Deck 7: Creative Strategy Decisions

Question 1

For weeks, Jill had been trying to come up with a creative approach to advertise shampoo. She had decided to try not to think about it for a while to see if her subconscious could figure something out. As she was relaxing in her bath one night, a
Great idea for a creative shampoo advertising campaign just seemed to pop into her head. She leapt out of the tub and began to write it all down before she forgot it. In terms of the creative process, she has just gone through the stage.

A) digestion
B) verification
C) immersion
D) illumination

Answer 1

D

Question 2

Golda has to create an ad campaign for an online subscription encyclopedia. She has gathered together all the relevant environmental information and has studied the product as closely as possible. Now it is time for the stage of the creative process. She
Needs to work on another project and put the encyclopedia project completely out of her conscious mind.

A) incubation
B) digestion
C) immersion
D) illumination

Answer 2

A

Question 3

A copywriter in the Creative Edge agency has just been assigned to the Wendy's fast food restaurant account. One of the first things he may want to do is:

A) sit down and begin writing copy for sample ads
B) try to come up with some big ideas that can be the basis of a creative ad campaign
C) spend some time visiting fast food restaurants, eating their food and talking to consumers about some of their specific likes and dislikes of Wendy's and their competitors
D) come up with alternative positioning concepts for Wendy's

Answer 3

C

Question 4

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

A) Promotional uniqueness
B) A unique selling plan (USP)
C) Positioning
D) Advertising creativity

Question 5

of a commercial has been proven to be a major determinant of success in changing brand preferences.

A) Uniqueness
B) Likeability
C) Frequent airing
D) Length

Question 6

The creative director of an agency has chosen three likely creative ideas to concept test through focus groups in a couple of major markets. The findings of this research will guide the final tweaking of the creative concept. This represents the stage of
The creative process.

A) incubation
B) verification
C) reality check
D) digestion

Question 7

Reading anything related to the product or market is a part of the stage of the creative process.

A) incubation
B) verification
C) reality check
D) immersion

Question 8

An advertising creative specialist wants to learn as much as possible about the market for a calcium-enhanced sports drink that can be used to develop the creative strategy. Which of the following should he NOT do first?

A) Get a group of athletes to sample the drink and give their opinions about its taste and consistency.
B) Talk to coaches and trainers to get their reactions to the new product.
C) Talk to nutritionists about the actual nutritional value of the added calcium.
D) Brainstorm some ideas with colleagues to develop potential slogans.

Question 9

Studies show that creative advertising can positively impact emotional responses and get consumers' attention by:

A) fulfilling marketing objectives
B) providing a reason to purchase
C) establishing new grounds for communication
D) breaking through the cluttered media environment

Question 10

To be appropriate and effective, a creative idea must be relevant to the:

A) marketing objectives
B) target audience
C) corporate plan
D) creative advertising team

Question 11

Andrew is the creative director for an agency that has just taken on a golf ball manufacturer as a client. Before starting to develop creative ideas, Andrew reads some golfing magazines and spends time talking to some friends and co-workers who play
Golf. These activities are part of which stage of the creative process?

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

Question 12

The relevance of the creativity to the target audience supports the:

A) marketer's main objectives.
B) brand positioning strategy.
C) message transmission.
D) efforts of the creative team.

Question 13

From the perspective of a brand manager, a commercial is likely to be judged as creative if it:

A) has a high level of artistic or aesthetic value
B) wins creative awards
C) communicates the message clearly and leaves favourable impressions among the target audience
D) is unlike anything currently in the marketplace

Question 14

This brand established itself as a cultural icon through its creatively divergent ads depicting its uniquely shaped bottle and thought-provoking visions of the world.

A) Absolut vodka
B) Crown Royal Canadian whisky
C) Natrel pure-filtered milk
D) Monster energy drink

Question 15

The creative team when creating ads because clients can feel uncomfortable with advertising that is too different.

A) doesn't divulge their divergent ideas until they are ready for final production
B) includes the client at every step of the process
C) follows proven formulas
D) copies last year's campaign

Question 16

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

A) Creative advertising cannot create positive feelings that transfer to the product or service.
B) Creative advertising can break through the clutter and make an impression on consumers.
C) Creative advertisements that are creative for the sake of being creative often fail to produce a sale.
D) Creative advertising is effective even if it is irrelevant to the target audience.

Question 17

The determine(s) what the advertising message will communicate, while the ________ lay(s) out how the message will be executed.

A) creative brief; media plan
B) consumer insights; consumer behaviour
C) creative strategy; creative tactics
D) marketing plan; advertising plan

Question 18

Each of the following statements regarding the relevance of advertising creativity is true EXCEPT:

A) Relevance has to create brand associations through specific cognitive and emotional responses.
B) Relevant creativity will establish brand benefits and reasons why the target consumer should purchase it.
C) The creative can stray from the brand's positioning strategy if the advertising idea is original and has artistic value.
D) The target audience experiences selective comprehension when faced with many competing promotional messages.

Question 19

According to James Webb Young, a former creative director at the J. Walter Thompson agency, the production of creative advertising ideas:

A) has as many different routes as there are different forms of creativity
B) does not follow a definitive plan
C) is a random process that cannot be taught
D) is a definitive process that can be learned and controlled

Question 20

is the extent to which an ad contains novel, different, or unusual characteristics.

A) Creativity
B) Positioning
C) Relevance
D) Divergence

Question 21

Judy, the creative director for YTT ad agency, is observing a focus group for four-wheel drive SUVs. She is gathering before she begins to develop creative strategy for an SUV manufacturer.

A) secondary internal data
B) general preplanning input
C) product specific preplanning input
D) illumination research

Question 22

Clients give effective direction to their agency by developing a(n) that summarizes important information about the brand's positioning strategy.

A) campaign strategy
B) information session
C) creative brief
D) brand mantra

Question 23

The Taxi advertising agency works to test a creative idea they have for a new commercial before moving ahead with the production of the spot. To make the test more realistic it wants to test both the visual layout of the commercial as well as the audio
Portion of the message. The commercial should be tested in which of the following forms?

A) Print copy
B) Storyboard
C) Reaction profile
D) Animatic

Question 24

In order for a creative message to be considered a "campaign":

A) there should be multiple executions
B) it needs to include many products in the mix
C) it must be scientifically proven to have longevity
D) it must be a new creative idea

Question 25

Dara is the creative director for the Wise-Humphrey advertising agency. She spends an hour every morning reading publications such as Marketing Magazine, Strategy, and The National Post to gain a better understanding of what is happening in the world of marketing and advertising. This activity can be characterized as:

A) verification research
B) general preplanning input
C) product specific preplanning input
D) problem detection research

Question 26

Focus groups can be used during the advertising creative process for each of the following purposes EXCEPT:

A) evaluate creative concepts, ideas, and campaign themes
B) predict sales figures for a particular period
C) find any special needs that are not being satisfied
D) gain detailed insight into how and why consumers use a product or service

Question 27

research is a qualitative research method where 10 to 12 consumers from a target market are led through a discussion about a topic such as women's shoes or hunting.

A) Focus group
B) Psychographic
C) Problem detection
D) Preparation

Question 28

Attitude studies and perceptual mapping would be examples of:

A) product/service specific preplanning inputs
B) revision studies
C) general preplanning inputs
D) verification studies

Question 29

Account planners are responsible for the conducting and analysis of research in order to drive the creative process from a(n) point of view.

A) historical
B) head office
C) incubation
D) customer

Question 30

An advertising campaign theme:

A) is usually used in ads that run in only one type of media vehicle
B) is typically designed by the client and implemented by the agency
C) is a strong idea, as it is the central message that will be communicated in all the advertising and other promotional activities
D) is always tactical in nature and design

Question 31

Petra is the creative director for an ad agency. The agency has just taken on a manufacturer of women's shoes for aqua aerobics as a client. As part of her preparation for developing a creative strategy, Petra 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 the:

A) general preplanning input
B) problem detection studies
C) illumination studies
D) product specific preplanning input

Question 32

The end result of the creative process is the written document referred to as the . It specifies the basic elements of the creative strategy and other relevant information.

A) creative brief
B) selling idea
C) working document
D) animatic

Question 33

The first three sections of the creative brief are:

A) independently developed by the agency creative team
B) a considered response to competitive activities
C) an extension of the previous year's communications plan
D) derived from the client's marketing plan and discussions among brand management and creative specialists

Question 34

A(n) is a series of drawings used to present the visual plan or layout of a proposed commercial along with a description of the audio for each scene.

A) storyboard
B) creative map
C) animatic
D) rough layout

Question 35

The creative brief is developed by:

A) the account planner
B) the agency's creative team
C) the Institute of Communications and Advertising
D) the brand manager on the client side

Question 36

Each of the following describes the creative theme, EXCEPT:

A) directly communicates the brand positioning strategy to its intended target audience
B) reflects the market positioning strategy
C) represents the central message of a marketing communication program
D) comprises a variety of unrelated messages pulled together by strong visuals

Question 37

To make a creative layout of a commercial more realistic, a(n) may be produced by making a videotape of the along with an audio soundtrack.

A) animatic; storyboard
B) animatic; copy platform
C) storyboard; animatic
D) campaign; storyboard

Question 38

Which of the following is NOT a form of qualitative research?

A) Associative tests
B) Focus groups
C) Mall-intercept surveys
D) In-depth interviews

Question 39

Which of the following is NOT one of the responsibilities of the account planner?

A) lay the strategic foundation and influence the way that the advertising turns out
B) conduct research and gather all relevant information about the brand and the target market
C) provide key agency and client personnel with information required to make strategic decisions
D) develop the core creative concept on which the campaign will be built

Question 40

David participated in a study done by an advertising agency. During his interview, he was asked to gauge the services provided by a regional airline on the basis of his experiences and what others had told him. The interviewer asked David specific
Questions about the food, the seating arrangements, the ease with which he entered and
Exited the plane, and the service provided by the airplane attendants. Since the ad agency doing the research is the one that will be the creative strategy for the airline's new ad
Campaign, you know that David most likely provided the agency with:

A) general product inputs to be stored and used later
B) quantitative data which will be used by the client to determine market development strategies
C) product/service specific preplanning inputs
D) secondary external data

Question 41

Which of the following does NOT make a good advertising slogan?

A) evokes positive feelings
B) includes the key benefit of the brand
C) is distinct from the competition
D) is complex and mystifying

Question 42

The reduces the creative theme or idea into a few words or a brief statement that reinforces the branding message.

A) slogan or tagline
B) product illustration
C) consistent message
D) brand logo

Question 43

Nizoral A-D shampoo is the only dandruff shampoo made with the number one doctor-prescribed ingredient, an ingredient that its manufacturer holds the patent on. This is the product's unique selling proposition (USP). Which of the following statements
About this USP is true?

A) This USP can be easily imitated.
B) This USP creates a sustainable competitive advantage.
C) This USP does not benefit a large enough target market.
D) This USP allows for the creation of a strong brand personality.

Question 44

The ongoing tales of Salty the personified salt shaker in Knorr Sidekicks ads is an example of the use of the approach to determining the creative theme.

A) unique selling proposition
B) inherent drama
C) consistency across time
D) brand image

Question 45

The creative themes of advertising are usually developed with the intention of being used for a long time period. This statement falls under the category of:

A) consistency across products
B) consistency across time
C) consistency across media
D) consistency across executions

Question 46

Which of the following is the best example of a USP, as defined by Rosser Reeves of the Ted Bates agency?

A) Nike has many entries in the professional sports shoe market.
B) Energizer uses their iconic battery-operated bunny to demonstrate how much longer their batteries work than the competition.
C) Tesla is building the Model 3, a small, completely electric battery-fueled vehicle, as their entry into this growing market.
D) Pepsi-Cola now offers a zero calorie, zero carb beverage to compete with Coke.

Question 47

Research by Environics suggests that Canadian and American are not exactly the same, so marketers need to come up with uniquely Canadian executions.

A) values
B) emotions
C) motives
D) thoughts

Question 48

The approach is a method to determine the creative theme/idea that uses consumer benefits as a foundation with an emphasis on presenting these benefits in a dramatic way.

A) benefit
B) inherent drama
C) brand image
D) positioning

Question 49

The theme for the advertising campaign is usually expressed in the ad through a slogan or _.

A) product shot
B) tagline
C) consistent illustration
D) positioning statement

Question 50

A number of years ago Shell advertised its premium grade of gasoline as the only brand with "Platformate," a special ingredient that helped clean the engine and yield higher gas mileage. This is an example of what type of approach to a major selling idea?

A) Inherent drama
B) Unique selling proposition
C) Brand image
D) Transformation

Question 51

The product's says to the consumer, "Buy this product and you will get this benefit."

A) jingle
B) unique selling proposition
C) brand equity
D) copy platform

Question 52

Consistency across time may be beneficial to attract the brand's non-customers because:

A) the familiarity of the creative theme is recognizable when the non-customers may be entering the product category, or considering switching from their current brand
B) to be considered an effective communications campaign, brands should follow the "rule of 3"
C) consumers tend to have longer recall when they are loyal to a brand
D) consumers these days exhibit very little brand loyalty, especially the young adult demographic

Question 53

Trout and Ries originally described as the image consumers have of a brand in relation to competing brands.

A) positioning
B) inherent drama
C) brand image
D) unique selling proposition

Question 54

All Nippon Airways (ANA) is the largest airline in the Far East. Its ads focus on the Japanese hospitality that is offered on its planes-everything from elegant tableware to the finest in Far Eastern cuisine. If comfort and fine food is important to you when you travel, then you should think ANA next time you are booking a flight to Asia. This
Development of a strong, memorable identity for ANA is an example of:

A) image advertising
B) inherent drama
C) unique selling proposition
D) attribute-based positioning

Question 55

When Corona beer used their "Find Your Beach" creative on billboards, Instagram, YouTube videos, subway and transit posters, and in-store signage, they were employing a ________ strategy.

A) consistency across executions
B) consistency across products
C) consistency across media
D) consistency across time

Question 56

Unlike other alkaline batteries and traditional rechargeable batteries, Rayovac Renewal alkaline battery is reusable 25 times or more. The ad headline read, "Introducing the Best-Performing Battery System in All of Creation." This ad was based on the Rayovac Renewal alkaline battery's:

A) inherent drama
B) brand image
C) brand equity
D) unique selling proposition

Question 57

It is important that marketers ensure that all ads feature a similar "look and feel." This statement falls under the category of:

A) consistency across time
B) consistency across products
C) consistency across media
D) consistency across executions

Question 58

The are awards given to celebrate Canadian advertising success stories.

A) Bessies
B) Marketing Awards
C) Extra Awards
D) Cassies

Question 59

Hubba Bubba bubble gum is the only chewing gum that lets you blow great big bubbles that won't stick to your face. This statement represents the gum's:

A) unique selling proposition
B) brand image
C) brand equity
D) inherent drama

Question 60

Which of the following statements about image advertising is true?

A) Image advertising is used most often when there are significant functional or performance differences among brands.
B) Advertisers often use image advertising when their products or services offer a unique attribute or benefit to consumers.
C) Image advertising is most commonly used for business-to-business products.
D) Image advertising is often used when competing brands are difficult to differentiate on a functional or performance basis.

Question 61

Technical and high-involvement products often use a(n) appeal.

A) feature
B) news
C) popularity
D) subliminal

Question 62

Each of the following examples uses an emotional appeal EXCEPT:

A) Hallmark Cards' advertising focuses on people's reactions to receiving a greeting card for special occasions.
B) Old Spice used humour to update the image of their men's personal care products.
C) Current commercials for the smart fortwo compact car show how easy it is to park in small urban spaces.
D) Penningtons is a women's clothing store specializing in larger sizes. Their advertising shows plus size models "owning" their day, thus empowering women of all sizes.

Question 63

appeals are often used for brands with a small market share.

A) Feature
B) Emotional
C) Reminder
D) Comparative

Question 64

An ad for Neutrogena's Healthy Skin Anti-Wrinkle cream uses a(n) noting that it is the brand most recommended by dermatologists.

A) product popularity
B) favourable price
C) emotional
D) comparative

Question 65

Which of the following is NOT an example of a favourable price appeal?

A) McDonald's restaurant promotes its $2.99 meal deal.
B) Nissan advertises the 2008 Altima as the lowest priced car in its class.
C) Walmart stores advertise their everyday low prices.
D) The Bay department store announces a new line of women's sportswear.

Question 66

The computer software company Intuit runs an advertising campaign for Quicken that promotes the fact that it is the most preferred and bestselling brand of financial software. This is an example of what type of advertising appeal?

A) transformational
B) emotional
C) product popularity
D) teaser

Question 67

Dell computer has developed a significant technological breakthrough that will make its computers easier to use for novices. Dell will probably use which of the following types of appeals to announce the breakthrough?

A) News appeal
B) Emotional appeal
C) Popularity appeal
D) Favourable price appeal

Question 68

Retailers wanting to announce sales, special offers, or everyday low prices often use a ________ appeal.

A) news
B) favourable price
C) promotional
D) popularity

Question 69

The Bessies are awards celebrating the use of as an effective medium.

A) newsprint
B) sponsorship
C) television
D) crowd-sourcing

Question 70

Which of the following statements about feature appeals is true?

A) Feature appeals are rarely used for technical and high-involvement products.
B) Feature appeals can be used for advertising a product but not a service.
C) Feature appeals focus on consumers' affective responses rather than on product attributes or benefits to the consumer.
D) Feature appeals tend to be very informative and present a number of attributes that can be used as the basis for a rational purchase decision.

Question 71

Advertising appeals that focus on the consumer's practical, functional or utilitarian needs and emphasize product features and benefits are known as appeals.

A) rational
B) price
C) inherent drama
D) emotional

Question 72

The Extra Awards celebrate the use of as an effective medium.

A) television
B) newsprint
C) crowd-sourcing
D) sponsorship

Question 73

Advertising appeals that relate to the consumers' social and/or psychological needs for purchasing a product or service are known as appeals.

A) irrational
B) informational
C) emotional
D) rational

Question 74

Advertisements that focus on the dominant attributes or characteristics of a product or service are known as appeals.

A) feature
B) price
C) news
D) product popularity

Question 75

Which of the following statements is NOT a reason for why marketers may use emotional appeals?

A) The favourable feeling created by the appeal may transfer to the brand.
B) Research has proven that emotional messages should be based on factual data.
C) Emotional appeals can create favourable mood states, which make consumers more receptive to an advertising message.
D) Emotional appeals can create feelings or images that are activated when consumers use the brand.

Question 76

At the beginning of summer when the weather begins to get hot, the makers of Kool-Aid beverages wish to ensure that moms will stock up on their kids' favourite flavours. They should use a(n) appeal.

A) rational
B) teaser
C) emotional
D) reminder

Question 77

On a global level, the is widely considered the most prestigious advertising award competition.

A) Cannes
B) Marketing Awards
C) Cassies
D) Extra Awards

Question 78

The sponsored by Marketing Magazine identify the top creative communication launched each year in a number of categories.

A) Extra Awards
B) Marketing Awards
C) Cassies
D) Bessies

Question 79

The content of advertising with appeals emphasizes facts, learning, and the logic of persuasion.

A) emotional
B) subliminal
C) transformational
D) rational

Question 80

A commercial for MADD (Mothers Against Drunk Driving) shows viewers the havoc that is caused by drunk drivers. The factual, newslike nature of the ad indicates it is using a(n) appeal.

A) rational
B) refutational
C) fear
D) emotional