Question 1

________ is what the advertisement says and ________ is how it is said.

Accepted Answer

Creative strategy is what the advertisement says, focusing on the message's content and approach. Execution is how it is said, involving the specific way the message is communicated.

Question 2

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

Accepted Answer

While thinking of something weird or provocative may grab attention initially, it may not necessarily result in a relevant, original and memorable idea. It is important for the idea to be in line with the product and its target audience.

Question 3

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

Accepted Answer

All of the above characteristics are key to being successful in advertising. A problem solver is necessary to come up with solutions for clients. Being able to visualize ideas in a compelling way is essential for effective communication. Being open to new experiences can lead to new ideas and fresh perspectives. Lastly, a conceptual thinker is needed to come up with original, innovative ideas.

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?

Accepted Answer

Immersion is the step in which the problem solver reads, researches, and learns as much as possible about the problem. This step involves gathering information, understanding the context of the problem, and exploring different perspectives related to the issue.

Question 5

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

Accepted Answer

This statement is a stereotype and not necessarily true for all creative people in advertising or any other field. Creative individuals can have a range of personalities and traits.

Question 6

Which of the following is a common technique that creative thinkers use to stimulate new ideas?

Accepted Answer

All of the above are common techniques used by creative thinkers to stimulate new ideas. Free association involves linking ideas or words together without filtering or judging them. Divergent thinking involves generating multiple ideas and solutions to a problem. Analogies and metaphors involve using comparisons to draw connections and insights between seemingly unrelated concepts. Right-brain thinking involves utilizing the creative, intuitive, and visual aspects of the brain to generate new ideas.

Question 7

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

Accepted Answer

A soft sell strategy aims to appeal to the customer's emotions, rather than using logical or cognitive appeals. This requires creating a positive, enjoyable experience that taps into the customer's values, attitudes, and beliefs. Emotional appeals often involve using humor, storytelling, or personal anecdotes to connect with the customer on a deeper level, leading to a higher probability of success.

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?

Accepted Answer

A lecture typically involves a speaker presenting evidence and using persuasive techniques such as arguments to persuade the audience. This is different from a soft sell or teaser, which may not provide as much detailed information or use as many persuasive techniques. An appeal and drama may involve persuasive messaging, but they are not typically presented in a talking head style.

Question 9

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

Accepted Answer

The answer of An informational ad that is designed to...

Question 10

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

Accepted Answer

Relevance means that the idea is directly related and important to the target audience, which will increase the chances of the ad being effective. Originality, impact, significance, and unexpectedness can also help make an ad effective, but they do not guarantee that the idea will be relevant to the target audience.

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.

Accepted Answer

The term "leap" implies a bold and risky move, which is appropriate for the process of taking a strategy statement and turning it into an innovative idea. The other options (gap, bridge, brief, and idea) do not convey the same sense of adventure and daring that is involved in the creative process.

Question 12

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

Accepted Answer

All the options listed (A, B, C, D) are indeed steps in the 'creative aerobics' idea-generation process, which is designed to stimulate creativity and innovative thinking in relation to products or concepts.

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?

Accepted Answer

Negative thinking and judgement of ideas can stifle creativity and lead to a less productive brainstorming session. Laura should encourage open-mindedness and deferring judgement in order to generate as many ideas as possible. Limiting the group size, covering walls with paper, creating a playful atmosphere, and deferring judgement are all positive techniques for a successful brainstorming session.

Question 14

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

Accepted Answer

Affective responses are related to emotions and feelings, so the objective to "touch emotions, create feelings and sensations" is appropriate for prompting such responses.

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?

Accepted Answer

The step where the creative team reads, researches and learns everything they could about Duracell batteries and their competitors is the immersion stage of the creative process. This stage involves gathering all the necessary information and insights to understand the problem or challenge that needs to be tackled.

Question 16

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

Accepted Answer

A 'big idea' must be both creative and strategic because it needs to capture attention and imagination (creative) while also aligning with business goals and objectives (strategic).

Question 17

Which type of advertising message tells a story about the products,using characters who speak to each other rather than the audience?

Accepted Answer

This type of advertising message is called a "drama" because it presents a story or narrative that engages with the audience on an emotional level, using characters who speak to each other. This type of advertising is often used to create a sense of connection or empathy between the audience and the product, and can be a powerful way to build brand loyalty.

Question 18

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

Accepted Answer

The objective of informing and gaining understanding is associated with the cognitive effect of advertising, which aims to increase consumers' knowledge or awareness of a product or brand. The cognitive effect is related to the cognitive processes of attention, perception, and memory, which help consumers to learn and comprehend information about a product.

Question 19

Which term describes the advertising approach using emotional appeals or images to create a response based on attitudes,moods,dreams and feelings?

Accepted Answer

Soft sell is the advertising approach that uses emotional appeals or images to create a response based on attitudes, moods, dreams, and feelings. Unlike hard sell, which uses aggressive and direct tactics, soft sell aims to persuade by suggestion and association. Soft sell is often used for products or services that do not require immediate action, but rather rely on building a relationship with the consumer.

Question 20

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

Accepted Answer

Concept testing is a process used to evaluate the viability of a new product or service idea before it is launched in the market. It is a preliminary research stage where a concept is presented to a target audience to obtain feedback on whether they will be interested in and willing to purchase the product. By doing concept testing, companies can reduce the risk of a new product or service failing in the market.

Quiz 12: The Creative Side of Advertising Strategy

is what the advertisement says and is how it is said.