Question 1

When planning creative strategy,an advertising agency hopes to have:
A)clients that appreciate the formalized system used to develop this strategy
B)clients that are risk-aversive to squelch unorthodox strategies
C)products with winning ad campaigns that simply need a slight tweaking
D)clients who realize there are no new strategies left--only modifications of existing ones
E)none of the above

Accepted Answer

None of the options provide the ideal scenario for planning a creative strategy. An advertising agency would hope to have clients who are open to collaboration, willing to take risks, and have a product or service that presents an opportunity to create an innovative and compelling campaign.

Question 2

Which of the following statements about the use of creativity in an advertising campaign is true?
A)Because most advertising is creative,creativity is not nearly enough to break through the clutter.
B)Creative advertising always has a positive impact on sales.
C)Creative advertising that is not relevant to the target audience may have a greater impact than advertising that is relevant.
D)The nature of advertising requires that everyone involved in the promotional planning process engage in creative thinking.
E)Users of creative advertising can avoid using big ideas and unique selling propositions in their advertising campaigns.

Accepted Answer

The nature of advertising requires that everyone involved in the promotional planning process engage in creative thinking. Creativity is not limited to just the advertising itself but is necessary in the entire process from planning to execution.

Note: A and B are incorrect because creativity alone does not guarantee success and positive impact on sales. C and E are incorrect because relevance and unique selling propositions are important factors in the effectiveness of advertising campaigns.

Question 3

Many companies are willing to spend hundreds of millions of dollars each year on creative advertising because:
A)they believe strongly in competitive parity
B)they realize marketing success is unrelated to their creative advertising effort
C)good creative strategy and execution are often critical to the success of a product or service
D)they want to win creative awards in order to respond to the intangibility and homogeneity characteristics of service
E)the development of good creative strategy is a science and is explained by marketing research

Accepted Answer

Good creative strategy and execution can often be critical to the success of a product or service. Effective advertising can differentiate a product from competitors, create a strong brand image, increase brand awareness, and ultimately drive sales. Therefore, companies are willing to invest heavily in creative advertising to achieve these goals.

Question 4

A study by Elizabeth Hirschman examined the perceptions of individuals involved in the creation and production of television commercials and found:
A)product managers view advertising from an aesthetic perspective
B)product managers and account executives both view advertising as a promotional tool whose primary purpose is to communicate favorable impressions about a brand
C)art directors and copywriters view advertising primarily as a promotional tool whose primary function is to communicate information
D)brand managers prefer creative commercials that take risks
E)art directors and copywriters evaluate advertising on the basis of how well it fulfilled preset communications objectives

Accepted Answer

The study found that both product managers and account executives view advertising as a promotional tool aimed at creating favorable impressions about a brand. This suggests that they prioritize the marketing and branding aspects of advertising.

Question 5

Based on the findings of the study conducted by Elizabeth Hirschman,which of the following individuals is most likely to be risk averse and prefer commercials that focus on the product rather than creative impact?
A)product and brand managers
B)art directors
C)copywriters
D)creative directors
E)product consumers

Accepted Answer

According to the study conducted by Elizabeth Hirschman, individuals who are risk-averse are more likely to prefer commercials that focus on the product rather than creative impact. Product and brand managers are responsible for the success of the product and are therefore more likely to be risk-averse. Therefore, they are the most likely to prefer commercials that focus on the product rather than creative impact.

Question 6

According to the universal advertising standards of the D'Arcy,Masius Benton & Bowles agency,creative and effective advertising:
A)requires synergy
B)does not use a brand personality
C)uses a complex product or brand positioning strategy
D)is careful to not be distinctly different from other advertising
E)neither rewards nor punishes the prospect

Accepted Answer

According to the D'Arcy,Masius Benton & Bowles agency, creative and effective advertising requires synergy, which means that all aspects of the advertisement, including message, visuals, and brand personality, should work together to create a cohesive and impactful message. Therefore, options B, C, and D are incorrect. Option E is also incorrect because effective advertising should aim to reward the prospect with a desirable outcome or benefit, rather than punishing them with negative consequences.

Question 7

Nissan ran an advertising campaign using "Shift" as the umbrella tagline.The campaign uses a combination of emotional and product-focused ads designed to strengthen Nissan's brand image while showing its revitalized product line.Creative advertising,like Nissan's,is likely to be particularly important when:
A)companies are selling brands that are very similar in quality and difficult to differentiate on functional features
B)a brand clearly has functional superiority over the competition that is easily noticed by consumers
C)companies are very risk averse
D)consumers are not responsive to advertising messages
E)any or all of the above conditions are met

Accepted Answer

Nissan's campaign is focused on strengthening its brand image, which suggests that the company is trying to differentiate itself from competitors that offer similar products. When brands are similar in quality and difficult to differentiate on functional features, creative advertising can help companies stand out in the market.

Question 8

_____ is a quality possessed by individuals that enables them to generate novel approaches to handling problems and that is reflected in new and improved solutions to those problems.
A)Uniqueness
B)Dramatization
C)Creativity
D)Proficiency
E)Personification

Accepted Answer

Creativity is the quality that enables individuals to come up with innovative and original solutions to problems. It involves thinking outside the box and finding unique approaches to challenges.

Question 9

The "What Happens in Vegas,Stays in Vegas" ad campaign was designed to create a unifying theme of:
A)sophistication
B)indulge
C)serenity
D)shopping
E)low-cost living

Accepted Answer

The "What Happens in Vegas, Stays in Vegas" ad campaign was designed to promote indulgence, specifically in activities that may be seen as taboo or frowned upon in other settings. The campaign aimed to create a sense of freedom and adventure for visitors to let loose and enjoy themselves without judgement or consequences.

Question 10

From the perspective of a product manager,a commercial is likely to be judged as creative if it:
A)is novel and innovative
B)has a high level of artistic or aesthetic value
C)communicates the message clearly and leaves favorable impressions among the target audience
D)wins creative awards
E)is unlike anything currently in the marketplace

Accepted Answer

As a product manager, the primary concern should be the effectiveness of the commercial in communicating the intended message and leaving a favorable impression among the target audience. While creativity is important, it should not be the sole focus. A commercial may be innovative, aesthetically pleasing, or unconventional, but if it fails to communicate the intended message and resonate with the target audience, it will not be considered successful. Therefore, the best choice would be C.

Question 11

Which of the following statements gives a reason why a marketer might want to emphasize creativity in the development of an advertising campaign?
A)Creative advertisements that are creative for the sake of being creative often fail to produce sales.
B)Creative advertising can break through the clutter and make an impression on buyers.
C)Creative advertising cannot create positive feelings that transfer to the product or service.
D)Creative advertising is effective even if it is irrelevant to the target audience.
E)All of the above statements give a reason why a marketer might want to emphasize creativity over all other elements in the development of an advertising campaign.

Accepted Answer

emphasizing creativity in advertising campaigns can help them stand out and capture buyers' attention amidst the numerous advertisements they encounter daily. This can lead to increased brand recall and interest in the product or service being advertised.

Question 12

According to the universal advertising standards developed by the D'Arcy,Masius Benton & Bowles agency,a creative advertising message is built around a:
A)unique selling plan (USP)
B)strong brand image
C)power idea or a creative core
D)slice-of-life concept
E)dramatization

Accepted Answer

The D'Arcy,Masius Benton & Bowles agency recommends building a creative advertising message around a power idea or a creative core. This means that the message should have a central theme or concept that is unique, memorable, and capable of capturing the audience's attention effectively. While a unique selling plan (USP) and brand image are important components of an advertising message, they may not be sufficient to make the message stand out in a crowded marketplace. The slice-of-life concept and dramatization are specific approaches to creating advertising messages, rather than overarching principles.

Question 13

Which of the following statements regarding awards for advertising creativity is true?
A)Ads that win creative awards almost always have a positive impact on sales.
B)Most advertising and marketing people are supportive of advertising awards because they feel creative people are more concerned with creating advertising that sells their client's products than with winning awards.
C)As a rule,all advertising people believe awards are an inappropriate way of recognizing advertising creativity that often helps sell a client's products.
D)Not all advertising campaigns that have won creative awards have successfully generated sales for the clients' products.
E)None of the above statements about advertising creativity is true.

Accepted Answer

Not all advertising campaigns that have won creative awards have successfully generated sales for the clients' products. This is true because advertising creativity does not always translate to successful marketing outcomes. Factors such as the target audience, competition, and product positioning also play a significant role in determining the success of a marketing campaign.

Question 14

_____ is  generate fresh,unique and appropriate ideas that can be used as solutions to communication problems.
A)A unique selling plan (USP)
B)Promotional uniqueness
C)Problem detection
D)Positioning
E)Advertising creativity

Accepted Answer

Advertising creativity involves generating fresh, unique and appropriate ideas as solutions to communication problems. So, option E is the correct answer. Option A (Unique Selling Plan) is related to the reflection of unique characteristics of a product, Option B (Promotional uniqueness) refers to how the uniqueness of promotion can attract customers, Option C (Problem detection) is about finding out the problems and options D (Positioning) is positioning a product in a unique way in the market. None of these options match with generating fresh, unique and appropriate ideas as advertising creativity does.

Question 15

The Cannes Gold Lion award is:
A)recognized as the most prestigious of all advertising awards
B)given to the best example of product placement in the preceding year
C)only awarded to companies that are members of the European Union
D)awarded to the most creative tourism development advertising campaign of the preceding year
E)not nearly as prestigious as the U.S.-based Clio awards

Accepted Answer

The Cannes Gold Lion award is recognized as the most prestigious of all advertising awards. It is often referred to as the "Oscars of Advertising" and is highly coveted in the industry.

Question 16

In the development of an advertising campaign or message,creative _____ involves determining what the message will say or communicate,while _____ deals with how the message will be implemented or executed.
A)strategy;tactics
B)tactics;strategy
C)mission: strategy
D)tactics;vision
E)vision;mission

Accepted Answer

Creative strategy is about determining what the message should communicate, what the tone and voice should be, and how it should engage the target audience. This is the foundation upon which the advertising message is built. Creative tactics, on the other hand, are about the specific actions, media, and techniques used to deliver the message, such as the use of social media, television ads, billboards, etc. Thus, A is the best answer.

Question 17

The goal of the Las Vegas Convention and Visitors Authority's ad campaign was to:
A)undercut new gambling destinations in other parts of the country
B)reduce the promiscuous image of Las Vegas
C)position Las Vegas as a full-blown vacation destination
D)increase tax revenue
E)promote Las Vegas as a retirement destination

Accepted Answer

The ad campaign aimed to position Las Vegas as a full-blown vacation destination by promoting its many entertainment and leisure options beyond just gambling. The campaign focused on showcasing Las Vegas as a place for families, couples, and friends to enjoy a variety of activities and experiences.

Question 18

Which of the following statements about the advertising competition at the Cannes International Advertising Film Festival is true?
A)The Cannes International Advertising Film Festival is the only award given for advertising creativity.
B)The Cannes International Advertising Film Festival is not a global competition
C)Entry into the Cannes International Advertising Film Festival is limited to members of the European Union.
D)The award given by the Cannes International Advertising Film Festival is called the Clio.
E)None of the above statements about the Cannes International Advertising Film Festival is true.

Accepted Answer

None of the statements about the Cannes International Advertising Film Festival is true. The festival is a global competition and is not limited to members of the European Union. The festival also awards the prestigious Cannes Lions, not the Clio. While it is a major award for advertising creativity, it is not the only one.

Question 19

The role of any advertising message is to:
A)communicate information about a company's product or service
B)motivate a consumer to take action
C)shape consumers desires and goals
D)create images that can position a brand in the consumer's mind
E)do all of the above

Accepted Answer

The role of any advertising message is to do all of the above - communicate information about a company's product or service, motivate a consumer to take action, shape consumers desires and goals, and create images that can position a brand in the consumer's mind. A successful advertising message will accomplish all of these goals, leading to increased brand recognition, customer engagement, and ultimately, more sales for the company.

Question 20

Which of the following statements about creative strategy and execution is true?
A)A good creative strategy and execution guarantees a brand will exceed its sales objectives.
B)A good creative strategy almost never helps generate sales for a brand.
C)Ads that are very creative and popular among consumers still may not increase sales of a brand.
D)Companies have no trouble coming up with creative advertising that differentiates their brands from the competition.
E)Good creative strategy cannot help a struggling brand regain its former prominence.

Accepted Answer

Although creativity is important in advertising, it does not guarantee sales success. Even if an ad is popular and creative, there are many other factors that can influence the consumer's decision to purchase a product. Additionally, a struggling brand may not be able to recover solely through creative advertising, as other issues (such as a poor reputation or product quality) may also need to be addressed.

Quiz 8: Creative Strategy: Planning and Development

When planning creative strategy,an advertising agency hopes to have:

Which of the following statements about the use of creativity in an advertising campaign is true?

Many companies are willing to spend hundreds of millions of dollars each year on creative advertising because:

A study by Elizabeth Hirschman examined the perceptions of individuals involved in the creation and production of television commercials and found:

Based on the findings of the study conducted by Elizabeth Hirschman,which of the following individuals is most likely to be risk averse and prefer commercials that focus on the product rather than creative impact?

According to the universal advertising standards of the D'Arcy,Masius Benton & Bowles agency,creative and effective advertising:

_____ is a quality possessed by individuals that enables them to generate novel approaches to handling problems and that is reflected in new and improved solutions to those problems.

The "What Happens in Vegas,Stays in Vegas" ad campaign was designed to create a unifying theme of:

From the perspective of a product manager,a commercial is likely to be judged as creative if it:

Which of the following statements gives a reason why a marketer might want to emphasize creativity in the development of an advertising campaign?

According to the universal advertising standards developed by the D'Arcy,Masius Benton & Bowles agency,a creative advertising message is built around a:

Which of the following statements regarding awards for advertising creativity is true?

_____ is generate fresh,unique and appropriate ideas that can be used as solutions to communication problems.

The Cannes Gold Lion award is:

In the development of an advertising campaign or message,creative _ involves determining what the message will say or communicate,while _ deals with how the message will be implemented or executed.

The goal of the Las Vegas Convention and Visitors Authority's ad campaign was to:

Which of the following statements about the advertising competition at the Cannes International Advertising Film Festival is true?

The role of any advertising message is to:

Which of the following statements about creative strategy and execution is true?