Question 1

Name and describe any five of the most commonly used advertising executions.

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Question 2

Identify the types of testing that may occur while advertising is being run.

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Question 3

To get attention,an ad has to have stopping power.Describe how ads can accomplish this.

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Question 4

Explain how hard- and soft-sell creative strategies are related to head and heart strategies.

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Question 5

Mary is a creative consultant who visits agencies or organisations to conduct 'creative aerobic' sessions.Explain what she does and discuss the four-step,idea-generating process that she assists businesses in implementing.

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Question 6

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

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An association message strategy does deliver information symbolically by linking a brand with a particular person, lifestyle or other characteristic, making it easier for the target audience to relate to the brand.

Question 7

Vampire creativity is the term for a message that is so creative that the ad is remembered but not the product.

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Vampire creativity refers to an ad that is so memorable and creative that the consumer remembers the ad, but not the product or brand being advertised.

Question 8

Usually the creative brief starts with a statement of the target audience.

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Question 9

Shockvertisments are mystery ads that don't identify the product or deliver enough information to make sense,but are designed to arouse curiosity.

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Shockvertisements are ads that deliberately use shocking images or concepts to grab attention, not necessarily to arouse curiosity through mystery or lack of information about the product.

Question 10

You have been asked by your supervisor to participate in a brainstorming session to come up with ideas for your company's advertising campaign.Explain what brainstorming is,why it is used and how to make it successful.

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Question 11

Focus is a characteristic of an effective creative concept.

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Focus is important in a creative concept because it helps to clarify the message and draw attention to the intended idea. A focused concept will be stronger and more memorable for the audience.

Question 12

Lisa Duke found that winners of the premier One Show Awards defined an effective creative concept as having four characteristics.What were they?

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Question 13

MasterCard use the line,'There are some things money can't buy.For everything else,there's MasterCard',and for almost 10 years,McDonald's has used the line,'I'm lovin' it'.What are these words known as?

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Question 14

What is the difference between concept testing and pretesting of messages?

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Question 15

Explain what the creative brief is and the elements that are commonly included in one.

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Question 16

When advertisers are trying to generate creative ideas,where might they look and what practices should they avoid?

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Question 17

When and how would a marketer most likely use a message that informs?

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Quiz 12: The Creative Side of Advertising Strategy