70) Messages that ________ are designed to primarily affect attitudes and create beliefs.
A) inform
B) teach
C) create brand association
D) persuade
E) remind
71) In particular, ________ advertising is used to create a representation of the brand in a
consumer’s mind through symbolism.
A) reminder
B) image
C) slice-of-life
D) teaser
E) comparison
72) Which type of message strategy delivers information symbolically by connecting a brand
with a certain type of person, lifestyle, or other characteristic?
A) unique selling proposition (USP)
B) affective
C) reminder
D) association
E) call to action
73) Which of the following is a central purpose of reminder advertising?
A) to encourage repeat business
B) to build brand image
C) to correct false impressions
D) to inform the market of a price change
E) to restore company image
74) An E score is a rating system that measures the appeal of ________.
A) slogans
B) taglines
C) brands
D) celebrities
E) logos
75) A television commercial for Tylenol brand pain reliever focuses on a woman’s face as she
talks about her arthritis pain and how she used to think that prescription medication was the
answer. She then goes on to say that with all the problems that are being discovered about
prescription pain medications, she has reconsidered over-the-counter Tylenol, which provides
just as much pain relief without all the risks. What type of advertising message is this?
A) drama
B) lecture
C) routine
D) teaser
E) sensory
76) An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but
beautiful terrain. The ad states, “There are places that are so awesome and so killer that you’d
like to tell the whole world about them. But please, don’t.” This ad is most closely related to the
________ strategy of Taylor’s six-segment strategy wheel.
A) ration
B) sensory
C) social
D) routine
E) acute need
77) When Taco Bell used a Chihuahua, a small dog, to represent its product, which type of
message format was being used?
A) comparison
B) teaser
C) brand icon
D) slice-of-life
E) demonstration
78) Laurie saw a television commercial that depicts a mother stressed out from working and
taking care of children. The scenes show hassles at work, kids crying, dogs barking, and the
phone ringing. Then the commercial shows the mother relaxing in a bubble bath with the voice-
over saying, “Calgon, take me away!” When Laurie saw that ad, she exclaimed, “Yes, that’s
exactly how I feel!” What message approach was this ad using?
A) straightforward
B) demonstration
C) comparison
D) slice-of-life
E) humor
79) Suave ran ads featuring a woman with beautiful hair questioning “Suave or Matrix? Can You
Tell?” This is an example of a ________ format.
A) spokesperson
B) teaser
C) comparison
D) problem-solution
E) problem avoidance
80) An ad for a new convection oven shows a busy professional woman serving dinner to her
family. The convection oven is seen in the background, and the headline reads, “The latest
development in time travel.” The objective of this message was most likely to ________.
A) create believability
B) resonate
C) inform
D) teach
E) remind
81) A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of the
medication. Which of the following was most likely the objective of this ad?
A) remind
B) tease
C) compare
D) resonate
E) create believability
82) Jell-O ads contain the phrase “Make some magic.” Ace Hardware ads contain the statement
“Life is an ongoing project.” The Dairy Farmers of America ad states, “Ahh, the power of
cheese.” These are all examples of ________.
A) jingles
B) testimonials
C) unique selling propositions
D) slogans
E) slice-of-life appeals
83) When Procter & Gamble developed the Mr. Clean Magic Eraser, the company needed to
explain how the product cleans grime from walls without removing paint. Procter & Gamble
likely used a message that ________.
A) informed
B) touched emotion
C) resonated
D) teased
E) reminded
84) Apple ran ads featuring real people who had switched from Microsoft Windows-based PCs
to Macs. These ads most likely used a ________ strategy.
A) testimonial
B) lifestyle
C) slice-of-life
D) promise
E) demonstration
85) Which of the following is a product-focused strategy based on a prediction about how the
product will perform?
A) reason why
B) support
C) claim
D) benefits
E) problem-solution
86) In Taylor’s six-segment strategy wheel, the transmission view is equivalent to the ________
strategy.
A) head
B) heart
C) teaser
D) talking head
E) resonance
87) What purpose do brand icons such as the Burger King’s Burger King and Geico’s Gecko
most likely fulfill?
A) the relevant use of humor
B) the visible demonstration of product benefits
C) the establishment of credibility
D) the association of personality with a brand
E) the arousal of curiosity
88) A toll-free number, website URL, or email address are all possible methods of
communicating a(n) ________ to audiences.
A) claim
B) appeal
C) attribute
D) reason why
E) call to action
89) Which of the following is a step in the process of structural analysis as used by the Leo
Burnett agency?
A) brainstorming ideas
B) ideation
C) incubation
D) evaluation of the power of the narrative
E) visualization
90) A particular problem that Big Ideas face is that the message is sometimes so creative that the
ad is remembered but not the brand. This is known as ________.
A) marketing imperialism
B) the carryover effect
C) overpowering creativity
D) cannibalistic creativity
E) vampire creativity
91) In the new digital environment, the work previously done by an agency team can be
accomplished by one copywriter.
92) Copywriters and art directors are the only creative roles in advertising agencies.
93) Creative strategy combines the art and science of marketing communication.
94) Problem solving requires not just logic, but also creative thinking.
95) The most creative marketing communication may not be the most strategic marketing
communication.
96) An effective ad is relevant, original, and has impact.
97) A true Big Idea is risky because it is new and unexpected.
98) Looking at a problem in a different way, from a different angle, is referred to as thinking
inside the box.
99) Creative problem solvers are risk takers who tend to be self-sufficient, self-disciplined, and
curious.
100) The ability to visualize is an important skill for artists on creative teams but not for
copywriters.
101) The first step in the creative process is to read, research, and learn everything you can about
the problem.
102) Illumination is a technique in which a group of 6 to 10 people work together to come up
with ideas.
103) The Harley-Davidson slogan “Steak for your ears” presents an unexpected juxtaposition.
104) The media consideration section of a creative brief identifies where and when the message
should be delivered.
105) An advertising objective associated with achieving the behavior Facet of Effect is to touch
emotions and create feelings.
106) Message design refers to the use of graphics and visuals.
107) Lecture as a basic strategy that relies on the viewer to make inferences.
108) An appeal connects with some emotion that makes the product particularly attractive or
interesting.
109) An appeal typically states the logic behind the sales offer.
110) The unique selling proposition is a benefit statement that looks to the future and predicts
that something good will happen if you use the product.
111) To get attention, an ad has to have pulling power.
112) Most selling premises demand facts, proof, or explanations to support the sales message.
113) According to Taylor’s six-segment strategy wheel, strategies addressing the acute need
segment are based on a consumer’s unplanned and unanticipated need for a product or service.
114) A persuasive message is designed more to change behaviors than attitudes.
115) An association message strategy delivers information symbolically by connecting a brand
with a certain type of person or lifestyle.
116) Celebrities and product placements are used to give consumers permission to believe a
claim or selling premise.
117) Because music can strengthen the emotional bond between brands and audiences, it should
be an integral part of the creative work of the campaign, rather than something that is added
toward the end of the creative process.
118) A Q score is a measure of the familiarity of a celebrity, company, or brand.
119) When www.women.com advertises that “It’s where today’s educated, affluent women find
in-depth coverage on issues they care about,” it is using the strategy of comparison.
120) An ad showing how much food a Dixie paper plate can handle and how much more food a
Chinet paper plate can handle is an example of a problem avoidance message format.
121) A problem solution message, featuring a problem and then showcasing the product as the
solution to the problem, is also known as a product-as-hero message.
122) In the case where the core targeting and positioning strategies remain the same in different
markets, execution needs to be the same.
123) The third step of Burnett’s method for structural analysis considers how well the power of
the narrative and the strength of the product claim are integrated.
124) Vampire creativity involves using an idea that someone else has originated.
125) Unilever regularly runs ads comparing its Suave products to “overpriced competitors.” To
account for cultural differences, Unilever should adapt this campaign if it wanted to run ads in
Japan.
126) Why are both creativity and strategy necessary in the process of designing marketing
communication?
127) A print ad for the American Cancer Society pictured an attractive young woman in a bikini
bathing suit from the torso up, with her face turned toward the sun and her arms folded behind
her head. The headline read, “Fry now, pay later.” The copy went on to give factual information
on skin cancer and how to avoid it, as well as information on how sun exposure can cause
wrinkles later in life. Evaluate this ad based on the ROI of creativity concept developed by the
DDB agency.
128) Describe the characteristics of a creative person.
129) Name and describe the six steps in the classic creative process.
130) Briefly explain the process of design thinking.
131) Explain what a Big Idea is and give an example.
132) Marcy, a creative consultant, visits organizations to conduct “creative aerobic” sessions.
Explain what she does.
133) You have been asked by your supervisor to participate in a brainstorming session to come
up with ideas for your company’s advertising campaign. Explain what brainstorming is and why
it is used.
134) Explain how you would ensure that a brainstorming session is successful.
135) Name and describe the four rational selling premises.
136) Name and describe any five common message approaches.
137) Compare and contrast the terms creative strategy and execution.
138) Two basic approaches to message design are sometimes referred to as head and heart
strategies. Explain what this means in terms of the Facets Model.
139) Give two examples of different types of advertising appeals that marketers can use.
140) What is a USP? When would an advertiser use a USP strategy?
141) At one time, NBA superstar Michael Jordan was the highest paid celebrity endorser for
several products. Why do advertisers use such celebrity endorsers?
142) How do Federal Trade Commission rules affect endorsers of products?
143) Give a hypothetical example of a slice-of-life message execution style.
144) To get attention, an ad has to have stopping power. Describe how ads can accomplish this.
145) Explain the function of a key visual.
146) Provide an example of an informative ad.
147) Did this campaign use a hard-sell or soft-sell strategy? How do you know?
148) Although there were several executions of the cotton television commercials, they each
included the words, “Cotton. The fabric of our lives.” What are these words known as? What
purpose do they serve?
149) Name and describe the message format approach that you think best describes the television
commercial execution for this campaign.
150) What are the three steps of structural analysis? Explain why a creative team would use a
structural analysis.