MKTG 3331 - Exam 2 Review

An advertiser attempts to generate brand preference by getting consumers to simply like the product and associate it with fun and happiness. Which type of message is the advertiser sending? a. A feel-good message b. A testimonial c. A demonstration d. A hard-sell message

a. a feel-good message

Which of the following is a characteristic of feel-good ads? a. They work through affective association or predecision distortion. b. They have the advantage of looking like an entertainment show. c. They create and then offer solutions for feelings of anxiety. d. They have significant legal/regulatory exposure.

a. they work through affective association or predecision distortion

An example of radio spot copy is "Like a good neighbor, we are here." Which of the following guidelines for successful radio copywriting is being used in this ad? a. Use common, familiar language b. Use attention-getting sounds c. Repeat the brand name many times d. Give news about the brand

a. use common, familiar language

When you provide a wide range of ideas to the client, you are committing what error of stifling creativity as delineated by John Sweeney? a. Say one thing and do another. b. Give your client a candy store. c. Mix and match your campaigns. d. Let your people imitate.

b. Give your client a candy store.

Which of the following is true of teams in advertising? a. In advertising, teamwork needs no planning. b. Great teamwork is required for great advertising. c. In advertising, teams need no motivation to generate big ideas. d. Teams, by themselves, elevate the creative essence in advertising campaigns.

b. Great teamwork is required for great advertising

(Scenario 9-3) Which of the following is a good tip to follow if you have been tasked with assembling and running a creative team? a. Take responsibility to the client yourself to protect the team. b. Identify the different cognitive styles of the team members. c. Once you found a good working group, continue to use the same team on multiple projects. d. Once you have identified team members' strengths, maintain consistent assignments for the duration of the team.

b. Identify the different cognitive styles of the team members.

It generally takes time and also what to come up with a truly good idea? a. Extensive financing b. Multiple perspectives c. A strict deadline d. Isolated thought

b. Multiple perspectives

Which of the following methods would be the best fit if an advertiser wants to give the brand a certain social meaning? a. Comparison ad b. Product placement c. Humor ad d. Infomercial

b. product placement

A media planner should understand that a lot of modern media buying is done via what type of buying? a. Bid data b. Programmatic media c. Single-source d. Below-the-line

b. programmatic media

Media planners often rely on what system of automatic buying of ads based on data purchased from third parties about online consumer behavior? a. Frequency media buying b. Programmatic media buying c. Micro-targeted media buying d. Geo-targeted media buying

b. programmatic media buying

What theory helps explain why consumers may be more likely to trust the opinions of people they feel similar to rather than fact-based product information? a. Equity b. Reference groups c. Maslow d. Brand loyalty

b. reference groups

According to Howard Gardner's research, creative people are more likely to be: a. self-effacing. b. self-confident. c. emotionally stable. d. self-giving.

b. self-confident.

One copywriter presents a spot that is funny, delivers the key selling points, and uses opening music and sound effects representing various elements of the city. You need to get it recorded before sending it to the client. You send it with the young copywriter to a trusted recording studio with the caution that says, "Use sounds effects with care." This means that: a. any added music should be kept to a minimum to avoid irritating the audience. b. the sound effects should not overwhelm the copy. c. one cannot expect to build a musical picture in the listener's mind. d. one should not mix sound effects and music.

b. the sound effects should not overwhelm the copy

Howard Gardner discovered that creative minds usually had what relationship to their craft? a. Scared of the impact b. Totally dedicated c. Relatively apathetic d. Partly uncommitted

b. totally dedicated

An advertiser of an established line of luxury resorts wants to make sure that the visitors have a long-term commitment with the resorts. He decides to use powerful imagery depicting happy moments that people can enjoy on visits to these resorts. He ensures that the visuals shown in these ads will be closely tied to a stay in the resorts. Through such ads, he hopes to: a. establish the resorts in a social or cultural setting. b. transform the experience of actually visiting the resorts. c. make customers recall the name of the resorts. d. create a brand image for the resorts.

b. transform the experience of actually visiting the resorts

Comparison ads try to demonstrate the ability of a brand to meet consumers' needs by: a. showing the brand name more often to consumers. b. weighing its features against those of competitive brands. c. linking the brand name to something memorable for consumers. d. making consumers associate positive feelings with the advertised brand.

b. weighing its features against those of competitive brands.

Research showed that consumers in some regions are very sensitive to environmental issues. As a result, it may be effective to reach them by emphasizing the burdens on natural resources and showing how, not only is Breakfast Bonanza responsibly sourced, but it actually chooses suppliers who take steps to help the environment. This approach relies most heavily on what method? a. Induce anxiety to change behavior b. Appeal to fear c. Tie the brand to a social/cultural movement d. Get the consumer to feel good

c. Tie the brand to a social/cultural movement

If your goal as advertiser is to have your brand be top of mind, you might want to focus on what? a. A unique selling proposition b. Good product placement c. A catchy slogan or jingle d. Sexual appeal ads

c. a catchy slogan or jingle

You are a copywriter for digital/interactive media. You struggle with headlines and subheads, but your strength is in straight copywriting. What type of assignment are you best suited for? a. A short-copy landing page b. Social media copy c. A teaser email d. A pop-up/pop-under ad

c. a teaser email

A subhead for a Michigan resort ad reads, "Michigan's Oldest Resort. In the Woods. On the Cliffs. At the Beach. Location, Location, Location. Best Location on the Lake for the Past 130 Years." This copy fulfills the basic job of the subhead, which is to: a. speak directly to readers with sound advice about the brand. b. target a specific demographic group to consider the brand. c. add key selling points about the brand. d. promote a good feeling about the brand.

c. add key selling points about the brand

Which of the following types of ads might make the advertiser vulnerable to legal action? a. Fear-appeal b. Anxiety inducing c. Comparison d. Repetition

c. comparison

A copywriter is just starting on a print ad for a new brand of dishwasher detergent. Which of the following is the first step in developing copy for print? a. Sketching an overall view of the finished ad b. Meeting with the creative director to brainstorm a list of exciting words to be included c. Deciding how to use, or not use, the three main components of print copy d. Writing a few rough headlines and possibly subheads

c. deciding how to use, or not use, the three main components of print copy

Slice-of-life ads are typically produced when an advertiser wants to: a. promote brand recall. b. change behavior by inducing anxiety. c. give the brand social meaning. d. gain recognition through brand name repetition.

c. give the brand social meaning

According to John Sweeney, if you're working with a pool of talented people, they'll produce their best work if you: a. hand them over to the account executive. b. keep them out of any conflicts that arise. c. give them some structure. d. just agree with them.

c. give them some structure.

In a successful humor ad, the joke or payoff: a. is funnier than other ads. b. can be run more often. c. is linked to the product. d. puts down the competition.

c. is linked to the product

What function does a hashtag play in social media? a. It identifies what ideas are popular. b. It calls out users who violate the norms. c. It groups and arranges information on a topic. d. It points out the misinformation in posts.

c. it groups and arranges information on a topic

Which of the following is true of body copy? a. It consists of fewer words than the subhead. b. It is the visual component of an advertisement. c. It tells a complete story of a brand. d. It is more likely to be read by people than the headline and subhead.

c. it tells a complete story of a brand

All copy must go through an approval process. Who is usually the last one to sign off on the copy at the agency before it goes to the client for approval? a. Account planner b. Brand manager c. Legal department d. Creative director

c. legal department

S&S is the agency of record for all brewing products of a beer manufacturer. This means that S&S has been chosen by the client to: a. assess the impact of the different ads of the company. b. handle all creative services and production issues. c. negotiate media contracts. d. collect detailed consumer information.

c. negotiate media contracts

For what type of advertising to work as planned do arguments need to be used to convince the consumer that the advertised brand is the correct choice? a. Repetitive b. Point-of-purchase c. Persuasive d. Feel-good

c. persuasive

Creativity reflects many things, such as: a. following social norms. b. adopting structured thinking. c. retaining childlike thinking. d. conforming to everyday logic.

c. retaining childlike thinking

A television commercial depicts kids coming in from playing sports to get a drink from the kitchen. This is an example of a(n): a. transformational ad that attempts to change the consumption experience. b. image ad that attempts to define a brand image. c. slice-of-life ad that attempts to situate a brand socially. d. celebrity ad that attempts to persuade the consumer.

c. slice-of-life ad that attempts to situate a brand socially

Which of the following are five techniques that are used in preparing body copy? a. Celebrity, narrative, slogan, straight-line, and teaser b. Social, multicultural, response, evaluative, and dialogue c. Straight-line, dialogue, testimonial, narrative, and direct response d. Testimonial, narrative, evaluative, developmental, and thumbnail

c. straight-line, dialogue, testimonial, narrative, and direct response

All members of an account team are also: a. in media b. assigned to the creative department. c. team leaders for their own groups of specialists. d. outsourced.

c. team leaders for their own groups of specialists

As a copywriter for digital/interactive media, you have been asked to write a short message that will direct the audience to another location for more information and to order the product. What have you been asked to create? a. A short-copy landing page b. A long-copy email c. A teaser email d. A pop-up/pop-under ad

c. teaser email

An ad uses backlighting and low-angle shots along with a dramatic use of color. Which of the following is the goal in this ad? a. The product is set in a test situation. b. The brand is seen in a social context. c. The brand is portrayed as heroic. d. The product is used by a typical consumer.

c. the brand is portrayed as heroic

Which of the following refers to the term audio wallpaper? a. The incorrect choice of broadcast media for the message to be delivered b. The spoken or musical formats commonly used in broadcast ads c. The use of radio or a podcast as unobtrusive background or filler d. The creative plan for TV or radio that lacks any real creative thought

c. the use of radio or a podcast as unobtrusive background or filler

What is one of the downsides to using infomercials? a. There are not many available time shots in which to run them. b. They may be confused for entertainment. c. Their negative image can hurt brand credibility. d. They must contain a plausible threat and solution.

c. their negative image can hurt brand credibility

How can determining share of voice in a product category help smaller players in a market? a. It can tell them what markets to avoid since they cannot compete. b. They can use the data to show consumers how much money competitors waste. c. They can build a larger presence for themselves by scheduling around the large competitors' schedules. d. It can give them information to take to investors to raise more capital to increase the advertising budget.

c. they can build a larger presence for themselves by scheduling around the large competitors' schedules.

The first brand name that consumers remember when a particular category of products is mentioned is said to have what type of awareness? a. Evoked set b. Point-of-purchase c. Top of mind d. Direct response

c. top of mind

What method of advertising has the advantages of being long lasting and resistant to challenges from competitors? a. Testimonial b. Fear-appeal c. Unique selling proposition d. Hard-sell

c. unique selling proposition

Which of the following is a problem with top creative geniuses, as identified by Gardner? a. The thinker starts to dislike being an outsider. b. The thinker is self-effacing and gives up personal goals in favor of collective goals. c. The thinker remains charming even when his or her ambitions are not met. d. The thinker can have some emotional instability.

d. The thinker can have some emotional instability

What is the function of the account executive in an advertising agency? a. To assess the effectiveness of advertising communication developed by the agency b. To execute the advertising concepts developed by the creatives c. To ideate about possible creative concepts for advertisements d. To negotiate with clients and convey client instructions to the agency

d. To negotiate with clients and convey client instructions to the agency.

In a creative brief, what question is answered by descriptive words or phrases that reveal the advertising's personality? a. Who are we talking to? b. What consumer problem are we addressing? c. What do we want them to believe? d. What is the tonality of the advertising?

d. What is the tonality of the advertising?

Some top brands like Ford, Visa, and L'Oréal have slogans, or short phrases, to help establish: a. features and benefits of the brand. b. more opportunities for creative copy. c. unlimited options for visual elements but few for verbal elements. d. an identity, image or brand position.

d. an identity, image or brand position

In the copy approval process, who has the final say? a. Account planner b. Media planner c. Agency legal department d. Client senior executives

d. client senior executives

The most important function in the first few seconds of a television commercial is to: a. stress the audio—then the viewer will follow up with the visual. b. get the name out—so the viewer can establish recall at the outset. c. establish the benefit—otherwise the viewer will quickly lose interest. d. get attention.

d. get attention

Which of the following is a difference between interactive and noninteractive media? a. Interactive media are less user-directed, while noninteractive media are more user-directed. b. In interactive media, the audience has less incentive to read copy, while in noninteractive media they have more incentive. c. Most interactive media copy is indirect response, while all noninteractive media is direct response. d. In interactive media, the audience is more likely to seek out the ads, while in noninteractive media, they are not.

d. in interactive media, the audience is more likely to seek out the ads, while in noninteractive media, they are not.

The real power of a media plan rests on knowing what you are trying to do with your media and matching those objectives with your media choices. This is called the: a. share of volume. b. media class. c. media continuity. d. media strategy.

d. media strategy

What is a typical way to evaluate the effectiveness of feel-good ads? a. Parity studies b. Evoked set studies c. Day-after-recall tests d. Pre- and post-exposure test

d. pre- and post-exposure test

Art production for digital advertising—particularly those composed of headline, body copy, and illustration—most closely resembles production of advertising for: a. Radio. b. Television. c. Packaging. d. Print.

d. print

What method of advertising probably faces the most creative resistance? a. Feel-good b. Advertorial c. Anxiety d. Repetition

d. repetition

A fashion advertiser decides to create a print advertisement instead of advertising on television. A series of images or an action can show the clothing in use, even thought print is, by nature: a. dynamic. b. mobile. c. boring. d. static.

d. static

Research on the topic of using sex in the ad business generally confirms that sex-appeal ads can be effective when: a. more focus groups and communication tests are ordered. b. the ad produces enough "heat." c. they emphasize how one looks, feels, and smells. d. the context is suitable.

d. the context is suitable

What can be defined as being able to make new connections by thinking about and combining components that seem incompatible? a. Reason b. Creativity c. Motivation d. Synergy

b. Creativity

When the client isn't pleased with the proposal, you grouse that it is so hard to find good talent these days. You are committing what error of stifling creativity as delineated by John Sweeney? a. Blame the creative for bad creative. b. Give your client a candy store. c. Fix it in production. d. Let your people imitate.

a. Blame the creative for bad creative.

A real nurse discussing the benefits of a home blood-pressure kit and a real librarian promoting the advantages of a children's reading program are both: a. acting as expert spokespeople. b. missing credibility. c. providing art direction. d. delivering comparison advertising.

a. acting as expert spokespeople

You are shopping for plane tickets on a web site. Next to the price, you see the message "only three left at this price." What is this ad appealing to? a. Anxiety over scarcity b. Fear of negative consequences c. Desire for social standing d. Resolving social disruption

a. anxiety over scarcity

Which of the following ads uses indirect comparison? a. Brand A offers you four times the performance of other leading brands. b. Brand B gives you all-day protection against germs. c. Brand C offers better mileage for half the price of Brand D. d. Buying Brand D results in immense savings over the long term.

a. brand A offers you four times the performance of other leading brands

A guideline for television or video is to: a. emphasize the visual and reinforce it with the audio. b. avoid use of the audio when showing a key visual. c. let the audio tell the full brand story. d. allow the visual to establish the tone and the audio to sell the benefits.

a. emphasize the visual and reinforce it with the audio

Which of the following are included in the tendency of eye movement that occurs when a person views a print advertisement? a. From left to right, up to down, and from light to dark b. From right to left, color to noncolor, and dark to light c. From white to color, dark to light, and small to large d. From right to left, small to large, and light to dark

a. from left to right, up to down, and from light to dark

A group of friends sitting in a bar talk and joke about various beer commercials. One of them describes an ad and they all laugh, and then someone says, "That is one great ad. Who was that for, anyway?" From this scenario, it is clear that the ad about which the friends were talking: a. is not a persuasive ad. b. has used a feel-good approach. c. generates affective brand-consumer association. d. is not really a funny ad.

a. is not a persuasive ad.

Which of the following is true of the production stage of the television advertising process? a. It can include the final preparations such as lighting checks and rehearsals. b. It involves creating the shot-by-shot sketch depicting the visual scenes that will be used in an advertisement. c. It is that stage at which the advertiser estimates the cost of the shoot and required paraphernalia. d. It mostly involves the assessment of directors and music suppliers to be chosen for the shooting.

a. it can include the final preparations such as lighting checks and rehearsals

One thing that the art director has learned is that ads should lead the reader's gaze in a logical path that includes the brand name. Which of the following principles of design does this involve? a. Order b. Proportion c. Balance d. Unity

a. order

Share of voice is a calculation of the brand expenditures of an advertiser relative to the: a. overall spending in a category. b. total revenue generated by competitors. c. reach of several media vehicles. d. frequency of its ads.

a. overall spending in a category

The stereotypes about business and advertising people serve to remind us that: a. people have different styles in solving problems. b. advertising experts rely on their left brain. c. business types use both sides of their brain. d. people prefer to think about things in a conventional way.

a. people have different styles in solving problems.

A leading car company pays to have its cars prominently featured in an upcoming movie. The advertising method used here is called: a. product placement. b. an infomercial. c. an advertorial. d. social disruption.

a. product placement

Shortly after an agency agrees to create a new campaign for a well-known cleaner, a creative brief needs to be put together. A creative brief is important because it: a. pulls together initial ideas for copy, visuals, media, and overall concept from various team members. b. acts as the checkbook and the balance sheet to keep expenses on track. c. gets the creative team started with a list of suggested ideas from the client. d. is produced based on brainstorming by all agency and client staff involved in the campaign.

a. pulls together initial ideas for copy, visuals, media, and overall concept from various team members.

Which of the following types of ads gives the consumer a socially acceptable way to defend the purchase? a. Reason-why b. Humor c. Testimonial d. Product placement

a. reason-why

Because they are likely to be repeated by the consumer, jingles and slogans are linked to what concept? a. Rehearsal b. Periodicity c. Looping d. Isochronism

a. rehearsal

Your job involves monitoring conversations on the Web about brands and keeping statistics about them. What are you engaged in? a. Social listening b. Geofencing c. Geo-tracking d. Flighting

a. social listening

When writing copy for what media do you need to think about entertaining the audience in addition to selling the product? a. Television b. Print c. Radio d. Podcast

a. television

A television commercial for a food product is in production. Who among the following would be responsible for handling the script, interpreting the storyboard, managing the talent, and dealing with the cameras, lighting, and set? a. The director b. The producer c. The media planner d. The account executive

a. the director

As often happens in new client-agency relationships, Beta Agency and Optima Bike Company conduct a joint brainstorming session prior to finalizing the IBP campaign strategy. Sam Spokes, head engineer and designer for Optima, interrupts the session frequently, refuting agency staffers' spontaneous suggestions that women love bikes, a bike is like a golf club, the bike will sell itself, and more. He also labels them as uninformed about various technical aspects of bicycle mechanisms. How does Spokes' behavior likely influence the brainstorming session? a. Positively, by winnowing out bad campaign ideas from good ones b. Negatively, by diminishing its purpose in inhibiting others from offering ideas freely c. Positively, by pointing out important aspects of product design and showing expertise d. Neutrally, by making irrelevant and immaterial comments

b. Negatively, by diminishing its purpose inhibiting others from offering ideas freely.

In the context of advertising, which of the following is true concerning teams? a. They try to blend diverse skills but are rarely successful. b. They have become the preferred route for accomplishing goals. c. They squash individuality and creativity all too often. d. They were popular in the 80s and 90s but are now considered to have been a fad.

b. They have become the preferred route for accomplishing goals.

When preparing a creative brief, the section that addresses what question should be written in language that focuses on benefit? a. Who are we talking to? b. What do we want them to believe? c. What need or problem are we addressing? d. Who is the competition?

b. What do we want them to believe?

A copywriter is deciding on the best approach for a social media ad featuring a beauty cream and has narrowed down her options to two types—testimonial or dialogue. Which of the following is a major difference between a testimonial and a dialogue? a. A testimonial approach is written by the spokesperson, while a dialogue approach is written by the copywriter. b. A testimonial approach is one-sided, while a dialogue approach has two people conversing. c. A testimonial approach uses the hard-sell method to push the product, while a dialogue approach uses the image method to create a social setting. d. A testimonial approach emphasizes product benefits, while a dialogue approach emphasizes image.

b. a testimonial approach is one-sided, while a dialogue approach has two people conversing

Sniffmasters has come up with a new men's cologne, Rugged. The agency you work for has been hired to create an advertising campaign, and you are on the creative team. According to the creative brief, the media mix is open, so the team is encouraged to consider options in multiple media. If your specific role on this team is to evaluate every aspect, from planning through execution, from the perspective of the target consumer, as identified through the research, what is your likely job title? a. Media planner b. Account planner c. Art director d. Copywriter

b. account planner

In his studies of creativity and intelligence, Yale psychologist Robert Sternberg has found that when you suggest a really creative idea, you need to: a. copyright it. b. be prepared for opposition. c. decide that it is a safe solution. d. base it on an accepted standard.

b. be prepared for opposition.

Which of the following is important in copywriting for television and video? a. Longer writing helps communicate complex brand features. b. Copy should be precisely coordinated with visuals. c. Copy should facilitate processing the information quickly. d. Copy should lack the ability to communicate details.

b. copy should be precisely coordinated with visuals

You hire a research firm to evaluate your brand's strength as compared to its competitors based on such factors as the age, gender, income, education, and type of employment of the consumer base. This evaluation is determining its relative strength within: a. media classes. b. demographic segments. c. leveraged data. d. search behavior.

b. demographic segments

After seeing an advertisement, a consumer who says, "I'm buying this because I saw that it works" most likely viewed what kind of ad? a. Hard-sell b. Demonstration c. Testimonial d. Slice-of-life

b. demonstration

Which of the following elements of advertising involves both the structure itself and the plan for that structure? a. Layout b. Design c. Copy d. Illustration

b. design

Which of the following should be adopted when conducting brainstorming? a. Generating new ideas rather than building on each others' ideas b. Encouraging individuals to learn about the problem before and after the group session c. Focusing on generating ideas rather than putting them to use d. Forming an appropriate team with no conflicts in cognitive styles

b. encouraging individuals to learn about the problem before and after the group session

An advertisement for a Michigan resort features the headline, "Endless Coast. Endless Sand. Endless Sunset. Endless Time. Lighthouse Harbor Lodge." The primary purpose of this headline is to: a. identify the brand. b. establish a tone or emotion. c. select the audience. d. give advice to the reader.

b. establish a tone or emotion

An advertiser advertises exercise machines on late-night TV. The advertisements are typically half-an-hour long and feature spokespeople as well as consumers and celebrities talking about their experiences with the brand. In this scenario, the company is using: a. advertorials. b. infomercials. c. point-of-purchase advertising. d. transformational advertising.

b. infomercials

Before he can make final decisions on where to place ads and how to display promotions for a new brand of bottled water, a media planner has to decide which broad categories to use—television, radio, magazines, newspapers, Internet sites, etc. When he zeroes in on using both television and digital, he has chosen his: a. unmeasured media. b. media classes. c. big data. d. media vehicles.

b. media classes

An ad agency is an expert in placing advertisement messages in different media, like television, radio, magazines, and digital/social media. It effectively mixes and matches all of these media to make sure that an advertiser's message makes a positive impact on the target audience. It is also an expert in creating the schedule in which these messages will appear. This ad agency is working effectively as a: a. media bidder. b. media planner. c. media vehicle. d. media class.

b. media planner

Several ads for lingerie, jeans, and perfume in a sophisticated fashion magazine provide instances in which a sex- appeal message is successfully used. The ads are successful because the: a. right model is chosen. b. product is appropriate. c. image approach is used. d. brand is bought for emotional reasons.

b. product is appropriate

Which of these lists of personality traits, based on an analysis of seven of the greatest creative minds of the 20th century, probably work best in the creative department? a. Quiet, calm, humble, conforming, and friendly to everyone in the room b. Timid, intelligent, and shy with clients c. Alert, self-confident, hardworking, unconventional, and driven to the point of obsession d. Edgy, intense, goal-oriented, logical, and focused on the bottom line

c. Alert, self-confident, hardworking, unconventional, and driven to the point of obsession

When you demand that your creatives be detail-oriented and thorough in every piece they propose, you are committing what error of stifling creativity as delineated by John Sweeney? a. Blame the creative for bad creative. b. Give your client a candy store. c. Analyze your creative like a research report. d. Let your people imitate.

c. Analyze your creative like a research report.

Once Optima Bike Company managers have engaged Beta Agency to do their IBP work, how will they ensure that their hopes for a great campaign—and partnership—will become reality? a. By writing specific creative team members into the contract b. By asking that Beta check daily with the brand manager for Optima c. By beginning work with the account executive at Beta to write a creative brief d. By setting up a meeting for the CEO of Beta and the CEO of Optima

c. By beginning work with the account executive at Beta to write a creative brief

You have always considered yourself a "numbers-cruncher," but after watching ACE's creative team in action, you think you might want to work on the creative side of things. What can you do to encourage creativity in yourself? a. Settle in your comfort zone. b. Limit the information to which you expose yourself. c. Defy safe solutions. d. Avoid opposition to your ideas.

c. Defy safe solutions

Which of the following purposes does creativity serve in advertising? a. It makes people work in a structured manner. b. It creates competing agendas in an agency. c. It gives meaning to a brand by making emotional connections with consumers. d. It makes people timid so that they can contribute more to work.

c. It gives meaning to a brand by making emotional connections with consumers.

(Scenario 9-3) ACE presents you with four different ideas. You like parts of each, but don't think any one is a complete solution. The account manager then starts pulling the pieces you like from one and moving it to another. What error in creativity is being made? a. Letting the creatives imitate b. Providing a candy store c. Mixing and matching the campaign d. Making fixes in production

c. Mixing and matching the campaign

Manuel Margolis insists on a measuring stick for the creativity of the campaign in their initial meetings, what will Excellent Agency tell him? a. "Our experience with clients like you proves that this ad is loaded with creativity." b. "If people like the ad, they'll buy the product." c. "We will meet the technical standards for this advertising effort." d. "Great brands do more than just get attention: they make emotional connections."

d. "Great brands do more than just get attention: they make emotional connections."

According to Robert Sternberg, which of the following should you do for advancing your own creativity? a. Adopt the safe solution. b. Avoid ambiguity. c. Learn to doubt yourself. d. Analyze your own ideas.

d. Analyze your own ideas.

Which of the following is true about fear when it is used in an advertisement? a. Fear will get a consumer to pay attention but will rarely get a consumer to take action. b. Fear is best used at very low or almost unrecognizable levels. c. Fear works best when the consumer doesn't think about the ad too much. d. Fear can work when it's believable and the ad shows a clear way out.

d. Fear can work when it's believable and the ad shows a clear way out.

Noah has just been assigned the role of team leader of his creative group for a new ad campaign. Which of the following should Noah do first? a. He should suppress any disagreements. b. He should meet with the client. c. He should provide a list of his ideas. d. He should build a consensus around goals.

d. He should build a consensus around goals

You observe a brainstorming session. If it is well-run, which of the following statements might you expect to hear from one of the participants? a. Pat's idea is limited because Pat doesn't think outside the box. b. We don't have time to listen to any more ideas from Pat or anyone else. c. Pat's idea is great; let's run with it. d. Perhaps we could expand on Pat's idea by incorporating users of a wider age range.

d. Perhaps we could expand on Pat's idea by incorporating users of a wider age range.