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) immersion
B) verification
C) revision
D) illumination

Answer 1

D

Question 2

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

Answer 2

D

Question 3

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) communicates the message clearly and leaves favourable impressions among the target audience
C) wins creative awards
D) is unlike anything currently in the marketplace

Answer 3

B

Question 4

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

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

Question 5

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

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

Question 6

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

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

Question 7

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) preparation
B) verification
C) reality check
D) incubation

Question 8

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

Question 9

_____ is a quality possessed by individuals that enables them to generate novel approaches to handling problems and that is reflected in new and improved solutions to those problems.

A) Uniqueness
B) Dramatization
C) Creativity
D) Proficiency

Question 10

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

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

Question 11

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) 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
C) try to come up with some big ideas that can be the basis of a creative ad campaign
D) come up with alternative positioning concepts for Wendy's

Question 12

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

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

Question 13

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) preparation
B) digestion
C) incubation
D) illumination

Question 14

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) Preparation
B) Incubation
C) Illumination
D) Verification

Question 15

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

Question 16

Which company creatively uses various animals to represent the characteristics of their products and services?

A) Frosted Flakes
B) Telus
C) Chevrolet
D) Rogers Wireless

Question 17

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

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

Question 18

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

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

Question 19

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

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

Question 20

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

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

Question 21

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

Question 22

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

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

Question 23

_____ 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) Problem detection
C) Psychographic
D) Preparation

Question 24

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

Question 25

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

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

Question 26

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

Question 27

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

Question 28

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

Question 29

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

Question 30

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) product specific preplanning input
C) problem detection studies
D) illumination studies

Question 31

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

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

Question 32

Attitude studies and perceptual mapping would be examples of:

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

Question 33

An advertising campaign theme:

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

Question 34

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

Question 35

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

Question 36

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) inherent drama
D) brand equity

Question 37

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

Question 38

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

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

Question 39

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

Question 40

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

Question 41

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

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

Question 42

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) emotional
C) fear
D) refutational

Question 43

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

Question 44

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

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

Question 45

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

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

Question 46

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

Question 47

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

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

Question 48

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

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

Question 49

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

Question 50

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

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

Question 51

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

A) Includes the key benefit of the brand
B) Evokes positive feelings
C) Is complex and mystifying
D) Is distinct from the competition

Question 52

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) brand logo
D) consistent message

Question 53

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

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

Question 54

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

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

Question 55

The _____ are awards given to celebrate Canadian advertising success stories.

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

Question 56

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

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

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 executions
C) consistency across media
D) consistency across products

Question 58

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) emotional
C) price
D) inherent drama

Question 59

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

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

Question 60

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

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

Question 61

Which of the following statements about research done by advertising agency about the use of humour in advertising is NOT true?

A) Humour confuses awareness.
B) Humour may aid name and simple copy registration.
C) Radio and television are the best media for executing humour.
D) Humour should not be used for advertising sensitive products.

Question 62

Rational and emotional advertising appeals:

A) represent two distinctive approaches which can never be combined
B) are essentially the same
C) can be combined since consumers' purchase decisions are often made on the basis of rational and emotional motives
D) are used together only for low-involvement products

Question 63

Before deciding to use a fear-appeal message strategy,an advertiser should consider what level of fear to use in the message because:

A) fear appeals have only inhibiting effects on consumer behaviour
B) defensive reactions such as tuning out a message or perceiving it selectively may occur if the level of fear is low
C) the message recipient may be motivated to act to resolve the threat if the level of fear is quite low
D) a low to medium level of fear can attract attention and interest and may motivate the receiver to act to resolve the threat

Question 64

The Dial soap ad campaign that used the slogan,"Aren't you glad you use Dial? Don't you wish everybody did?" is a good example of:

A) a mild fear appeal
B) an irrational appeal
C) comparative advertising
D) a refutational appeal

Question 65

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

Question 66

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

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

Question 67

Advertising appeals that express or imply some type of physical or emotional danger and try to arouse consumers to take steps to remove the threat are known as _____ appeals.

A) comparative
B) irrational
C) fear
D) nonverbal

Question 68

An ad campaign to convince people to stop smoking uses three teens bungee jumping off a bridge.When they reach the ground,each grabs a soda can,opens it,and takes a drink.As the third person takes a drink,the can explodes and kills him.The final screen reads,"No other product but tobacco kills every third consumer." This ad is using a _____ appeal.

A) comparative
B) humourous
C) fear
D) nonverbal

Question 69

A dental hygienist in an ad for toothpaste is quoted as saying,"If patients could see what I see,they'd all use Colgate Total." Since everyone who goes to a dentist regularly is worried about plaque,gingivitis,and cavities,and her statement implies that other brands do a poorer job than Colgate Total at preventing dental problems,Colgate is using a(n)_____ appeal.

A) comparative
B) irrational
C) humourous
D) nonverbal

Question 70

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

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

Question 71

A potential problem of using advertising with a strong fear appeal message to try and discourage drug abuse by teenagers is that:

A) there is no appropriate medium
B) fear appeals never work with teenagers
C) a message with a high level of fear may have inhibiting effects and be tuned out by teenagers
D) parents may be offended if the message is perceived as too frightening

Question 72

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

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

Question 73

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) Emotional
B) Teaser
C) Product popularity
D) Transformational

Question 74

Research shows that consumers perceive Molson's Export beer as strong,bold,and outdoorsy.This is an example of how consumers assign a _____ to a brand.

A) product benefit
B) personality
C) product features
D) unique selling proposition

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

Question 76

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

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

Question 77

Which of the following statements about feature appeals is true?

A) 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.
B) Feature appeals are never used for technical and high-involvement products.
C) Feature appeals can be used for advertising a product but not a service.
D) Feature appeals never focus on attributes or benefits that are important to consumers.

Question 78

Some marketers avoid the use of humour in their advertising because:

A) humour can draw attention away from the product
B) effective humour is difficult to produce
C) humour can put the consumer in a good mood and increase liking of the ad
D) humour compels the receiver to engage in counterarguing

Question 79

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

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

Question 80

Fear appeal ads promoting _____ would stress negative physical consequences or outcomes while appeals for _____ would stress the threat of social disapproval or rejection.

A) anti-smoking; seat belts
B) seat belts; deodorant
C) deodorant soap; mouthwash
D) safe driving; life insurance