MKT 3540 CHS 8 & 9

The capacity to produce numerous ideas around a creative idea is known as ______. Multiple choice question. originality relevance problem detection fluency

fluency

According to a study by Dynamic Logic of almost 5,000 online campaigns, which of the following is the most effective type of digital ad? Multiple choice question. skyscraper (vertically oriented) ads 180 x 150 pixel rectangular ads pull-down ads leaderboard (horizontally oriented) ads

180 x 150 pixel rectangular ads

Identify an example of ethnographic research from the following. Multiple choice question. A luxury cosmetics brand using attractive models to promote its products A beer brand running a nationwide campaign by following consumers and finding out about their tastes A home appliances brand using focus groups to direct its advertising strategy A cigarette manufacturer using cultural symbols in its advertisements to market its products

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. Multiple choice question. A fast-food company's campaign called ''Always hungry for more,'' on a worldwide scale A cigarette manufacturer using cultural symbols in its advertisements to target its customers A PC manufacturing company using an emotional appeal to promote its products An oil company promoting different grades of its fuel products for different segments of its consumers

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

Identify a conclusion reached by the "poets" on advertising. Multiple choice question. The most important thing good advertising does is make a material connection with consumers. Advertising has to go beyond product advertising and develop an emotional bond between consumers and brands or companies. Advertising should be filled with enough additional information that consumers can make rational decisions. Advertising has to provide information overload to consumers because they want to be entertained and inspired.

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. Multiple select question. Affective responses Attentive responses Behavioral responses Cognitive responses

Affective responses Behavioral responses Cognitive responses

Identify true statements about an account planner's job. (Check all that apply.) Multiple select question. An account planner is not responsible for the qualitative and quantitative research conducted during the creative strategy development process. 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. 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. Account planners discuss how the knowledge they have gathered can be used in the development of a creative strategy.

Identify an example of the inherent-drama approach in the development of a major selling idea. Multiple choice question. A soap brand promoting its patented formula in its advertisements An athletic apparel company targeting different sections of consumers to market its products A cigarette manufacturer using cultural symbols in its advertisements to target its customers An appliance manufacturer asking customers to gift its products to their spouses as a token of love

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

Which of the following did Sandra Moriarty note as informal techniques to become familiar with a product for the purposes of marketing it? Multiple select question. Asking anyone involved with the product for information Using the product Attempting to manufacture the product Visiting places where the product is sold

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

Identify the various stages of the response hierarchy that are impacted by advertising creativity. Multiple select question. Behavioral responses Attentive responses Cognitive responses Affective responses

Behavioral responses Cognitive responses Affective responses

Identify a true statement about the models of the creative process in advertising. Multiple choice question. These models suggest that preparing or gathering background information is the second step in the creative process. These models explain how a creative specialist will synthesize information on a target market. These models offer an organized way to approach an advertising problem for those who work in the creative area of advertising. These models indicate that understanding information on a product or service will be common for all creative specialists in the area of advertising.

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

A characteristic of creative people in advertising is that they are more ______ than uncreative people in their approach to a problem. Multiple choice question. structured abstract organized enthusiastic

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 _____. Multiple choice question. ethnographic research image advertising account planning problem detection

account planning

situations where an ad contains execution elements that are meaningful to consumers

ad-to-consumer relevance

The approach used to influence the feelings of consumers toward a product, service, or cause and/or to capture their attention is known as an ______. Multiple choice question. advertising segment advertising appeal advertising style advertising message

advertising appeal

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) ______. Multiple choice question. creative brief advertising campaign storyboard ad network

advertising campaign

In integrated marketing communications, the capability to produce unique and suitable ideas that can be used as solutions to communication problems is known as ______. Multiple choice question. inherent drama problem detection advertising creativity account planning

advertising creativity

In integrated marketing communications, the capability to produce unique and suitable ideas that can be used as solutions to communication problems is known as ______. Multiple choice question. problem detection inherent drama advertising creativity account planning

advertising creativity

The perspective of creative people is that ads can break through clutter and create an impact with the use of ______. Multiple choice question. aesthetic value plagiarism sales counts practical applications

aesthetic value

Identify an example of an execution technique in advertising using scientific/technical evidence. Multiple choice question. An ad showing customer testimonials on the quality of a product An ad featuring an announcer who delivers a sales message while a product is shown on the television screen An ad with a brief statement by a retailer on the satisfaction with a product An ad citing results of laboratory studies about a product

an ad citing results of laboratory studies about a product

A videotape of a storyboard along with an audio soundtrack is known as a(n) _____. Multiple choice question. animatic creative brief advertisement slogan

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

Retailers use price appeal advertising most often to ______. Multiple choice question. announce sales present a product's attributes point out a product's popularity compare products

announce sales

Advertising agencies make use of the field of _____ in order to observe consumers in their homes, at work, or at play. Multiple choice question. brand marketing acting psychology anthropology

anthropology

Ads that contain verbal impressions or attractive shapes and colors

artistic value

Identify an example of a product-specific preplanning input from the following. Multiple choice question. Attitude studies Account planning Trade publications Creative brief

attitude studies

Identify the emotional reactions that are positively affected by creative advertising. Multiple select question. Attitudes Purchase intentions Behavioral responses Affective reactions

attitudes and purchase intentions

When using testimonial executions for advertising, the testimonial of a spokesperson must be ______. Multiple choice question. vague and unclear based on actual use drawn from fictional situations exaggerated to attract people

based on actual use

The first key element required to make a creative brief is the ______. Multiple choice question. major selling idea basic problem or issue to be addressed method of measuring success deliverable

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. Multiple choice question. storyboard preplanning input animatic big idea

big idea

According to Kohli, Leuthesser, and Suri, an advertising slogan is a contributing factor in promoting the ______ of a product. Multiple choice question. target audience brand equity animatic market conditions

brand equity

After receiving input from agency team personnel, a creative brief is approved by ______ from the client side. Multiple choice question. brand managers copywriters consumers managing directors

brand managers

situations where the advertised brand of a product of service is of personal interest to consumers

brand-to-consumer relevance

The key message that will be conveyed in all advertising and other promotional activities for a brand is known as a(n) ______. Multiple choice question. animatic campaign theme storyboard major selling idea

campaign theme

When a competitive advantage appeal is used, advertisers usually ______. Multiple choice question. present a customer with the attributes of their brand induce customers to buy a brand because of its popularity announce sales, special offers, or low everyday prices claim superiority over another brand

claim superiority over another brand

Rather than providing individual product information, ads for ______ rely on visual images to deliver their message. Multiple choice question. real estate automobiles clothing electronics

clothing

A slice-of-life ad used to demonstrate a service in a humorous way would be an example of which of the following execution techniques? Multiple choice question. personality symbol dramatization comparison combination

combination

getting consumers to make a purchase

commerce

______ are the most expensive productions seen on television on a cost-per-minute basis. Multiple choice question. Sitcoms Reality shows Commercials Movies

commercials

Identify a key element of a creative brief from the following. Multiple choice question. Image advertising Account planning Communication objectives General preplanning input

communication objectives

Advertisers make either a direct or an indirect comparison to another brand when using a ______. Multiple choice question. news appeal feature appeal competitive advantage appeal favorable price appeal

competitive advantage appeal

creating awareness and interest

concept

In order for consumers to remember a brand only by recalling the experience generated by an advertisement, a transformational advertisement must ______. Multiple choice question. connect the experience of the advertisement tightly with the experience of using the brand compare the experiences of using the brand with another brand provide as much as information as possible about a product and its different uses announce any offers or discounts that are available on the product

connect the experience of the advertisement tightly with the experience of using the brand

increasing knowledge or understanding of a product or service

content

The creative personnel for whom focus groups provide information are _____. Multiple choice question. customers sales executives billing clerks copywriters

copywriters

_____ are responsible for producing the headline and body copy of an ad. Multiple choice question. Art directors Copywriters Artists Editors

copywriters

Fill in the blank question. The manner in which a particular appeal is converted into an advertising message presented to a consumer is known as the _______________ style.

creative execution

The way an advertising appeal is showcased is known as _______________.

creative execution

Determining whether more than one execution style should be used in creating an advertisement is the responsibility of a(n) ______. Multiple choice question. graphic designer accountant technical assistant creative specialist

creative specialist

______ begin the execution of a specific advertising appeal for an advertising message once it has been decided. Multiple choice question. Brand managers Creative specialists Communications managers Marketing directors

creative specialists

______ begin the execution of a specific advertising appeal for an advertising message once it has been decided. Multiple choice question. Marketing directors Creative specialists Communications managers Brand managers

creative specialists

Identify work that is typically produced by people who work on the creative side of advertising. Multiple select question. Write reference books Design commercials Write copy Design layouts

design commercials, write copy, and design layouts

In the field of advertising, a lot of attention is focused on creativity because people who ______ are known to be creative. Multiple choice question. are consumers of advertisements are a part of focus groups develop advertising messaging work in sales departments

develop advertising messages

Taking the information, working it over, and wrestling with it in the mind

digestion

Headlines that are candid and informative in terms of the message they are presenting and their identified target audience are ______ headlines. Multiple choice question. direct indirect derivative secondary

direct

Identify a determinant of advertising creativity from the following. Multiple choice question. Problem detection Major selling idea Synergy Divergence

divergence

The degree to which an ad includes elements that are novel, different, or unusual is known as ______. Multiple choice question. a creative brief inherent drama relevance divergence

divergence

According to Leo Burnett, advertising should be based on a foundation of consumer benefits, with emphasis on the ______ of those benefits. Multiple choice question. campaign theme dramatic element basic problems creative focus

dramatic element

An execution technique that focuses on narrating a short story with a product or service as its star is referred to as the ______ execution. Multiple choice question. straight-sell demonstration dramatization testimonial

dramatization

An execution technique that focuses on narrating a short story with a product or service as its star is referred to as the ______ execution. Multiple choice question. testimonial demonstration straight-sell dramatization

dramatization

The objective of dramatization is to ______. Multiple choice question. communicate the utility of a product support a product claim with scientific evidence compare a product with other brands draw a viewer into the action it presents

draw a viewer into the action it presents

Ads that contain unexpected details or finish and extend basic ideas so they become more intricate, complicated, or sophisticated

elaboration

The "poets" suggest that good advertising makes a(n) ______ connection with consumers, which is the most important function. Multiple choice question. material emotional rational divergent

emotional

Appeals that relate to the social and psychological needs of customers for purchasing a product or service are known as ______. Multiple choice question. feature appeals emotional appeals informational appeals rational appeals

emotional appeals

Subheads are commonly used to ______. Multiple choice question. replace headlines merge parts of the body copy distract readers enhance readability

enhance readability

Repeated exposure to banner advertising ______. Multiple choice question. enhances familiarity with a brand decreases the use of banner advertising generates negative feelings about products reduces chances of noticing a brand

enhances familiarity with a brand

A form of qualitative input that involves watching consumers in their natural surroundings is known as _____. Multiple choice question. inherent drama focus groups image research ethnographic research

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. Multiple choice question. product-specific preplanning input image advertising ethnographic research account planning

ethnographic research

An important characteristic of transformational advertisements is that they must make the experience of using a product ______. Multiple choice question. dull easy prolonged exciting

exciting

The content of rational appeals highlights ______. Multiple choice question. emotions love facts sentiments

facts

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

false

True or false: Humorous executions are more suited to print media than television or radio. True false question. True False

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. True false question.TrueFalse

false

If an appeal makes a low offer the dominant point of an ad, it is known as a ______ appeal. Multiple choice question. competitive advantage news feature favorable price

favorable price

Advertisements that concentrate on the dominant traits of a product or service use a ______ appeal. Multiple choice question. feature competitive advantage favorable price popularity

feature

Ads that contain different ideas or switch from one perspective to another

flexibility

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 ______. Multiple choice question. alternate sponsorship fluency account planning relevance

fluency

A research method that involves guiding consumers from a target market through a discussion about a specific subject is known as a(n) _____. Multiple choice question. customer survey campaign theme interview focus group

focus group

Marketers use imagery executions when their goal is to ______. Multiple choice question. demonstrate the utility and quality of a product provide a brand with a central character to represent them give scientific and technical support to a company's claims get consumers to associate a brand with symbols

get consumers to associate a brand with symbols

One of the functions of the verification and revision stages of the creative process is the rating of ideas obtained during the _____ stage. Multiple choice question. immersion digestion illumination incubation

illumination

The birth of an idea—the "Eureka! I have it!" phenomenon

illumination

Which of the following is a task that the creative side of advertising is commonly tasked to do? Multiple choice question. Illustration development Budget formulation Client servicing Account planning

illustration development

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

Gathering raw material and information through background research and plunging yourself in the problem

immersion

Putting the problems out of your conscious mind and turning the information over to the subconscious to do the work

incubation

Headlines that are not candid about identifying a product or service or even getting to the point are ______ headlines. Multiple choice question. straightforward direct informative indirect

indirect

Appeals that are rational-based tend to be ______. Multiple choice question. vague informative emotional psychological

informative

According to the "poets" in advertising, instead of being bombarded by ads, consumers want to be ______. Multiple choice question. ignored recognized convinced inspired

inspired

Transformational advertising is used to influence consumers' ______. Multiple choice question. loyalty to a more expensive brand desire to shift from one brand to another interpretation of their product usage experience purchase of a brand based on its popularity

interpretation of their product usage experience

Transformational advertising is used to influence consumers' ______. Multiple choice question. loyalty to a more expensive brand purchase of a brand based on its popularity interpretation of their product usage experience desire to shift from one brand to another

interpretation of their product usage experience

The intention of rational-based appeals is to tempt a target audience to buy a brand because it ______. Multiple choice question. restores a sense of security arouses a feeling of sentiment is the best available can create happiness

is the best available

An advantage thought by a copywriter to be required in order to sell an advertised product is referred to as the ______. Multiple choice question. target audience creative contract key benefit claim general preplanning input

key benefit claim

The body copy of a print advertisement must be ______. Multiple choice question. presented in larger print than a headline printed to compete with an illustration short and not inclusive of the whole message long enough to communicate a message

long enough to communicate a message

Defining a central theme that will become a(n) ______ is a major part of creative strategy. Multiple choice question. animatic general preplanning input major selling idea storyboard

major selling idea

The main objective of popularity appeals is to ______. Multiple choice question. compare a product with other brands inform customers of new improvements made in a product announce sales and offers of a product make consumers use a brand because of its wide use

make consumers use a brand because of its wide use

The task of people who develop an advertising message is to convert all information regarding ______ into a creative concept. Multiple choice question. account planning ethnographic research marketing plans cross selling

marketing plans

The voice of the original artist in the musical work of a commercial is part of the ______. Multiple choice question. audio mix musical composition master recording sound design

master recording

The repeated exposure to a stimulus that can result in favorable feelings toward it is known as the _____________ effect.

mere exposure

In the creation of a TV commercial, the ______ consists of the notes of music and words before they are performed. Multiple choice question. master recording audio mastering sound design musical composition

musical composition

Digital advertising that is designed to fit into the nonpaid content that surrounds it by using a similar design and writing style is called _____________ advertising.

native

A _____ appeal is a type of appeal used to announce significant modifications or improvements in a product or service. Multiple choice question. favorable price news comparative advantage popularity

news

When a company has important information of a new product and wants to communicate to its target market, ______ work best. Multiple choice question. comparison appeals news appeals popularity appeals price appeals

news appeals

When companies or their products or services are promoted by endorsers, the messages presented need ______. Multiple choice question. to be demonstrated to be based on the actual use of products enough scientific evidence to support their use by the endorsers not be based on personal experiences

not be based on personal experiences

The basis for consumer purchase decisions is ______. Multiple choice question. often both rational and emotional motives neither rational nor emotional motives only emotional motives only rational motives

often both rational and emotional motives

Ads that contain elements that are rare, surprising, or move away from the obvious and commonplace

originality

There are fluctuations in the ______ used and in the level of detail included in a creative brief. Multiple choice question. outline and format account planning process major selling idea service strategy

outline and format

There are fluctuations in the ______ used and in the level of detail included in a creative brief. Multiple choice question. service strategy major selling idea outline and format account planning process

outline and format

Identify an example of general preplanning input from the following. Multiple choice question. Online banner ads Focus groups Periodicals Online paid search

periodicals

The technique that uses a central character that develops an enduring association with the brand and that can deliver an advertising message is known as the ______ technique. Multiple choice question. demonstration dramatization scientific evidence personality symbol

personality symbol

Identify a technique used during the verification and revision stages of the creative process. Multiple choice question. Polishing tests Account planning model Creative brief model Portfolio tests

portfolio tests

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

positioning

Advertisements that use a feature appeal are used to ______. Multiple choice question. make customers buy a brand due to its popularity announce sales, special offers, or low everyday prices present a customer with a number of product attributes make comparisons with other brands

present a customer with a number of product attributes

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 ____. Multiple choice question. ethnographic research account planning problem research problem detection

problem detection

An important function of a problem detection technique is that it can provide worthy input for _____. Multiple choice question. product improvements relevance divergence account planning

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 _____. Multiple choice question. a unique selling proposition product-specific preplanning input general preplanning input account planning input

product-specific preplanning input

Appeals that focus on a consumer's practical, functional, or utilitarian need for a product or service are known as ______ appeals. Multiple choice question. emotional internal psychological rational

rational

Identify an informal fact-finding technique noted by Sandra Moriarty. Multiple choice question. Attend a course on the product Find inherent drama Hold focus groups Read trade publications

read trade publications

Studying the idea to see if it still looks good or solves the problem; then shaping the idea to practical usefulness

reality

According to Shelia Sasser and Scott Koslow, the most highly skilled creatives want to work with clients who are ______. Multiple choice question. not under pressure to perform receptive to new ideas resistant to taking risks dogmatic in nature

receptive to new ideas

The extent to which different elements of an ad are meaningful, useful, or valuable to a consumer is known as ______. Multiple choice question. fluency divergence relevance inherent drama

relevance

The extent to which an ad provides an image and information that is pertinent to a brand is referred to as ______. Multiple choice question. relevance of the brand to the consumer advertising divergence relevance of the advertisement to the consumer relevance of an advertisement to the brand

relevance of an advertisement to the brand

Slice-of-life advertisements show how consumers can ______. Multiple choice question. use a product in extreme or unusual circumstances resolve their daily problems by using a company's product purchase products with enough scientific and technical support trust a product's authenticity based on people's testimonials

resolve their daily problems by using a company's product

An elaborate description of a commercial's video and audio content in a written format is known as a _____________.

script

Headlines of a print advertisement are usually ______. Multiple choice question. set in larger type than the body copy very dramatic to capture attention part of the body copy written very humorously

set in larger type than the body copy

The basic purpose of the layout of an ad is to ______. Multiple choice question. highlight the key sales point of an ad make the body copy of an ad as long as possible show where each part of an ad will be placed make the text more prominent than any illustrations in the ad

show where each part of an ad will be placed

The advantages and disadvantages of using humor as an executional technique are ______. Multiple choice question. similar in television and print media similar to those associated with its use as an advertising appeal similar in social media and print media similar to that of the executional technique using factual messages

similar to those associated with its use as an advertising appeal

A problem/solution approach is the basis of the ______ execution. Multiple choice question. slice-of-life comparison testimonial straight-sell

slice-of-life

A problem/solution approach is the basis of the ______ execution. Multiple choice question. slice-of-life straight-sell comparison testimonial

slice-of-life

In an advertising campaign, the primary objective of a(n) ______ is to express the central idea in a few words or a brief statement. Multiple choice question. animatic slogan focus group storyboard

slogan

Generally, subheads in a print advertisement are ______. Multiple choice question. similar to the body copy larger than the headline smaller than the main headline smaller than the body copy

smaller than the main headline

Direct headlines commonly include ______. Multiple choice question. specific benefits questions challenges provocations

specific benefits

A campaign theme must be a ______ idea. Multiple choice question. simple strong complex general

strong

An advertising slogan should be able to express the message that it is trying to deliver to a target audience by being a ______. Multiple choice question. preplanning input sustainable competitive advantage summation line behavioral response

summation line

An advertising slogan should be able to express the message that it is trying to deliver to a target audience by being a ______. Multiple choice question. sustainable competitive advantage preplanning input summation line behavioral response

summation line

An advertising slogan should be able to express the message that it is trying to deliver to a target audience by being a ______. Multiple choice question. sustainable competitive advantage summation line behavioral response preplanning input

summation line

Ads that combine, connect, or blend normally unrelated objects or ideas

synthesis

Copywriters can get insight on ______ by listening to a focus group. Multiple choice question. creative staff competitors' strategies account managers target audiences

target audiences

According to the "rationalists" in advertising, the chance of an ad moving a consumer to purchase improves when ______. Multiple choice question. there is greater accessibility to the product the ad includes fewer details the ad has more information the message is more dogmatic

the ad has more information

A feature of a product that compels a consumer to purchase it is known as ______. Multiple choice question. the creative style a creative brief the inherent drama a slogan

the inherent drama

A straight-sell message focuses on ______. Multiple choice question. the comparison of a brand with another product developing a certain personality to represent a brand the specific attributes and benefits of a product or service the price of a product based on personal experience

the specific attributes and benefits of a product or service

Identify a form of background information that must be considered by a creative specialist before approaching an assignment. Multiple choice question. Inherent drama The target market Focus groups Divergence

the target market

Critics of online advertising argue that ______. Multiple choice question. too little effort is devoted to media placement brand identity is not being developed on multiple online platforms too much attention is given to the creative quality of ads there is too much focus on banner ads

there is too much focus on banner ads

Which of the following are characteristics of most advertising campaign plans? Multiple choice question. They are done on a monthly basis. The themes for a campaign are usually developed for one-time use. Most campaign themes end up being used for a long time. They are short-term in nature.

they are short-term in nature

Most ad campaigns last only a short time because ______. Multiple choice question. it is impossible to identify consumer preferences they are too specific market conditions are unpredictable they do not communicate a distinct identity for the brand

they do not communicate a distinct identity for the brand

There is an ad that associates the experience of using an advertised brand with a distinctive set of psychological characteristics. That experience would not usually be related by the consumer to the brand experience without exposure to the ad. This approach is known as a(n) ____________ ad.

transformational

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

true

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

true

True or false: Print ads commonly use straight-sell executions. True false question.TrueFalse

true

When planning a television commercial, one of the first decisions to be made is about the ______. Multiple choice question. lighting for the shooting cast to be hired type of execution style jingle to be used

type of execution style

A critical part of any creative process is the determination of the ______ around which a campaign will be built. Multiple choice question. effectiveness theme work plan creative staff unifying theme

unifying theme

A challenge faced by any creative team in the search for a major selling idea is to determine the ______ of a brand or service. Multiple choice question. work plan inherent drama central focus uniqueness

uniqueness

______ is one of the techniques used to write indirect headlines. Multiple choice question. Offering benefits Giving information Using questions Making promises

using questions

The effects of demonstration executions include convincing consumers of a product's ______. Multiple choice question. utility popularity price distribution

utility

Television commercials are generally dominated by their ______. Multiple choice question. needledrop portion jingle voiceovers visual portion

visual portion

The ______ of an ad is the responsibility of artists who often work under the direction of an art director. Multiple choice question. body portion overall layout headline visual presentation

visual presentation