Marketing Exam

B. account executives view advertising as a promotional tool whose primary purpose is to communicate favorable impressions about a brand.

A study by Elizabeth Hirschman that examined the perceptions of individuals involved in the creation and production of television commercials found that: A. product managers view advertising from an aesthetic perspective. B. account executives view advertising as a promotional tool whose primary purpose is to communicate favorable impressions about a brand. C. art directors and copywriters are more risk averse than brand managers. D. brand managers prefer creative commercials that take risks. E. art directors and copywriters evaluate advertising on the basis of how well it fulfills predefined communications objectives.

C. storyboard

A(n) ____ is a series of drawings used to present the visual plan or layout of a commercial along with a description of the audio for each scene. A. animatic B. mnemonic C. storyboard D. heuristic E. trailer

B. an uplifting social force, as a way to inspire and entertain.

According to Advertising Age, experts in creative advertising don't write books or espouse theories. They see advertising as: A. an inherent drama working to offset the reality of social issues. B. an uplifting social force, as a way to inspire and entertain. C. the replacement for the 20th century salesperson. D. publicity created through unique selling propositions. E. a cultural force redefining societal needs and wants.

D. It must revolve around the clinching benefit.

According to D'Arcy Masius Benton & Bowles's universal advertising standards, which of the following is true of a power idea? A. It must always use inherent drama while portraying the advertisement. B. It must always have reference to the final execution. C. It must avoid being described in simple words or phrases. D. It must revolve around the clinching benefit. E. It must avoid centering the ad on consumer benefits.

D. is a definitive process that can be learned and controlled.

According to James Webb Young, the production of creative advertising ideas: A. is a random process that cannot be taught. B. must avoid bolting a brand to a consumer's clinching benefit. C. must be primarily consumer-generated. D. is a definitive process that can be learned and controlled. E. has as many different routes as there are different forms of creativity.

E. ad-to-consumer relevance and brand-to-consumer relevance.

According to Robert Smith, the two ways in which relevance could be achieved are: A. ad-to-brand relevance and brand-to-ad relevance. B. ad-to-producer relevance and brand-to producer relevance. C. ad-to-producer relevance and brand-to-consumer relevance. D. ad-to-consumer relevance and brand-to-producer relevance. E. ad-to-consumer relevance and brand-to-consumer relevance.

D. Preparation/immersion

According to Young's and Graham Wallas' versions of the stages in the creative process, which of the following is considered the first step? A. Verification/reality B. Incubation C. Illumination D. Preparation/immersion E. Digestion

C. immersion

According to Young's model of the creative process, the _____ step deals with gathering raw material and information through background research and getting absorbed in the problem. A. problem detection B. illumination C. immersion D. reality E. incubation

D. Reality

According to Young's version of the stages in the creative process, which of the following is considered the final step? A. Incubation B. Dramatization C. Illumination D. Reality E. Digestion

C. Preparation

According to the creative process outlined by Graham Wallas, which of the following stages deals with gathering background information needed to solve the problem through research and study? A. Dramatization B. Verification C. Preparation D. Incubation E. Illumination

A. Incubation

According to the creative process outlined by Graham Wallas, which of the following stages deals with getting away from the problem and letting ideas develop? A. Incubation B. Illumination C. Verification D. Preparation E. Dramatization

C. Verification

According to the creative process outlined by Graham Wallas, which of the following stages deals with refining and polishing the idea and seeing if it is an appropriate solution? A. Dramatization B. Illumination C. Verification D. Incubation E. Preparation

E. Illumination

According to the creative process outlined by Graham Wallas, which of the following stages deals with seeing the light or solution? A. Verification B. Incubation C. Dramatization D. Preparation E. Illumination

C. a power idea or a creative core.

According to the universal advertising standards developed by the D'Arcy Masius Benton & Bowles agency, a creative advertising message is built around: A. the growth-share matrix. B. a trojan horse business technique. C. a power idea or a creative core. D. the bait-and-switch concept. E. the non-divergence determinant of creativity.

A. preparation, incubation, illumination, and verification.

According to the work of sociologist Graham Wallas, the four-step approach to the creative process includes: A. preparation, incubation, illumination, and verification. B. immersion, brainstorming, creation, and reality check. C. preparation, illumination, creation, and verification. D. preparation, immersion, creation, and verification. E. immersion, incubation, illumination, and creation.

B. driving the process from the customers' point of view.

Account planning plays an important role during creative strategy development by: A. making sure the client knows the agency has the final say in deciding the strategy. B. driving the process from the customers' point of view. C. confirming the compliance of all advertisements with local, state, and FTC regulations. D. determining whether the account should be accepted. E. forecasting demand for the product category.

C. creative

Ads are often called _____. A. animatics B. heuristics C. creative D. art infusions E. mnemonics

B. set the direction of all of the individual ads that make up the campaign.

Advertising campaign themes: A. create a foundation for the incubation process of creative ad development. B. set the direction of all of the individual ads that make up the campaign. C. are typically designed by the client and implemented by the agency. D. are usually used for ads that run in only one type of media vehicle. E. are usually developed with the intention of being used for a short period of time.

C. more intuitive than logical.

Advertising creative personnel tend to be: A. more concrete and formalized than intuitive when solving a problem. B. highly conventional in their approach. C. more intuitive than logical. D. highly structured and organized individuals. E. no different from people with business executive backgrounds.

C. the inherent drama approach

An ad for a medication that helps people undergoing chemotherapy feel more energetic shows a grandfather sorrowfully wishing he could participate in his grandson's birthday party. Subsequently, the scene switches to the birthday party and shows the grandfather feeling energetic and vibrant after taking the medication. This ad is an example of _____. A. bait-and-switch advertising B. a snob appeal C. the inherent drama approach D. the WOM approach E. a buzz appeal

C. inherent drama

An approach to finding a major selling idea that uses consumer benefits as a foundation, with an emphasis on presenting these benefits in a theatrical way is the _____ approach. A. card stacking B. buzz C. inherent drama D. testimonial E. bait-and-switch

B. illumination

An idea develops during the _____ step of Young's creative process model. A. reality B. illumination C. verification D. originality E. immersion

C. verification

At the _____ stage of the creative process, the creative team attempts to find the best creative approach or execution style before moving ahead with the campaign themes and going into actual production of the ad. A. incubation B. dramatization C. verification D. preparation E. digestion

D. Verification

At what stage of the creative process are various ideas evaluated and refined before actually being used? A. Preparation B. Incubation C. Illumination D. Verification E. Verdict

C. Verification

At what stage of the creative process would consumers in the target audience be asked to evaluate storyboards and animatics? A. Preparation B. Incubation C. Verification D. Illumination E. Verdict

A. Brand managers

Based on the findings of the study conducted by Elizabeth Hirschman, which of the following individuals is most likely to be risk averse and prefer commercials that focus on the product rather than creative impact? A. Brand managers B. Art directors C. Copywriters D. Commercial directors E. Illustrators

B. image advertising.

Bensons Inc., a retail store in Houston, launches an ad campaign featuring the interiors of its stores. The stores are shown to be lit by crystal chandeliers and feature several salespeople wearing tail-coats. The ads also contain the slogan "Be treated like royalty, while you shop in comfort." The development of a strong, memorable "royal" identity by Bensons is an example of: A. guerilla advertising. B. image advertising. C. drama advertising. D. bait-and-switch advertising. E. refutational appeal.

A. unique selling proposition.

Bubble Inc., a chewing gum manufacturer, specifically targets children in its advertisements. In its latest advertisement, the company indicates that Bubble is the only chewing gum that lets you blow "massive" bubbles that won't stick to your face. This statement represents the brand's: A. unique selling proposition. B. surrogate advertising strategy. C. unique selling language. D. intent scale translation. E. incomplete comparison.

A. preparation

CL Inc., a manufacturer of maternity clothes for businesswomen, wishes to launch a new advertising campaign. In order to obtain a better idea about the clothes worn by pregnant women, the creative team visits obstetrician's offices and maternity shops at the mall to gain some information. These visits are most likely a part of the _____ step of the creative process as outlined by Graham Wallas. A. preparation B. verification C. revision D. illumination E. incubation

B. ethnographic

Daniel and Ronald were social researchers who monitored websites, lurked in chat rooms, and hung out in cyber cafés and observed how Internet users act. The users they observed considered the Internet a tool to augment traditional forms of communication. Daniel and Ronald conducted _____ research. A. e-marketing B. ethnographic C. neuromarketing D. focus group E. out-group

D. problem detection

Douglas took a survey on dill pickles. He was asked questions about what he liked and disliked about dill pickles, when and where he usually ate the pickles, and to list and rate all the brands of dill pickles that he could recall. He was asked his opinion on packaging and on the characteristic taste of the pickles, and what he disliked about all these aspects. The survey was conducted by an ad agency to help develop a creative strategy for dill pickles. If there were several people surveyed besides Douglas, we can assume he was participating in a(n) _____ study. A. incomplete comparison B. general preplanning input C. perceptual mapping D. problem detection E. market profiling

C. incubation

Emma has been hired to promote a membership-only genealogical website, which provides demographic information on over one billion people. She has gathered all the relevant environmental information and has studied the project closely. Meanwhile, she is also assigned another project. She decides to work on the new project and put the genealogical project completely out of her conscious mind, so that ideas can materialize in the meanwhile. Emma is in the _____ step of the creative process outlined by Graham Wallas. A. preparation B. revision C. incubation D. illumination E. verification

B. image advertising

Fly High Airlines, an Australian airline, rebranded itself by using a kangaroo wearing a hat in its logo. Since the kangaroo is a significant cultural symbol in Australia, the company hoped that associating itself with such a national icon would enhance its popularity. Subsequently, the company also launched an ad campaign for the Save the Kangaroo Foundation. In this scenario, Fly High Airlines was using: A. bait-and-switch advertising. B. image advertising. C. buzz marketing. D. trojan horse advertising. E. guerilla marketing.

D. illumination

For weeks, Amy had been trying to come up with a creative approach to advertise light bulbs. One morning, a great idea for a creative light bulb advertising campaign just seemed to pop into her head. She picked up a note pad and wrote down her thoughts. In terms of the creative process outlined by Graham Wallas, Amy experienced the _____ step. A. immersion B. verification C. revision D. illumination E. incubation

A. The account manager

In an advertising agency, who among the following is usually responsible for preparing the creative brief? A. The account manager B. The media buying director C. The art director D. The illustrator E. The media planner

B. qualitative research techniques.

In-depth interviews with consumers, focus groups, and observational studies of how consumers conduct their daily lives as consumers are all examples of: A. quantitative research techniques. B. qualitative research techniques. C. problem detection studies. D. conjectural research. E. secondary internal research.

B. positioning

Jack Trout and Al Ries introduced _____ as the basis for advertising strategy and creative development in the early 1970s. A. inherent drama B. positioning C. neuromarketing D. buzz marketing E. creative brief

E. positioning

Jack Trout and Al Ries originally described _____ as the image consumers had of the brand in relation to competing brands in the product or service category. A. brandjacking B. gladvertising C. channel stuffing D. pricing E. positioning

D. big idea

John O'Toole describes the _____ as "that flash of insight that synthesizes the purpose of the strategy, joins the product benefit with consumer desire in a fresh, involving way, brings the subject to life, and makes the reader or audience stop, look, and listen." A. ad paradox B. epiphany C. heuristic D. big idea E. mnemonic

A. general preplanning input.

Jonathan is a creative director at Williams & Greene Inc., an advertising agency. He spends an hour every morning reading publications like Advertising Age, The Wall Street Journal, and Brand Week to gain a better understanding of what is happening in the world of marketing and advertising. This activity can be characterized as: A. general preplanning input. B. focus group studies. C. verification research. D. brainstorming. E. problem detection research.

B. inherent drama

Leo Burnett, founder of the Leo Burnett agency in Chicago, said _____ "is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals." A. image advertising B. inherent drama C. refutational appeal D. snob appeal E. primacy appeal

A. preparation

Leon is the creative director for an agency that has just been hired by a manufacturer of golfing equipment to create a new advertising campaign for the company's titanium clubs. Before developing any creative ideas, Leon reads some golfing magazines and spends time talking to friends and co-workers who play golf. These activities are part of the _____ step of the creative process outlined by Graham Wallas. A. preparation B. incubation C. illumination D. verification E. revision

E. could become the bases of creative and successful advertising campaigns.

Leslie works for a local ad agency as an intern. The agency is hired to develop an advertising campaign for a chain of coffee shops and she is given the task of coming up with a "big idea." With reference to the above scenario, "big ideas": A. are impossible to develop as they are not applicable to retail chains. B. are only needed in advertising for consumer services. C. are typically not the bases for effective advertising campaigns. D. are only effective in business-to-business advertising. E. could become the bases of creative and successful advertising campaigns.

C. product specific preplanning input

Leslie, creative director for Visionary Ad Agency, is observing a focus group for four-wheel drive SUVs. Before developing the creative brief, Leslie also conducts attitude studies, positioning studies, and lifestyle research studies. In this scenario, Leslie is gathering _____. A. general preplanning input B. vendor lock-in data C. product specific preplanning input D. channel stuffing reports E. secondary internal data

B. product/service-specific preplanning inputs.

Lifestyle research, attitude studies, and perceptual mapping are examples of: A. general preplanning inputs. B. product/service-specific preplanning inputs. C. verification studies. D. revision studies. E. demographic studies for B2B clients.

A. ad-to-consumer relevance.

Pluto Inc., a cosmetics company, hired a well-known movie star to appear in its advertisements. The company hoped that using a celebrity would capture the attention and interest of consumers. In this scenario, the ad illustrates the application of: A. ad-to-consumer relevance. B. brand-to-consumer relevance. C. brand-to-producer relevance. D. inherent drama strategy. E. bait-and-switch advertising strategy.

B. provide creative personnel with a better understanding of general consumer trends.

Psychographic studies are used by advertising agencies to: A. coordinate the work between the client and the agency personnel such as the creative team and media specialists. B. provide creative personnel with a better understanding of general consumer trends. C. determine how to allocate the advertising budget for the campaign. D. understand specific problems clients have previously encountered while advertising various products and services. E. determine the number of creative personnel required to carry out the advertising campaign conveniently and effortlessly.

A. product-specific preplanning inputs.

Richard participated in a study conducted by an advertising agency. During his interview, he was asked to gauge the services provided by a regional airline on the basis of his experiences and what others had told him. The interviewer asked Richard specific questions about the food, the seating arrangements, the ease with which he entered and exited the plane, and the service provided by the flight attendants. The advertising agency used the research data to develop the creative strategy. In this scenario, Richard provided the agency with: A. product-specific preplanning inputs. B. switch marketing inputs. C. secondary internal data. D. secondary external data. E. buzz marketing research.

E. verification

Techniques such as message communication studies and portfolio tests are studies conducted during the _____ stage of the creative process. A. illumination B. incubation C. preparation D. digestion E. verification

B. Animatic

The Visionaries, an advertising agency in Boston, is testing a creative idea for a new commercial before moving ahead with the production. To make the test more realistic, it wants to test both the visual layout of the commercial as well as the audio of the message. In which of the following forms should the commercial be tested? A. Storyboard B. Animatic C. Snipe D. Mnemonic E. Heuristic

C. verification

The _____ stage of the Young's creative process model is also called the reality stage. A. incubation B. illumination C. verification D. digestion E. preparation

E. incubation

The _____ step of Young's creative process model deals with putting the problems out of one's conscious mind and turning the information over to the subconscious to do the work. A. problem detection B. illumination C. immersion D. reality E. incubation

E. verification

The _____ step of Young's creative process model deals with studying the idea to see if it still looks good or solves the problem; then shaping the idea to practical usefulness. A. immersion B. incubation C. digestion D. preparation E. verification

C. digestion

The _____ step of Young's creative process model deals with taking the information, working it over, and wrestling with it in the mind. A. reality B. incubation C. digestion D. verification E. immersion

C. immersion, digestion, incubation, illumination, and verification.

The five steps in the creative process as designed by James Webb Young include: A. preparation, brainstorming, growth, reality check, and verification. B. immersion, testing, illumination, creation, and verification. C. immersion, digestion, incubation, illumination, and verification. D. preparation, incubation, immersion, illumination, and reality check. E. immersion, brainstorming, incubation, creation, and reality check.

B. every marketing situation is unique.

The job of the creative team is challenging because: A. advertisers and clients typically opt for mundane ad formulas. B. every marketing situation is unique. C. of the primacy effect in advertising. D. of the recency effect in broadcast advertising. E. advertising campaigns are generally considered expendable.

C. verification

The last step in the creative process models developed by James Webb Young and Graham Wallas is: A. resolution. B. illumination. C. verification. D. market evaluation. E. confirmation.

D. creative types

The people who develop ads and commercials are known as _____. A. mnemonics B. animatics C. copy makers D. creative types E. media planners

C. poets

The proponents of creative advertisements are also called "_____." A. suits B. heuristics C. poets D. mnemonics E. illustrators

D. advertising should be designed to create an emotional bond between consumers and the brand or company.

The proponents of creative advertising argue that: A. the more information in the ad, the more effective the ad is. B. the only purpose of advertising is to sell the product. C. advertising should be designed to make consumers buy products that they do not want or need. D. advertising should be designed to create an emotional bond between consumers and the brand or company. E. advertising should break through the clutter by focusing on logos and products.

B. suits

The rationalists of creative advertisements are also called "_____." A. operators B. suits C. mnemonics D. heuristics E. poets

C. advertising must sell the product or service.

The rationalists of creative advertising argue that: A. all award-winning creative campaigns definitely lead to sales. B. the only purpose of advertising is to make an emotional connection with customers. C. advertising must sell the product or service. D. all commercials must contain an element of inherent drama. E. advertising should break through the clutter by focusing on logos and products.

C. illumination

The verification and revision stage of the creative process evaluates ideas generated during the _____ stage and gives them final expression. A. preparation B. dramatization C. illumination D. incubation E. digestion

A. general preplanning input.

Tiffany is the creative director of an ad agency. The agency has just been hired to develop a promotional campaign for a company that produces exercise videos for women. As part of her preparation for developing a creative strategy, Tiffany reviews some studies conducted on the overall fitness and exercise market, as well as a report on the changing roles of women in society. This information is part of: A. general preplanning input. B. focus group studies. C. problem detection studies. D. illumination studies. E. ethnographic research input.

A. animatic

To make a creative layout of a commercial more realistic, a(n) _____ may be produced by making a videotape of the storyboard along with an audio soundtrack. A. animatic B. heuristic C. mnemonic D. copy platform E. snipe

B. Image advertising

When an advertiser uses an ad that emphasizes psychological associations and attempts to wrap the consumer's perceptions into a tight concept or symbol, what type of advertising approach is being used? A. Bait-and-switch advertising B. Image advertising C. Guerilla advertising D. Visual merchandizing E. Refutational appeal

C. Product-specific preplanning inputs

Which of the following best assist an organization in the preparation, incubation, and illumination stages of the creative process? A. Portfolio tests B. Message communication studies C. Product-specific preplanning inputs D. Viewer reaction profiles E. Bait-and-switch techniques

C. The ability to generate a large number of ideas around a creative idea.

Which of the following best defines fluency? A. The ability to detect problems associated with the creative strategies. B. The extent to which an ad contains elements that are novel and different. C. The ability to generate a large number of ideas around a creative idea. D. The degree to which various elements of the ad are valuable to the customer. E. The ability to select the appropriate target market for a particular product or service.

D. Brand manager

Which of the following client representatives ultimately approves the creative brief? A. Art director B. Financial manager C. Auditor D. Brand manager E. Media planner

B. Ethnographic research is difficult to administer, whereas focus group studies are easy to administer.

Which of the following differentiates an ethnographic study from a focus group study? A. Ethnographic research is a quantitative research technique, whereas focus group studies are qualitative. B. Ethnographic research is difficult to administer, whereas focus group studies are easy to administer. C. Ethnographic research studies are inexpensive, whereas conducting focus group studies requires a huge investment. D. Focus group studies involve observing consumers in their natural environment, whereas ethnographic research involves observing consumers in controlled settings. E. Focus group studies are quantitative research techniques, whereas ethnographic research is qualitative.

D. These studies cost more to conduct than focus group studies.

Which of the following is a limitation of ethnographic research? A. These studies are generally considered inapplicable to everyday situations. B. In these studies, strong personalities can often wield undue influence. C. In these studies, participants never recognize their behavior patterns and motivations. D. These studies cost more to conduct than focus group studies. E. These studies avoid observing consumers in their natural environment.

A. In these studies, strong personalities can often wield undue influence.

Which of the following is a limitation of focus group studies? A. In these studies, strong personalities can often wield undue influence. B. These studies cost more than ethnographic research. C. These studies are more difficult to administer than ethnographic research. D. These studies do not offer the benefits of qualitative research. E. In these studies, consumers are observed in their natural environment.

C. Relevance

Which of the following is a major determinant of creativity which reflects the degree to which various elements of an ad are meaningful, useful, or valuable to the consumer? A. Divergence B. Delusion C. Relevance D. Illumination E. Risk aversion

A. Both are qualitative research techniques.

Which of the following is a similarity between focus group studies and ethnographic research? A. Both are qualitative research techniques. B. Both are research techniques conducted without the consumer's knowledge. C. Both involve observing consumers in their natural environment. D. Both are very easy to administer. E. Both techniques cost a negligible amount of money.

D. Development of the major selling idea

Which of the following is one of the critical components of the creative brief? A. Formulation of the training program for the creative team B. Calculation of the advertising budget C. Management of the media buying operations D. Development of the major selling idea E. Management of one or more client groups

C. Flexibility

Which of the following is one of the five major factors identified by Robert Smith that refers to ads that contain different ideas or switch from one perspective to another? A. Elaboration B. Synthesis C. Flexibility D. Relevance E. Artistic value

C. Elaboration

Which of the following is one of the five major factors identified by Robert Smith that refers to ads that contain unexpected details or finish and extend basic ideas so they become more intricate, complicated, or sophisticated? A. Originality B. Flexibility C. Elaboration D. Artistic value E. Synthesis

C. It involves determining how the message strategy will be executed.

Which of the following is true of creative tactics in relation to advertising messages? A. It deals with avoiding the creation of animatics for testing a commercial. B. It involves determining how much the advertising campaign will cost. C. It involves determining how the message strategy will be executed. D. It deals with avoiding the factors which lead to divergence in advertising creativity. E. It involves determining what the advertising message will say or communicate.

D. USP must be emphasized through repetitive advertising.

Which of the following is true of the concept of unique selling proposition (USP)? A. USP usually mirrors the concept of bait-and-switch advertising. B. The concept states that a product's attribute claim must be excluded from advertising. C. The concept of USP is applicable only for B2B advertising. D. USP must be emphasized through repetitive advertising. E. The concept of USP must be used only for C2C advertising.

D. Verification

Which of the following stages of the creative process includes a highly formal and extensive pretesting of the ad before a final decision on the ad is made? A. Incubation B. Illumination C. Preparation D. Verification E. Digestion

B. Account planners work with the client as well as other agency personnel.

Which of the following statements about account planning is true? A. Account planners conduct only quantitative research. B. Account planners work with the client as well as other agency personnel. C. Account planners conduct only qualitative research. D. With account planning, the agency takes a permanent leadership role in the development of creative strategy. E. The knowledge gained during account planning can only be used during the planning period because of its proprietary nature.

C. Ads that are highly creative may not increase sales of a brand.

Which of the following statements about creative strategy and its execution is true? A. A good creative strategy and execution guarantees a brand will exceed its sales objectives. B. A good creative strategy never fails in reviving a declining brand. C. Ads that are highly creative may not increase sales of a brand. D. Companies have no trouble coming up with creative advertising that differentiates their brands from the competition. E. Good creative strategy cannot help a struggling brand regain its former prominence.

A. Focus groups are a qualitative research technique.

Which of the following statements about focus groups is true? A. Focus groups are a qualitative research technique. B. Focus groups avoid discussions on types of ad appeals to be used. C. Focus groups involve observing consumers in their natural environment. D. Focus groups are ineffective in evaluating the viability of different creative approaches. E. Focus groups involve observing the natural habits of a particular group of consumers without their knowledge.

D. Relevance reflects the degree to which an advertisement provides information or an image that is pertinent to the brand.

Which of the following statements about the relevance of ads is true? A. Ad-to-consumer relevance refers to situations in which the advertised brand of a product or service is of personal interest to consumers. B. Brand-to-consumer relevance refers to situations in which the ad contains execution elements that are meaningful to consumers. C. Brand-to-consumer relevance could be achieved through making use of celebrities with whom consumers identify. D. Relevance reflects the degree to which an advertisement provides information or an image that is pertinent to the brand. E. Relevance is best defined as the extent to which an ad contains elements that are novel, different, or unusual.

E. They want to maximize the impact of the advertising message.

Which of the following statements is true according to the Hirschman study of creative people in advertising? A. They view ads as promotional tools whose primary purpose is to communicate favorable impressions to the marketplace. B. They are more risk averse than brand managers. C. They prefer making conservative commercials. D. They believe a commercial should be evaluated in terms of whether it fulfills the client's marketing and communication objectives. E. They want to maximize the impact of the advertising message.

B. It is often used when competing brands are difficult to differentiate on a functional or performance basis

Which of the following statements is true of image advertising? A. It is used most often when there are significant functional or performance differences among brands. B. It is often used when competing brands are difficult to differentiate on a functional or performance basis. C. Advertisers often use it when their products or services offer a unique attribute or benefit to consumers. D. It is most commonly used for business-to-business products. E. It concentrates on those functional features of a product that are unique and cannot be imitated by competitors.

D. The nature of advertising requires that everyone involved in the promotional planning process understand the creative strategy.

Which of the following statements is true of the use of creativity in an advertising campaign? A. Because most advertising is unique, creativity is not enough to break through the clutter. B. Creative advertising always has a positive impact on sales. C. Creative advertising that lacks flexibility and artistic value may have a greater impact on the target audience than advertising that is flexible and artistic. D. The nature of advertising requires that everyone involved in the promotional planning process understand the creative strategy. E. The users of creative advertising must avoid using big ideas and unique selling propositions in their advertising campaigns.

B. Creative advertising can break through the clutter and make an impression on buyers.

Which of the following statements supports the reason why a marketer might want to emphasize creativity in the development of an advertising campaign? A. Creative advertisements can avoid novelty in terms of divergence. B. Creative advertising can break through the clutter and make an impression on buyers. C. Creative advertisements always favor divergence over relevance. D. Creative advertising is effective even if it is irrelevant to the target audience. E. Creative advertising helps in winning awards, which always leads to increase in sales.

D. David Ogilvy

Who among the following popularized the idea of brand image in his book Confessions of an Advertising Man? A. John O' Toole B. Leo Burnett C. Sigmund Freud D. David Ogilvy E. Rosser Reeves

B. Robert Smith

Who among the following was responsible for identifying the major factors that could account for the ways divergence can be achieved in advertising? A. Leo Burnett B. Robert Smith C. Rosser Reeves D. David Ogilvy E. Sigmund Freud

B. The models provide an organized approach to an advertising problem.

Why are models of the creative process valuable to those working in the creative area of advertising? A. The models enable the client to see what he or she is paying for. B. The models provide an organized approach to an advertising problem. C. The models provide an unstructured approach to an advertising problem. D. The models are usually developed based on the primacy effect. E. The models create heuristics needed to determine whether or not an ad will accomplish its goals.

A. It involves determining what the advertising message will say or communicate.

With respect to advertising messages, which of the following best defines creative strategy? A. It involves determining what the advertising message will say or communicate. B. It involves determining how much the advertising campaign will cost. C. It involves determining the number of creative personnel required for the advertising campaign. D. It deals with optimizing the budget for online advertising campaigns. E. It deals with avoiding factors that lead to divergence in advertising creativity.

D. artistic value.

With respect to the five factors identified by Robert Smith and his colleagues that account for the ways divergence can be achieved in advertising, the factor which deals with ads that contain attractive shapes and colors is referred to as: A. synthesis. B. illumination. C. originality. D. artistic value. E. flexibility.

D. engages consumers and enters into a dialogue with them.

With the growth of integrated marketing communications, advertisers are being challenged to think beyond traditional mass media and develop creative advertising that: A. offsets the weaknesses associated with storyboard ad design. B. provides opportunities for effective government oversight. C. centralizes American consumer values in a global marketplace. D. engages consumers and enters into a dialogue with them. E. minimizes the risk of offending technology-savvy consumers.

B. creative brief

Work plan is another name given to the _____. A. campaign theme B. creative brief C. advertising message D. creative channel E. account planning process

C. Account planning

_____ is a process that involves conducting research and gathering all relevant information about a client's product or service, brand, and consumers in the target audience. A. Media planning B. Copywriting C. Account planning D. Storyboarding E. Production scheduling

B. Focus group

_____ is a research method whereby around 10 to 12 consumers from the target market are led through a discussion regarding a particular topic. A. Regression analysis B. Focus group C. Guided search D. Market mapping E. Out-group study

D. Problem detection

_____ is a research technique whereby consumers are asked to generate an exhaustive list of things that bother them or difficulties they encounter when using a product or service. A. Bait-and-switch modeling B. Market positioning C. Perceptual mapping D. Problem detection E. Market profiling

E. Advertising creativity

_____ is the ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems. A. Brand stretching B. Brand parity C. Visual merchandising D. Product differentiation E. Advertising creativity

E. Ethnographic

_____ research involves anthropologists or other types of trained researchers observing consumers in their natural environments. A. Neuromarketing B. Out-group C. Questionnaire D. Focus group E. Ethnographic