Deck 12: The Creative Side of Advertising Strategy

Question 1

________ 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

Answer 1

C

Question 2

Which of the following practices should advertisers avoid when trying to generate an idea that is relevant,original and memorable?

A)Looking for an idea in the packaging
B)Thinking about how the product works
C)Thinking up something weird or provocative to say
D)Using the product name or logo as a source of ideas
E)Thinking about what would happen if the product didn't exist

Answer 2

C

Question 3

Which of the following is a key characteristic of creative people who do well in advertising?

A)Problem solver
B)Able to visualise
C)Open to new experiences
D)Conceptual thinker
E)All of the above

Answer 3

E

Question 4

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)Brainfog
C)Incubation
D)Immersion
E)Illumination

Question 5

Which of the following statements regarding the creative person is FALSE?

A)Creative advertising people are zany,weird,off-the-wall,unconventional and eccentric.
B)In advertising,creativity is both part of the job description and a goal.
C)Creative people are found in business,science,engineering,advertising and many other fields.
D)Creative problem solvers are risk takers with a high tolerance for ambiguity.
E)Most people can sharpen their skills and develop their creative potential.

Question 6

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 7

In contrast to a hard sell,a soft sell is likely to rely on ________.

A)informational messages
B)cognitive appeals
C)logical arguments
D)emotional appeals
E)lectures providing evidence

Question 8

In which advertising message does a speaker,often referred to as a 'talking head',present evidence and use a technique such as an argument to persuade the audience?

A)Soft sell
B)Lecture
C)Teaser
D)Appeal
E)Drama

Question 9

An informational ad that is designed to create a response based on logic is known as a ________ sell.

A)factual
B)heart
C)hard
D)soft
E)cognitive

Question 10

An ad that means something to the target audience means the idea has ________.

A)relevance
B)originality
C)impact
D)significance
E)unexpectedness

Question 11

A process of jumping from the strategy statement to an original idea that conveys the strategy in an interesting way is known as the creative ________,and means moving from the safety of a predictable strategy statement to an unusual idea that hasn't been tried before.

A)leap
B)gap
C)bridge
D)brief
E)idea

Question 12

Which of the following is NOT a step in the 'creative aerobics' idea-generation process?

A)Generating facts about a product
B)Creating new names for the product
C)Looking for similarities between dissimilar objects
D)Creating new definitions for product-related nouns
E)All of the above are in the process

Question 13

Laura is planning to lead a brainstorming session to generate ideas for an advertising campaign.Which of the following behaviours should she try to make sure the group avoids?

A)Limiting the group's size to 10 people
B)Negative thinking and judgement of ideas
C)Covering walls with sheets of paper
D)Deferring judgement when someone puts an idea forward
E)Creating a playful atmosphere

Question 14

To prompt an affective response,which of the following are appropriate advertising objectives?

A)Create attention,awareness,interest,recognition and recall.
B)Deliver information and understanding.
C)Touch emotions,create feelings and sensations.
D)Change attitudes,create conviction and preference.
E)Stimulate trial,or some other form of action.

Question 15

For years,Duracell batteries used the Duracell Bunny in its television commercials.The bunny was cute,always beating a drum with the tagline,'The Duracell Bunny keeps going and going and going'.Several of the ads were humorous and people could remember the battery ad with the bunny,but for a long time,people could not name the brand of battery.The creative team that worked on this campaign spent considerable time researching consumers' usage of batteries as well as the problems they had with them.The team learned that people didn't like batteries that don't last long,and because Duracell batteries lasted much longer than competitors' brands,they decided to feature that in the execution of the ads.In which step of the creative process did the creative team read,research and learn everything they could about Duracell batteries and their competitors?

A)Immersion
B)Ideation
C)Incubation
D)Illumination
E)Evaluation

Question 16

A 'big idea' must be both ________ and ________.

A)creative;strategic
B)fun;strategic
C)bold;creative
D)emotional;bold
E)fun;emotional

Question 17

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 18

To inform and gain understanding are appropriate objectives for which advertising effect?

A)Perception
B)Cognition
C)Affective
D)Persuasion
E)Transformation

Question 19

Which term describes the advertising approach using 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)Affective sell

Question 20

What is often used to test the idea before it runs to try to determine whether it works?

A)Concept testing
B)Concept evaluation
C)Brainstorming
D)Comparative analysis
E)Advertising testing

Question 21

In which type of advertising is the product NOT necessarily made clear to the audience?

A)Drama
B)Lecture
C)Humorous
D)Teaser
E)Anonymous

Question 22

A(n)________ connects with some emotion that makes the product particularly attractive or interesting,such as security,esteem,fear,sex or sensory pleasure.

A)claim
B)appeal
C)feature
D)point of differentiation
E)argument

Question 23

Most ads end with a signature of some kind that serves to identify the company or brand,but it can also serve as a ________ if it gives direction to the consumer about how to respond,such as a toll-free phone number,website URL or email address to make it easy.

A)cue
B)association
C)call to action
D)buzz

Question 24

Keeping the brand name in front of customers goes a long way towards reinforcing continued use of that brand by customers who have had a positive brand experience.This advertising strategy is called a(n):

A)brand strategy
B)association strategy
C)reminder strategy
D)none of these

Question 25

Which of the following is a creative strategy that drives persuasion?

A)Using an emotional appeal to connect with the consumer
B)Using stopping power to attract attention
C)Using pulling power to generate interest
D)Identifying the product's most important features
E)Including a call to action in the message

Question 26

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

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

Question 27

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

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

Question 28

A(n)________ message strategy delivers information symbolically by connecting a brand with a certain type of person,lifestyle or other characteristics.

A)unique selling proposition (USP)
B)association
C)selling premise
D)action

Question 29

To be believable,a rational selling premise needs to have ________.

A)emotional appeal
B)a slogan
C)stopping power
D)support
E)contrast

Question 30

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

A)Media considerations
B)Budget for the campaign
C)Brand imperatives,such as position and personality
D)Creative parameters
E)Problem to be solved

Question 31

Which of the following can create stopping power?

A)Originality
B)Unexpected media
C)Intrusive,intense creative
D)A contrast to competitor advertising
E)All of the above

Question 32

________ advertising is used to create a representation in a consumer's mind.

A)Unique selling proposition (USP)
B)Image
C)Conviction
D)Selling premise
E)Action

Question 33

Which advertising 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)Shockvertising
E)Spokesperson

Question 34

What is the definition of a creative execution?

A)In-your-face advertising,or attitude
B)A campaign's creative platform or blueprint
C)A statement of the advertising or communication objective
D)A document that sets boundaries for the creative team
E)The form in which an ad's message is presented

Question 35

A product-focused strategy based on a statement about how the product will perform is called a:

A)truth
B)claim
C)proof
D)none of these

Question 36

Which type of message format tries to grab attention and generate buzz by using outlandish creative ideas or provocative visuals?

A)Teasers
B)Slice-of-life
C)Spokesperson
D)Shockvertising
E)Shockwave

Question 37

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

A)creative brief
B)positioning statement
C)execution plan
D)media plan
E)message plan

Question 38

The end result of persuasion is ________.

A)benefit
B)belief
C)conviction
D)sales

Question 39

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)All of the above are rational customer-focused selling premises.

Question 40

Usually the creative brief starts with a statement of:

A)corporate mission
B)financial status
C)the problem to be solved
D)both (a)and (c)
E)none of the above

Question 41

Style,quality,prestige,size,formula and colour are all considered to be intangible characteristics of the product.

Question 42

Which of the following is NOT a way to create pulling power for an ad?

A)Repetition
B)Jingles
C)Slogans
D)Clever phrases
E)Vampire creativity

Question 43

Head and heart creative strategies address the think and feel dimensions of a consumer's decision.

Question 44

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)viral marketing
B)the carryover effect
C)shockvertising
D)a point of differentiation
E)vampire creativity

Question 45

In the process of structural analysis developed by the Leo Burnett agency,creative people evaluate the power of the narrative and strength of the product and then do which of the following?

A)Consider how well the two are integrated.
B)Consider how well the claim brings the story to life.
C)Test it to rule out vampire creativity.
D)Diagnose its strengths and weaknesses.
E)Show a clutter reel and conduct interviews.

Question 46

The ability to develop an advertising idea across different media is not a principle of advertising.

Question 47

The free association technique used by creative thinkers creates the juxtaposition of two seemingly unrelated thoughts.

Question 48

The key visual in a print,interactive or television ad is a vivid image that the advertiser hopes will linger in the viewer's mind.

Question 49

Effective advertising is a product of both science and art.

Question 50

An idea that breaks through the clutter,gets attention and is memorable is said to have impact.

Question 51

Creative problem solvers are risk takers with a high tolerance for ambiguity.

Question 52

Using an idea that someone else has originated is known as recycled.

Question 53

Ideation is the step of the creative process in which the problem solver looks at the problem from every angle,develops ideas and generates as many alternatives as possible.

Question 54

Emotional strategies highlight the psychological attraction of the product to the target audience through such responses as love,fear,anxiety,envy or sexual attraction.

Question 55

Which method is used to test an ad before it runs to try to assess the effectiveness of the component parts?

A)Structural analysis
B)Coincidental surveys
C)Copy testing
D)Tracking studies
E)Brainstorming

Question 56

Lecture,as a basic strategy for the advertising message,relies on the viewer making inferences.

Question 57

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

Question 58

The function of originality in advertising is to capture attention.

Question 59

Illumination is a technique where a group of 6 to 10 people work together to come up with ideas,and the secret to success is to remain positive and defer judgement.

Question 60

________ testing attempts to assess the strength of the finished message and predict how well it will perform.

A)Slice-of-life
B)Spokesperson
C)Concept
D)Pre-

Question 61

Name and describe any five of the most commonly used advertising executions.

Question 62

Identify the types of testing that may occur while advertising is being run.

Question 63

To get attention,an ad has to have stopping power.Describe how ads can accomplish this.

Question 64

Explain how hard- and soft-sell creative strategies are related to head and heart strategies.

Question 65

Mary is a creative consultant who visits agencies or organisations to conduct 'creative aerobic' sessions.Explain what she does and discuss the four-step,idea-generating process that she assists businesses in implementing.

Question 66

An association message strategy delivers information symbolically by connecting a brand with a certain type of person,lifestyle or other characteristic.

Question 67

Vampire creativity is the term for a message that is so creative that the ad is remembered but not the product.

Question 68

Usually the creative brief starts with a statement of the target audience.

Question 69

Shockvertisments are mystery ads that don't identify the product or deliver enough information to make sense,but are designed to arouse curiosity.

Question 70

You have been asked by your supervisor to participate in a brainstorming session to come up with ideas for your company's advertising campaign.Explain what brainstorming is,why it is used and how to make it successful.

Question 71

Focus is a characteristic of an effective creative concept.

Question 72

Lisa Duke found that winners of the premier One Show Awards defined an effective creative concept as having four characteristics.What were they?

Question 73

MasterCard use the line,'There are some things money can't buy.For everything else,there's MasterCard',and for almost 10 years,McDonald's has used the line,'I'm lovin' it'.What are these words known as?

Question 74

What is the difference between concept testing and pretesting of messages?

Question 75

Explain what the creative brief is and the elements that are commonly included in one.

Question 76

When advertisers are trying to generate creative ideas,where might they look and what practices should they avoid?

Question 77

When and how would a marketer most likely use a message that informs?