Question 1

The print ads and the television ads for Maytag appliances were designed to show "The Loneliest Man in the World" was a Maytag repairman.Public appearances by the actor who appeared in the commercials as well as consumer brochures and point-of-purchase displays were also used in this interrelated and coordinated effort called a(n):
A)advertising campaign.
B)copy platform.
C)animatic.
D)campaign illumination.
E)interrelated marketing campaign (IMC).

Accepted Answer

The fact that the ads were interrelated and coordinated, using various mediums such as print, television, consumer brochures, and point-of-purchase displays, suggest that they were part of a larger advertising campaign.

Question 2

At what stage of the creative process are various ideas evaluated and refined before actually being used?
A)Preparation
B)Incubation
C)Illumination
D)Verification/revision
E)Verdict

Accepted Answer

Ideas are evaluated and refined during the verification/revision stage of the creative process. This is the step where ideas are tested against criteria and modified as needed before being implemented. The other stages listed (preparation, incubation, illumination, verdict) do not involve as much evaluation and refinement of specific ideas.

Question 3

At what stage of the creative process would consumers in the target audience be asked to evaluate storyboards and animatics?
A)Preparation
B)Incubation
C)Verification/revision
D)Illumination
E)Verdict

Accepted Answer

Consumers in the target audience would be asked to evaluate storyboards and animatics during the Verification/revision stage of the creative process. This stage involves getting feedback and making revisions based on that feedback to ensure that the final product is aligned with the target audience's preferences and expectations.

Question 4

The copy platform:
A)is typically developed by agency personnel with no input from the client.
B)is developed by the client before ever meeting with the agency.
C)often involves individuals from both the client side and agency personnel.
D)has a predetermined format that makes it easier to compare platforms from two disparate products.
E)typically contains both the advertising and the communications objectives.

Accepted Answer

The answer of The copy platform:
A)is typically developed by agency...

Question 5

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)illumination strategy.
C)inherent drama.
D)competitive weakness.
E)brand equity.

Accepted Answer

The statement about Hubba Bubba bubble gum's ability to let you blow big bubbles that won't stick to your face is its unique selling proposition (USP). This is a feature that sets it apart from other chewing gums in the market and is meant to attract consumers who are looking for this specific benefit.

Question 6

Researchers Daniel Miller and Don Slater monitored websites,lurked in chat rooms,and hung out in cyber cafés and observed how Internet users act.The users they observed consider the Internet to be a tool to augment traditional forms of communication.Miller and Slater conducted _____ research.
A)e-marketing
B)ethnographic
C)demographic
D)quantitative
E)e-commerce

Accepted Answer

The observation and analysis of Internet users' behavior in various online platforms indicate that the researchers' approach was ethnographic research. Ethnography involves studying the culture and behavior of a group of people in their natural environment, which in this case is the Internet.

Question 7

The "We try harder" and Wendy's "Where's the beef?" advertising campaign themes are examples of:
A)universal selling propositions (USPs).
B)big ideas that have been the basis for effective advertising campaigns.
C)inherent drama approaches to developing big ideas.
D)big ideas for ad campaigns that did not last very long.
E)creative platforms that support products in the pioneering stage of their product life cycles.

Accepted Answer

Both "We try harder" and "Where's the beef?" are iconic advertising campaigns that have been successful in creating memorable slogans and images that resonate with consumers. They both represent big ideas that have been the basis for effective advertising campaigns. The concept of a universal selling proposition (USP) refers to a unique and compelling aspect of a product that sets it apart from its competitors, which is not exactly what these two campaigns are about. The inherent drama approach is a strategy that involves identifying and highlighting the emotional and psychological aspects of a product, and may or may not be relevant to these particular campaigns. The fact that some ad campaigns may not last very long is not applicable to this question. Lastly, creative platforms that support products in the pioneering stage of their product life cycles may not be relevant either, as both "We try harder" and "Where's the beef?" were introduced after the products they were promoting were already established.

Question 8

One of the most popular and long-running advertising campaigns was created by the Leo Burnett agency for Maytag appliances.The ____ or central message of the advertising campaign was "Maytag Dependability."
A)animatic
B)campaign theme
C)repositioning strategy
D)copy platform
E)product specific preplanning input

Accepted Answer

The campaign theme is the central message of an advertising campaign, and in this case, it was "Maytag Dependability." The other options are not relevant to describing the central message of an advertising campaign.

Question 9

According to well-known advertising executive John O'Toole,a flash of insight that joins together a product benefit with what consumers desire in a fresh,involving way is called a(n):
A)unique selling theme.
B)epiphany.
C)revelation.
D)big idea.
E)illumination.

Accepted Answer

This is a definition of the "big idea," as stated in the question. The other options are not the commonly used terms in advertising to describe this concept.

Question 10

Visa credit cards ran ads for a number of years that center around the basic theme that "Visa Is Everywhere You Want to Be." These ads emphasized the fact that Visa is accepted more places than any of its competitors are.This is an example of a(n):
A)inherent drama appeal.
B)long-running advertising campaign.
C)conflict between the agency and the client producing an inability to create a new campaign theme.
D)copy platform.
E)creative blueprint.

Accepted Answer

The statement mentions that Visa ran ads for a number of years with a particular theme, indicating a long-running advertising campaign.

Question 11

To make a creative layout of a commercial more realistic,a(an)_____ 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)copy platform;storyboard
E)campaign;storyboard

Accepted Answer

An animatic is a preliminary version of a commercial that combines the visual elements of a storyboard with an audio soundtrack, making it more realistic. Therefore, the correct combination is animatic (A) and storyboard (the visual component).

Question 12

Canadian researchers went into people's homes and observed how they watched television and more specifically what they did when commercials came on.This was an example of _____ research.
A)psychographic
B)demographic
C)ethnographic
D)perceptual
E)quantitative

Accepted Answer

The type of research where the researchers went into people's homes and observed their behavior is known as ethnographic research. This is because it involves observing people in their natural environment (in this case, their homes) and observing their behavior, attitudes and beliefs. Psychographic research is concerned with understanding people's personality traits, values, and attitudes towards certain products. Demographic research is concerned with understanding people's age, gender, income, education, and other similar characteristics. Perceptual research is concerned with how people interpret and make sense of sensory stimuli (such as advertisements). Quantitative research involves collecting numerical data, whereas ethnographic research is more qualitative in nature.

Question 13

A(n)_____ is a work plan or checklist that is used to guide the creative development of an advertising message or campaign.
A)animatic
B)working document
C)copy platform
D)selling idea
E)unique selling proposition

Accepted Answer

A copy platform is a work plan or checklist that outlines the key elements and message points that should be included in an advertising campaign. It serves as a guide for the creative team to ensure that their work aligns with the overall campaign strategy and message. An animatic is a preliminary version of an advertisement that uses simple illustrations or animations, while a working document and selling idea do not specifically refer to the creative development of an advertising message. A unique selling proposition is a statement that highlights a product or service's unique benefit or advantage over its competitors, but it does not necessarily guide the creative development of an advertising message or campaign.

Question 14

"Diamonds are forever," "Impossible is Nothing" and "Just do it" are all examples of:
A)unique selling propositions.
B)long-running advertising campaign themes.
C)inherent drama appeals.
D)copy platforms.
E)creative blueprints.

Accepted Answer

"Diamonds are forever," "Impossible is Nothing" and "Just do it" are all examples of long-running advertising campaign themes, as they have been used consistently over a long period of time to promote their respective brands.

Question 15

The Rogers Agency wants to test a creative idea it has 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
E)Rough layout

Accepted Answer

An animatic includes both a visual and audio portion, making it the best option for testing both elements of the commercial before production. A storyboard and rough layout are visual only, a reaction profile is a measure of consumer response rather than an actual test of the creative idea, and print copy is text only.

Question 16

Leslie is working for a local agency as an intern.Her company has been hired to develop an advertising campaign for chain of coffee shops.She has been given the task of coming up with the big idea.You can tell her big ideas:
A)are very easy to come by.
B)really only matter in advertising for consumer products and not for retail establishments.
C)are typically not the basis for effective advertising campaigns.
D)are only effective in business-to-business advertising.
E)could become the basis of very creative and successful advertising campaigns.

Accepted Answer

Big ideas have the potential to become the basis of very creative and successful advertising campaigns. This can apply to both consumer products and retail establishments. While it may not be easy to come up with a great idea, it is an important starting point for any successful marketing campaign.

Question 17

A(n)_____ is a series of advertising messages in a variety of media that center on a single theme or idea.
A)advertising campaign
B)copy platform
C)unique proposition
D)creative blueprint
E)creative work plan

Accepted Answer

An advertising campaign refers to a series of messages or ads that are part of a coordinated effort to promote a product, service, or idea in a consistent and integrated manner. The campaign usually centers on a specific theme or message and is delivered across various media channels to reach the target audience. A copy platform, unique proposition, creative blueprint, and creative work plan are all important components of the campaign development process, but they do not refer specifically to the series of ads or messages that make up an advertising campaign.

Question 18

A(n)____ is a series of drawings used to present the visual plan or layout of a commercial along with a description of the audio for each scene.
A)animatic
B)rough layout
C)storyboard
D)creative map
E)copy platform

Accepted Answer

A storyboard is a series of drawings that outlines the visual plan for a commercial or other audio-visual project. It includes details about each scene, such as the audio and any necessary special effects or camera angles. The purpose of a storyboard is to provide a visual guide for the production team, ensuring that everyone is on the same page about the overall vision for the project.

Question 19

Advertising campaign themes:
A)are always tactical in nature and design.
B)set the tone or direction for all of the individual ads that make up the campaign.
C)are typically designed by the client and implemented by the agency.
D)are usually used for ads that run in only one type of media vehicle.
E)are usually developed with the intention of being used for a short period of time.

Accepted Answer

Advertising campaign themes set the overall tone and direction for all the ads that make up the campaign, guiding the creative elements and messaging across various media vehicles. It is a strategic choice made by both the client and the agency to achieve the desired communication objectives.

Question 20

_____ research involves anthropologists or other types of trained researchers observing consumers in their natural environments.
A)Psychographic
B)Internalization
C)Demographic
D)Sociocultural
E)Ethnographic

Accepted Answer

Ethnographic research involves trained researchers observing consumers in their natural environments. This method allows for a deeper understanding of individuals' behaviors, values, beliefs, and culture. Anthropologists often use this method when studying cultural groups.

Quiz 6: Creative Strategy: Planning and Development

At what stage of the creative process are various ideas evaluated and refined before actually being used?

At what stage of the creative process would consumers in the target audience be asked to evaluate storyboards and animatics?

The copy platform:

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:

Researchers Daniel Miller and Don Slater monitored websites,lurked in chat rooms,and hung out in cyber cafés and observed how Internet users act.The users they observed consider the Internet to be a tool to augment traditional forms of communication.Miller and Slater conducted _____ research.

The "We try harder" and Wendy's "Where's the beef?" advertising campaign themes are examples of:

One of the most popular and long-running advertising campaigns was created by the Leo Burnett agency for Maytag appliances.The ____ or central message of the advertising campaign was "Maytag Dependability."

According to well-known advertising executive John O'Toole,a flash of insight that joins together a product benefit with what consumers desire in a fresh,involving way is called a(n) :

Visa credit cards ran ads for a number of years that center around the basic theme that "Visa Is Everywhere You Want to Be." These ads emphasized the fact that Visa is accepted more places than any of its competitors are.This is an example of a(n) :

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

Canadian researchers went into people's homes and observed how they watched television and more specifically what they did when commercials came on.This was an example of _____ research.

A(n) _____ is a work plan or checklist that is used to guide the creative development of an advertising message or campaign.

"Diamonds are forever," "Impossible is Nothing" and "Just do it" are all examples of:

Leslie is working for a local agency as an intern.Her company has been hired to develop an advertising campaign for chain of coffee shops.She has been given the task of coming up with the big idea.You can tell her big ideas:

A(n) _____ is a series of advertising messages in a variety of media that center on a single theme or idea.

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

Advertising campaign themes:

_____ research involves anthropologists or other types of trained researchers observing consumers in their natural environments.