MKTG 403: Chapter 8

Identify a key element of a creative brief from the following.

Communication objectives

______ is the fundamental role of an advertising message.

Communication of information

In the field of advertising, a lot of attention is focused on creativity because people who ______ are known to be creative.

develop advertising messaging

In an advertising campaign, the primary objective of a(n) ______ is to express the central idea in a few words or a brief statement.

slogan

Identify the first step in the creative process in advertising.

Gathering background information

Which of the following is a task that the creative side of advertising is commonly tasked to do?

Illustration development

A challenge faced by any creative team in the search for a major selling idea is to determine the ______ of a brand or service.

uniqueness

Identify the stages in a creative process, as outlined by Graham Wallas, which are carried out by a creative specialist in an advertising agency with both general and product-specific preplanning input.

Incubation Preparation Illumination

Focus groups can provide a creative team with _____ at the early levels of the creative process.

valuable insight

Identify an example of a unique selling proposition approach in finding a major selling idea from the following.

A toothpaste brand promoting the use of a patented formula in its advertisements

Identify an example of general preplanning input from the following.

Periodicals

Identify an example of ethnographic research from the following.

A beer brand running a nationwide campaign by following consumers and finding out about their tastes

Identify an example of the implementation of a big idea resulting in a successful advertising campaign.

A fast-food company's campaign called ''Always hungry for more,'' on a worldwide scale

Identify a technique used during the verification and revision stages of the creative process.

Portfolio tests

Identify true statements about an account planner's job. (Check all that apply.)

Account planners discuss how the knowledge they have gathered can be used in the development of a creative strategy. An account planner will work with a client as well as other agency personnel, such as the creative team and media specialists. An account planner's job is to provide the key decision makers with all the information they require to make an intelligent decision.

Identify work that is typically produced by the people who work on the creative side of advertising.

Ad copy Design layouts Commercials

Identify a conclusion reached by the "poets" on advertising.

Advertising has to go beyond product advertising and develop an emotional bond between consumers and brands or companies.

Identify the various stages of the response hierarchy that are impacted by advertising creativity.

Affective responses Behavioral responses Cognitive responses

Identify an example of the inherent-drama approach in the development of a major selling idea.

An appliance manufacturer asking customers to gift its products to their spouses as a token of love

Identify an example of positioning from the following.

An oil company, after acquiring two brands of oil, targets different market groups to sell each brand

Identify an example of a product-specific preplanning input from the following.

Attitude studies

Identify a determinant of advertising creativity from the following.

Divergence

Identify the emotional reactions that are positively affected by creative advertising.

Purchase intentions Attitudes

Identify an informal fact-finding technique noted by Sandra Moriarty.

Read trade publications

Identify a form of background information that must be considered by a creative specialist before approaching an assignment.

The target market

Identify a true statement about the models of the creative process in advertising.

These models offer an organized way to approach an advertising problem for those who work in the creative area of advertising.

Which of the following are characteristics of most advertising campaign plans?

They are short-term in nature.

Which of the following did Sandra Moriarty note as informal techniques to become familiar with a product for the purposes of marketing it?

Using the product Visiting places where the product is sold Asking anyone involved with the product for information

A characteristic of creative people in advertising is that they are more ______ than uncreative people in their approach to a problem.

abstract

A process that includes conducting research and gathering all relevant information about a client's product or service, brand, and consumers in a target audience is known as _____.

account planning

A collection of interconnected and aligned marketing communications activities that concentrate on a single theme or idea that comes out in different media across a stipulated time period is known as a(n) ______.

advertising campaign

In a creative process, the purpose of a big idea is breaking through the ______ in order to deliver a message.

advertising clutter

In integrated marketing communications, the capability to produce unique and suitable ideas that can be used as solutions to communication problems is known as ______.

advertising creativity

A(n) ______ is one of the major components of an integrated marketing communications program.

advertising message

The perspective of creative people is that ads can break through clutter and create an impact with the use of ______.

aesthetic value

A videotape of a storyboard along with an audio soundtrack is known as a(n) _____.

animatic

A(n) is a video of a storyboard and soundtrack that agencies use to make a creative layout more realistic and easier to evaluate.

animatic

Advertising agencies make use of the field of _____ in order to observe consumers in their homes, at work, or at play.

anthropology

The first key element required to make a creative brief is the ______.

basic problem or issue to be addressed

Lattice, a car-rental firm, has developed an ad campaign in which it positions itself as a company with better service than its rivals. The campaign, named ''We are more than just a company,'' is an example of the use of a(n) ______ to create a successful ad campaign.

big idea

According to Kohli, Leuthesser, and Suri, an advertising slogan is a contributing factor in promoting the ______ of a product.

brand equity

After receiving input from agency team personnel, a creative brief is approved by ______ from the client side.

brand managers

The key message that will be conveyed in all advertising and other promotional activities for a brand is known as a(n) ______.

campaign theme

Rather than providing individual product information, ads for ______ rely on visual images to deliver their message.

clothing

The creative personnel for whom focus groups provide information are _____.

copywriters

Deciding what an advertising message will say or communicate is the purpose of a(n) ______.

creative strategy

The purpose of ______ is to determine how a message strategy will be executed.

creative tactics

Brands use image advertising to associate themselves with symbols that have ______ meaning, such as Marlboro advertising with a cowboy, who is a symbol of rugged freedom.

cultural

The degree to which an ad includes elements that are novel, different, or unusual is known as ______.

divergence

According to Leo Burnett, advertising should be based on a foundation of consumer benefits, with emphasis on the ______ of those benefits.

dramatic element

The "poets" suggest that good advertising makes a(n) ______ connection with consumers, which is the most important function.

emotional

A form of qualitative input that involves watching consumers in their natural surroundings is known as _____.

ethnographic research

Triton Motors, a car manufacturing company, has developed a campaign for its hybrid range and has conducted a tour across states. The campaign involves meeting people with hybrid cars and getting insights from them. The company is using _____ to run its marketing strategy.

ethnographic research

True or false: Consumers find it easy to understand a commercial when it is tested in a storyboard form.

false

True or false: Those working on the client side in advertising should develop a relationship with their agencies that allows the client to avoid risks in the creative advertising process.

false

Eon Motors, a car manufacturer, has been running an ad campaign called ''Drive Around'' for the past two decades. A mix of TV commercials, print ads, and even interactive games have been developed around this campaign. This is an example of ______.

fluency

The capacity to produce numerous ideas around a creative idea is known as ______.

fluency

A research method that involves guiding consumers from a target market through a discussion about a specific subject is known as a(n) _____.

focus group

Before taking an assignment, a creative specialist should be knowledgeable about _____ in the marketplace

general trends

Market leaderships have been retained by top brands in various product and service categories because of the _____ that they have been able to maintain in consumers' minds.

identity

One of the functions of the verification and revision stages of the creative process is the rating of ideas obtained during the _____ stage.

illumination

The selling idea of developing a strong, memorable identity for packaged-good products that differ little in terms of their function or performance is called advertising.

image

Aviary Corp., a designer clothing brand, uses a stylish theme in its advertisements in order to promote its products to its customers. The company is using the ______ approach to market its products.

image advertising

Trinity Greeting Cards has come up with a campaign to promote its new line of ''Dollar Cards.'' The campaign asks customers to use its cards to express gratitude and appreciation. The company is using the ______ approach to market and sell its products.

inherent-drama

According to the "poets" in advertising, instead of being bombarded by ads, consumers want to be ______.

inspired

An advantage thought by a copywriter to be required in order to sell an advertised product is referred to as the ______.

key benefit claim

Defining a central theme that will become a(n) ______ is a major part of creative strategy.

major selling idea

The task of people who develop an advertising message is to convert all information regarding ______ into a creative concept.

marketing plans

There are fluctuations in the ______ used and in the level of detail included in a creative brief.

outline and format

Sierra Inc. is a shoe manufacturing company that primarily targets the male-dominated market. It has recently started expanding its scope for business by rolling out products for women as well. The company is using ______ in its creative strategy to sell its products.

positioning

The use of advertising to set up a product or service in a particular place in a consumer's mind is known as .

positioning

The research technique that involves asking consumers familiar with a product to give an exhaustive list of things that trouble them when using it is known as ____.

problem detection

An important function of a problem detection technique is that it can provide worthy input for _____.

product improvements

Information that usually comes in the form of particular research conducted on a product, a target audience, or a combination of the two is known as _____.

product-specific preplanning input

According to Shelia Sasser and Scott Koslow, the most highly skilled creatives want to work with clients who are ______.

receptive to new ideas

The extent to which different elements of an ad are meaningful, useful, or valuable to a consumer is known as ______.

relevance

The extent to which an ad provides an image and information that is pertinent to a brand is referred to as ______.

relevance of an advertisement to the brand

A series of drawings used to present the visual plan or layout of an intended commercial is known as a(n) _____.

storyboard

A campaign theme must be a ______ idea.

strong

The unique selling proposition of a product or service can provide a ______ that competitors cannot easily copy.

sustainable competitive advantage

Timely Brews, a beer brand, has created a low-calorie beer with the same alcohol content as other conventional beers but 60% fewer calories per pint. The brand aims to position and market this beer with this unique feature. Seeing the success of Timely Brews, another brand formulates a low-calorie beer, removing Timely Brews' ______.

sustainable competitive advantage

Image advertising is successfully implemented by using advertising to create a complex ______ that contributes to the brand image.

symbol

Copywriters can get insight on ______ by listening to a focus group.

target audiences

According to the "rationalists" in advertising, the chance of an ad moving a consumer to purchase improves when ______.

the ad has more information

A feature of a product that compels a consumer to purchase it is known as ______.

the inherent drama

Most ad campaigns last only a short time because ______.

they do not communicate a distinct identity for the brand

True or false: According to account executives, advertising is creative only if it sells a product.

true

True or false: Creative people are more likely to rely on intuition than logic when approaching a problem.

true

A critical part of any creative process is the determination of the ______ around which a campaign will be built.

unifying theme

Tango Inc., a shoe manufacturer, has come up with a campaign to promote its new range of shoes that include a patented technology. The company is using a(n) ______ approach to market and sell its products.

unique selling proposition