Question 1

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

Accepted Answer

When advertisers are trying to generate

Question 2

Which method is used to test an ad before it runs to try to assess the effectiveness of the component parts?

Accepted Answer

A) Structural analysis 
B) Coincidental surveys 
C) Copy testing 
D) Tracking studies 
E) Brainstorming 
A) Structural analysis 
B) Coincidental surveys 
C) Copy testing 
D) Tracking studies 
E) Brainstorming

Question 3

A(n)________ connects with some emotion that makes the product particularly attractive or interesting,such as security,esteem,fear,sex or sensory pleasure.

Accepted Answer

A) claim 
B) appeal 
C) feature 
D) point of differentiation 
E) argument 
A) claim 
B) appeal 
C) feature 
D) point of differentiation 
E) argument

Question 4

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

Accepted Answer

Head and heart strategies are the two ba

Question 5

What is the definition of a creative execution?

Accepted Answer

A) In-your-face advertising,or attitude 
B) A campaign's creative platform or blueprint 
C) A statement of the advertising or communication objective 
D) A document that sets boundaries for the creative team 
E) The form in which an ad's message is presented 
A) In-your-face advertising,or attitude 
B) A campaign's creative platform or blueprint 
C) A statement of the advertising or communication objective 
D) A document that sets boundaries for the creative team 
E) The form in which an ad's message is presented

Question 6

A product-focused strategy based on a statement about how the product will perform is called a:

Accepted Answer

A) truth 
B) claim 
C) proof 
D) none of these 
A) truth 
B) claim 
C) proof 
D) none of these

Question 7

Using an idea that someone else has originated is known as recycled.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is a key characteristic of creative people who do well in advertising?

Accepted Answer

A) Problem solver 
B) Able to visualise 
C) Open to new experiences 
D) Conceptual thinker 
E) All of the above 
A) Problem solver 
B) Able to visualise 
C) Open to new experiences 
D) Conceptual thinker 
E) All of the above

Question 9

Which of the following is NOT a way to create pulling power for an ad?

Accepted Answer

A) Repetition 
B) Jingles 
C) Slogans 
D) Clever phrases 
E) Vampire creativity 
A) Repetition 
B) Jingles 
C) Slogans 
D) Clever phrases 
E) Vampire creativity

Question 10

In contrast to a hard sell,a soft sell is likely to rely on ________.

Accepted Answer

A) informational messages 
B) cognitive appeals 
C) logical arguments 
D) emotional appeals 
E) lectures providing evidence 
A) informational messages 
B) cognitive appeals 
C) logical arguments 
D) emotional appeals 
E) lectures providing evidence

Question 11

Lecture,as a basic strategy for the advertising message,relies on the viewer making inferences.

Accepted Answer

A) True 
 B)False

Question 12

The end result of persuasion is ________.

Accepted Answer

A) benefit 
B) belief 
C) conviction 
D) sales 
A) benefit 
B) belief 
C) conviction 
D) sales

Question 13

Keeping the brand name in front of customers goes a long way towards reinforcing continued use of that brand by customers who have had a positive brand experience.This advertising strategy is called a(n):

Accepted Answer

A) brand strategy 
B) association strategy 
C) reminder strategy 
D) none of these 
A) brand strategy 
B) association strategy 
C) reminder strategy 
D) none of these

Question 14

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.

Accepted Answer

Creative aerobics is a thought-starter p

Question 15

Usually the creative brief starts with a statement of:

Accepted Answer

A) corporate mission 
B) financial status 
C) the problem to be solved 
D) both (a)and (c) 
E) none of the above 
A) corporate mission 
B) financial status 
C) the problem to be solved 
D) both (a)and (c) 
E) none of the above

Question 16

Which of the following can create stopping power?

Accepted Answer

A) Originality 
B) Unexpected media 
C) Intrusive,intense creative 
D) A contrast to competitor advertising 
E) All of the above 
A) Originality 
B) Unexpected media 
C) Intrusive,intense creative 
D) A contrast to competitor advertising 
E) All of the above

Question 17

The key visual in a print,interactive or television ad is a vivid image that the advertiser hopes will linger in the viewer's mind.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

Ads that stop the scanning and break thr

Question 19

Which term describes the advertising approach using emotional appeals or images to create a response based on attitudes,moods,dreams and feelings?

Accepted Answer

A) Factual sell 
B) Head sell 
C) Hard sell 
D) Soft sell 
E) Affective sell 
A) Factual sell 
B) Head sell 
C) Hard sell 
D) Soft sell 
E) Affective sell

Question 20

Creative problem solvers are risk takers with a high tolerance for ambiguity.

Accepted Answer

A) True 
 B)False

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

Which method is used to test an ad before it runs to try to assess the effectiveness of the component parts?

A(n)________ connects with some emotion that makes the product particularly attractive or interesting,such as security,esteem,fear,sex or sensory pleasure.

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

What is the definition of a creative execution?

A product-focused strategy based on a statement about how the product will perform is called a:

Using an idea that someone else has originated is known as recycled.

Which of the following is a key characteristic of creative people who do well in advertising?

Which of the following is NOT a way to create pulling power for an ad?

In contrast to a hard sell,a soft sell is likely to rely on ________.

Lecture,as a basic strategy for the advertising message,relies on the viewer making inferences.

The end result of persuasion is ________.

Keeping the brand name in front of customers goes a long way towards reinforcing continued use of that brand by customers who have had a positive brand experience.This advertising strategy is called a(n):

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.

Usually the creative brief starts with a statement of:

Which of the following can create stopping power?

The key visual in a print,interactive or television ad is a vivid image that the advertiser hopes will linger in the viewer's mind.

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

Which term describes the advertising approach using emotional appeals or images to create a response based on attitudes,moods,dreams and feelings?

Creative problem solvers are risk takers with a high tolerance for ambiguity.

Introduction to Advertising

Advertisings Role in Marketing

Regulation and Ethics of Advertising

Brands and the Advertising Contribution

Defining Audiences for Advertising

Strategic Research in Advertising

Advertising Strategy and Planning

Print and Out-Of-Home Media

Broadcast Media

Interactive and Digital Media

Media Strategy, planning and Buying

Copywriting

Art Direction and Production

Filters

Exam 12: The Creative Side of Advertising Strategy

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

Which method is used to test an ad before it runs to try to assess the effectiveness of the component parts?

A(n)________ connects with some emotion that makes the product particularly attractive or interesting,such as security,esteem,fear,sex or sensory pleasure.

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

What is the definition of a creative execution?

A product-focused strategy based on a statement about how the product will perform is called a:

Using an idea that someone else has originated is known as recycled.

Which of the following is a key characteristic of creative people who do well in advertising?

Which of the following is NOT a way to create pulling power for an ad?

In contrast to a hard sell,a soft sell is likely to rely on ________.

Lecture,as a basic strategy for the advertising message,relies on the viewer making inferences.

The end result of persuasion is ________.

Keeping the brand name in front of customers goes a long way towards reinforcing continued use of that brand by customers who have had a positive brand experience.This advertising strategy is called a(n):

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.

Usually the creative brief starts with a statement of:

Which of the following can create stopping power?

The key visual in a print,interactive or television ad is a vivid image that the advertiser hopes will linger in the viewer's mind.

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

Which term describes the advertising approach using emotional appeals or images to create a response based on attitudes,moods,dreams and feelings?

Creative problem solvers are risk takers with a high tolerance for ambiguity.

Introduction to Advertising

Advertisings Role in Marketing

Regulation and Ethics of Advertising

Brands and the Advertising Contribution

Defining Audiences for Advertising

Strategic Research in Advertising

Advertising Strategy and Planning

Print and Out-Of-Home Media

Broadcast Media

Interactive and Digital Media

Media Strategy, planning and Buying

Copywriting

Art Direction and Production

Filters