Advertising & IMC: Principles and Practice, 11e (Moriarty et al.)
Chapter 9 The Creative Side
1) Which dimension of effective advertising represents the “art” part?
A) strategic dimension
B) personal dimension
C) creative dimension
D) media dimension
E) audience dimension
2) Which dimension of effective advertising represents the “science” part?
A) strategic dimension
B) personal dimension
C) creative dimension
D) media dimension
E) audience dimension
3) In an advertising agency, who manages the creative process?
A) the account planner
B) the copywriter
C) the creative director
D) the client
E) the art director
4) In marketing, “creatives” traditionally were the people who ________.
A) developed consumer insights
B) developed media plans
C) designed ads
D) designed communication plans
E) managed social media
5) What do media planners, market researchers, copywriters, and art directors all have in
common?
A) They all search for new ideas.
B) They all manage the creative process.
C) They all conduct market research.
D) They all need consumer approval.
E) They all rely on logical appeals more heavily than emotional appeals.
6) ________ refers to the generation of fresh ideas and solutions to current problems and
challenges.
A) Creativity
B) Research
C) Insight development
D) Account management
E) Account planning
7) Which of the following is prepared by the account planner to summarize the basic marketing
and advertising strategy?
A) creative brief
B) positioning statement
C) message objective
D) unique selling proposition
E) perceptual map
8) Which of the following involves interactive conversation about a brand and is increasingly
important as consumers engage with brand content across social media platforms?
A) user experience design
B) positioning statement
C) divergent thinking
D) unique selling proposition
E) perceptual mapping
9) Advertising creatives use the term ________ to refer to the process of coming up with a new
marketing communication idea.
A) positioning
B) targeting
C) concepting
D) branding
E) extending
10) A ________ is a creative concept that becomes a point of focus for communicating the
message strategy.
A) Big Idea
B) cliché
C) slogan
D) tagline
E) creative leap
11) A ________ is a generic, non-original, non-novel idea.
A) Big Idea
B) cliché
C) slogan
D) tagline
E) creative concept
12) The ROI of creativity stands for ________.
A) real, original, and intense
B) relevant, original, and impact
C) relevant, original, and intense
D) real, on-target, and invested
E) ready, on-target, and interesting
13) It is most accurate to say that an ad that means something to the target audience is ________.
A) relevant
B) original
C) creative
D) divergent
E) unexpected
14) An advertising idea is considered ________ when it’s one of a kind.
A) relevant
B) impactful
C) original
D) divergent
E) convergent
15) According to the ROI of creativity, it is most accurate to say that an idea that makes an
impression on the audience has ________.
A) relevance
B) originality
C) resonance
D) impact
E) association
16) In marketing communication, using an idea that someone else has originated is known as
________ advertising.
A) duplicate
B) left-brain
C) copycat
D) right-brain
E) divergent
17) Which of the following is a style of thinking that explores multiple possibilities?
A) rational thinking
B) divergent thinking
C) logical thinking
D) immersion
E) illumination
18) Which of the following refers to intuitive, holistic, artistic, and emotionally expressive
thinking?
A) lateral-brain thinking
B) back-brain thinking
C) top-brain thinking
D) right-brain thinking
E) left-brain thinking
19) Which type of thinking is logical, orderly, and linear?
A) right-brain
B) left-brain
C) top-brain
D) back-brain
E) lateral-brain
20) Which of the following involves moving from the safety of predictable business language in
a strategy statement to an original idea?
A) creative leap
B) creative gap
C) brainstorming process
D) creative brief
E) free association
21) Which of the following creative techniques is used to convey new patterns or relationships?
A) using catchy phrases
B) dramatizing the obvious
C) making a play on words
D) using analogies and metaphors
E) twisting the obvious
22) Which of the following is NOT a step in Linda Correll’s Creative Aerobics?
A) Come up with a list of facts about a product.
B) Create new “names” for the product.
C) Look for similarities between dissimilar objects.
D) Create new definitions for product-related nouns.
E) Copy test ideas with a focus group.
23) The technique of Creative Aerobics is best classified as a(n) ________ process.
A) thought-evaluation
B) idea-generating
C) visualization
D) copy testing
E) risk-taking
24) Which of the following is the first step in the classic creative process?
A) ideation
B) brainfag
C) incubation
D) immersion
E) illumination
25) In which step of the classic creative process do problem solvers read, research, and learn
everything they can about the problem?
A) ideation
B) brainfag
C) incubation
D) immersion
E) illumination
26) In which step of the classic creative process does the problem solver look at the problem
from every angle, develop ideas, and generate as many alternatives as possible?
A) ideation
B) brainfag
C) incubation
D) immersion
E) illumination
27) In which step of the classic creative process does the problem solver hit a blank wall and
want to give up?
A) ideation
B) brainfag
C) incubation
D) mental block
E) immersion
28) In which stage of the classic creative process do problem solvers try to put their conscious
minds to rest to let the subconscious take over?
A) ideation
B) brainfag
C) incubation
D) immersion
E) illumination
29) Which stage of the classic creative process is characterized as an unexpected moment when
the idea comes, often when the mind is relaxed and doing something else?
A) ideation
B) brainfag
C) incubation
D) immersion
E) illumination
30) Which of the following is the last step in the classic creative process?
A) ideation
B) evaluation
C) incubation
D) immersion
E) illumination
31) A technique in which 6 to 10 people work together to come up with ideas is known as
________.
A) concept listing
B) brainstorming
C) convergent thinking
D) free associating
E) dramatizing
32) Which of the following techniques involves describing everything that comes into your mind
when you imagine a given word?
A) free association
B) conceptual thinking
C) problem solving
D) dramatization
E) visualization
33) When Budweiser beer started using the Budweiser frogs in commercials, people raved about
how creative the advertising was. However, someone who had worked in the advertising industry
for many years pointed out that he had used that creative idea several years before. This is an
example of ________ advertising.
A) duplicate
B) revised
C) copycat
D) clichéd
E) vampire
34) Patrick and his colleagues were working on the creative concept for a client when they all
seemed to hit a blank wall. To help overcome this, they decided to play a game of basketball. In
the second half of the game, Patrick came up with a great idea, and they all went back to work.
In which step of the creative process were Patrick and his colleagues when they were playing
basketball?
A) immersion
B) ideation
C) incubation
D) evaluation
E) creative leap
35) Carly saw a billboard for a local church that said, “CH_ _ CH—What’s missing?” This is an
example of which technique for creating original and unexpected ideas?
A) cliché
B) an unexpected association
C) metaphor
D) play on words
E) analogy
10
Copyright © 2019 Pearson Education, Inc.
Refer to the following scenario to answer the questions below.
For years, Energizer batteries used the Energizer Bunny in its television commercials. The bunny
was cute, always beating a drum with the tagline, “The Energizer Bunny keeps going and going
and going.” Several of the ads were humorous. Viewers could remember the battery ad with the
bunny, but for a long time, people could not name the brand of battery. In response, Energizer
started putting the bunny on the packaging and using it in point-of-purchase displays in stores,
even going so far as to let consumers enter a drawing to take home the bunny that was on top of
the battery display. The creative team that worked on this campaign spent considerable time
researching consumers’ usage of batteries as well as the problems they had with them. The team
learned that people dislike batteries that don’t last long, and because Energizer batteries lasted
much longer than competitors’ brands, they decided to feature that idea in the execution of the
ads.
36) In which step of the creative process did the creative team read, research, and learn
everything they could about Energizer batteries and their competitors?
A) immersion
B) ideation
C) incubation
D) illumination
E) evaluation
37) One commercial was particularly effective because viewers watched the entire commercial to
see the bunny do something funny at the end. It is most accurate to say that this commercial had
________.
A) stopping power
B) pulling power
C) sticking power
D) credibility
E) repetition
38) Though humorous, the ads stressed that Energizer batteries last three times longer than
competing brands. What is this known as?
A) intangible characteristics
B) vampire creativity
C) association message strategy
D) positioning
E) creative platform
39) Which of the following is NOT included in a typical creative brief?
A) media considerations
B) budget considerations
C) brand position
D) target audience
E) communication objectives
40) A creative brief is also known as which of the following?
A) perceptual map
B) unique selling proposition
C) Big Idea
D) creative blueprint
E) creative concept
41) Which of the following objectives is most closely related to the Awareness facet of the
Facets Model of Effects?
A) change attitudes
B) create conviction
C) get attention
D) stimulate trial
E) touch emotions
42) Delivering information and aiding understanding are objectives related to which facet of the
Facets Model of Effects?
A) Awareness
B) Think/Understand
C) Feel
D) Believe
E) Connect
43) Which of the following are objectives related to the Connect facet of the Facets Model of
Effects?
A) create attention, awareness, interest, recognition and recall
B) deliver information and understanding
C) touch emotions and create feelings
D) change attitudes, create conviction and preference
E) establish brand identity and associations
44) Which term refers to brand visibility, presence, and importance to the target market?
A) ROI
B) the 3 Ps
C) brand personality
D) brand salience
E) brand position
45) In the Facets Model, the cognitive objectives generally speak to the ________, and the
affective objectives are more likely to speak to the ________.
A) ego; conscience
B) conscience; ego
C) attributes; benefits
D) head; heart
E) heart; head
46) An informational message that is designed to touch the mind and create a response based on
logic is known as a ________ sell.
A) persuasive
B) direct
C) hard
D) soft
E) personal
47) Which approach uses emotional appeals or images to create a response based on attitudes,
moods, dreams, and feelings?
A) persuasive sell
B) head sell
C) hard sell
D) soft sell
E) attributes sell
48) Which of Frazer’s six creative strategies is most likely to force competitors into “me too”
positions?
A) resonance
B) positioning
C) preemptive
D) affective
E) brand image
49) In Ron Taylor’s model, the ________ view is similar to the more rational “head” strategies.
A) transmission
B) positioning
C) ritual
D) dramatic
E) substantiated
50) In which advertising message does a speaker present evidence and use an argument to
persuade the audience?
A) soft sell
B) lecture
C) teaser
D) appeal
E) drama
51) Which type of advertising message tells a story about the products, using characters who
speak to each other rather than the audience?
A) hard sell
B) lecture
C) teaser
D) demonstration
E) drama
52) A(n) ________ connects with some emotion that makes the product particularly attractive or
interesting.
A) claim
B) appeal
C) feature
D) attribute
E) argument
53) In Taylor’s six-segment strategy wheel, ________ strategies are based on images that
consumers have of themselves.
A) ration
B) acute need
C) routine
D) social
E) ego
54) In Taylor’s six-segment strategy wheel, ________ strategies are based on logic.
A) ration
B) acute need
C) routine
D) social
E) ego
55) A(n) ________ states the logic behind the sales offer.
A) attribute
B) appeal
C) feature
D) point of differentiation
E) selling premise
56) Which of the following is NOT a rational customer-focused selling premise?
A) benefit
B) promise
C) reason why
D) unique selling proposition (USP)
E) resonance
57) Which of the following is a benefit statement that is both unique to the product and important
to the user?
A) substantiation
B) promise
C) reason why
D) unique selling proposition (USP)
E) appeal
58) Proof statements that serve to make a claim believable are referred to as ________.
A) benefits
B) attributes
C) substantiation
D) comparison
E) problem solution
59) Which of the following is a benefit statement that looks to the future and predicts that
something good will happen if you use the product?
A) substantiation
B) claim
C) promise
D) reason why
E) unique selling proposition
60) Which message format is an elaborate version of a problem solution staged in the form of a
drama in which “typical people” talk about a common problem and resolve it?
A) demonstration
B) slice-of-life
C) teaser
D) spokes-character
E) social
61) Which type of message format is designed to arouse curiosity, not showing the product or
delivering quite enough information to make sense?
A) teaser
B) slice-of-life
C) spokesperson
D) problem avoidance
E) sensory
62) Getting attention reflects the ________ power of an advertisement; creating interest reflects
the ________ power of an ad.
A) stopping; sticking
B) pulling; stopping
C) stopping; pulling
D) pulling; sticking
E) sticking; stopping
63) In which type of campaign does the message unfold over time?
A) endorser
B) lecture
C) slice-of-life
D) teaser
E) slogan
64) When an ad amplifies the emotional impact of a message by engaging a consumer in a
personal connection with a brand, the ad most likely ________.
A) informs
B) teaches
C) compares one brand to another brand
D) creates believability
E) resonates
65) What is typically used at the end of an ad to summarize the point of the ad’s message in a
highly memorable way?
A) testimonial
B) tagline
C) teaser
D) unique selling proposition
E) signature
66) Which of the following is a clever phrase that grabs consumers’ attention and can be repeated
to intensify memorability?
A) slogan
B) logo
C) testimonial
D) claim
E) metaphor
67) A ________ is a vivid image that the advertiser hopes will linger in the viewer’s mind.
A) tagline
B) slogan
C) signature
D) key visual
E) testimonial
68) Which of the following would most likely be used in a message that is intended to persuade
consumers to change an attitude or belief?
A) sales promotion
B) image advertising
C) news announcement
D) testimonial
E) emotional appeal
69) Ads that demonstrate how something works or how to solve a problem are messages that are
most likely designed to ________.
A) create brand associations
B) remind loyal customers
C) teach
D) touch emotions
E) resonate