Question 1

The role of any advertising message is to:

Accepted Answer

A)  communicate information about a company's product or service
B)  motivate a consumer to take action
C)  shape consumers desires and goals
D)  create images that can position a brand in the consumer's mind
E)  do all of the aboveF) B) and C)
G) None of the above

Question 2

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

Accepted Answer

A)  Psychographic
B)  Internalization
C)  Demographic
D)  Sociocultural
E)  EthnographicF) A) and B)
G) A) and C)

Question 3

The copy platform:

Accepted Answer

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 objectivesF) A) and B)
G) A) and E)

Question 4

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?

Accepted Answer

A)  storyboard
B)  animatic
C)  reaction profile
D)  print copy
E)  rough layoutF) A) and D)
G) B) and D)

Question 5

The Cannes Gold Lion award is:

Accepted Answer

A)  recognized as the most prestigious of all advertising awards
B)  given to the best example of product placement in the preceding year
C)  only awarded to companies that are members of the European Union
D)  awarded to the most creative tourism development advertising campaign of the preceding year
E)  not nearly as prestigious as the U.S.-based Clio awards F) A) and B)
G) B) and E)

Question 6

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:

Accepted Answer

A)  are very easy to come by
B)  really only matter in advertising for consumer products not for retail establishments
C)  are typically not the basis for effective advertising campaigns
D)  are only effective in business-to-business advertising
E)  are easier to develop when the service being advertised is heterogeneousF) C) and D)
G) C) and E)

Question 7

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

Accepted Answer

A)  Because most advertising is creative,creativity is not nearly enough to break through the clutter.
B)  Creative advertising always has a positive impact on sales.
C)  Creative advertising that is not relevant to the target audience may have a greater impact than advertising that is relevant.
D)  The nature of advertising requires that everyone involved in the promotional planning process engage in creative thinking.
E)  Users of creative advertising can avoid using big ideas and unique selling propositions in their advertising campaigns.F) A) and C)
G) A) and E)

Question 8

Douglas was asked to fill out a survey on dill pickles.He was asked questions about what he liked and disliked about dill pickles,when and where he usually ate dill pickles,and to list and rate all brands of dill pickles he could recall.He was also asked about packaging as well as degree of sourness in the different brands of pickles.Since the survey was conducted by an ad agency prior to developing a creative strategy for its client,a pickle manufacturer,and there were several people surveyed besides Douglas,you can assume he was participating in a _____ study.

Accepted Answer

A)  consumer brainstorming
B)  general preplanning input
C)  perceptual mapping
D)  problem detection
E)  market profilingF) A) and D)
G) None of the above

Question 9

Aurora Foods Inc.markets Log Cabin,Mrs.Butterworth's,and Aunt Jemima brands of pancake syrup.Aurora is most likely to use a _____ approach to developing creative strategy for each brand.

Accepted Answer

A)  inherent drama
B)  brand image
C)  unique selling proposition
D)  positioning
E)  repositioningF) A) and B)
G) B) and E)

Question 10

There are five steps in the creative process as designed by James Webb Young,a former creative director at the J.Walter Thompson agency.They are:

Accepted Answer

A)  preparation,brainstorming,growth,reality check,and verification
B)  immersion,testing,illumination,creation,and verification
C)  immersion,digestion,incubation,illumination,verification
D)  preparation,incubation,immersion,illumination,and reality check
E)  immersion,brainstorming,incubation,creation,and reality checkF) B) and E)
G) A) and B)

Question 11

Some of the more successful advertising agencies,such as TBWA and Wieden & Kennedy,attribute their excellent creative work to the fact that:

Accepted Answer

A)  they have clients who are risk averse
B)  they have clients who are willing to take creative risks
C)  they have clients who never become involved with or interfere in the creation process
D)  their clients keep them in check and don't let them try creative approaches that are excessively different
E)  their relationship with the client is significantly more important than any creative workF) B) and E)
G) D) and E)

Question 12

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 batteries:

Accepted Answer

A)  unique selling proposition
B)  brand image
C)  inherent drama
D)  tangibility
E)  brand equityF) B) and E)
G) A) and B)

Question 13

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

Accepted Answer

A)  product managers view advertising from an aesthetic perspective
B)  product managers and account executives both view advertising as a promotional tool whose primary purpose is to communicate favorable impressions about a brand
C)  art directors and copywriters view advertising primarily as a promotional tool whose primary function is to communicate information
D)  brand managers prefer creative commercials that take risks
E)  art directors and copywriters evaluate advertising on the basis of how well it fulfilled preset communications objectivesF) D) and E)
G) A) and B)

Question 14

Which of the following is NOT one of the top 10 advertising slogans of the century?

Accepted Answer

A)  "The pause that refreshes"
B)  "Taste Great,Less Filling"
C)  "Good to the last drop"
D)  "That dog won't hunt"
E)  "Does she......or doesn't she"F) A) and D)
G) C) and D)

Question 15

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

Accepted Answer

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

Question 16

is the largest airline in the Far East.It 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 of ANA next time you are booking a flight to Asia.This development of a strong,memorable identity for ANA is an example of:

Accepted Answer

A)  a universal selling proposition
B)  image advertising
C)  inherent drama
D)  attribute-based positioning
E)  refutational appealF) C) and D)
G) A) and E)

Question 17

"Diamonds are forever," "Tastes Great,Less Filling," and "Just do it" are all examples of:

Accepted Answer

A)  unique selling propositions
B)  long-running advertising campaign themes
C)  inherent drama appeals
D)  copy platforms
E)  creative blueprintsF) A) and D)
G) A) and E)

Question 18

An advertising campaign may last for only a short time period:

Accepted Answer

A)  because of changing consumer trends
B)  due to an ineffective campaign theme
C)  because competitors develop similar products and remove the product's competitive advantage
D)  because market conditions change,and a new campaign is needed
E)  due to of any of the above reasonsF) A) and C)
G) C) and E)

Question 19

Leon is the creative director for an agency that has just been hired by a manufacturer of golfing equipment to create a new advertising campaign for the company's titanium clubs.Before starting to develop creative ideas,Leon 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?

Accepted Answer

A)  preparation
B)  incubation
C)  illumination
D)  verification
E)  revisionF) B) and D)
G) A) and B)

Question 20

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

Accepted Answer

A)  A unique selling plan (USP) 
B)  Promotional uniqueness
C)  Problem detection
D)  Positioning
E)  Advertising creativityF) A) and D)
G) B) and D)

Exam 8: Creative Strategy: Planning and Development

The copy platform:

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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 batteries:

Correct Answer
verified

There are five steps in the creative process as designed by James Webb Young,a former creative director at the J.Walter Thompson agency.They are:

Correct Answer
verified

The Cannes Gold Lion award is:

Correct Answer
verified

An advertising campaign may last for only a short time period:

Correct Answer
verified

"Diamonds are forever," "Tastes Great,Less Filling," and "Just do it" are all examples of:

Correct Answer
verified

Some of the more successful advertising agencies,such as TBWA and Wieden & Kennedy,attribute their excellent creative work to the fact that:

Correct Answer
verified

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:

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Aurora Foods Inc.markets Log Cabin,Mrs.Butterworth's,and Aunt Jemima brands of pancake syrup.Aurora is most likely to use a _____ approach to developing creative strategy for each brand.

Correct Answer
verified

Which of the following is NOT one of the top 10 advertising slogans of the century?

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

The role of any advertising message is to:

Correct Answer
verified

Correct Answer
verified

Exam 8: Creative Strategy: Planning and Development

The copy platform:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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 batteries:

Correct AnswerverifiedShow Answer

There are five steps in the creative process as designed by James Webb Young,a former creative director at the J.Walter Thompson agency.They are:

Correct AnswerverifiedShow Answer

The Cannes Gold Lion award is:

Correct AnswerverifiedShow Answer

An advertising campaign may last for only a short time period:

Correct AnswerverifiedShow Answer

"Diamonds are forever," "Tastes Great,Less Filling," and "Just do it" are all examples of:

Correct AnswerverifiedShow Answer

Some of the more successful advertising agencies,such as TBWA and Wieden & Kennedy,attribute their excellent creative work to the fact that:

Correct AnswerverifiedShow Answer

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:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Aurora Foods Inc.markets Log Cabin,Mrs.Butterworth's,and Aunt Jemima brands of pancake syrup.Aurora is most likely to use a _____ approach to developing creative strategy for each brand.

Correct AnswerverifiedShow Answer

Which of the following is NOT one of the top 10 advertising slogans of the century?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The role of any advertising message is to:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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