Question 1

An E score is a rating system that measures the appeal of ________.

Accepted Answer

A)  slogans 
B)  taglines 
C)  brands 
D)  celebrities 
E)  logos 
A)  slogans 
B)  taglines 
C)  brands 
D)  celebrities 
E)  logos

Question 2

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 3

A true Big Idea is risky because it is new and unexpected.

Accepted Answer

A) True 
 B)False

Question 4

Which message 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)  spokes-character 
E)  social 
A)  demonstration 
B)  slice-of-life 
C)  teaser 
D)  spokes-character 
E)  social

Question 5

In which advertising message does a speaker present evidence and use an argument to persuade the audience?

Accepted Answer

A)  soft sell 
B)  lecture 
C)  teaser 
D)  appeal 
E)  drama 
A)  soft sell 
B)  lecture 
C)  teaser 
D)  appeal 
E)  drama

Question 6

What purpose do brand icons such as the Burger King's Burger King and Geico's Gecko most likely fulfill?

Accepted Answer

A)  the relevant use of humor 
B)  the visible demonstration of product benefits 
C)  the establishment of credibility 
D)  the association of personality with a brand 
E)  the arousal of curiosity 
A)  the relevant use of humor 
B)  the visible demonstration of product benefits 
C)  the establishment of credibility 
D)  the association of personality with a brand 
E)  the arousal of curiosity

Question 7

Branding and positioning play minor roles in the development of a creative brief.

Accepted Answer

A) True 
 B)False

Question 8

Which type of message format is designed to arouse curiosity,not showing the product or delivering quite enough information to make sense?

Accepted Answer

A)  teaser 
B)  slice-of-life 
C)  spokesperson 
D)  problem avoidance 
E)  sensory 
A)  teaser 
B)  slice-of-life 
C)  spokesperson 
D)  problem avoidance 
E)  sensory

Question 9

When Budweiser beer started using the Budweiser frogs in commercials,people raved about how creative the advertising was.However,someone who has worked in the advertising industry for many years pointed out that he had used that creative idea several years before.This is an example of ________ advertising.

Accepted Answer

A)  duplicate 
B)  revised 
C)  copycat 
D)  clichéd 
E)  vampire 
A)  duplicate 
B)  revised 
C)  copycat 
D)  clichéd 
E)  vampire

Question 10

Which of the following is a central purpose of reminder advertising?

Accepted Answer

A)  to encourage repeat business 
B)  to build brand image 
C)  to correct false impressions 
D)  to inform the market of a price change 
E)  to restore company image 
A)  to encourage repeat business 
B)  to build brand image 
C)  to correct false impressions 
D)  to inform the market of a price change 
E)  to restore company image

Question 11

Ads that demonstrate how something works or how to solve a problem are messages that are most likely designed to ________.

Accepted Answer

A)  create brand associations 
B)  remind loyal customers 
C)  teach 
D)  touch emotions 
E)  resonate 
A)  create brand associations 
B)  remind loyal customers 
C)  teach 
D)  touch emotions 
E)  resonate

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

The ability to visualize is an important skill for artists on creative teams but not for copywriters.

Accepted Answer

A) True 
 B)False

Question 14

Ads that open with questions or dubious or ambiguous statements are designed to create curiosity.

Accepted Answer

A) True 
 B)False

Question 15

Copywriters and art directors are the only creative roles in advertising agencies.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following techniques involves describing everything that comes into your mind when you imagine a given word?

Accepted Answer

A)  free association 
B)  conceptual thinking 
C)  problem solving 
D)  dramatization 
E)  visualization 
A)  free association 
B)  conceptual thinking 
C)  problem solving 
D)  dramatization 
E)  visualization

Question 17

Which of the following is a style of thinking that explores multiple possibilities?

Accepted Answer

A)  rational thinking 
B)  divergent thinking 
C)  logical thinking 
D)  immersion 
E)  illumination 
A)  rational thinking 
B)  divergent thinking 
C)  logical thinking 
D)  immersion 
E)  illumination

Question 18

Which of the following is the first step in the classic creative process?

Accepted Answer

A)  ideation 
B)  brainfag 
C)  incubation 
D)  immersion 
E)  illumination 
A)  ideation 
B)  brainfag 
C)  incubation 
D)  immersion 
E)  illumination

Question 19

Explain the function of a key visual.

Accepted Answer

The key visual is a

Question 20

Which of the following is a benefit statement that is both unique to the product and important to the user?

Accepted Answer

A)  substantiation 
B)  promise 
C)  reason why 
D)  unique selling proposition (USP) 
E)  appeal 
A)  substantiation 
B)  promise 
C)  reason why 
D)  unique selling proposition (USP) 
E)  appeal

An E score is a rating system that measures the appeal of ________.

In an advertising agency,who manages the creative process?

A true Big Idea is risky because it is new and unexpected.

Which message 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?

In which advertising message does a speaker present evidence and use an argument to persuade the audience?

What purpose do brand icons such as the Burger King's Burger King and Geico's Gecko most likely fulfill?

Branding and positioning play minor roles in the development of a creative brief.

Which type of message format is designed to arouse curiosity,not showing the product or delivering quite enough information to make sense?

Which of the following is a central purpose of reminder advertising?

Ads that demonstrate how something works or how to solve a problem are messages that are most likely designed to ________.

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

The ability to visualize is an important skill for artists on creative teams but not for copywriters.

Ads that open with questions or dubious or ambiguous statements are designed to create curiosity.

Copywriters and art directors are the only creative roles in advertising agencies.

Which of the following techniques involves describing everything that comes into your mind when you imagine a given word?

Which of the following is a style of thinking that explores multiple possibilities?

Which of the following is the first step in the classic creative process?

Explain the function of a key visual.

Which of the following is a benefit statement that is both unique to the product and important to the user?

Advertising

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters

Exam 8: The Creative Side

An E score is a rating system that measures the appeal of ________.

In an advertising agency,who manages the creative process?

A true Big Idea is risky because it is new and unexpected.

Which message 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?

In which advertising message does a speaker present evidence and use an argument to persuade the audience?

What purpose do brand icons such as the Burger King's Burger King and Geico's Gecko most likely fulfill?

Branding and positioning play minor roles in the development of a creative brief.

Which type of message format is designed to arouse curiosity,not showing the product or delivering quite enough information to make sense?

Which of the following is a central purpose of reminder advertising?

Ads that demonstrate how something works or how to solve a problem are messages that are most likely designed to ________.

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

The ability to visualize is an important skill for artists on creative teams but not for copywriters.

Ads that open with questions or dubious or ambiguous statements are designed to create curiosity.

Copywriters and art directors are the only creative roles in advertising agencies.

Which of the following techniques involves describing everything that comes into your mind when you imagine a given word?

Which of the following is a style of thinking that explores multiple possibilities?

Which of the following is the first step in the classic creative process?

Explain the function of a key visual.

Which of the following is a benefit statement that is both unique to the product and important to the user?

Advertising

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters