ADPR ch.9
A ________ is a creative concept that becomes a point of focus for communicating the message strategy.
Big Idea
Which term refers to brand visibility, presence, and importance to the target market?
brand salience
A ________ is a generic, non-original, non-novel idea.
cliché
Advertising creatives use the term ________ to refer to the process of coming up with a new marketing communication idea.
concepting
Which of the following is a style of thinking that explores multiple possibilities?
divergent thinking
Which of the following is the last step in the classic creative process?
evaluation
Apple ran ads featuring real people who had switched from Microsoft Windows-based PCs to Macs. These ads most likely used a ________ strategy.
testimonial
A particular problem that Big Ideas face is that the message is sometimes so creative that the ad is remembered but not the brand. This is known as ________.
vampire creativity
Which of the following is NOT a step in Linda Correll's Creative Aerobics?
Copy test ideas with a focus group.
_____ refers to the generation of fresh ideas and solutions to current problems and challenges.
Creativity
T or F Copywriters and art directors are the only creative roles in advertising agencies.
F
T or F The most creative marketing communication may not be the most strategic marketing communication.
True
In Taylor's six-segment strategy wheel, ________ strategies are based on logic. A) ration
acute need
A(n) ________ connects with some emotion that makes the product particularly attractive or interesting.
appeal
In which step of the classic creative process does the problem solver hit a blank wall and want to give up?
brainfag
Suave ran ads featuring a woman with beautiful hair questioning "Suave or Matrix? Can You Tell?" This is an example of a ________ format.
comparison
In marketing communication, using an idea that someone else has originated is known as ________ advertising.
copycat
A creative brief is also known as which of the following?
creative blueprint
In marketing, "creatives" traditionally were the people who ________.
designed ads
Which of the following objectives is most closely related to the Awareness facet of the Facets Model of Effects?
get attention
The technique of Creative Aerobics is best classified as a(n) ________ process.
idea-generating
Though humorous, the ads stressed that Energizer batteries last three times longer than competing brands. What is this known as?
positioning
A(n) ________ states the logic behind the sales offer.
selling premise
An informational message that is designed to touch the mind and create a response based on logic is known as a ________ sell.
soft
What is typically used at the end of an ad to summarize the point of the ad's message in a highly memorable way?
tagline
Which of the following is a central purpose of reminder advertising?
to encourage repeat business
Delivering information and aiding understanding are objectives related to which facet of the Facets Model of Effects?
Think/Understand
A technique in which 6 to 10 people work together to come up with ideas is known as ________.
brainstorming
Ads that demonstrate how something works or how to solve a problem are messages that are most likely designed to ________.
teach
Messages that ________ are designed to primarily affect attitudes and create beliefs
teach
In which type of campaign does the message unfold over time?
teaser
Which type of message format is designed to arouse curiosity, not showing the product or delivering quite enough information to make sense?
teaser
Which of the following would most likely be used in a message that is intended to persuade consumers to change an attitude or belief?
testimonial
What purpose do brand icons such as the Burger King's Burger King and Geico's Gecko most likely fulfill?
the association of personality with a brand
In an advertising agency, who manages the creative process?
the creative director
In Ron Taylor's model, the ________ view is similar to the more rational "head" strategies.
transmission
Which of the following is a benefit statement that is both unique to the product and important to the user?
unique selling proposition (USP)
Which of the following involves interactive conversation about a brand and is increasingly important as consumers engage with brand content across social media platforms?
user experience design
Which of the following creative techniques is used to convey new patterns or relationships?
using analogies and metaphors
T or F Looking at a problem in a different way, from a different angle, is referred to as thinking inside the box.
False
T or F The ability to visualize is an important skill for artists on creative teams but not for copywriters.
False
T or F In the new digital environment, the work previously done by an agency team can be accomplished by one copywriter.
In the new digital environment, the work previously done by an agency team can be accomplished by one copywriter.
What do media planners, market researchers, copywriters, and art directors all have in common?
They all search for new ideas.
T or F A true Big Idea is risky because it is new and unexpected.
True
T or F An effective ad is relevant, original, and has impact.
True
T or F Creative problem solvers are risk takers who tend to be self-sufficient, self-disciplined, and curious.
True
T or F Creative strategy combines the art and science of marketing communication.
True
T or F Problem solving requires not just logic, but also creative thinking.
True
T or F The first step in the creative process is to read, research, and learn everything you can about the problem.
True
Which type of message strategy delivers information symbolically by connecting a brand with a certain type of person, lifestyle, or other characteristic?
association
hen Taco Bell used a Chihuahua, a small dog, to represent its product, which type of message format was being used?
brand icon
Which of the following is NOT included in a typical creative brief?
budget considerations
A toll-free number, website URL, or email address are all possible methods of communicating a(n) ________ to audiences.
call to action
An E score is a rating system that measures the appeal of ________.
celebrities
Which of the following is a product-focused strategy based on a prediction about how the product will perform?
claim
When Budweiser beer started using the Budweiser frogs in commercials, people raved about how creative the advertising was. However, someone who had 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.
copycat
A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of the medication. Which of the following was most likely the objective of this ad?
create believability
Which of the following is prepared by the account planner to summarize the basic marketing and advertising strategy?
creative brief
Which dimension of effective advertising represents the "art" part?
creative dimension
Which of the following involves moving from the safety of predictable business language in a strategy statement to an original idea?
creative leap
Which type of advertising message tells a story about the products, using characters who speak to each other rather than the audience?
drama
In Taylor's six-segment strategy wheel, ________ strategies are based on images that consumers have of themselves.
ego
Which of the following are objectives related to the Connect facet of the Facets Model of Effects?
establish brand identity and associations
Which of the following is a step in the process of structural analysis as used by the Leo Burnett agency?
evaluation of the power of the narrative
T or F Illumination is a technique in which a group of 6 to 10 people work together to come up with ideas.
false
Which of the following techniques involves describing everything that comes into your mind when you imagine a given word?
free association
In Taylor's six-segment strategy wheel, the transmission view is equivalent to the ________ strategy.
head
In the Facets Model, the cognitive objectives generally speak to the ________, and the affective objectives are more likely to speak to the ________.
head; heart
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?
ideation
Which stage of the classic creative process is characterized as an unexpected moment when the idea comes, often when the mind is relaxed and doing something else?
illumination
In particular, ________ advertising is used to create a representation of the brand in a consumer's mind through symbolism.
image
In which step of the classic creative process do problem solvers read, research, and learn everything they can about the problem?
immersion
Which of the following is the first step in the classic creative process?
immersion
According to the ROI of creativity, it is most accurate to say that an idea that makes an impression on the audience has ________
impact
In which stage of the classic creative process do problem solvers try to put their conscious minds to rest to let the subconscious take over?
incubation
Patrick and his colleagues were working on the creative concept for a client when they all seemed to hit a blank wall. To help overcome this, they decided to play a game of basketball. In the second half of the game, Patrick came up with a great idea, and they all went back to work. In which step of the creative process were Patrick and his colleagues when they were playing basketball?
incubation
When Procter & Gamble developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. Procter & Gamble likely used a message that ________.
informed
A ________ is a vivid image that the advertiser hopes will linger in the viewer's mind.
key visual
A television commercial for Tylenol brand pain reliever focuses on a woman's face as she talks about her arthritis pain and how she used to think that prescription medication was the answer. She then goes on to say that with all the problems that are being discovered about prescription pain medications, she has reconsidered over-the-counter Tylenol, which provides just as much pain relief without all the risks. What type of advertising message is this?
lecture
In which advertising message does a speaker present evidence and use an argument to persuade the audience?
lecture
Which type of thinking is logical, orderly, and linear?
left-brain
An advertising idea is considered ________ when it's one of a kind.
original
Carly saw a billboard for a local church that said, "CH_ _ CH—What's missing?" This is an example of which technique for creating original and unexpected ideas?
play on words
Which of Frazer's six creative strategies is most likely to force competitors into "me too" positions?
preemptive
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?
promise
It is most accurate to say that an ad that means something to the target audience is ________.
relevant
The ROI of creativity stands for ________.
relevant, original, and impact
which of the following is NOT a rational customer-focused selling premise?
resonance
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." The objective of this message was most likely to ________.
resonate
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 ________.
resonates
Which of the following refers to intuitive, holistic, artistic, and emotionally expressive thinking?
right-brain thinking
An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain. The ad states, "There are places that are so awesome and so killer that you'd like to tell the whole world about them. But please, don't." This ad is most closely related to the ________ strategy of Taylor's six-segment strategy wheel.
sensory
Laurie saw a television commercial that depicts a mother stressed out from working and taking care of children. The scenes show hassles at work, kids crying, dogs barking, and the phone ringing. Then the commercial shows the mother relaxing in a bubble bath with the voice- over saying, "Calgon, take me away!" When Laurie saw that ad, she exclaimed, "Yes, that's exactly how I feel!" What message approach was this ad using?
slice-of-life
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?
slice-of-life
Which of the following is a clever phrase that grabs consumers' attention and can be repeated to intensify memorability?
slogan
Jell-O ads contain the phrase "Make some magic." Ace Hardware ads contain the statement "Life is an ongoing project." The Dairy Farmers of America ad states, "Ahh, the power of cheese." These are all examples of ________.
slogans
Which approach uses emotional appeals or images to create a response based on attitudes, moods, dreams, and feelings?
soft sell
Getting attention reflects the ________ power of an advertisement; creating interest reflects the ________ power of an ad.
stopping; pulling
Which dimension of effective advertising represents the "science" part?
strategic dimension
Proof statements that serve to make a claim believable are referred to as ________.
substantiation
