Question 1

When planning creative strategy,an advertising agency hopes to have:

Accepted Answer

None of the options provide the ideal scenario for planning a creative strategy. An advertising agency would hope to have clients who are open to collaboration, willing to take risks, and have a product or service that presents an opportunity to create an innovative and compelling campaign.

Question 2

Which of the following statements about the use of creativity in an advertising campaign is true?

Accepted Answer

The nature of advertising requires that everyone involved in the promotional planning process engage in creative thinking. Creativity is not limited to just the advertising itself but is necessary in the entire process from planning to execution.

Note: A and B are incorrect because creativity alone does not guarantee success and positive impact on sales. C and E are incorrect because relevance and unique selling propositions are important factors in the effectiveness of advertising campaigns.

Question 3

Many companies are willing to spend hundreds of millions of dollars each year on creative advertising because:

Accepted Answer

Good creative strategy and execution can often be critical to the success of a product or service. Effective advertising can differentiate a product from competitors, create a strong brand image, increase brand awareness, and ultimately drive sales. Therefore, companies are willing to invest heavily in creative advertising to achieve these goals.

Question 4

A study by Elizabeth Hirschman examined the perceptions of individuals involved in the creation and production of television commercials and found:

Accepted Answer

The study found that both product managers and account executives view advertising as a promotional tool aimed at creating favorable impressions about a brand. This suggests that they prioritize the marketing and branding aspects of advertising.

Question 5

Based on the findings of the study conducted by Elizabeth Hirschman,which of the following individuals is most likely to be risk averse and prefer commercials that focus on the product rather than creative impact?

Accepted Answer

According to the study conducted by Elizabeth Hirschman, individuals who are risk-averse are more likely to prefer commercials that focus on the product rather than creative impact. Product and brand managers are responsible for the success of the product and are therefore more likely to be risk-averse. Therefore, they are the most likely to prefer commercials that focus on the product rather than creative impact.

Question 6

According to the universal advertising standards of the D'Arcy,Masius Benton & Bowles agency,creative and effective advertising:

Accepted Answer

According to the D'Arcy,Masius Benton & Bowles agency, creative and effective advertising requires synergy, which means that all aspects of the advertisement, including message, visuals, and brand personality, should work together to create a cohesive and impactful message. Therefore, options B, C, and D are incorrect. Option E is also incorrect because effective advertising should aim to reward the prospect with a desirable outcome or benefit, rather than punishing them with negative consequences.

Question 7

Nissan ran an advertising campaign using "Shift" as the umbrella tagline.The campaign uses a combination of emotional and product-focused ads designed to strengthen Nissan's brand image while showing its revitalized product line.Creative advertising,like Nissan's,is likely to be particularly important when:

Accepted Answer

Nissan's campaign is focused on strengthening its brand image, which suggests that the company is trying to differentiate itself from competitors that offer similar products. When brands are similar in quality and difficult to differentiate on functional features, creative advertising can help companies stand out in the market.

Question 8

_____ 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.

Accepted Answer

Creativity is the quality that enables individuals to come up with innovative and original solutions to problems. It involves thinking outside the box and finding unique approaches to challenges.

Question 9

The "What Happens in Vegas,Stays in Vegas" ad campaign was designed to create a unifying theme of:

Accepted Answer

The "What Happens in Vegas, Stays in Vegas" ad campaign was designed to promote indulgence, specifically in activities that may be seen as taboo or frowned upon in other settings. The campaign aimed to create a sense of freedom and adventure for visitors to let loose and enjoy themselves without judgement or consequences.

Question 10

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

Accepted Answer

As a product manager, the primary concern should be the effectiveness of the commercial in communicating the intended message and leaving a favorable impression among the target audience. While creativity is important, it should not be the sole focus. A commercial may be innovative, aesthetically pleasing, or unconventional, but if it fails to communicate the intended message and resonate with the target audience, it will not be considered successful. Therefore, the best choice would be C.

Question 11

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

Accepted Answer

emphasizing creativity in advertising campaigns can help them stand out and capture buyers' attention amidst the numerous advertisements they encounter daily. This can lead to increased brand recall and interest in the product or service being advertised.

Question 12

According to the universal advertising standards developed by the D'Arcy,Masius Benton & Bowles agency,a creative advertising message is built around a:

Accepted Answer

The D'Arcy,Masius Benton & Bowles agency recommends building a creative advertising message around a power idea or a creative core. This means that the message should have a central theme or concept that is unique, memorable, and capable of capturing the audience's attention effectively. While a unique selling plan (USP) and brand image are important components of an advertising message, they may not be sufficient to make the message stand out in a crowded marketplace. The slice-of-life concept and dramatization are specific approaches to creating advertising messages, rather than overarching principles.

Question 13

Which of the following statements regarding awards for advertising creativity is true?

Accepted Answer

Not all advertising campaigns that have won creative awards have successfully generated sales for the clients' products. This is true because advertising creativity does not always translate to successful marketing outcomes. Factors such as the target audience, competition, and product positioning also play a significant role in determining the success of a marketing campaign.

Question 14

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

Accepted Answer

Advertising creativity involves generating fresh, unique and appropriate ideas as solutions to communication problems. So, option E is the correct answer. Option A (Unique Selling Plan) is related to the reflection of unique characteristics of a product, Option B (Promotional uniqueness) refers to how the uniqueness of promotion can attract customers, Option C (Problem detection) is about finding out the problems and options D (Positioning) is positioning a product in a unique way in the market. None of these options match with generating fresh, unique and appropriate ideas as advertising creativity does.

Question 15

The Cannes Gold Lion award is:

Accepted Answer

The Cannes Gold Lion award is recognized as the most prestigious of all advertising awards. It is often referred to as the "Oscars of Advertising" and is highly coveted in the industry.

Question 16

In the development of an advertising campaign or message,creative _____ involves determining what the message will say or communicate,while _____ deals with how the message will be implemented or executed.

Accepted Answer

Creative strategy is about determining what the message should communicate, what the tone and voice should be, and how it should engage the target audience. This is the foundation upon which the advertising message is built. Creative tactics, on the other hand, are about the specific actions, media, and techniques used to deliver the message, such as the use of social media, television ads, billboards, etc. Thus, A is the best answer.

Question 17

The goal of the Las Vegas Convention and Visitors Authority's ad campaign was to:

Accepted Answer

The ad campaign aimed to position Las Vegas as a full-blown vacation destination by promoting its many entertainment and leisure options beyond just gambling. The campaign focused on showcasing Las Vegas as a place for families, couples, and friends to enjoy a variety of activities and experiences.

Question 18

Which of the following statements about the advertising competition at the Cannes International Advertising Film Festival is true?

Accepted Answer

None of the statements about the Cannes International Advertising Film Festival is true. The festival is a global competition and is not limited to members of the European Union. The festival also awards the prestigious Cannes Lions, not the Clio. While it is a major award for advertising creativity, it is not the only one.

Question 19

The role of any advertising message is to:

Accepted Answer

The role of any advertising message is to do all of the above - communicate information about a company's product or service, motivate a consumer to take action, shape consumers desires and goals, and create images that can position a brand in the consumer's mind. A successful advertising message will accomplish all of these goals, leading to increased brand recognition, customer engagement, and ultimately, more sales for the company.

Question 20

Which of the following statements about creative strategy and execution is true?

Accepted Answer

Although creativity is important in advertising, it does not guarantee sales success. Even if an ad is popular and creative, there are many other factors that can influence the consumer's decision to purchase a product. Additionally, a struggling brand may not be able to recover solely through creative advertising, as other issues (such as a poor reputation or product quality) may also need to be addressed.

Quiz 8: Creative Strategy: Planning and Development