Deck 9: The Creative Side

Question 1

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

A)relevant
B)impactful
C)original
D)divergent
E)convergent

Answer 1

C

Question 2

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

A)Big Idea
B)cliché
C)slogan
D)tagline
E)creative leap

Answer 2

A

Question 3

What do media planners,market researchers,copywriters,and art directors all have in common?

A)They all search for new ideas.
B)They all manage the creative process.
C)They all conduct market research.
D)They all need consumer approval.
E)They all rely on logical appeals more heavily than emotional appeals.

Answer 3

A

Question 4

Which of the following refers to intuitive,holistic,artistic,and emotionally expressive thinking?

A)lateral-brain thinking
B)back-brain thinking
C)top-brain thinking
D)right-brain thinking
E)left-brain thinking

Question 5

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

A)duplicate
B)left-brain
C)copycat
D)right-brain
E)divergent

Question 6

The ROI of creativity 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

Question 7

In marketing,"creatives" traditionally were the people who ________.

A)developed consumer insights
B)developed media plans
C)designed ads
D)designed communication plans
E)managed social media

Question 8

Which of the following 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

Question 9

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

A)strategic dimension
B)personal dimension
C)creative dimension
D)media dimension
E)audience dimension

Question 10

Which of the following involves interactive conversation about a brand and is increasingly important as consumers engage with brand content across social media platforms?

A)user experience design
B)positioning statement
C)divergent thinking
D)unique selling proposition
E)perceptual mapping

Question 11

________ refers to the generation of fresh ideas and solutions to current problems and challenges.

A)Creativity
B)Research
C)Insight development
D)Account management
E)Account planning

Question 12

According to the ROI of creativity,it is most accurate to say that an idea that makes an impression on the audience has ________.

A)relevance
B)originality
C)resonance
D)impact
E)association

Question 13

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

A)strategic dimension
B)personal dimension
C)creative dimension
D)media dimension
E)audience dimension

Question 14

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

Question 15

Which type of thinking is logical,orderly,and linear?

A)right-brain
B)left-brain
C)top-brain
D)back-brain
E)lateral-brain

Question 16

A ________ is a generic,non-original,non-novel idea.

A)Big Idea
B)cliché
C)slogan
D)tagline
E)creative concept

Question 17

Advertising creatives use the term ________ to refer to the process of coming up with a new marketing communication idea.

A)positioning
B)targeting
C)concepting
D)branding
E)extending

Question 18

In an advertising agency,who manages the creative process?

A)the account planner
B)the copywriter
C)the creative director
D)the client
E)the art director

Question 19

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

Question 20

Which of the following is prepared by the account planner to summarize the basic marketing and advertising strategy?

A)creative brief
B)positioning statement
C)message objective
D)unique selling proposition
E)perceptual map

Question 21

Which of the following is the last step in the classic creative process?

A)ideation
B)evaluation
C)incubation
D)immersion
E)illumination

Question 22

Patrick and his colleagues were working on the creative concept for a client when they all seemed to hit a blank wall.To help overcome this,they decided to play a game of basketball.In the second half of the game,Patrick came up with a great idea,and they all went back to work.In which step of the creative process were Patrick and his colleagues when they were playing basketball?

A)immersion
B)ideation
C)incubation
D)evaluation
E)creative leap

Question 23

Which stage of the classic 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

Question 24

The technique of Creative Aerobics is best classified as a(n)________ process.

A)thought-evaluation
B)idea-generating
C)visualization
D)copy testing
E)risk-taking

Question 25

Carly saw a billboard for a local church that said,"CH_ _ CH-What's missing?" This is an example of which technique for creating original and unexpected ideas?

A)cliché
B)an unexpected association
C)metaphor
D)play on words
E)analogy

Question 26

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 objectives

Question 27

Which of the following creative techniques is used to convey new patterns or relationships?

A)using catchy phrases
B)dramatizing the obvious
C)making a play on words
D)using analogies and metaphors
E)twisting the obvious

Question 28

When Budweiser beer started using the Budweiser frogs in commercials,people raved about how creative the advertising was.However,someone who had worked in the advertising industry for many years pointed out that he had used that creative idea several years before.This is an example of ________ advertising.

A)duplicate
B)revised
C)copycat
D)clichéd
E)vampire

Question 29

In which step of the classic 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

Question 30

Which of the following is NOT a step in Linda Correll's 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)Copy test ideas with a focus group.

Question 31

Though humorous,the ads stressed that Energizer batteries last three times longer than competing brands.What is this known as?

A)intangible characteristics
B)vampire creativity
C)association message strategy
D)positioning
E)creative platform

Question 32

In which step of the classic 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

Question 33

A creative brief is also known as which of the following?

A)perceptual map
B)unique selling proposition
C)Big Idea
D)creative blueprint
E)creative concept

Question 34

A technique in which 6 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

Question 35

Refer to the following scenario to answer the questions below.
For years,Energizer batteries used the Energizer Bunny in its television commercials.The bunny was cute,always beating a drum with the tagline,"The Energizer Bunny keeps going and going and going." Several of the ads were humorous.Viewers could remember the battery ad with the bunny,but for a long time,people could not name the brand of battery.In response,Energizer started putting the bunny on the packaging and using it in point-of-purchase displays in stores,even going so far as to let consumers enter a drawing to take home the bunny that was on top of the battery display.The creative team that worked on this campaign spent considerable time researching consumers' usage of batteries as well as the problems they had with them.The team learned that people dislike batteries that don't last long,and because Energizer batteries lasted much longer than competitors' brands,they decided to feature that idea in the execution of the ads.
In which step of the creative process did the creative team read,research,and learn everything they could about Energizer batteries and their competitors?

A)immersion
B)ideation
C)incubation
D)illumination
E)evaluation

Question 36

In which stage of the classic creative process do problem solvers try to put their conscious minds to rest to let the subconscious take over?

A)ideation
B)brainfag
C)incubation
D)immersion
E)illumination

Question 37

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

Question 38

Which of the following is the first step in the classic creative process?

A)ideation
B)brainfag
C)incubation
D)immersion
E)illumination

Question 39

One commercial was particularly effective because viewers watched the entire commercial to see the bunny do something funny at the end.It is most accurate to say that this commercial had ________.

A)stopping power
B)pulling power
C)sticking power
D)credibility
E)repetition

Question 40

In which step of the classic creative process do problem solvers read,research,and learn everything they can about the problem?

A)ideation
B)brainfag
C)incubation
D)immersion
E)illumination

Question 41

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

A)persuasive
B)direct
C)hard
D)soft
E)personal

Question 42

Which of Frazer'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

Question 43

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

A)attribute
B)appeal
C)feature
D)point of differentiation
E)selling premise

Question 44

Which of the following is a benefit statement that looks to the future and predicts that something good will happen if you use the product?

A)substantiation
B)claim
C)promise
D)reason why
E)unique selling proposition

Question 45

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

Question 46

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

Question 47

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

A)claim
B)appeal
C)feature
D)attribute
E)argument

Question 48

Delivering information and aiding understanding are objectives related to which facet of the Facets Model of Effects?

A)Awareness
B)Think/Understand
C)Feel
D)Believe
E)Connect

Question 49

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

Question 50

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

Question 51

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

A)transmission
B)positioning
C)ritual
D)dramatic
E)substantiated

Question 52

Which term 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

Question 53

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

Question 54

In Taylor's six-segment strategy wheel,________ strategies are based on logic.

A)ration
B)acute need
C)routine
D)social
E)ego

Question 55

Which of the following objectives is most closely related to the Awareness facet of the Facets Model of Effects?

A)change attitudes
B)create conviction
C)get attention
D)stimulate trial
E)touch emotions

Question 56

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

Question 57

Proof statements that serve to make a claim believable are referred to as ________.

A)benefits
B)attributes
C)substantiation
D)comparison
E)problem solution

Question 58

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

A)persuasive sell
B)head sell
C)hard sell
D)soft sell
E)attributes sell

Question 59

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

Question 60

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

Question 61

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

A)reminder
B)image
C)slice-of-life
D)teaser
E)comparison

Question 62

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

Question 63

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

A)informs
B)teaches
C)compares one brand to another brand
D)creates believability
E)resonates

Question 64

An E score is a rating system that measures the appeal of ________.

A)slogans
B)taglines
C)brands
D)celebrities
E)logos

Question 65

An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain.The ad states,"There are places that are so awesome and so killer that you'd like to tell the whole world about them.But please,don't." This ad is most closely related to the ________ strategy of Taylor's six-segment strategy wheel.

A)ration
B)sensory
C)social
D)routine
E)acute need

Question 66

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

A)endorser
B)lecture
C)slice-of-life
D)teaser
E)slogan

Question 67

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

A)create brand associations
B)remind loyal customers
C)teach
D)touch emotions
E)resonate

Question 68

Suave ran ads featuring a woman with beautiful hair questioning "Suave or Matrix? Can You Tell?" This is an example of a ________ format.

A)spokesperson
B)teaser
C)comparison
D)problem-solution
E)problem avoidance

Question 69

Which type of message format is designed to arouse curiosity,not showing the product or delivering quite enough information to make sense?

A)teaser
B)slice-of-life
C)spokesperson
D)problem avoidance
E)sensory

Question 70

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)metaphor

Question 71

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

Question 72

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

Question 73

A television commercial for Tylenol brand pain reliever focuses on a woman's face as she talks about her arthritis pain and how she used to think that prescription medication was the answer.She then goes on to say that with all the problems that are being discovered about prescription pain medications,she has reconsidered over-the-counter Tylenol,which provides just as much pain relief without all the risks.What type of advertising message is this?

A)drama
B)lecture
C)routine
D)teaser
E)sensory

Question 74

Getting attention reflects the ________ power of an advertisement;creating interest reflects the ________ power of an ad.

A)stopping;sticking
B)pulling;stopping
C)stopping;pulling
D)pulling;sticking
E)sticking;stopping

Question 75

Laurie saw a television commercial that depicts a mother stressed out from working and taking care of children.The scenes show hassles at work,kids crying,dogs barking,and the phone ringing.Then the commercial shows the mother relaxing in a bubble bath with the voice-over saying,"Calgon,take me away!" When Laurie saw that ad,she exclaimed,"Yes,that's exactly how I feel!" What message approach was this ad using?

A)straightforward
B)demonstration
C)comparison
D)slice-of-life
E)humor

Question 76

Which of the following would most likely be used in a message that is intended to persuade consumers to change an attitude or belief?

A)sales promotion
B)image advertising
C)news announcement
D)testimonial
E)emotional appeal

Question 77

An ad for a new convection oven shows a busy professional woman serving dinner to her family.The convection oven is seen in the background,and the headline reads,"The latest development in time travel." The objective of this message was most likely to ________.

A)create believability
B)resonate
C)inform
D)teach
E)remind

Question 78

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

A)inform
B)teach
C)create brand association
D)persuade
E)remind

Question 79

Which of the following is a central purpose of reminder advertising?

A)to encourage repeat business
B)to build brand image
C)to correct false impressions
D)to inform the market of a price change
E)to restore company image

Question 80

When Taco Bell used a Chihuahua,a small dog,to represent its product,which type of message format was being used?

A)comparison
B)teaser
C)brand icon
D)slice-of-life
E)demonstration