Question 1

Which type of advertising message tells a story about the products,using characters who speak to each other rather than the audience?

Accepted Answer

A) hard sell 
B) lecture 
C) teaser 
D) demonstration 
E) drama 
A) hard sell 
B) lecture 
C) teaser 
D) demonstration 
E) drama

Question 2

Name and describe the message format approach that you think best describes the television commercial execution for this campaign.

Accepted Answer

The message format approach th

Question 3

A technique in which 6 to 10 people work together to come up with ideas is known as ________.

Accepted Answer

A) concept listing 
B) brainstorming 
C) convergent thinking 
D) free associating 
E) dramatizing 
A) concept listing 
B) brainstorming 
C) convergent thinking 
D) free associating 
E) dramatizing

Question 4

In an advertising agency,who manages the creative process?

Accepted Answer

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

Question 5

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

Accepted Answer

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

Question 6

It is most accurate to say that an ad that means something to the target audience is ________.

Accepted Answer

A) relevant 
B) original 
C) creative 
D) divergent 
E) unexpected 
A) relevant 
B) original 
C) creative 
D) divergent 
E) unexpected

Question 7

When www.women.com advertises that "It's where today's educated,affluent women find in-depth coverage on issues they care about," it is using the strategy of comparison.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

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

Question 9

Most selling premises demand facts,proof,or explanations to support the sales message.

Accepted Answer

A) True 
 B)False

Question 10

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?

Accepted Answer

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

Question 11

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

Accepted Answer

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

Question 12

A problem solution message,featuring a problem and then showcasing the product as the solution to the problem,is also known as a product-as-hero message.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is NOT a step in Linda Correll's Creative Aerobics?

Accepted Answer

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. 
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 14

Two basic approaches to message design are sometimes referred to as head and heart strategies.Explain what this means in terms of the Facets Model.

Accepted Answer

In the Facets Model,the cognit

Question 15

The media consideration section of a creative brief identifies where and when the message should be delivered.

Accepted Answer

A) True 
 B)False

Question 16

A Q score is a measure of the familiarity of a celebrity,company,or brand.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following are objectives related to the Connect facet of the Facets Model of Effects?

Accepted Answer

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 
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 18

Which of the following is NOT included in a typical creative brief?

Accepted Answer

A) media considerations 
B) budget considerations 
C) brand position 
D) target audience 
E) communication objectives 
A) media considerations 
B) budget considerations 
C) brand position 
D) target audience 
E) communication objectives

Question 19

Which of the following is NOT a rational customer-focused selling premise?

Accepted Answer

A) benefit 
B) promise 
C) reason why 
D) unique selling proposition (USP) 
E) resonance 
A) benefit 
B) promise 
C) reason why 
D) unique selling proposition (USP) 
E) resonance

Question 20

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

Accepted Answer

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

Which type of advertising message tells a story about the products,using characters who speak to each other rather than the audience?

Name and describe the message format approach that you think best describes the television commercial execution for this campaign.

A technique in which 6 to 10 people work together to come up with ideas is known as ________.

In an advertising agency,who manages the creative process?

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

It is most accurate to say that an ad that means something to the target audience is ________.

When www.women.com advertises that "It's where today's educated,affluent women find in-depth coverage on issues they care about," it is using the strategy of comparison.

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

Most selling premises demand facts,proof,or explanations to support the sales message.

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 problem solution message,featuring a problem and then showcasing the product as the solution to the problem,is also known as a product-as-hero message.

Which of the following is NOT a step in Linda Correll's Creative Aerobics?

Two basic approaches to message design are sometimes referred to as head and heart strategies.Explain what this means in terms of the Facets Model.

The media consideration section of a creative brief identifies where and when the message should be delivered.

A Q score is a measure of the familiarity of a celebrity,company,or brand.

Which of the following are objectives related to the Connect facet of the Facets Model of Effects?

Which of the following is NOT included in a typical creative brief?

Which of the following is NOT a rational customer-focused selling premise?

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

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters

Exam 9: The Creative Side

Which type of advertising message tells a story about the products,using characters who speak to each other rather than the audience?

Name and describe the message format approach that you think best describes the television commercial execution for this campaign.

A technique in which 6 to 10 people work together to come up with ideas is known as ________.

In an advertising agency,who manages the creative process?

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

It is most accurate to say that an ad that means something to the target audience is ________.

When www.women.com advertises that "It's where today's educated,affluent women find in-depth coverage on issues they care about," it is using the strategy of comparison.

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

Most selling premises demand facts,proof,or explanations to support the sales message.

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 problem solution message,featuring a problem and then showcasing the product as the solution to the problem,is also known as a product-as-hero message.

Which of the following is NOT a step in Linda Correll's Creative Aerobics?

Two basic approaches to message design are sometimes referred to as head and heart strategies.Explain what this means in terms of the Facets Model.

The media consideration section of a creative brief identifies where and when the message should be delivered.

A Q score is a measure of the familiarity of a celebrity,company,or brand.

Which of the following are objectives related to the Connect facet of the Facets Model of Effects?

Which of the following is NOT included in a typical creative brief?

Which of the following is NOT a rational customer-focused selling premise?

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

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters