Deck 4: Advertising Planning: Creative

Question 1

A substantiation of the promise made in the key benefit statement is called a positioning statement.

Answer 1

False

Question 2

According to the FCB grid, high involvement products always require an informative tone and style in order to be effective.

Answer 2

True

Question 3

Emotional appeals can be presented in a positive or a negative setting.

Answer 3

True

Question 4

Brand awareness is a common creative objective for new products.

Question 5

Tim Hortons uses Sidney Crosby in some of their commercials. This is an example of a testimonial.

Question 6

Advertising plans are usually designed to resolve a particular problem or pursue an opportunity.

Question 7

Advertisements that use the comparative appeal techniques always make direct comparisons with another brand.

Question 8

The creative strategy is a plan of action for how the message will be communicated to the target audience.

Question 9

A company who truly wants to measure the results of an advertising campaign should establish a quantitative advertising objective.

Question 10

The ACCA model states that consumers go through a series of stages on the way to taking action. These stages in order are: awareness, conviction, comprehension and action.

Question 11

Lifestyle appeals are becoming more challenging to develop given the diversity that exists in today's society.

Question 12

No matter how good a slogan is, it must be changed for each advertising campaign.

Question 13

According to the FCB Grid, snack foods, which are low involvement products which are purchased on emotion, should use communications that focus on lifestyle-oriented messages.

Question 14

Although popular with viewers, ads with humorous appeals have been proven to be ineffective.

Question 15

According to the ACCA model, in the "comprehension" stage, consumers are expressing interest.

Question 16

In the communication process, transforming a message into a meaningful format is also called decoding.

Question 17

When Harley-Davidson wants to start a new advertising project, the first step is to generate a creative brief.

Question 18

Pepsi-Cola utilizes a unique creative theme or "big idea" for each media option used in its communications plan.

Question 19

Fear and anger are always used in negative appeals.

Question 20

Comparative campaigns are usually undertaken by a "challenger" brand, a brand that ranks behind the category leader in terms of market share.

Question 21

How does the testimonial execution differ from celebrity endorsements?

Question 22

What is a creative brief and how is it used?

Question 23

What are the two parts of creative objectives? Illustrate using an example.

Question 24

The acronym ACCA stands for

A) attitude, comprehension, conviction, action.
B) attitude, comprehensiveness, conviction, action.
C) awareness, comprehension, conviction, attitude.
D) awareness, composition, conviction, action.
E) awareness, comprehension, conviction, action.

Question 25

When a network airs an ad placed by an advertiser on television, this reflect the __________ step of the communication process.

A) escalating
B) transmitting
C) encoding
D) submitting
E) decoding

Question 26

Describe the stages in the communications process as it relates to advertising using a brand of your choice to illustrate your answer.

Question 27

Pick a brand to explain how a consumer goes through the stages of the ACCA model.

Question 28

Communication is defined as transmitting, receiving, and __________ information.

A) remembering
B) processing
C) preparing
D) discerning
E) keeping

Question 29

What is the difference between advertising objectives and creative objectives?

Question 30

What is the difference between a tagline and a slogan?

Question 31

According to the FCB Grid, what is the best communication strategy for low involvement products purchased on emotional decisions? Support your answer with a product that you purchase which falls into this quadrant.

Question 32

What is the FCB Grid and how is it used in marketing communications?

Question 33

After a communication message is developed, an organization has to transform the message into some attention getting form, such as print advertising or television advertising. This step in the communication process is called

A) development.
B) noise.
C) transmission.
D) encoding.
E) decoding.

Question 34

When a marketer delivers a message, the message is sometimes not in line with customer attitudes or customers don't believe the message because the message delivered by the competition was more convincing. In the communication process this is referred to as

A) encoding.
B) decoding.
C) transmission.
D) noise.
E) a bad message.

Question 35

The textbook discusses several of the more common appeal techniques. List six of them and list how a popular brand would use the appeal techniques.

Question 36

How does an emotional appeal differ from a humourous appeal?

Question 37

Discuss a brand that uses factual appeals in their advertising. Is the advertising effective? Why or why not?

Question 38

Explain the importance of the positioning strategy statement to creative strategy.

Question 39

What is meant by "native advertising"? Explain.

Question 40

List the three elements of a creative strategy.

Question 41

A document developed by a client organization that contains vital information about the advertising task at hand, such as marketing background information and communication objectives, is called a

A) background brief.
B) creative brief.
C) communication plan.
D) strategic plan.
E) marketing plan.

Question 42

The statement: "To achieve an awareness of 75% for Brand X in the defined target market within 6 months of product launch" is an example of a(n)

A) advertising objective.
B) communication objective.
C) problem.
D) corporate objective.
E) marketing objective.

Question 43

The market for cell phones is very competitive and several brands are strong. Many companies in this market probably focus on quantifying an advertising objective in the following area.

A) awareness
B) action
C) preference
D) interest
E) new targets

Question 44

__________ is a paid-for message communicated through the media by an identified sponsor.

A) Advertising
B) Sales Promotion
C) Marketing Communications
D) Personal selling
E) Publicity

Question 45

At this stage in the communication process, the consumer is expressing interest and the message is seen as relevant.

A) comprehension
B) conviction
C) purchase
D) action
E) awareness

Question 46

High involvement products such as designer clothing, which are bought on emotion to make the consumer feel good or show status, fall under this quadrant according to the FCB grid.

A) Quadrant 1
B) Quadrant 5
C) Quadrant 4
D) Quadrant 3
E) Quadrant 2

Question 47

In this stage of the communication process, the customer learns something for the first time.

A) action
B) transmission
C) encoding
D) decoding
E) awareness

Question 48

The statement "to create or increase brand awareness" would fall under which section of a creative brief?

A) creative objectives
B) marketing information
C) advertising objectives
D) problem identification
E) creative strategy

Question 49

According to the FCB grid, long-copy, informative advertising plays an important role for products in which quadrant?

A) Quadrant 4 - emotional and low importance
B) Quadrant 3 - rational and low importance
C) Quadrant 5 - logical and inexpensive
D) Quadrant 2 - emotional and high importance
E) Quadrant 1 - rational and high importance

Question 50

For an established brand in growth or mature markets, the objective is to stand out from competing brands. In this case, the advertising objective would focus on

A) encouraging trial purchase.
B) attracting new target markets.
C) creating interest.
D) creating awareness.
E) encouraging preference.

Question 51

According to the FCB grid, advertisers of low involvement products purchased on an emotional basis, such as beer, should focus on

A) emotional advertising.
B) informative advertising.
C) lifestyle messages.
D) short, catchy slogans.
E) demographics messages.

Question 52

A campaign for a new product launch will usually have the following as an advertising objective.

A) interest
B) action
C) awareness
D) new image
E) new targets

Question 53

A statement that clearly indicates the information to be communicated to the target audience is called a(n)

A) advertising objective.
B) creative objective.
C) marketing objective.
D) corporate objective.
E) problem statement.

Question 54

Sue just finished watching a commercial for Tide laundry detergent and decided to add Tide to her shopping list for the week. This step in the communication process is referred to as

A) comprehension.
B) action.
C) trial.
D) conviction.
E) awareness.

Question 55

Which of the following would NOT be an appropriate advertising objective?

A) sales
B) interest
C) preference
D) awareness
E) new targets

Question 56

Essential information that provides direction for creative development is provided in a document known as the creative brief. This is provided by the

A) agency.
B) industry.
C) sales team.
D) market place.
E) client.

Question 57

"Motivating distributors to carry a product" and "encouraging trial purchase" are examples of

A) strategic objectives.
B) marketing communication objectives.
C) advertising objectives.
D) marketing objectives.
E) corporate objectives.

Question 58

Typically, advertising campaigns are designed to resolve a specific problem or

A) increase market share.
B) to increase overall sales.
C) attack the competition.
D) pursue an opportunity.
E) modify pricing.

Question 59

According to the FCB grid, advertisers of low involvement products that require rational decisions, like furniture polish, should focus on

A) long, rational messages.
B) lifestyle advertising.
C) short, catchy slogans.
D) "feel-good" messages.
E) technical advertising.

Question 60

The theory of communications that revolves around the degree of involvement the consumer has with a product in the purchase decision-making process is called

A) the involvement theory.
B) the FCB Grid.
C) DAGMAR.
D) ACCA.
E) DMP.

Question 61

The three elements of creative strategy are: tone and style, central theme and

A) communication objectives.
B) media strategy.
C) creative objectives.
D) appeal techniques.
E) positioning statement.

Question 62

The slogan for Buckley's Cough Mixture, "Tastes awful, but it works" is an example of the following appeal technique.

A) humorous appeal
B) celebrity endorsement
C) fear appeal
D) negative appeal
E) emotional appeal.

Question 63

One of the risks when advertisers present a(n) ___________________ is that it can wear out prematurely.

A) emotional appeal.
B) humour appeal.
C) lifestyle appeal.
D) negative appeal.
E) positive appeal.

Question 64

McDonald's ads usually include music and interactions among family members representing the tagline "I'm lovin' it." These ads use a(n) __________ appeal technique.

A) positive
B) lifestyle
C) emotional
D) humorous
E) negative

Question 65

______________ appeals presented effectively will arouse the feelings of an audience.

A) Emotional
B) Sexual
C) Lifestyle
D) Factual
E) Comparative

Question 66

Advertisements using a lifestyle appeal are based on

A) psychographic data.
B) family income.
C) ethnic data.
D) geographic data.
E) demographic data.

Question 67

Good support claims statements provide customers with

A) a reason why they should choose an agency.
B) a reason why they should buy the product.
C) good taste and good nutrition.
D) catchy slogans.
E) the basic selling idea behind the product.

Question 68

During which stage of the creative development process do specific decisions have to be made regarding how to present the message?

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

Question 69

Ads that simply state what the product will do and back it up with information that is easy for the consumer to understand are using the __________ appeal technique.

A) simple
B) factual
C) positive
D) emotional
E) lifestyle

Question 70

When determining what to say about a brand and how to say it, creative planners refer to the _____________ for context.

A) creative objective.
B) client evaluation.
C) advertising objective.
D) creative execution.
E) research plan.

Question 71

The real issue with using a sexual appeal is

A) the ads are quickly forgotten.
B) competitors will copy them.
C) in the way it is used.
D) they do not get a customer's attention.
E) most clients dislike this appeal technique.

Question 72

Which of the following is NOT an appeal technique used to execute creative strategy?

A) fear
B) negative
C) positive
D) neutral
E) humorous

Question 73

The glue that binds the various creative elements of a campaign together is also called the

A) central theme.
B) big idea.
C) creative strategy.
D) both A and B are correct
E) both A and C are correct

Question 74

When Maytag develops an ad for Maytag dishwashers that states facts on what the dishwasher will do, and is backed up with information for consumers, they are employing a(n)

A) emotional appeal
B) comparative appeal.
C) factual appeal.
D) lifestyle appeal.
E) negative appeal.

Question 75

Tone and style and central theme or "big idea", fall under which section of the creative brief?

A) marketing information
B) advertising objective
C) creative execution
D) creative objectives
E) creative strategy

Question 76

The key benefit statement is

A) the primary reason for buying the product instead of a competitive product.
B) the main reason for choosing a particular agency.
C) main creative idea behind a campaign.
D) the reason for using marketing research.
E) why certain media is used.

Question 77

The basic selling idea and primary benefit of Vaseline Intensive Care Lotion is that it leaves a person's skin feeling very soft. This would be that product's

A) key benefit statement.
B) slogan.
C) creative objective.
D) advertising objective.
E) positioning.

Question 78

Comparative appeal techniques are usually undertaken

A) by using a fear technique.
B) by a challenger.
C) in the least positive manner.
D) by all competitors in a small market.
E) by the leader.

Question 79

In advertisements for Colgate toothpaste, the main promise Colgate makes is that their toothpaste helps fight tooth decay. The fact that Colgate is the only toothpaste to earn the Canadian Dental Association seal of approval is an example of a(n)

A) key benefit statement.
B) creative strategy statement.
C) support claims statement.
D) positioning statement.
E) big idea .

Question 80

For negative appeals, the product promise and benefits are based on a situation that the potential buyer would like to

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