Exam
Name___________________________________
MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
1)
Which of the following is a key characteristic of creative people who do well in advertising?
1)
A)
ability to visualize
B)
problem solving
C)
conceptual thinking
D)
openness to new experiences
E)
all of the above
2)
Messages that ________ are designed to affect attitudes and create beliefs.
2)
A)
persuade
B)
resonate
C)
teach
D)
preach
E)
reach emotions
3)
A technique in which 6 to 10 people work together to come up with ideas by remaining positive
and deferring judgment is known as ________.
3)
A)
brainstorming
B)
concept listing
C)
free association
D)
divergent thinking
E)
brainfog
4)
Which of the following is NOT considered a common message format?
4)
A)
spokesperson
B)
comparison
C)
resonance
D)
problem solution/problem avoidance
E)
straightforward
5)
Which of the following describes the illumination step of the creative process?
5)
A)
Read, research, and learn everything possible about the problem.
B)
Look at the problem from every angle, develop ideas, and generate as many alternatives as
possible.
C)
The mind may hit a blank wall and want to give up.
D)
That unexpected moment when the idea comes, often when the mind is relaxed and doing
something else. Consider: does it work and is it on strategy?
E)
Try to put the conscious mind to rest to let the subconscious take over.
6)
To what advertising campaign, described in the “Hands–On” case at the end of the chapter, does
McCann–Erickson attribute its return to the top of the advertising industry?
6)
A)
MasterCard’s “priceless” campaign
B)
McDonald’s “lovin’–it” campaign
C)
Visa’s “Everywhere you want to be” campaign
D)
Coca–Cola’s “Always” campaign
E)
MSN’s “butterfly” campaign
7)
In the Facets Model, the cognitive and persuasion objectives generally speak to the ________, and
the affective and transformational objectives are more likely to speak to the ________.
7)
A)
attributes; benefits
B)
heart; head
C)
facts; feelings
D)
feelings; facts
E)
head; heart
8)
Mini–Case Question. The initial problem that the commercials had where people could remember
the ads but not the brand is known as ________.
8)
A)
vampire creativity
B)
unexpected association
C)
structural fault
D)
marketing imperialism
E)
copycat advertising
9)
Which type of advertising message tells a story about the products, and the characters speak to
each other, not to the audience?
9)
A)
appeal
B)
drama
C)
teaser
D)
lecture
E)
soft sell
10)
________ is what the advertisement says and ________ is how it is said.
10)
A)
Media strategy; message strategy
B)
Execution; creative strategy
C)
Cognition; affect
D)
Message strategy; media strategy
E)
Creative strategy; execution
11)
Patrick and his colleagues have been working on the creative concept for a client when they all
seemed to have hit a blank wall. To help overcome this, they decided to go 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. What step of the creative process were Patrick and his colleagues implementing when
they went to play basketball?
11)
A)
ideation
B)
evaluation
C)
incubation
D)
creative leap
E)
immersion
12)
Which of the following is a step in the idea–generating process called creative aerobics?
12)
A)
create new definitions for product–related nouns
B)
create new “names” for the product
C)
come up with a list of facts about a product
D)
look for similarities between dissimilar objects
E)
all of the above
13)
An ad that means something to the target audience means the idea is ________.
13)
A)
significant
B)
unexpected
C)
impactful
D)
original
E)
relevant
14)
In which advertising message does a speaker, often referred to as “a talking head,” present evidence
and use a technique such as an argument to persuade the audience?
14)
A)
teaser
B)
drama
C)
appeal
D)
soft sell
E)
lecture
15)
John had been working on the creative concept for one of his clients when he finally jumped from
the strategy statement to an original idea that conveys the strategy in an interesting way. What did
John just do?
15)
A)
switched from facts to fantasy
B)
took the creative plunge
C)
completed a creative aerobics session
D)
switched from right– to left–brain thinking
E)
took the creative leap
16)
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?
16)
A)
slice–of–life
B)
shockvertising
C)
spokesperson
D)
demonstration
E)
teaser
17)
Which rational customer–focused selling premise is a benefit statement that is both unique to the
product and important to the user?
17)
A)
unique selling proposition (USP)
B)
reason why
C)
promise
D)
unique claim
E)
benefit
18)
To deliver information and understanding are appropriate objectives for which facet of advertising
effectiveness?
18)
A)
perception
B)
persuasion
C)
affective
D)
transformation
E)
think/learn
19)
Which of the following is a common technique advertisers use to force the creative leap?
19)
A)
take physical risks
B)
concept listing
C)
use similes
D)
language manipulation
E)
make an unusual association
20)
Which technique used by creative thinkers differs from the rational, linear thinking that we use to
arrive at the “right” conclusion and uses exploration (playfulness) to search for all possible
alternatives?
20)
A)
left–brain thinking
B)
free association
C)
divergent thinking
D)
right–brain thinking
E)
analogies and metaphors
21)
A(n) ________ is a creative concept that implements the advertising strategy so that the message is
both attention getting and memorable.
21)
A)
central idea
B)
big idea
C)
big bang
D)
creative brief
E)
artful statement
22)
As described in “The Inside Story,” where did the idea for the SORPA ad come from?
22)
A)
from a surprising incident in a supermarket
B)
a special exhibit in an art museum
C)
a trip through Elephant Rock State Park
D)
the murderer disposing of body parts in the film Fargo
E)
studying the African American market
23)
Getting attention is the ________ power of an advertisement; keeping attention is the ________
power of an ad.
23)
A)
sticking; pulling
B)
pulling; sticking
C)
stopping; sticking
D)
pulling; stopping
E)
stopping; pulling
24)
When an ad amplifies the emotional impact of a message by engaging a personal connection with a
brand the ad ________.
24)
A)
resonates
B)
sings
C)
is believable
D)
repeats
E)
speaks
25)
The creative strategy and key execution details are spelled out in a document called a(n) ________.
25)
A)
message plan
B)
creative brief
C)
execution plan
D)
media plan
E)
positioning statement
26)
Which of the following can create stopping power?
26)
A)
unexpected media
B)
contrast
C)
intrusive and intense
D)
originality
E)
all of the above
27)
Which of the following is NOT a common technique that creative thinkers use to stimulate new
ideas?
27)
A)
free association
B)
analogies and metaphors
C)
divergent thinking
D)
copycat thinking
E)
right–brain thinking
28)
Which of the following describes the immersion step of the creative process?
28)
A)
Does it work and is it on strategy?
B)
Read, research, and learn everything possible about the problem.
C)
Look at the problem from every angle, develop ideas, and generate as many alternatives as
possible.
D)
Try to put the conscious mind to rest to let the subconscious take over.
E)
The mind may hit a blank wall and want to give up.
29)
Which type of thinking is logical, orderly, and verbal?
29)
A)
top–brain
B)
left–brain
C)
back–brain
D)
lateral–brain
E)
right–brain
30)
A(n) ________ states the logic behind the sales offer.
30)
A)
feature
B)
point of differentiation
C)
appeal
D)
selling premise
E)
claim
31)
________ advertising is used to create a representation of the brand in a consumer’s mind.
31)
A)
Unique selling proposition (USP)
B)
Action
C)
Conviction
D)
Image
E)
Selling premise
32)
What is typically used at the end of an ad to summarize the point of the ad’s message in a highly
memorable way?
32)
A)
signature
B)
subhead
C)
teaser
D)
point of differentiation
E)
tagline
33)
Which of the following are appropriate objectives to achieve the connect facet of effective
advertising?
33)
A)
change attitudes, create conviction and preference
B)
touch emotions and create feelings
C)
deliver information and understanding
D)
establish brand identity and associations
E)
create attention, awareness, interest, recognition and recall
34)
An informational message that is designed to touch the mind and create a response based on logic
is known as a ________.
34)
A)
soft sell
B)
cognitive sell
C)
factual sell
D)
heart sell
E)
hard sell
35)
Which of the following is NOT a step in the idea–generating process called creative aerobics?
35)
A)
come up with a list of facts about a product
B)
copy–test ideas with a focus group
C)
create new definitions for product–related nouns
D)
look for similarities between dissimilar objects
E)
create new “names” for the product
36)
A(n) ________ connects with some emotion that makes the product particularly attractive or
interesting, such as security, esteem, fear, sex, and sensory pleasure.
36)
A)
point of differentiation
B)
appeal
C)
claim
D)
argument
E)
feature
37)
What is often used to test the idea before it runs to try to determine whether it works?
37)
A)
copy–testing
B)
concept testing
C)
brainstorming
D)
concept evaluation
E)
comparative analysis
38)
Which stage of the creative process is characterized as an unexpected moment when the idea
comes, often when the mind is relaxed and doing something else?
38)
A)
brainfog
B)
incubation
C)
illumination
D)
immersion
E)
ideation
39)
Which of the following are appropriate objectives to achieve the feel facet of effective advertising?
39)
A)
change attitudes, create conviction and preference
B)
create attention, awareness, interest, recognition and recall
C)
deliver information and understanding
D)
touch emotions and create feelings
E)
establish brand identity and associations
40)
Which of the following is the first step in the creative process?
40)
A)
brainfog
B)
ideation
C)
illumination
D)
immersion
E)
incubation
41)
An idea that breaks through the clutter, gets attention, and sticks in memory is said to have
________.
41)
A)
originality
B)
staying power
C)
science
D)
impact
E)
relevance
42)
A recent television commercial for Tylenol brand pain reliever shows just the head of a woman
talking 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 good of pain relief without all the risks. What type of advertising message is this?
42)
A)
lecture
B)
drama
C)
slice–of–life
D)
shockvertising
E)
teaser
43)
As described in the chapter’s opening vignette, what was the challenge facing the Grey Worldwide
the agency for Frontier Airlines?
43)
A)
tell the target market about the route to New York
B)
create an ad campaign that was serious and on strategy
C)
convincing consumers that Frontier was a safe airline
D)
explaining to consumers what Frontier exactly was
E)
advertise Frontier’s service to Mexico in a fun and exciting way
44)
Which of the following statements is false regarding the creative person?
44)
A)
Creative advertising people may be zany, weird, off–the–wall, unconventional, and most
importantly, eccentric.
B)
Creative problem solvers are risk takers with a high tolerance for ambiguity.
C)
Creative people are found in business, science, engineering, advertising, and many other
fields.
D)
In advertising, creativity is both part of the job description and a goal.
E)
Most people can sharpen their skills and develop their creative potential.
45)
What spokespersons were used in the campaign for Frontier in the chapter’s opening vignette?
45)
A)
a group of very funny NBA players
B)
animated robots
C)
very believable regular people
D)
Dallas Cowboys
E)
spokesanimals from the Frontier airplane tails
46)
Mini–Case Question. In which step of the creative process did the creative team read, research, and
learn everything they could about Energizer batteries and their competitors?
46)
A)
evaluation
B)
incubation
C)
immersion
D)
ideation
E)
illumination
C
47)
Which technique used by creative thinkers is intuitive, nonverbal, and emotion–based thinking?
47)
A)
analogies and metaphors
B)
left–brain thinking
C)
right–brain thinking
D)
divergent thinking
E)
free association
C
E
48)
A person who tends to deal in expressive images, emotion, intuition, and complex interrelated
ideas that must be understood as a whole rather than as pieces is ________–brain dominant.
48)
A)
right
B)
left
C)
back
D)
front
E)
top
49)
Which dimension of effective advertising represents the “science” part?
49)
A)
strategic dimension
B)
evaluative dimension
C)
personal dimension
D)
media dimension
E)
creative dimension
50)
An advertising agency has a meeting with its client to present the Big Idea for their advertising
campaign. What exactly does “Big Idea” mean?
50)
A)
It’s the science part of advertising.
B)
It’s the creative concept that implements the advertising strategy so that the message is both
attention getting and memorable.
C)
It’s the visual part of advertising that catches and holds attention.
D)
It’s the verbal part of advertising that presents the selling premise.
E)
It’s the art part of advertising.
51)
Which of the following describes the ideation step of the creative process?
51)
A)
Look at the problem from every angle, develop ideas, and generate as many alternatives as
possible.
B)
Try to put the conscious mind to rest to let the subconscious take over.
C)
The mind may hit a blank wall and want to give up.
D)
Does it work and is it on strategy?
E)
Read, research, and learn everything possible about the problem.
52)
When a tagline is used consistently on all marketing messages, it becomes a ________.
52)
A)
claim
B)
slogan
C)
key visual
D)
logo
E)
signature
53)
A particular problem that Big Ideas face is that the message is sometimes so creative that the ad is
remembered but not the product. This is known as ________.
53)
A)
overpowering creativity
B)
vampire creativity
C)
cannibalistic creativity
D)
marketing imperialism
E)
carryover effect
54)
In which step of the creative process does the problem solver look at the problem from every angle,
develop ideas, and generate as many alternatives as possible?
54)
A)
ideation
B)
illumination
C)
incubation
D)
brainfog
E)
immersion
55)
What is the function of originality?
55)
A)
create sticking power
B)
keep attention
C)
capture attention
D)
increase share of mind
E)
create pulling power
56)
Which of the following describes the incubation step of the creative process?
56)
A)
Does it work and is it on strategy?
B)
The mind may hit a blank wall and want to give up.
C)
Read, research, and learn everything possible about the problem.
D)
Try to put the conscious mind to rest to let the subconscious take over.
E)
Look at the problem from every angle, develop ideas, and generate as many alternatives as
possible.
57)
As described in the Road Crew creative brief given in the chapter, what was the main promise to
communicate?
57)
A)
Take a road trip and have a great time.
B)
Follow the road to success.
C)
Repairing a car on the side of the highway is an emergency.
D)
It’s more fun when you don’t have to worry about driving.
E)
College students who take to the road have fun.
58)
Keeping attention through an interesting thought creates ________.
58)
A)
attention
B)
awareness
C)
stopping power
D)
sticking power
E)
pulling power
59)
Which of the following is an appropriate objective to achieve the perception facet of advertising
effectiveness?
59)
A)
stimulate trial
B)
create conviction
C)
touch emotions
D)
create attention
E)
change attitudes
60)
Which of the following statements is false regarding creative thinking?
60)
A)
Free association creates the juxtaposition of two seemingly unrelated thoughts.
B)
Divergent thinking uses exploration to search for all possible alternatives.
C)
In advertising, creativity is limited to the writers and art directors.
D)
Right–brain thinking is intuitive, nonverbal, and emotion–based thinking.
E)
Creativity is a special form of problem solving and everyone is born with some talent in that
area.
61)
Which of the following is a common technique that creative thinkers use to stimulate new ideas?
61)
A)
right–brain thinking
B)
divergent thinking
C)
analogies and metaphors
D)
free association
E)
all of the above
Explanation:
62)
According to the “Practical Tips” given in the chapter, which of the following should be avoided to
prevent unoriginal ideas?
62)
A)
have fun
B)
clichés
C)
play
D)
live big
E)
have a clear strategy
63)
Mini–Case Question. While being humorous, the ads did stress that Energizer batteries last three
times longer than competing brands. What is this known as?
63)
A)
point of differentiation
B)
intangible characteristics
C)
attitude
D)
vampire creativity
E)
association message strategy
64)
Which dimension of effective advertising represents the “art” part?
64)
A)
personal dimension
B)
media dimension
C)
strategic dimension
D)
evaluative dimension
E)
creative dimension