and synthesis
D)elaboration and artistic value
E)originality and elaboration

Question 26

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

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 an increase in sales.

Question 27

According to Robert Smith, the two ways in which relevance can be achieved are

A)ad-to-brand relevance and brand-to-ad relevance.
B)ad-to-producer relevance and brand-to producer relevance.
C)ad-to-producer relevance and brand-to-consumer relevance.
D)ad-to-consumer relevance and brand-to-producer relevance.
E)ad-to-consumer relevance and brand-to-consumer relevance.

Question 28

Ads are often called _____

A)animatics.
B)heuristics.
C)creative.
D)art infusions.
E)mnemonics.

Question 29

Pluto Inc., a cosmetics company, hired a well-known movie star to appear in its advertisements.The company hoped that using a celebrity would capture the attention and interest of consumers.In this scenario, the ad illustrates the application of

A)ad-to-consumer relevance.
B)brand-to-consumer relevance.
C)brand-to-producer relevance.
D)inherent drama strategy.
E)bait-and-switch advertising strategy.

Question 30

Which of the following is one of the five major factors identified by Robert Smith that refers to ads that contain unexpected details or finish and extend basic ideas so they become more intricate, complicated, or sophisticated?

A)originality
B)flexibility
C)elaboration
D)artistic value
E)Synthesis

Question 31

The people who develop ads and commercials are known as _____

A)mnemonics.
B)animatics.
C)copy makers.
D)creative types.
E)media planners.

Question 32

Which of the following statements is true according to the Hirschman study of creative people in advertising?

A)They view ads as promotional tools whose primary purpose is to communicate favorable impressions to the marketplace.
B)They are more risk-averse than brand managers.
C)They prefer making conservative commercials.
D)They believe a commercial should be evaluated in terms of whether it fulfills the client's marketing and communication objectives.
E)They want to maximize the impact of the advertising message.

Question 33

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

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

Question 34

With respect to the five factors identified by Robert Smith and his colleagues that account for the ways divergence can be achieved in advertising, the factor that deals with ads that contain attractive shapes and colors is referred to as

A)synthesis.
B)illumination.
C)originality.
D)artistic value.
E)flexibility.

Question 35

Which of the following best defines fluency?

A)the ability to detect problems associated with the creative strategies
B)the extent to which an ad contains elements that are novel and different
C)the ability to generate a large number of ideas around a creative idea
D)the degree to which various elements of the ad are valuable to the customer
E)the ability to select the appropriate target market for a particular product or service

Question 36

Which of the following is one of the five major factors identified by Robert Smith that refers to ads that contain different ideas or switch from one perspective to another?

A)elaboration
B)synthesis
C)flexibility
D)relevance
E)artistic value

Question 37

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

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 38

Which of the following is true of creative tactics in relation to advertising messages?

A)They deal with avoiding the creation of animatics for testing a commercial.
B)They involve determining how much the advertising campaign will cost.
C)They involve determining how the message strategy will be executed.
D)They deal with avoiding the factors which lead to divergence in advertising creativity.
E)They involve determining what the advertising message will say or communicate.

Question 39

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

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.

Question 40

Which of the following is a major determinant of creativity that reflects the degree to which various elements of an ad are meaningful, useful, or valuable to the consumer?

A)divergence
B)delusion
C)relevance
D)illumination
E)risk aversion

Question 41

Advertising creative personnel tend to be

A)more concrete and formalized than intuitive when solving a problem.
B)highly conventional in their approach.
C)more intuitive than logical.
D)highly structured and organized individuals.
E)no different from people with business executive backgrounds.

Question 42

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

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

Question 43

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

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.

Question 44

According to the work of sociologist Graham Wallas, the four-step approach to the creative process includes

A)preparation, incubation, illumination, and verification.
B)immersion, brainstorming, creation, and reality check.
C)preparation, illumination, creation, and verification.
D)preparation, immersion, creation, and verification.
E)immersion, incubation, illumination, and creation.

Question 45

The "Got Milk?" campaign, which has been running for nearly two decades, was developed to achieve _______________, or the ability to generate a variety of messages around a creative idea.

A)artistic value
B)divergence
C)fluency
D)synthesis
E)Originality

Question 46

The rationalists of creative advertising argue that

A)all award-winning creative campaigns definitely lead to sales.
B)the only purpose of advertising is to make an emotional connection with customers.
C)advertising must sell the product or service.
D)all commercials must contain an element of inherent drama.
E)advertising should break through the clutter by focusing on logos and products.

Question 47

The _____ step of Young's creative process model deals with taking the information, working it over, and wrestling with it in the mind.

A)reality
B)incubation
C)digestion
D)verification
E)Immersion

Question 48

The rationalists of creative advertisements are also called "_____"

A)operators.
B)suits.
C)mnemonics.
D)heuristics.
E)poets.

Question 49

The job of the creative team is challenging because

A)advertisers and clients typically opt for mundane ad formulas.
B)every marketing situation is unique.
C)of the primacy effect in advertising.
D)of the recency effect in broadcast advertising.
E)advertising campaigns are generally considered expendable.

Question 50

According to the creative process outlined by Graham Wallas, which of the following stages deals with gathering background information needed to solve the problem through research and study?

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

Question 51

According to D'Arcy Masius Benton & Bowles's universal advertising standards, which of the following is true of a power idea?

A) It must always use inherent drama while portraying the advertisement.
B) It must always have reference to the final execution.
C) It must avoid being described in simple words or phrases.
D) It must revolve around the clinching benefit.
E) It must avoid centering the ad on consumer benefits.

Question 52

According to the creative process outlined by Graham Wallas, which of the following stages deals with getting away from the problem and letting ideas develop?

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

Question 53

The _____ stage of Young's creative process model is also called the reality stage.

A)incubation
B) illumination
C)verification
D)digestion
E)Preparation

Question 54

The five steps in the creative process as designed by James Webb Young include

A)preparation, brainstorming, growth, reality check, and verification.
B)immersion, testing, illumination, creation, and verification.
C)immersion, digestion, incubation, illumination, and verification.
D)preparation, incubation, immersion, illumination, and reality check.
E)immersion, brainstorming, incubation, creation, and reality check.

Question 55

The proponents of creative advertising argue that

A)the more information in the ad, the more effective the ad is.
B)the only purpose of advertising is to sell the product.
C)advertising should be designed to make consumers buy products that they do not want or need.
D)advertising should be designed to create an emotional bond between consumers and the brand or company.
E)advertising should break through the clutter by focusing on logos and products.

Question 56

Which of the following statements about the relevance of ads is true?

A)Brand-to-consumer relevance refers to situations in which the ad contains execution elements that are meaningful to consumers.
B)Ad-to-consumer relevance refers to situations in which the advertised brand of a product or service is of personal interest to consumers.
C)Brand-to-consumer relevance could be achieved through making use of celebrities with whom consumers identify.
D)Relevance reflects the degree to which an advertisement provides information or an image that is pertinent to the brand.
E)Relevance is best defined as the extent to which an ad contains elements that are novel, different, or unusual.

Question 57

According to the universal advertising standards developed by the D'Arcy Masius Benton & Bowles agency, a creative advertising message is built around

A)the growth-share matrix.
B)a trojan horse business technique.
C)a power idea or a creative core.
D)the bait-and-switch concept.
E)the nondivergence determinant of creativity.

Question 58

The proponents of creative advertisements are also called "_____"

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

Question 59

According to the creative process outlined by Graham Wallas, which of the following stages deals with refining and polishing the idea and seeing if it is an appropriate solution?

A)dramatization
B)illumination
C)verification
D)incubation
E)Preparation

Question 60

Models of the creative process do not say much about how this information will be synthesized and used by creatives because

A)this part of the process is unique to the individual.
B)the processes described are more applicable to organizations.
C)financial considerations are considered more important than the creative process.
D)the models are in disagreement as to the final part of the process.
E)creatives don't agree that creativity is a process.

Question 61

The _____ step of Young's creative process model deals with putting the problems out of one's conscious mind and turning the information over to the subconscious to do the work.

A)problem detection
B)illumination
C)immersion
D)reality
E)Incubation

Question 62

CL Inc., a manufacturer of maternity clothes for businesswomen, wishes to launch a new advertising campaign.In order to obtain a better idea about the clothes worn by pregnant women, the creative team visits obstetricians' offices and maternity shops at the mall to gain some information.These visits are most likely a part of the _____ step of the creative process as outlined by Graham Wallas.

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

Question 63

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

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

Question 64

Jonathan is a creative director at Williams & Greene Inc., an advertising agency.He spends an hour every morning reading publications like Advertising Age, The Wall Street Journal, and Adweek to gain a better understanding of what is happening in the world of marketing and advertising.These sources can be characterized as

A)general preplanning input.
B)focus group studies.
C)verification research.
D)brainstorming.
E)problem detection research.

Question 65

The last step in the creative process models developed by James Webb Young and Graham Wallas is

A)resolution.
B)illumination.
C)verification.
D)market evaluation.
E)confirmation.

Question 66

The _____ step of Young's creative process model deals with studying the idea to see if it still looks good or solves the problem; then shaping the idea to practical usefulness.

A)immersion
B)incubation
C)digestion
D)preparation
E)Verification

Question 67

For weeks, Amy had been trying to come up with a creative approach to advertise light bulbs.One morning, a great idea for a creative light bulb advertising campaign just seemed to pop into her head.She picked up a note pad and wrote down her thoughts.In terms of the creative process outlined by Graham Wallas, Amy experienced the _____ step.

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

Question 68

_____ is a process that involves conducting research and gathering all relevant information about a client's product or service, brand, and consumers in the target audience.

A)Media planning
B)Copywriting
C)Account planning
D)Storyboarding
E)Production scheduling

Question 69

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.

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

Question 70

According to Young's version of the stages in the creative process, which of the following is considered the final step?

A)incubation
B)dramatization
C)illumination
D)reality
E)Digestion

Question 71

Emma has been hired to promote a membership-only genealogical website, which provides demographic information on over one billion people.She has gathered all the relevant environmental information and has studied the project closely.Meanwhile, she is also assigned another project.She decides to work on the new project and put the genealogical project completely out of her conscious mind, so that ideas can materialize in the meanwhile.Emma is in the _____ step of the creative process outlined by Graham Wallas.

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

Question 72

Which of the following statements about account planning is true?

A)Account planners conduct only quantitative research.
B)Account planners work with the client as well as other agency personnel.
C)Account planners conduct only qualitative research.
D)With account planning, the agency takes a permanent leadership role in the development of creative strategy.
E)The knowledge gained during account planning can only be used during the planning period because of its proprietary nature.

Question 73

According to Young's model of the creative process, the _____ step deals with gathering raw material and information through background research and getting absorbed in the problem.

A)problem detection
B)illumination
C)immersion
D)reality
E)Incubation

Question 74

Which of the following best assist an organization in the preparation, incubation, and illumination stages of the creative process?

A)portfolio tests
B)message communication studies
C)product-specific preplanning inputs
D)viewer reaction profiles
E)bait-and-switch techniques

Question 75

Tiffany is the creative director of an ad agency.The agency has just been hired to develop a promotional campaign for a company that produces exercise videos for women.As part of her preparation for developing a creative strategy, Tiffany reviews some studies conducted on the overall fitness and exercise market, as well as a report on the changing roles of women in society.This information is part of

A)general preplanning input.
B)focus group studies.
C)problem detection studies.
D)illumination studies.
E)ethnographic research input.

Question 76

The founders of Wieden + Kennedy, best known for its excellent creative work for companies such as Nike and ESPN, believe a key element in the agency's success is a steadfast belief in __________________, and prioritizes creative work above the client-agency relationship.

A)problem detection
B)taking risks
C)immersion
D)formulas
E)incubation

Question 77

Why are models of the creative process valuable to those working in the creative area of advertising?

A)The models enable the client to see what he or she is paying for.
B)The models provide an organized approach to an advertising problem.
C)The models provide an unstructured approach to an advertising problem.
D)The models are usually developed based on the primacy effect.
E)The models create heuristics needed to determine whether or not an ad will accomplish its goals.

Question 78

According to Young's and Graham Wallas's versions of the stages in the creative process, the first step involves which of the following?

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

Question 79

When Julianna uses books, periodicals, trade publications, research studies, and ads from her client's competitors to assist in the preparation, incubation, and illumination stages, she is using __________________________.

A)general preplanning input
B)copywriting
C)account planning
D)storyboarding
E)production scheduling

Question 80

Account planning plays an important role during creative strategy development by

A)making sure the client knows the agency has the final say in deciding the strategy.
B)driving the process from the customers' point of view.
C)confirming the compliance of all advertisements with local, state, and FTC regulations.
D)determining whether the account should be accepted.
E)forecasting demand for the product category.