Question 1

Which of the following practices should advertisers avoid when trying to generate an idea that is relevant,original and memorable?

Accepted Answer

A) Looking for an idea in the packaging 
B) Thinking about how the product works 
C) Thinking up something weird or provocative to say 
D) Using the product name or logo as a source of ideas 
E) Thinking about what would happen if the product didn't exist 
A) Looking for an idea in the packaging 
B) Thinking about how the product works 
C) Thinking up something weird or provocative to say 
D) Using the product name or logo as a source of ideas 
E) Thinking about what would happen if the product didn't exist

Question 2

To inform and gain understanding are appropriate objectives for which advertising effect?

Accepted Answer

A) Perception 
B) Cognition 
C) Affective 
D) Persuasion 
E) Transformation 
A) Perception 
B) Cognition 
C) Affective 
D) Persuasion 
E) Transformation

Question 3

Which advertising format is an elaborate version of a problem solution staged in the form of a drama in which 'typical people' talk about a common problem and resolve it?

Accepted Answer

A) Demonstration 
B) Slice-of-life 
C) Teaser 
D) Shockvertising 
E) Spokesperson 
A) Demonstration 
B) Slice-of-life 
C) Teaser 
D) Shockvertising 
E) Spokesperson

Question 4

An ad that means something to the target audience means the idea has ________.

Accepted Answer

A) relevance 
B) originality 
C) impact 
D) significance 
E) unexpectedness 
A) relevance 
B) originality 
C) impact 
D) significance 
E) unexpectedness

Question 5

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

Accepted Answer

A) Media considerations 
B) Budget for the campaign 
C) Brand imperatives,such as position and personality 
D) Creative parameters 
E) Problem to be solved 
A) Media considerations 
B) Budget for the campaign 
C) Brand imperatives,such as position and personality 
D) Creative parameters 
E) Problem to be solved

Question 6

A 'big idea' must be both ________ and ________.

Accepted Answer

A) creative;strategic 
B) fun;strategic 
C) bold;creative 
D) emotional;bold 
E) fun;emotional 
A) creative;strategic 
B) fun;strategic 
C) bold;creative 
D) emotional;bold 
E) fun;emotional

Question 7

A hard sell is an informational message that is designed to touch the mind and create a response based on logic.

Accepted Answer

A) True 
 B)False

Question 8

Shockvertisments are mystery ads that don't identify the product or deliver enough information to make sense,but are designed to arouse curiosity.

Accepted Answer

A) True 
 B)False

Question 9

Explain what the creative brief is and the elements that are commonly included in one.

Accepted Answer

The creative brief is a document prepare

Question 10

Emotional strategies highlight the psychological attraction of the product to the target audience through such responses as love,fear,anxiety,envy or sexual attraction.

Accepted Answer

A) True 
 B)False

Question 11

To be believable,a rational selling premise needs to have ________.

Accepted Answer

A) emotional appeal 
B) a slogan 
C) stopping power 
D) support 
E) contrast 
A) emotional appeal 
B) a slogan 
C) stopping power 
D) support 
E) contrast

Question 12

Effective advertising is a product of both science and art.

Accepted Answer

A) True 
 B)False

Question 13

Head and heart creative strategies address the think and feel dimensions of a consumer's decision.

Accepted Answer

A) True 
 B)False

Question 14

Ideation is the step of the creative process in which the problem solver looks at the problem from every angle,develops ideas and generates as many alternatives as possible.

Accepted Answer

A) True 
 B)False

Question 15

An idea that breaks through the clutter,gets attention and is memorable is said to have impact.

Accepted Answer

A) True 
 B)False

Question 16

The function of originality in advertising is to capture attention.

Accepted Answer

A) True 
 B)False

Question 17

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) All of the above are rational customer-focused selling premises. 
A) Benefit 
B) Promise 
C) Reason why 
D) Unique selling proposition (USP) 
E) All of the above are rational customer-focused selling premises.

Which of the following practices should advertisers avoid when trying to generate an idea that is relevant,original and memorable?

To inform and gain understanding are appropriate objectives for which advertising effect?

Which advertising format is an elaborate version of a problem solution staged in the form of a drama in which 'typical people' talk about a common problem and resolve it?

An ad that means something to the target audience means the idea has ________.

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

A 'big idea' must be both and .

A hard sell is an informational message that is designed to touch the mind and create a response based on logic.

Shockvertisments are mystery ads that don't identify the product or deliver enough information to make sense,but are designed to arouse curiosity.

Explain what the creative brief is and the elements that are commonly included in one.

Emotional strategies highlight the psychological attraction of the product to the target audience through such responses as love,fear,anxiety,envy or sexual attraction.

To be believable,a rational selling premise needs to have ________.

Effective advertising is a product of both science and art.

Head and heart creative strategies address the think and feel dimensions of a consumer's decision.

Ideation is the step of the creative process in which the problem solver looks at the problem from every angle,develops ideas and generates as many alternatives as possible.

An idea that breaks through the clutter,gets attention and is memorable is said to have impact.

The function of originality in advertising is to capture attention.

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

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

Which of the following practices should advertisers avoid when trying to generate an idea that is relevant,original and memorable?

To inform and gain understanding are appropriate objectives for which advertising effect?

Which advertising format is an elaborate version of a problem solution staged in the form of a drama in which 'typical people' talk about a common problem and resolve it?

An ad that means something to the target audience means the idea has ________.

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

A 'big idea' must be both ________ and ________.

A hard sell is an informational message that is designed to touch the mind and create a response based on logic.

Shockvertisments are mystery ads that don't identify the product or deliver enough information to make sense,but are designed to arouse curiosity.

Explain what the creative brief is and the elements that are commonly included in one.

Emotional strategies highlight the psychological attraction of the product to the target audience through such responses as love,fear,anxiety,envy or sexual attraction.

To be believable,a rational selling premise needs to have ________.

Effective advertising is a product of both science and art.

Head and heart creative strategies address the think and feel dimensions of a consumer's decision.

Ideation is the step of the creative process in which the problem solver looks at the problem from every angle,develops ideas and generates as many alternatives as possible.

An idea that breaks through the clutter,gets attention and is memorable is said to have impact.

The function of originality in advertising is to capture attention.

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

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

A 'big idea' must be both and .