chapter 8
31) Getting attention reflects the ________ power of an advertisement; creating interest reflects the ________ power of an ad. A) stopping; sticking B) pulling; stopping C) stopping; pulling D) pulling; sticking E) sticking; pulling
c
43) An E score is a rating system that measures the appeal of ________. A) slogans B) taglines C) brands D) celebrities E) logos
d
35) Which of the following is a clever phrase that grabs consumers' attention and can be repeated to intensify memorability? A) slogan B) logo C) testimonial D) claim E) key visual
a
46) A ________ is a generic, non-original, non-novel idea. A) Big Idea B) cliché C) slogan D) tagline E) creative concept
b
59) Which of the following is the first step in the classic creative process? A) ideation B) brainfag C) incubation D) immersion E) illumination
d
24) A(n) ________ states the logic behind the sales offer. A) attribute B) appeal C) feature D) point of differentiation E) selling premise
e
6) ________ is what the advertisement says, and ________ is how it is said. A) Execution; creative strategy B) Message strategy; media strategy C) Creative strategy; execution D) Media strategy; message strategy E) Cognition; affect
c
18) In Ron Taylor's model, the ________ view is similar to the more rational "head" strategies. A) transmission B) positioning C) ritual D) dramatic E) substantiated
a
2) Which dimension of effective advertising represents the "science" part? A) strategic dimension B) personal dimension C) creative dimension D) media dimension E) audience dimension
a
23) In Taylor's Six-Segment Strategy Wheel, ________ strategies are based on logic. A) ration B) acute need C) routine D) social E) ego
a
30) Which type of message format is designed to arouse curiosity, not showing the product or delivering quite enough information to make sense? A) teaser B) slice-of-life C) spokesperson D) problem avoidance E) sensory
a
42) Which of the following is a central purpose of reminder advertising? 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
45) A ________ is a creative concept that becomes a point of focus for communicating the message strategy. A) Big Idea B) cliché C) slogan D) tagline E) creative leap
a
48) It is most accurate to say that an ad that means something to the target audience is ________. A) relevant B) original C) creative D) divergent E) unexpected
a
5) What do media planners, market researchers, copywriters, and art directors all have in common? A) They all search for new ideas. B) They all manage the creative process. C) They all conduct market research. D) They all need consumer approval. E) They all rely on logical appeals more heavily than emotional appeals.
a
55) A ________ involves moving from the safety of predictable business language in a strategy statement to an original idea. A) creative leap B) creative gap C) brainstorming process D) creative brief E) free association
a
61) In which step of the classic creative process does the problem solver look at the problem from every angle, develop ideas, and generate as many alternatives as possible? A) ideation B) brainfag C) incubation D) immersion E) illumination
a
7) Which of the following is prepared by the account planner to summarize the basic marketing and advertising strategy? A) creative brief B) positioning statement C) message objective D) unique selling proposition E) perceptual map
a
11) To deliver information and aid understanding are objectives related to which facet of the Facets Model of Effects? A) See/Hear B) Think/Understand C) Feel D) Believe E) Connect
b
19) In which advertising message does a speaker present evidence and use an argument to persuade the audience? A) soft sell B) lecture C) teaser D) appeal E) drama
b
21) A(n) ________ connects with some emotion that makes the product particularly attractive or interesting. A) claim B) appeal C) feature D) attribute E) argument
b
29) 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? A) demonstration B) slice-of-life C) teaser D) spokes-character E) social
b
34) What is typically used at the end of an ad to summarize the point of the ad's message in a highly memorable way? A) testimonial B) tagline C) teaser D) unique selling proposition E) signature
b
40) In particular, ________ advertising is used to create a representation of the brand in a consumer's mind through symbolism. A) reminder B) image C) slice-of-life D) teaser E) comparison
b
47) The ROI of effective advertising stands for ________. 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
b
52) Which of the following is a style of thinking that explores multiple possibilities? A) rational thinking B) divergent thinking C) logical thinking D) immersion E) illumination
b
54) Which type of thinking is logical, orderly, and linear? A) right-brain B) left-brain C) top-brain D) back-brain E) lateral-brain
b
58) The technique of Creative Aerobics is best classified as a(n) ________ process. A) thought-evaluation B) idea-generating C) visualization D) copy testing E) risk-taking
b
62) In which step of the classic creative process does the problem solver hit a blank wall and want to give up? A) ideation B) brainfag C) incubation D) mental block E) immersion
b
8) Which of the following is NOT included in a typical creative brief? A) media considerations B) budget considerations C) brand position D) target audience E) communication objectives
b
1) Which dimension of effective advertising represents the "art" part? A) strategic dimension B) personal dimension C) creative dimension D) media dimension E) audience dimension
c
10) Which of the following objectives is most closely related to the See/Hear facet of the Facets Model of Effects? A) change attitudes B) create conviction C) create attention D) stimulate trial E) touch emotions
c
15) An informational message that is designed to touch the mind and create a response based on logic is known as a ________ sell. A) persuasive B) heart C) hard D) soft E) personal
c
17) Which of Frazier's Six Creative Strategies is most likely to force competitors into "me too" positions? A) resonance B) positioning C) preemptive D) affective E) brand image
c
27) Proof statements that serve to make a claim believable are referred to as ________. A) benefits B) attributes C) substantiation D) comparison E) problem solution
c
28) Which of the following is a benefit statement that looks to the future and predicts that something good will happen if you use the product? A) substantiation B) claim C) promise D) reason why E) unique selling proposition
c
3) In an advertising agency, who manages the creative process? A) the account planner B) the copywriter C) the creative director D) the client E) the art director
c
38) Ads that demonstrate how something works or how to solve a problem are messages that are most likely designed to ________. A) create brand associations B) remind loyal customers C) teach D) touch emotions E) resonate
c
4) According to Professor Sheila Sasser, what are the 3 Ps of innovation? A) person, plan, product B) plan, product, process C) place, person, process D) place, plan, process E) place, plan, product
c
44) Advertising creatives use the term ________ to refer to the process of coming up with a new marketing communication idea. A) positioning B) targeting C) concepting D) branding E) extending
c
49) An advertising idea is considered ________ when it's one of a kind. A) relevant B) impactful C) original D) divergent E) convergent
c
51) In marketing communication, using an idea that someone else has originated is known as ________ advertising. A) duplicate B) left-brain C) copycat D) right-brain E) divergent
c
13) Which of the following refers to brand visibility, presence, and importance to the target market? A) ROI B) the 3 Ps C) brand personality D) brand salience E) brand position
d
14) In the Facets Model, the cognitive objectives generally speak to the ________, and the affective objectives are more likely to speak to the ________. A) ego; conscience B) conscience; ego C) attributes; benefits D) head; heart E) heart; head
d
16) Which approach uses emotional appeals or images to create a response based on attitudes, moods, dreams, and feelings? A) persuasive sell B) head sell C) hard sell D) soft sell E) attributes sell
d
26) Which of the following is a benefit statement that is both unique to the product and important to the user? A) substantiation B) promise C) reason why D) unique selling proposition (USP) E) appeal
d
32) In which type of campaign does the message unfold over time? A) endorser B) lecture C) slice-of-life D) teaser E) slogan
d
36) A ________ is a vivid image that the advertiser hopes will linger in the viewer's mind. A) tagline B) slogan C) signature D) key visual E) testimonial
d
37) Which of the following would most likely be used in a message that is intended to persuade consumers to change an attitude or belief? A) sales promotion B) image advertising C) news announcement D) testimonial E) emotional appeal
d
39) Messages that ________ are designed to primarily affect attitudes and create beliefs. A) inform B) teach C) create brand association D) persuade E) drive action
d
41) Which type of message strategy delivers information symbolically by connecting a brand with a certain type of person, lifestyle, or other characteristic? A) unique selling proposition (USP) B) affective C) reminder D) association E) call to action
d
50) It is most accurate to say that an idea that makes an impression on the audience is said to have ________. A) relevance B) originality C) resonance D) impact E) association
d
53) Which of the following refers to intuitive, holistic, artistic, and emotionally expressive thinking? A) lateral-brain thinking B) back-brain thinking C) top-brain thinking D) right-brain thinking E) left-brain thinking
d
56) Which of the following creative techniques is used to convey new patterns or relationships? A) using catchy phrasing B) dramatizing the obvious C) creating a play on words D) using analogy and metaphor E) twisting the obvious
d
60) In which step of the classic creative process does the problem solver read, research, and learn everything he or she can about the problem? A) ideation B) brainfag C) incubation D) immersion E) illumination
d
9) A creative brief is also known as which of the following? A) perceptual map B) unique selling proposition C) Big Idea D) creative blueprint E) creative concept
d
12) Which of the following are objectives related to the connect facet of the Facets Model of Effects? A) create attention, awareness, interest, recognition and recall B) deliver information and understanding C) touch emotions and create feelings D) change attitudes, create conviction and preference E) establish brand identity and associations
e
20) Which type of advertising message tells a story about the products, using characters who speak to each other rather than the audience? A) hard sell B) lecture C) teaser D) demonstration E) drama
e
22) In Taylor's Six-Segment Strategy Wheel, ________ strategies are based on images that consumers have of themselves. A) ration B) acute need C) routine D) social E) ego
e
25) Which of the following is NOT a rational customer-focused selling premise? A) benefit B) promise C) reason why D) unique selling proposition (USP) E) resonance
e
33) When an ad amplifies the emotional impact of a message by engaging a consumer in a personal connection with a brand, the ad most likely ________. A) informs B) teaches C) compares one brand to another brand D) creates believability E) resonates
e
57) Which of the following is NOT a step in Linda Correll's Creative Aerobics? A) Come up with a list of facts about a product. B) Create new "names" for the product. C) Look for similarities between dissimilar objects. D) Create new definitions for product-related nouns. E) Copy test ideas with a focus group.
e
