Question 1

John had been working on the creative concept for one of his clients when he finally jumped from the strategy statement to an original idea that conveys the strategy in an interesting way. What did John just do?

Accepted Answer

A)  took the creative leap
B)  took the creative plunge
C)  switched from right- to left-brain thinking
D)  completed a creative aerobics session
E)  switched from facts to fantasyF) C) and E)
G) B) and E)

Question 2

Which of the following is NOT a common message format?

Accepted Answer

A)  straightforward
B)  spokesperson
C)  substantiation
D)  comparison
E)  problem solutionF) All of the above
G) A) and E)

Question 3

Messages that ________ are designed to affect attitudes and create beliefs.

Accepted Answer

A)  reach emotions
B)  teach
C)  get attention
D)  persuade
E)  resonateF) B) and D)
G) B) and C)

Question 4

What is often used to test an ad before it runs to try to determine whether it works?

Accepted Answer

A)  narrative testing
B)  concept evaluation
C)  brainstorming
D)  comparative analysis
E)  copytestingF) A) and D)
G) B) and D)

Question 5

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

Accepted Answer

A)  creative brief
B)  positioning statement
C)  execution plan
D)  unique selling proposition
E)  big idea mapF) A) and B)
G) None of the above

Question 6

A(n) ________ connects with some emotion that makes the product particularly attractive or interesting.

Accepted Answer

A)  claim
B)  appeal
C)  feature
D)  attribute
E)  argumentF) All of the above
G) B) and D)

Question 7

In an advertising agency, who manages the creative process?

Accepted Answer

A)  the account planner
B)  the copy writer
C)  the creative director
D)  the client
E)  the art directorF) D) and E)
G) C) and D)

Question 8

Which of the following is NOT another name for a creative platform?

Accepted Answer

A)  creative brief
B)  positioning statement
C)  creative worksheet
D)  creative blueprint
E)  both C and DF) None of the above
G) C) and E) B

Question 9

An ad for a new convection oven shows a busy professional woman serving dinner to her family. The convection oven is seen in the background, and the headline reads, "The latest development in time travel." This objective of this message was most likely to ________.

Accepted Answer

A)  create believability
B)  resonate
C)  inform
D)  teach
E)  remindF) B) and C)
G) A) and B)

Question 10

Apple recently ran ads featuring real people who had switched from Microsoft Windows-based PCs to Macs. These ads use a ________ strategy.

Accepted Answer

A)  testimonial
B)  lifestyle
C)  slice-of-life
D)  promise
E)  demonstrationF) A) and C)
G) All of the above

Question 11

When an ad amplifies the emotional impact of a message by engaging a consumer in a personal connection with a brand, the ad ________.

Accepted Answer

A)  informs
B)  teaches
C)  persuades
D)  creates believability
E)  resonatesF) C) and D)
G) B) and E)

Question 12

In Taylor's Six-Segment Strategy Wheel, ________ strategies are based on logic.

Accepted Answer

A)  ration
B)  acute need
C)  routine
D)  social
E)  egoF) A) and E)
G) B) and E)

Question 13

A creative brief is more likely to provide creative suggestions than creative ideas.

Accepted Answer

A) True 
 B)False

Question 14

An effective ad is relevant, original, and has impact.

Accepted Answer

A) True 
 B)False

Question 15

Refer to the following scenario to answer the questions below.
For several years, the Cotton Growers of America, a trade group representing U.S. cotton farmers, used an advertising campaign that depicted people in everyday scenarios with a voice-over saying that cotton was the "fabric of our lives." Although cotton has several advantages over other types of fabric, none of this information was conveyed in this advertising campaign.
-Name and describe the message format approach you think best describes the television commercial execution for this campaign.

Accepted Answer

The message format approach that best describes these commercials is slice-of-life. This approach depicts people in an everyday vignette with which viewers can identify.

Question 16

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)  resonanceF) A) and E)
G) All of the above E

Question 17

Explain the function of a key visual.

Accepted Answer

The key visual is a ...

Question 18

Which of the following is a clever phrase that grabs consumers' attention and can be repeated to intensify memorability?

Accepted Answer

A)  slogan
B)  logo
C)  testimonial
D)  claim
E)  key visualF) C) and D)
G) D) and E)

Question 19

Suave ran ads featuring a woman with beautiful hair questioning "Suave or Matrix? Can You Tell?" This is an example of a ________ format.

Accepted Answer

A)  spokesperson
B)  teaser
C)  comparison
D)  problem-solution
E)  problem avoidanceF) None of the above
G) B) and C)

Question 20

In the Facets Model, the cognitive objectives generally speak to the ________, and the affective objectives are more likely to speak to the ________.

Accepted Answer

A)  ego; conscience
B)  conscience; ego
C)  attributes; benefits
D)  head; heart
E)  heart; headF) A) and B)
G) A) and C)

Exam 8: Creative Strategy

John had been working on the creative concept for one of his clients when he finally jumped from the strategy statement to an original idea that conveys the strategy in an interesting way. What did John just do?

Correct Answer
verified

Which of the following is NOT a common message format?

Correct Answer
verified

Messages that ________ are designed to affect attitudes and create beliefs.

Correct Answer
verified

What is often used to test an ad before it runs to try to determine whether it works?

Correct Answer
verified

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

Correct Answer
verified

A(n) ________ connects with some emotion that makes the product particularly attractive or interesting.

Correct Answer
verified

In an advertising agency, who manages the creative process?

Correct Answer
verified

Which of the following is NOT another name for a creative platform?

Correct Answer
verified
B

An ad for a new convection oven shows a busy professional woman serving dinner to her family. The convection oven is seen in the background, and the headline reads, "The latest development in time travel." This objective of this message was most likely to ________.

Correct Answer
verified

Apple recently ran ads featuring real people who had switched from Microsoft Windows-based PCs to Macs. These ads use a ________ strategy.

Correct Answer
verified

When an ad amplifies the emotional impact of a message by engaging a consumer in a personal connection with a brand, the ad ________.

Correct Answer
verified

In Taylor's Six-Segment Strategy Wheel, ________ strategies are based on logic.

Correct Answer
verified

A creative brief is more likely to provide creative suggestions than creative ideas.

Correct Answer
verified

An effective ad is relevant, original, and has impact.

Correct Answer
verified

Correct Answer
verified
The message format approach that best describes these commercials is slice-of-life. This approach depicts people in an everyday vignette with which viewers can identify.

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

Correct Answer
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E

Explain the function of a key visual.

Correct Answer
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The key visual is a ...
View Answer

Which of the following is a clever phrase that grabs consumers' attention and can be repeated to intensify memorability?

Correct Answer
verified

Suave ran ads featuring a woman with beautiful hair questioning "Suave or Matrix? Can You Tell?" This is an example of a ________ format.

Correct Answer
verified

In the Facets Model, the cognitive objectives generally speak to the , and the affective objectives are more likely to speak to the .

Correct Answer
verified

Exam 8: Creative Strategy

John had been working on the creative concept for one of his clients when he finally jumped from the strategy statement to an original idea that conveys the strategy in an interesting way. What did John just do?

Correct AnswerverifiedShow Answer

Which of the following is NOT a common message format?

Correct AnswerverifiedShow Answer

Messages that ________ are designed to affect attitudes and create beliefs.

Correct AnswerverifiedShow Answer

What is often used to test an ad before it runs to try to determine whether it works?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A(n) ________ connects with some emotion that makes the product particularly attractive or interesting.

Correct AnswerverifiedShow Answer

In an advertising agency, who manages the creative process?

Correct AnswerverifiedShow Answer

Which of the following is NOT another name for a creative platform?

Correct AnswerverifiedB

An ad for a new convection oven shows a busy professional woman serving dinner to her family. The convection oven is seen in the background, and the headline reads, "The latest development in time travel." This objective of this message was most likely to ________.

Correct AnswerverifiedShow Answer

Apple recently ran ads featuring real people who had switched from Microsoft Windows-based PCs to Macs. These ads use a ________ strategy.

Correct AnswerverifiedShow Answer

When an ad amplifies the emotional impact of a message by engaging a consumer in a personal connection with a brand, the ad ________.

Correct AnswerverifiedShow Answer

In Taylor's Six-Segment Strategy Wheel, ________ strategies are based on logic.

Correct AnswerverifiedShow Answer

A creative brief is more likely to provide creative suggestions than creative ideas.

Correct AnswerverifiedShow Answer

An effective ad is relevant, original, and has impact.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedThe message format approach that best describes these commercials is slice-of-life. This approach depicts people in an everyday vignette with which viewers can identify.

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

Correct AnswerverifiedE

Explain the function of a key visual.

Correct AnswerverifiedThe key visual is a ...View AnswerShow Answer

Which of the following is a clever phrase that grabs consumers' attention and can be repeated to intensify memorability?

Correct AnswerverifiedShow Answer

Suave ran ads featuring a woman with beautiful hair questioning "Suave or Matrix? Can You Tell?" This is an example of a ________ format.

Correct AnswerverifiedShow Answer

In the Facets Model, the cognitive objectives generally speak to the ________, and the affective objectives are more likely to speak to the ________.

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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B

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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The message format approach that best describes these commercials is slice-of-life. This approach depicts people in an everyday vignette with which viewers can identify.

Correct Answer
verified
E

Correct Answer
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The key visual is a ...
View Answer

Correct Answer
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Correct Answer
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In the Facets Model, the cognitive objectives generally speak to the , and the affective objectives are more likely to speak to the .

Correct Answer
verified