The Creative Side

1. The Creative Side

2. Effective advertising is a product of _____. • persuasion • creativity • Neither 1 nor 2 • Both 1 and 2

3. Effective advertising is a product of _____. • persuasion • creativity • Neither 1 nor 2 • Both 1 and 2 Effective advertising is a product of both science (persuasion) and art (creativity).

4. All of the following except _____ are parts of the “3 Ps of innovation.” • place • person • product • process

5. All of the following except _____ are parts of the “3 Ps of innovation.” • place • person • product • process Advertising agencies are natural incubators in terms of the 3 Ps of innovation: Place, Person, and Process.

6. _____ is what an advertising message says; _____ is how it is said. • Message synergy; creativity • Creative strategy; execution • Composition; extrapolation • Structural analysis; substance

7. _____ is what an advertising message says; _____ is how it is said. • Message synergy; creativity • Creative strategy; execution • Composition; extrapolation • Structural analysis; substance Creative strategy is what the message says; execution is how it is said.

8. A _____ contains the creative strategy and key execution details of an advertisement. • big idea • creative brief • mission statement • advertising manifesto

9. A _____ contains the creative strategy and key execution details of an advertisement. • big idea • creative brief • mission statement • advertising manifesto The creative brief contains the creative strategy and key execution details of an advertising strategy.

10. Which one of the following is not an element of brand salience? • The brand is visible in the marketplace. • Consumers are aware of the brand. • The brand is important to its target market. • The logic behind the sales offer is evident.

11. Which one of the following is not an element of brand salience? • The brand is visible in the marketplace. • Consumers are aware of the brand. • The brand is important to its target market. • The logic behind the sales offer is evident. Brand salience involves the visibility and presence of the brand, consumer awareness of the brand, and the brand’s importance to its target market.

12. A soft-sell approach creates a response based on all of the following except _____. • logic • moods • feelings • attitudes

13. A soft-sell approach creates a response based on all of the following except _____. • logic • moods • feelings • attitudes A soft sell approach uses emotional appeals or images to create a response based on moods, feelings, and attitudes.

14. In Professor Taylor’s model, the ritual view does not include _____. • an ego segment • a social segment • a sensory segment • an acute need segment

15. In Professor Taylor’s model, the ritual view does not include _____. • an ego segment • a social segment • a sensory segment • an acute need segment Professor Taylor’s model divides strategies into a ritual view (ego, social, and sensory segments) and a transmission view (ration, acute need, and routine).

16. As a strategic approach for sales messages, the selling premise _____. • connects a product with emotions • states the logic behind a sales offer • uses sensory input to reach consumers • breaks through indifference with ambiguity

17. As a strategic approach for sales messages, the selling premise _____. • connects a product with emotions • states the logic behind a sales offer • uses sensory input to reach consumers • breaks through indifference with ambiguity A selling premise states the logic behind the sales offer. This type of message strategy is usually a rational approach.

18. In a _____ message formula, the objective is to build conviction. • comparison approach • straightforward message • problem solution message • unique selling proposition

19. In a _____ message formula, the objective is to build conviction. • comparison approach • straightforward message • problem solution message • unique selling proposition In the comparison approach to selling, seeing is believing, so the objective is to build conviction.

20. In order for an advertisement to get consumers’ attention, it must have _____. • star power • sticking power • stopping power • staying power

21. In order for an advertisement to get consumers’ attention, it must have _____. • star power • sticking power • stopping power • staying power Advertisements that get the attention of consumers have stopping power.

22. The intangible characteristics of a product do not include _____. • style • quality • image • features

23. The intangible characteristics of a product do not include _____. • style • quality • image • features A product’s intangible characteristics include the following: style, quality, image, prestige, warranty, and brand name.

24. _____ creates a representation of a brand through the use of symbolism. • Image advertising • Reminder advertising • Immersion advertising • Informational advertising

25. _____ creates a representation of a brand through the use of symbolism. • Image advertising • Reminder advertising • Immersion advertising • Informational advertising Image advertising is used to create a representation of a brand, an image in a consumer’s mind, through symbolism.

26. In the creative process, _____ helps a group of people to become an idea factory. • brainstorming • applied imagination • vampire creativity • left-brain thinking

27. In the creative process, _____ helps a group of people to become an idea factory. • brainstorming • applied imagination • vampire creativity • left-brain thinking As part of the creative process, some agencies use a thinking technique known as brainstorming where a group of 6 to 10 people work together to come up with ideas.

28. In creative strategies and campaigns, an extendable concept can be used as _____. • a method for segmenting target markets • the keystone of a marketing campaign • a vehicle for the intended message • an umbrella concept for other advertisements

29. In creative strategies and campaigns, an extendable concept can be used as _____. • a method for segmenting target markets • the keystone of a marketing campaign • a vehicle for the intended message • an umbrella concept for other advertisements A concept is extendable if it is strong enough to serve as an umbrella concept for a variety of advertising executions in different media talking to different audiences.

30. In order to analyze the logic of a creative strategy, structural analysis _____. • evaluates the power of the narrative or story • evaluates the strength of the product claim • considers how the story brings the claim to life • All of the above

31. In order to analyze the logic of a creative strategy, structural analysis _____. • evaluates the power of the narrative or story • evaluates the strength of the product claim • considers how the story brings the claim to life • All of the above The structural analysis method evaluates the power of the narrative or story, evaluates the strength of the product claim, and considers how well the two are integrated.