front 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 | back 1 c |
front 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 | back 2 A |
front 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 | back 3 C |
front 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 | back 4 C |
front 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 | back 5 D |
front 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 | back 6 C |
front 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 | back 7 B |
front 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 | back 8 A |
front 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 | back 9 B |
front 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 | back 10 C |
front 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 | back 11 B |
front 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 | back 12 C |
front 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 | back 13 E |
front 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 | back 14 D |
front 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 | back 15 D |
front 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 | back 16 C |
front 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 | back 17 D |
front 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 | back 18 C |
front 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 | back 19 A |
front 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 | back 20 B |
front 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 | back 21 E |
front 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 | back 22 B |
front 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 | back 23 E |
front 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 | back 24 A |
front 25 25) A(n) ________ states the logic behind the sales offer. A) attribute B) appeal C) feature D) point of differentiation E) selling premise | back 25 E |
front 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 | back 26 E |
front 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 | back 27 D |
front 28 28) Which of the following is NOT a common message format? A) straightforward B) spokesperson C) substantiation D) comparison E) problem solution | back 28 C |
front 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 | back 29 B |
front 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 | back 30 A |
front 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 | back 31 C |
front 32 32) Keeping attention through the arousal of curiosity creates ________. A) stopping power B) pulling power C) sticking power D) perception E) awareness | back 32 B |
front 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 | back 33 D |
front 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 | back 34 E |
front 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 | back 35 B |
front 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 | back 36 A |
front 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 | back 37 D |
front 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 | back 38 C |
front 39 39) Messages that ________ are designed to affect attitudes and create beliefs. A) reach emotions B) teach C) get attention D) persuade E) resonate | back 39 D |
front 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 | back 40 B |
front 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 | back 41 D |
front 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 | back 42 A |
front 43 43) In generating original ideas, which of the following should be avoided? A) clichés B) "what if" games C) punch lines D) divergent thinking E) creative risk | back 43 A |
front 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 | back 44 A |
front 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. | back 45 C |
front 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 | back 46 B |
front 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 | back 47 A |
front 48 48) An advertising idea is considered ________ when it's one of a kind. A) relevant B) impactful C) original D) divergent E) convergent | back 48 C |
front 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 | back 49 D |
front 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 | back 50 C |
front 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 | back 51 B |
front 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 | back 52 D |
front 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 | back 53 B |
front 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 | back 54 A |
front 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 | back 55 A |
front 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 | back 56 E |
front 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 | back 57 E |
front 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 | back 58 E |
front 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 | back 59 B |
front 60 60) Which of the following is the first step in the creative process? A) ideation B) brainfag C) incubation D) immersion E) illumination | back 60 D |
front 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 | back 61 D |
front 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 | back 62 A |
front 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 | back 63 B |
front 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 | back 64 C |
front 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 | back 65 E |
front 66 66) Which of the following is the last step in the creative process? A) ideation B) evaluation C) incubation D) immersion E) illumination | back 66 B |
front 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 | back 67 B |
front 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 | back 68 A |
front 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 | back 69 E |
front 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 | back 70 E |
front 71 71) Effective advertising is a product of both science and art. T F | back 71 T |
front 72 72) Copywriters and art directors are the only creative roles in advertising agencies. T F | back 72 F |
front 73 73) Creative strategy is what the advertisement says, and execution is how it is said. T F | back 73 T |
front 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 | back 74 F |
front 75 75) A creative brief is typically completed in outline form T F | back 75 T |
front 76 76) A creative brief is more likely to provide creative suggestions than creative ideas. T F | back 76 T |
front 77 77) An advertising objective associated with achieving the behavior Facet of Effect is to touch emotions and create feelings. T F | back 77 F |
front 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 | back 78 T |
front 79 79) Lecture as a basic strategy relies on the viewer to make inferences. T F | back 79 F |
front 80 80) An appeal connects with some emotion that makes the product particularly attractive or interesting. T F | back 80 T |
front 81 81) An appeal typically states the logic behind the sales offer. T F | back 81 F |
front 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 | back 82 F |
front 83 83) To get attention, an ad has to have pulling power. T F | back 83 F |
front 84 84) The ability to keep consumers' attention reflects the pulling power of an ad. T F | back 84 T |
front 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 | back 85 T |
front 86 86) A jingle is a valuable memorability device. T F | back 86 T |
front 87 87) A persuasive message is designed to change behaviors rather than attitudes. T F | back 87 F |
front 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 | back 88 T |
front 89 89) Style, quality, prestige, package, and color are all considered to be intangible characteristics of the product T F | back 89 F |
front 90 90) Most ads end with a signature of some kind. T F | back 90 T |
front 91 91) An effective ad is relevant, original, and has impact T F | back 91 T |
front 92 92) Left-brain thinking involves the juxtaposition of two seemingly unrelated thoughts. T F | back 92 F |
front 93 93) Left-brain thinking is intuitive, nonverbal, and emotion-based thinking. T F | back 93 F |
front 94 94) Creative problem solvers are risk takers with a high tolerance for ambiguity. T F | back 94 T |
front 95 95) For advertising professionals, creative thinking is more important than strategic thinking T F | back 95 F |
front 96 96) The first step in the creative process is to read, research, and learn everything you can about the problem. T F | back 96 T |
front 97 97) Illumination is a technique in which a group of six to 10 people work together to come up with ideas. T F | back 97 F |
front 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 | back 98 F |
front 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 | back 99 T |
front 100 100) Vampire creativity is using an idea that someone else has originated. T F | back 100 F |
front 101 101) The most creative marketing communication may not be the most strategic marketing communication. T F | back 101 T |
front 102 102) A product's point of differentiation relative to the competition reflects its position. T F | back 102 T |
front 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 | back 103 F |
front 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 | back 104 F |
front 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 | back 105 T |