Deck 16: Creating the Message

Question 1

Which of the following is NOT a characteristic of risk in advertising?

A)It's about freshness.
B)ideas that are predictable
C)an area where no one has gone before
D)something familiar but with a twist
E)must trust your instincts

Answer 1

B

Question 2

In reality, the most valuable space that space advertisers are trying to buy is in:

A)electronic media.
B)print media.
C)the consumer's head.
D)the interactive world of the Internet.
E)the consumer's viscera.

Answer 2

C

Question 3

According to Greek philosophers and teachers, information is taken through the:

A)intellect.
B)sympathetic membrane.
C)heart.
D)stomach.
E)visualization process.

Answer 3

C

Question 4

In its most basic form, advertising is a conveyor of:

A)noise.
B)media.
C)information.
D)response.
E)belief.

Question 5

To address the increasing power of the media audience to "turn us off" and to appeal to their aspirations, the advertising message must be:

A)emotional with no sense of concern for the intellectual.
B)compelling and necessary.
C)intellectual with no sense of concern for the emotional.
D)composed of gut level graphics with strong copy.
E)balance power and recognition.

Question 6

Which of the following summarizes how Lee Clow, chair and chief creative officer of TBWA/Media ARTS Lab, views social storytelling online?

A)It's terrific.
B)It's "semi-nowhere."
C)It's truly conversational.
D)It's loaded with conflict.
E)It's best when poking at problems.

Question 7

Which of the following is NOT a factor in the challenge to create effective concepts and advertisements?

A)"overchoice"
B)time famine
C)ease for the audience to "turn off" the medium
D)media clutter
E)knowledge as power

Question 8

Advertising motivates people by appealing to their need to:

A)solve problems, achieve goals, and fulfill desires.
B)reinforce their ego.
C)fully use their intellect.
D)find a visual solution to their problems.
E)find love and companionship.

Question 9

Which of the following does NOT pertain to effective elements of storytelling?

A)sequence events and actions
B)engage consumers
C)poke at a problem
D)avoid conversation
E)raise questions

Question 10

An effective appeal is based on what?

A)supports the advertising layout
B)is most important to the majority of the target audience
C)attracts the senses instinctively
D)attracts instincts sensitively
E)pulls viewers into the emotional scene

Question 11

According to your authors, which of the following is a hallmark of brands?

A)connecting with consumers through integrated messages
B)connecting with consumers through the heart
C)connecting with consumers through the brain
D)creating synergistic appeals
E)discarding all the rules

Question 12

In effect, Federal Express founder Frederick Smith said that:

A)being creative is everything.
B)creativity begins with strategy.
C)writing precedes thinking.
D)thinking precedes writing.
E)so long as you are being talked about, everything is fine.

Question 13

The main objectives of a creative brief include all of the following EXCEPT:

A)provides clear direction regarding the message, which prospects are most likely to accept.
B)provides the creative team a realistic view of what the advertising needs to do.
C)provides the creative team a realistic view of what the advertising is likely to achieve.
D)provides the account planner's account of how much money is available for the project.
E)provides a clear picture of prospects to be addressed.

Question 14

Despite the value gained from reductionism, advertisers realize that expansive messages are now valid because of:

A)more intelligent consumers.
B)more selective consumers.
C)more Web sites, online and social media.
D)more time to because of more unemployment.
E)more opportunities to mix messages.

Question 15

According to Luke Sullivan, Tony Cox, Maurice Saatchi and Fallon Worldwide, creative advertising:

A)is simple and focused.
B)thoroughly communicates every benefit of the product or service.
C)uses more words to be more compelling.
D)uses complex logic and sophisticated images to reach a "thinking" audience.
E)is all about being focused.

Question 16

Ron Huey of Huey+Partners observed that great ads since 1960 have had which of these common elements?

A)visual with minimum copy that says it all
B)headline, logo, and compelling copy
C)headline, visual, and logo that communicate the idea immediately
D)compelling copy, a visual, and creative logo
E)sexual appeal, double entendre, and machismo

Question 17

All humans are born with which of the following desires and instincts?

A)need for self-preservation
B)need for drink
C)need for love
D)need for food
E)need to touch

Question 18

Reductive or expansive, what is the key to great marketing, successful advertising?

A)good graphics
B)good typefaces
C)good animation
D)good storytelling
E)good psychographics

Question 19

The message in advertisements from The Economist is:

A)strong creative doesn't need to be meshed with strategy.
B)the longer it takes to penetrate the mind, the longer it remains there.
C)the faster an idea penetrates the mind, the more powerful it is.
D)long headlines can be effective if coupled with short headline ads.
E)the more powerful an idea is, the faster it penetrates the mind.

Question 20

When you use fewer words to convey your idea, you free your ideas to do which of the following?

A)be more logical
B)be more powerful, involving, and even memorable
C)be more effective
D)motivate and become creative
E)more deliberate and deeper

Question 21

When Covergirl used "New Covergirl Outlast Lipstain" as a headline, it was:

A)presenting a benefit that needs repeated reinforcement.
B)presenting a new benefit.
C)directly promising an existing benefit.
D)using provocation to invoke curiosity.
E)selecting out nontargeted readers.

Question 22

When Procter & Gamble uses direct mail to sample consumers as well as online coupons, it is using a type of proof known as a:

A)warranty.
B)trial offer.
C)demonstration.
D)reputation.
E)guarantee.

Question 23

Sherwin-Williams promises that its SuperPaint will not crack or peel for 20 years; this is a type of proof called a:

A)seal of approval.
B)guarantee.
C)warranty.
D)sample.
E)reputation.

Question 24

Characteristics of a subheadline include all of the following EXCEPT:

A)spells out the promised headline.
B)uses smaller type than the headline but bigger than the body copy.
C)should be even briefer than the headline.
D)acts as a transition to opening paragraph of the copy.
E)used only when the message is long.

Question 25

If you were trying to evaluate the effectiveness of a good headline, which of the following would you NOT factor in?

A)use no more than 10, short, simple words
B)use an action verb
C)include an invitation, primary product benefits, brand name, and an interesting idea to keep people reading
D)provide as much information as possible about the product or service with its key benefits
E)select words that appeal only to prime prospects

Question 26

The following are all characteristic of a headline EXCEPT:

A)most important part of a print ad.
B)if glossed over, the reader goes to the first line of copy.
C)first thing read.
D)must arouse interest.
E)should be as long as you want it to be.

Question 27

When AlkaSeltzer Wake-Up Call used "Forget the hair of the dog," it was:

A)promising an existing benefit.
B)invoking curiosity and being provocative.
C)being quite selective.
D)presenting a new benefit.
E)avoiding being selective.

Question 28

According to Ogilvy & Mather, great advertising, direct-response, and promotion have certain elements in common EXCEPT:

A)newsworthiness.
B)relevancy.
C)potent strategy.
D)a strong selling idea.
E)memorability.

Question 29

If you want people to keep reading your ads after they look at the headline and illustration, you next ought to have:

A)strong supporting illustrations.
B)a strong first paragraph.
C)a strong first sentence.
D)an appealing logo subhead.
E)an appealing slogan.

Question 30

Common elements, according to Ogilvy & Mather, for effective advertising include:

A)independence from a campaign.
B)irrelevancy.
C)cost effectiveness.
D)a strong selling idea.
E)creativity for its own sake.

Question 31

A person will typically scan a print ad by looking first at the:

A)illustration.
B)first line of copy.
C)tagline.
D)headline.
E)logo.

Question 32

In an ad, the most appropriate place to spell out the promise is in the:

A)headline.
B)subheadline.
C)proof of claim.
D)amplification of the story.
E)tagline.

Question 33

Dean Rieck, president of Direct Creative, advocates the use of testimonials and success stories and also suggests all of the following EXCEPT:

A)testimonial subjects should be similar to prospects.
B)you should not rewrite or fabricate testimonials.
C)you should use full names and appropriate titles.
D)testimonials are more effective if they are from experts.
E)testimonial subjects should be relevant to prospects.

Question 34

Which order do most ads follow?

A)spelling out of promise, promise of benefit, proof of claim, amplification of story, and action to take
B)amplification of story, promise of benefit, spelling out of promise, proof of claim, and action to take
C)promise of benefit, spelling out of promise, amplification of story, proof of claim, and action to take
D)emotional appeal, promise of benefit, amplification of need, proof of benefit, appeal to action.
E)action to take, promise of benefit, spelling out of promise, amplification of story, proof of claim

Question 35

Using "To all college men and women" is an example of:

A)promising an existing benefit for others to envy.
B)promising a new benefit for all to envy.
C)using a selective headline.
D)provoking curiosity.
E)invoking curiosity.

Question 36

The most important part of a print advertisement is the:

A)subheadline.
B)headline.
C)body.
D)close.
E)strategy.

Question 37

The American Dental Association, Parents magazine, and Underwriter's Laboratories all offer a type of proof known as:

A)a guarantee.
B)a seal of approval.
C)a warranty.
D)samples.
E)testimonial.

Question 38

If the "Got Milk" campaign continues to use personalities from all walks of life in its ads to promote milk, which of the following is it depending on to help make its ads even more effective?

A)testimonial
B)reputation
C)demonstration
D)a celebrity
E)guarantee

Question 39

For which of the following kinds of products would consumers want proof in the body copy?

A)coffee and tea
B)new products with special features
C)high-volume items
D)shampoos and creams
E)a box of pencils

Question 40

Award-winning creative director Ron Huey suggests that to create special attention and persuasion when writing advertising copy, you must do all of the following EXCEPT:

A)view the product in a fresh way.
B)explore its possible effects on a prospect.
C)communicate the most salient product or service feature in a simple, thought-provoking manner.
D)explain a product's features so readers accept the product in a matter-of-fact way.
E)explain the product's advantages in a manner that causes the reader to view the product with new understanding and appreciation.

Question 41

The headline is the most important part of a print advertisement.

Question 42

All of the following contribute to flow EXCEPT:

A)headline.
B)positioning of the elements.
C)background color.
D)brand name.
E)illustration.

Question 43

According to Philip Sawyer, editor of Starch Tested Copy, which of the following will help you to develop effective advertising?

A)KIWSS, keep it within size and style
B)Sell the product not the benefits.
C)Go with the flow.
D)Spice it up with sex, always.
E)You're always selling the product-don't forget that!

Question 44

Rules to remember about creating effective outdoor advertising include all of the following EXCEPT:

A)simple is better.
B)use all the elements available to you and make them large.
C)think about how it will integrate with other kinds of communication.
D)reduce visual and verbal elements to their simplest form.
E)no more than seven words in the main head.

Question 45

Based on the authors' observations, it's fair to say advertising is not about rules but rather about principles or guidelines and even breaking the rules and taking risks in order to communicate.

Question 46

A brand's story is true to the brand's promise.

Question 47

If your copy leads with a psychological appeal to love, hate, or fear, you are using the:

A)factual approach.
B)emotional approach.
C)imaginative approach.
D)Bernbach approach.
E)psychosocial approach.

Question 48

Research tells us that with regard to advertising all of the following are characteristics of emotion EXCEPT:

A)it is mostly a process at an unconscious level.
B)it is the key to every decision made by a human being.
C)an emotional approach does not work with higher-ticket items.
D)an emotional approach works best with low involvement products.
E)humans think with feeling and emotion.

Question 49

According to John Hegarty, the one word that defines great advertising is irreverence.

Question 50

In trying to create advertising, a valuable message to remember is that the faster ideas are conveyed, the more powerful they are.

Question 51

An emotion-based approach can create positive feelings that work best for:

A)low-involvement goods.
B)high-involvement goods.
C)professional services.
D)package goods.
E)convenience goods.

Question 52

When Crest White Strips promises you a beautiful smile and offers to refund your purchase if you are not satisfied, it is offering you a warranty.

Question 53

Which of the following is a type of copy approach?

A)factual
B)rational
C)empirical
D)family-oriented
E)sensual

Question 54

In the presentation of an ad, the key element known as "the action to take" occurs in the middle.

Question 55

Which would be a condition under which the FTC might look down upon a company's comparative advertising?

A)if the basis of comparison are clearly identified
B)if it encourages product innovation
C)if it is nondeceptive
D)if it is truthful
E)if the basis of comparison is veiled

Question 56

John Hegarty said that "time famine" is an obstacle to breaking through the ever-growing mass of messages directed at consumers.

Question 57

Which of the following do NOT pertain to slogans?

A)They sum up the theme for the benefits of a service or product.
B)They come from the Swedish word meaning "swoosh."
C)They may communicate the essence of a product's position.
D)They are used more in radio and TV spots than in print ads.
E)They deliver an easily remembered message in a few words.

Question 58

An approach that deals with what actually exists and focuses on what a product is, how it is made, and what it does would be:

A)imaginative.
B)emotional.
C)factual.
D)empirical.
E)family-friendly.

Question 59

Instincts and senses are often a starting point for advertising appeals.

Question 60

According to Ron Huey, when concepting a print ad, his agency attempts to arrive at a visual solution in which the idea is embedded in the visual and usually communicates 90 percent of what you're trying to say.

Question 61

Because most people dislike visual pollution of the environment, outdoor advertisers have a responsibility to create wonderful advertising.

Question 62

A copy approach is a method of opening the text of an advertisement.

Question 63

If you want to emphasize features of your product or service that are primarily important but cannot possibly be included in the headline, you need to use ________ to explain how the promise in the headline will be fulfilled.

Question 64

Despite criticisms about its value, the FTC encourages comparative advertising.

Question 65

For effective print ads, generally the more colorful they are, the better they will attract attention.

Question 66

Americans more than Europeans will accept ambiguity in advertising.

Question 67

Fallon Worldwide says that, for them, the crucial part of the creative process means having the discipline and will to drive for focus that results in a single-mindedly compelling idea, or what they call relentless ________.

Question 68

For a testimonial to be most effective, it should come from either an expert or someone with relevant experience.

Question 69

A(n)________ is what advertisers use to motivate buyers by addressing their problems, desires, and goals, and by offering a means of solving their problems.

Question 70

If the advertising in women's publications are any indication, ads using a sexual appeal attract considerable notice and readership.

Question 71

Known as the ________ rate, it is usually pretty significant during the first 50 words of copy but not so great between 50 and 500 words.

Question 72

For outdoor advertising, the goal is to reduce the visual and verbal elements to their simplest forms.

Question 73

Home Depot's "More saving. More doing" is an example of an institutional slogan.

Question 74

Called ________, it is a constraint that interferes with our assimilating the ever-growing and surplus numbers of messages directed at us.

Question 75

Maxine Clark, founder and CEO of Build-a-Bear, suggests that selling online should be secondary to the goal of building an online community that enhances your ability to communicate with customers.

Question 76

If you create copy that takes something ordinary and familiar and presents it in unexpected ways, then you are using the imaginative approach.

Question 77

An ideal slogan is brief, clear and easily remembered.

Question 78

A skillful user of the factual approach would present facts in ways that are most important to the reader.

Question 79

Research indicates that an emotional approach works best for low-involvement products and services.

Question 80

Research indicates that people actually think with emotion and feeling.