Question 1

Which type of advertising message tells a story about the products,using characters who speak to each other rather than the audience?

Accepted Answer

A) Hard sell 
B) Lecture 
C) Teaser 
D) Demonstration 
E) Drama

Question 2

The ability to develop an advertising idea across different media is not a principle of advertising.

Accepted Answer

A) True 
 B)False

Question 3

________ is what the advertisement says and ________ is how it is said.

Accepted Answer

A) Execution;creative strategy 
B) Message strategy;media strategy 
C) Creative strategy;execution 
D) Media strategy;message strategy 
E) Cognition;affect

Question 4

A particular problem that big ideas face is that the message is sometimes so creative that the ad is remembered but not the product.This is known as ________.

Accepted Answer

A) viral marketing 
B) the carryover effect 
C) shockvertising 
D) a point of differentiation 
E) vampire creativity

Question 5

A process of jumping from the strategy statement to an original idea that conveys the strategy in an interesting way is known as the creative ________,and means moving from the safety of a predictable strategy statement to an unusual idea that hasn't been tried before.

Accepted Answer

A) leap 
B) gap 
C) bridge 
D) brief 
E) idea

Question 6

Focus is a characteristic of an effective creative concept.

Accepted Answer

A) True 
 B)False

Question 7

The creative strategy and key execution details are spelt out in a document called a(n)________.

Accepted Answer

A) creative brief 
B) positioning statement 
C) execution plan 
D) media plan 
E) message plan

Question 8

Getting attention is the ________ power of an advertisement;keeping attention is the ________ power of an ad.

Accepted Answer

A) stopping;sticking 
B) pulling;stopping 
C) stopping;pulling 
D) pulling;sticking 
E) sticking;pulling

Question 9

Usually the creative brief starts with a statement of the target audience.

Accepted Answer

A) True 
 B)False

Question 10

What is often used to test the idea before it runs to try to determine whether it works?

Accepted Answer

A) Concept testing 
B) Concept evaluation 
C) Brainstorming 
D) Comparative analysis 
E) Advertising testing

Question 11

Name and describe any five of the most commonly used advertising executions.

Accepted Answer

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

Question 12

You have been asked by your supervisor to participate in a brainstorming session to come up with ideas for your company's advertising campaign.Explain what brainstorming is,why it is used and how to make it successful.

Accepted Answer

The answer of You have been asked by your supervisor...

Question 13

Which type of message format tries to grab attention and generate buzz by using outlandish creative ideas or provocative visuals?

Accepted Answer

A) Teasers 
B) Slice-of-life 
C) Spokesperson 
D) Shockvertising 
E) Shockwave

Question 14

Which of the following is a creative strategy that drives persuasion?

Accepted Answer

A) Using an emotional appeal to connect with the consumer 
B) Using stopping power to attract attention 
C) Using pulling power to generate interest 
D) Identifying the product's most important features 
E) Including a call to action in the message

Question 15

To prompt an affective response,which of the following are appropriate advertising objectives?

Accepted Answer

A) Create attention,awareness,interest,recognition and recall. 
B) Deliver information and understanding. 
C) Touch emotions,create feelings and sensations. 
D) Change attitudes,create conviction and preference. 
E) Stimulate trial,or some other form of action.

Question 16

What is the difference between concept testing and pretesting of messages?

Accepted Answer

The answer of What is the difference between concept testing...

Question 17

Which of the following is NOT a step in the 'creative aerobics' idea-generation process?

Accepted Answer

A) Generating facts about a product 
B) Creating new names for the product 
C) Looking for similarities between dissimilar objects 
D) Creating new definitions for product-related nouns 
E) All of the above are in the process

Question 18

Vampire creativity is the term for a message that is so creative that the ad is remembered but not the product.

Accepted Answer

A) True 
 B)False

Question 19

A(n)________ message strategy delivers information symbolically by connecting a brand with a certain type of person,lifestyle or other characteristics.

Accepted Answer

A) unique selling proposition (USP) 
B) association 
C) selling premise 
D) action

Question 20

An informational ad that is designed to create a response based on logic is known as a ________ sell.

Accepted Answer

A) factual 
B) heart 
C) hard 
D) soft 
E) cognitive

Exam 12: The Creative Side of Advertising Strategy

Which type of advertising message tells a story about the products,using characters who speak to each other rather than the audience?

The ability to develop an advertising idea across different media is not a principle of advertising.

is what the advertisement says and is how it is said.

A particular problem that big ideas face is that the message is sometimes so creative that the ad is remembered but not the product.This is known as ________.

A process of jumping from the strategy statement to an original idea that conveys the strategy in an interesting way is known as the creative ________,and means moving from the safety of a predictable strategy statement to an unusual idea that hasn't been tried before.

Focus is a characteristic of an effective creative concept.

The creative strategy and key execution details are spelt out in a document called a(n) ________.

Getting attention is the power of an advertisement;keeping attention is the power of an ad.

Usually the creative brief starts with a statement of the target audience.

What is often used to test the idea before it runs to try to determine whether it works?

Name and describe any five of the most commonly used advertising executions.

You have been asked by your supervisor to participate in a brainstorming session to come up with ideas for your company's advertising campaign.Explain what brainstorming is,why it is used and how to make it successful.

Which type of message format tries to grab attention and generate buzz by using outlandish creative ideas or provocative visuals?

Which of the following is a creative strategy that drives persuasion?

To prompt an affective response,which of the following are appropriate advertising objectives?

What is the difference between concept testing and pretesting of messages?

Which of the following is NOT a step in the 'creative aerobics' idea-generation process?

Vampire creativity is the term for a message that is so creative that the ad is remembered but not the product.

A(n) ________ message strategy delivers information symbolically by connecting a brand with a certain type of person,lifestyle or other characteristics.

An informational ad that is designed to create a response based on logic is known as a ________ sell.