Question 1

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

Accepted Answer

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

Question 2

What is one of the main goals of reminder advertising?

Accepted Answer

A) maintain customer relationships 
B) build brand preference 
C) correct false impressions 
D) inform the market of a price change 
E) restore company image

Question 3

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

Question 4

When Proctor & Gamble developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. Proctor & Gamble likely used a message that ________.

Accepted Answer

A) informs 
B) touches emotion 
C) resonates 
D) teases 
E) reminds

Question 5

Which of the following objectives is most closely related to the perception facet of the Facets Model of Effects?

Accepted Answer

A) change attitudes 
B) create conviction 
C) create attention 
D) stimulate trial 
E) touch emotions

Question 6

Which of Frazier's Six Creative Strategies is most likely to force competitors into "me too" positions?

Accepted Answer

A) resonance 
B) positioning 
C) preemptive 
D) affective 
E) brand image

Question 7

Name and describe any five of the common message approaches.

Accepted Answer

The answer of Name and describe any five of the...

Question 8

A persuasive message is designed to change behaviors rather than attitudes.

Accepted Answer

A) True 
 B)False

Question 9

Describe the creative person.

Accepted Answer

The answer of Describe the creative person....

Question 10

A product's point of differentiation relative to the competition reflects its position.

Accepted Answer

A) True 
 B)False

Question 11

Name and describe the six steps in the creative process.

Accepted Answer

The answer of Name and describe the six steps in...

Question 12

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 13

Style, quality, prestige, package, and color are all considered to be intangible characteristics of the product.

Accepted Answer

A) True 
 B)False

Question 14

A ________ involves moving from the safety of predictable business language in a strategy statement to an original idea.

Accepted Answer

A) creative leap 
B) creative gap 
C) brainstorming process 
D) creative brief 
E) free association

Question 15

The ROI of effective advertising stands for ________.

Accepted Answer

A) real, original, and intense 
B) relevant, original, and impact 
C) relevant, original, and intense 
D) real, on-target, and invested 
E) ready, on-target, and interesting

Question 16

Jell-O ads contain the phrase "Make some magic." All Ace Hardware store ads contain the statement "Life is an ongoing project." The American Dairy Farmers run ads that say, "Ahh, the power of cheese." These are all examples of ________.

Accepted Answer

A) jingles 
B) testimonials 
C) unique selling propositions 
D) slogans 
E) slice-of-life appeals

Question 17

Name and describe the four rational customer-focused selling premises.

Accepted Answer

The answer of Name and describe the four rational customer-focused...

Question 18

When Taco Bell used a Chihuahua, a small dog, to represent its product, which type of message format was being used?

Accepted Answer

A) comparison 
B) teaser 
C) brand icon 
D) slice-of-life 
E) demonstration

Question 19

The first step in the creative process is to read, research, and learn everything you can about the problem.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is NOT a technique that creative thinkers use to stimulate new ideas?

Accepted Answer

A) visualization 
B) conceptual thinking 
C) creative aerobics 
D) right-brain thinking 
E) copycat thinking

Exam 8: Creative Strategy

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

What is one of the main goals of reminder advertising?

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

When Proctor & Gamble developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. Proctor & Gamble likely used a message that ________.

Which of the following objectives is most closely related to the perception facet of the Facets Model of Effects?

Which of Frazier's Six Creative Strategies is most likely to force competitors into "me too" positions?

Name and describe any five of the common message approaches.

A persuasive message is designed to change behaviors rather than attitudes.

Describe the creative person.

A product's point of differentiation relative to the competition reflects its position.

Name and describe the six steps in the creative process.

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

Style, quality, prestige, package, and color are all considered to be intangible characteristics of the product.

A ________ involves moving from the safety of predictable business language in a strategy statement to an original idea.

The ROI of effective advertising stands for ________.

Jell-O ads contain the phrase "Make some magic." All Ace Hardware store ads contain the statement "Life is an ongoing project." The American Dairy Farmers run ads that say, "Ahh, the power of cheese." These are all examples of ________.

Name and describe the four rational customer-focused selling premises.

When Taco Bell used a Chihuahua, a small dog, to represent its product, which type of message format was being used?

The first step in the creative process is to read, research, and learn everything you can about the problem.

Which of the following is NOT a technique that creative thinkers use to stimulate new ideas?