Chapter 8 The Creative Side Flashcards


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1

1) Which dimension of effective advertising represents the "art" part?

A) strategic dimension

B) personal dimension

C) creative dimension

D) media dimension

E) evaluative dimension

c

2

2) Which dimension of effective advertising represents the "science" part?

A) strategic dimension

B) personal dimension

C) creative dimension

D) media dimension

E) evaluative dimension

A

3

3) In an advertising agency, who manages the creative process?

A) the account planner

B) the copy writer

C) the creative director

D) the client

E) the art director

C

4

4) According to Professor Sheila Sasser, what are the 3 Ps of innovation?

A) person, plan, product

B) plan, product, process

C) place, person, process

D) place, plan, process

E) place, plan, product

C

5

5) A marketing communication that is ________ is right for the product and target; it also meets the objectives.

A) original

B) creative

C) logical

D) strategic

E) rational

D

6

6) ________ is what the advertisement says, and ________ is how it is said.

A) Execution; creative strategy

B) Message strategy; media strategy

C) Creative strategy; execution

D) Media strategy; message strategy

E) Cognition; affect

C

7

8) Which of the following is NOT included in a typical creative brief?

A) media considerations

B) budget considerations

C) brand position

D) target audience

E) communication objective

B

8

7) The creative strategy and key execution details are spelled out in a document called a(n) ________.

A) creative brief

B) positioning statement

C) execution plan

D) unique selling proposition

E) big idea map

A

9

9) Which of the following is NOT another name for a creative platform?

A) creative brief

B) positioning statement

C) creative worksheet

D) creative blueprint

E) both C and D

B

10

10) Which of the following objectives is most closely related to the perception facet of the Facets Model of Effects?

A) change attitudes

B) create conviction

C) create attention

D) stimulate trial

E) touch emotions

C

11

11) To deliver information and aid understanding are objectives related to which facet of the Facets Model of Effects?

A) perception

B) think/understand

C) affective

D) persuasion

E) transformation

B

12

12) Which of the following are objectives related to the feel facet of the Facets Model of Effects??

A) create attention, awareness, interest, recognition and recall

B) deliver information and understanding

C) touch emotions and create feelings

D) change attitudes, create conviction and preference

E) establish brand identity and associations

C

13

13) Which of the following are objectives related to the connect facet of the Facets Model of Effects?

A) create attention, awareness, interest, recognition and recall

B) deliver information and understanding

C) touch emotions and create feelings

D) change attitudes, create conviction and preference

E) establish brand identity and associations

E

14

14) Which of the following refers to brand visibility, presence, and importance to the target market?

A) ROI

B) the 3 Ps

C) brand personality

D) brand salience

E) brand position

D

15

15) In the Facets Model, the cognitive objectives generally speak to the ________, and the affective objectives are more likely to speak to the ________.

A) ego; conscience

B) conscience; ego

C) attributes; benefits

D) head; heart

E) heart; head

D

16

16) An informational message that is designed to touch the mind and create a response based on logic is known as a ________.

A) factual sell

B) heart sell

C) hard sell

D) soft sell

E) personal sell

C

17

17) Which approach uses emotional appeals or images to create a response based on attitudes, moods, dreams, and feelings?

A) factual sell

B) head sell

C) hard sell

D) soft sell

E) attributes sell

D

18

18) Which of Frazier's Six Creative Strategies is most likely to force competitors into "me too" positions?

A) resonance

B) positioning

C) preemptive

D) affective

E) brand image

C

19

19) In Taylor's model, the ________ view is similar to the more rational "head" strategies.

A) transmission

B) positioning

C) ritual

D) dramatic

E) substantiated

A

20

20) In which advertising message does a speaker present evidence and use an argument to persuade the audience?

A) soft sell

B) lecture

C) teaser

D) appeal

E) drama

B

21

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

A) hard sell

B) lecture

C) teaser

D) demonstration

E) drama

E

22

22) A(n) ________ connects with some emotion that makes the product particularly attractive or interesting.

A) claim

B) appeal

C) feature

D) attribute

E) argument

B

23

In Taylor's Six-Segment Strategy Wheel, ________ strategies are based on images that consumers have of themselves.

A) ration

B) acute need

C) routine

D) social

E) ego

E

24

24) In Taylor's Six-Segment Strategy Wheel, ________ strategies are based on logic.

A) ration

B) acute need

C) routine

D) social

E) ego

A

25

25) A(n) ________ states the logic behind the sales offer.

A) attribute

B) appeal

C) feature

D) point of differentiation

E) selling premise

E

26

26) Which of the following is NOT a rational customer-focused selling premise?

A) benefit

B) promise

C) reason why

D) unique selling proposition (USP)

E) resonance

E

27

27) Which of the following is a benefit statement that is both unique to the product and important to the user?

A) substantiation

B) promise

C) reason why

D) unique selling proposition (USP)

E) appeal

D

28

28) Which of the following is NOT a common message format?

A) straightforward

B) spokesperson

C) substantiation

D) comparison

E) problem solution

C

29

29) Which message format is an elaborate version of a problem solution staged in the form of a drama in which "typical people" talk about a common problem and resolve it?

A) demonstration

B) slice-of-life

C) teaser

D) spokes-character

E) social

B

30

30) Which type of message format is designed to arouse curiosity, using mystery ads that don't deliver quite enough information to make sense?

A) teaser

B) slice-of-life

C) spokesperson

D) problem avoidance

E) sensory

A

31

31) Getting attention reflects the ________ power of an advertisement; keeping attention reflects the ________ power of an ad.

A) stopping; sticking

B) pulling; stopping

C) stopping; pulling

D) pulling; sticking

E) sticking; pulling

C

32

32) Keeping attention through the arousal of curiosity creates ________.

A) stopping power

B) pulling power

C) sticking power

D) perception

E) awareness

B

33

33) In which type of campaign does the message unfold over time?

A) drama

B) lecture

C) slice-of-life

D) teaser

E) slogan

D

34

34) When an ad amplifies the emotional impact of a message by engaging a consumer in a personal connection with a brand, the ad ________.

A) informs

B) teaches

C) persuades

D) creates believability

E) resonates

E

35

35) What is typically used at the end of an ad to summarize the point of the ad's message in a highly memorable way?

A) testimonial

B) tagline

C) teaser

D) unique selling proposition

E) signature

B

36

36) Which of the following is a clever phrase that grabs consumers' attention and can be repeated to intensify memorability?

A) slogan

B) logo

C) testimonial

D) claim

E) key visual

A

37

37) A ________ is a vivid image that the advertiser hopes will linger in the viewer's mind.

A) tagline

B) slogan

C) signature

D) key visual

E) testimonial

D

38

3

8) Ads that demonstrate how something works or how to solve a problem are messages that are 3most likely designed to ________.

A) create brand associations

B) remind loyal customers

C) teach

D) touch emotions

E) resonate

C

39

39) Messages that ________ are designed to affect attitudes and create beliefs.

A) reach emotions

B) teach

C) get attention

D) persuade

E) resonate

D

40

40) In particular, ________ advertising is used to create a representation of the brand in a consumer's mind through symbolism.

A) unique selling proposition (USP)

B) image

C) conviction

D) selling premise

E) call to action

B

41

41) Which type of message strategy delivers information symbolically by connecting a brand with a certain type of person, lifestyle, or other characteristic?

A) unique selling proposition (USP)

B) affective

C) reminder

D) association

E) call to action

D

42

42) What is one of the main goals of reminder advertising?

A) maintain customer relationships

B) build brand preference

C) correct false impressions

D) inform the market of a price change

E) restore company image

A

43

43) In generating original ideas, which of the following should be avoided?

A) clich├ęs

B) "what if" games

C) punch lines

D) divergent thinking

E) creative risk

A

44

44) A ________ is a creative concept that becomes a point of focus for communicating the message strategy.

A) big idea

B) cliche

C) slogan

D) tagline

E) creative leap

A

45

45) An advertising agency has a meeting with its client to present the Big Idea for an advertising campaign. What exactly does "Big Idea" mean?

A) It's the art part of advertising.

B) It's the science part of advertising.

C) It's the creative concept that implements the advertising strategy so that the message is both attention getting and memorable.

D) It's the verbal part of advertising that presents the selling premise.

E) It's the visual part of advertising that catches and holds attention.

C

46

46) The ROI of effective advertising stands for ________.

A) real, original, and intense

B) relevant, original, and impact

C) relevant, original, and intense

D) real, on-target, and invested

E) ready, on-target, and interesting

B

47

47) It is most accurate to say that an ad that means something to the target audience is ________.

A) relevant

B) original

C) creative

D) divergent

E) unexpected

A

48

48) An advertising idea is considered ________ when it's one of a kind.

A) relevant

B) impactful

C) original

D) divergent

E) convergent

C

49

49) An idea that breaks through the clutter, gets attention, and sticks in memory is said to have ________.

A) relevance

B) originality

C) resonance

D) impact

E) association

D

50

50) In marketing communication, using an idea that someone else has originated is known as ________.

A) duplicate advertising

B) left-brain advertising

C) copycat advertising

D) right-brain advertising

E) divergent advertising

C

51

51) Which of the following is a style of thinking that explores multiple possibilities?

A) rational thinking

B) divergent thinking

C) logical thinking

D) immersion

E) illumination

B

52

52) Which of the following refers to intuitive, nonverbal, and emotion-based thinking?

A) lateral-brain thinking

B) back-brain thinking

C) top-brain thinking

D) right-brain thinking

E) left-brain thinking

D

53

53) Which type of thinking is logical, orderly, and verbal?

A) right-brain

B) left-brain

C) top-brain

D) back-brain

E) lateral-brain

B

54

54) A ________ involves moving from the safety of predictable business language in a strategy statement to an original idea.

A) creative leap

B) creative gap

C) brainstorming process

D) creative brief

E) free association

A

55

55) John had been working on the creative concept for one of his clients when he finally jumped from the strategy statement to an original idea that conveys the strategy in an interesting way. What did John just do?

A) took the creative leap

B) took the creative plunge

C) switched from right- to left-brain thinking

D) completed a creative aerobics session

E) switched from facts to fantasy

A

56

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

A) free association

B) divergent thinking

C) analogies and metaphors

D) right-brain thinking

E) all of the above

E

57

57) Which of the following is NOT a technique that creative thinkers use to stimulate new ideas?

A) visualization

B) conceptual thinking

C) creative aerobics

D) right-brain thinking

E) copycat thinking

E

58

58) Which of the following is NOT a step in the process of creative aerobics?

A) Come up with a list of facts about a product.

B) Create new "names" for the product.

C) Look for similarities between dissimilar objects.

D) Create new definitions for product-related nouns.

E) Copytest ideas with a focus group

E

59

59) The technique of creative aerobics is best classified as a ________ process.

A) thought-evaluation

B) thought-starter

C) visualization

D) brainstorming

E) risk-taking

B

60

60) Which of the following is the first step in the creative process?

A) ideation

B) brainfag

C) incubation

D) immersion

E) illumination

D

61

61) In which step of the creative process does the problem solver read, research, and learn everything he or she can about the problem?

A) ideation

B) brainfag

C) incubation

D) immersion

E) illumination

D

62

62) In which step of the creative process does the problem solver look at the problem from every angle, develop ideas, and generate as many alternatives as possible?

A) ideation

B) brainfag

C) incubation

D) immersion

E) illumination

A

63

63) In which step of the creative process does the problem solver hit a blank wall and want to give up?

A) ideation

B) brainfag

C) incubation

D) mental block

E) immersion

B

64

64) In which stage of the creative process does the problem solver try to put his or her conscious mind to rest to let the subconscious take over?

A) ideation

B) brainfag

C) incubation

D) immersion

E) illumination

C

65

65) Which stage of the creative process is characterized as an unexpected moment when the idea comes, often when the mind is relaxed and doing something else?

A) ideation

B) brainfag

C) incubation

D) immersion

E) illumination

E

66

66) Which of the following is the last step in the creative process?

A) ideation

B) evaluation

C) incubation

D) immersion

E) illumination

B

67

67) A technique in which six to 10 people work together to come up with ideas is known as ________.

A) concept listing

B) brainstorming

C) convergent thinking

D) free associating

E) dramatizing

B

68

68) Which of the following techniques involves describing everything that comes into your mind when you imagine a given word?

A) free association

B) conceptual thinking

C) problem solving

D) dramatization

E) visualization

A

69

69) What is often used to test an ad before it runs to try to determine whether it works?

A) narrative testing

B) concept evaluation

C) brainstorming

D) comparative analysis

E) copytesting

E

70

70) A particular problem that Big Ideas face is that the message is sometimes so creative that the ad is remembered but not the product. This is known as ________.

A) marketing imperialism

B) the carryover effect

C) overpowering creativity

D) cannibalistic creativity

E) vampire creativity

E

71

71) Effective advertising is a product of both science and art.

T

F

T

72

72) Copywriters and art directors are the only creative roles in advertising agencies.

T

F

F

73

73) Creative strategy is what the advertisement says, and execution is how it is said.

T

F

T

74

74) The message plan is the document prepared by the account planner to summarize the basic marketing and advertising strategy as well as give direction to members of the creative team as they search for a creative concept.

T

F

F

75

75) A creative brief is typically completed in outline form

T

F

T

76

76) A creative brief is more likely to provide creative suggestions than creative ideas.

T

F

T

77

77) An advertising objective associated with achieving the behavior Facet of Effect is to touch emotions and create feelings.

T

F

F

78

78) A hard sell is an informational message that is designed to touch the mind and create a response based on logic

T

F

T

79

79) Lecture as a basic strategy relies on the viewer to make inferences.

T

F

F

80

80) An appeal connects with some emotion that makes the product particularly attractive or interesting.

T

F

T

81

81) An appeal typically states the logic behind the sales offer.

T

F

F

82

82) The unique selling proposition is a benefit statement that looks to the future and predicts that something good will happen if you use the product.

T

F

F

83

83) To get attention, an ad has to have pulling power.

T

F

F

84

84) The ability to keep consumers' attention reflects the pulling power of an ad.

T

F

T

85

85) The key visual in a print, interactive, or television ad is a vivid image that the advertiser hopes will linger in the viewer's mind.

T

F

T

86

86) A jingle is a valuable memorability device.

T

F

T

87

87) A persuasive message is designed to change behaviors rather than attitudes.

T

F

F

88

88) An association message strategy delivers information symbolically by connecting a brand with a certain type of person, lifestyle, or other characteristic.

T

F

T

89

89) Style, quality, prestige, package, and color are all considered to be intangible characteristics of the product

T

F

F

90

90) Most ads end with a signature of some kind.

T

F

T

91

91) An effective ad is relevant, original, and has impact

T

F

T

92

92) Left-brain thinking involves the juxtaposition of two seemingly unrelated thoughts.

T

F

F

93

93) Left-brain thinking is intuitive, nonverbal, and emotion-based thinking.

T

F

F

94

94) Creative problem solvers are risk takers with a high tolerance for ambiguity.

T

F

T

95

95) For advertising professionals, creative thinking is more important than strategic thinking

T

F

F

96

96) The first step in the creative process is to read, research, and learn everything you can about the problem.

T

F

T

97

97) Illumination is a technique in which a group of six to 10 people work together to come up with ideas.

T

F

F

98

98) In the case where the core targeting and positioning strategies remain the same in different markets, execution needs to be the same.

T

F

F

99

99) A formal method of evaluating the effectiveness of an ad, either in draft form or after it has been used, is called copytesting.

T

F

T

100

100) Vampire creativity is using an idea that someone else has originated.

T

F

F

101

101) The most creative marketing communication may not be the most strategic marketing communication.

T

F

T

102

102) A product's point of differentiation relative to the competition reflects its position.

T

F

T

103

103) An ad showing how much food a Dixie paper plate can handle and how much more food a Chinet paper plate can handle is an example of a problem avoidance message format.

T

F

F

104

104) No matter how hard a creative team tries, it is unlikely to come up with a Big Idea for a parity product, such as toilet paper.

T

F

F

105

105) Unilever regularly runs ads comparing its Suave products to "overpriced competitors." Unilever would need to adapt this campaign if it wanted to run ads in Japan.

T

F

T