Question 1

The unique selling proposition is a benefit statement that looks to the future and predicts that something good will happen if you use the product.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is NOT a step in the process of 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) Copytest 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) Copytest ideas with a focus group.

Question 3

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

Question 4

Marcy is a creative consultant who goes to a business or organization to conduct "creative aerobic" sessions. Explain what she does.

Accepted Answer

Creative aerobics is a thought-starter p

Question 5

The most creative marketing communication may not be the most strategic marketing communication.

Accepted Answer

A) True 
 B)False

Question 6

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 7

An appeal typically states the logic behind the sales offer.

Accepted Answer

A) True 
 B)False

Question 8

An idea that breaks through the clutter, gets attention, and sticks in memory is said to have ________.

Accepted Answer

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

Question 9

A formal method of evaluating the effectiveness of an ad, either in draft form or after it has been used, is called copytesting.

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 go 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 went to play 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

The unique selling proposition is a benefit statement that looks to the future and predicts that something good will happen if you use the product.

Which of the following is NOT a step in the process of creative aerobics?

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

Marcy is a creative consultant who goes to a business or organization to conduct "creative aerobic" sessions. Explain what she does.

The most creative marketing communication may not be the most strategic marketing communication.

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

An appeal typically states the logic behind the sales offer.

An idea that breaks through the clutter, gets attention, and sticks in memory is said to have ________.

A formal method of evaluating the effectiveness of an ad, either in draft form or after it has been used, is called copytesting.

The New World of Marketing Communication

Integrated Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Copywriting

Visual Communication

Media Basics

Traditional Media

Digital Media

Media Planning and Buying

Public Relations

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters

Exam 8: Creative Strategy

The unique selling proposition is a benefit statement that looks to the future and predicts that something good will happen if you use the product.

Which of the following is NOT a step in the process of creative aerobics?

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

Marcy is a creative consultant who goes to a business or organization to conduct "creative aerobic" sessions. Explain what she does.

The most creative marketing communication may not be the most strategic marketing communication.

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

An appeal typically states the logic behind the sales offer.

An idea that breaks through the clutter, gets attention, and sticks in memory is said to have ________.

A formal method of evaluating the effectiveness of an ad, either in draft form or after it has been used, is called copytesting.

The New World of Marketing Communication

Integrated Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Copywriting

Visual Communication

Media Basics

Traditional Media

Digital Media

Media Planning and Buying

Public Relations

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters