65)
Ads that demonstrate how something works or how to solve a problem are messages that ________.
65)
A)
teach
B)
preach
C)
get attention
D)
reach emotions
E)
resonate
66)
Laurie saw a television commercial that depicted a mother stressed out from working and taking
care of children. The scenes shown included hassles at work, kids crying, dogs barking, and the
phone ringing. Then the commercial showed 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?
66)
A)
demonstration
B)
slice–of–life
C)
comparison
D)
humor
E)
straightforward
67)
Mini–Case Question. One commercial was particularly effective because viewers watched the
entire commercial to see the bunny do something funny at the end of the commercial. The ability of
this commercial to keep the viewer through the end of the message is known as ________.
67)
A)
point of differentiation
B)
sticking power
C)
stopping power
D)
teaser
E)
pulling power
68)
In which step of the creative process does the problem solver read, research, and learn everything
he or she can about the problem?
68)
A)
ideation
B)
incubation
C)
brainfog
D)
illumination
E)
immersion
69)
Using an idea that someone else has originated is known as ________.
69)
A)
revised advertising
B)
reused advertising
C)
copycat advertising
D)
recycled advertising
E)
duplicate advertising
70)
Which type of message strategy delivers information symbolically by connecting a brand with a
certain type of person, lifestyle, or other characteristic?
70)
A)
reminder
B)
emotion
C)
unique selling proposition (USP)
D)
call to action
E)
association
71)
A process of jumping from the strategy statement to an original idea that conveys the strategy in an
interesting way is known as the ________ and means moving from the safety of a predictable
strategy statement to an unusual idea that hasn’t been tried before.
71)
A)
creative leap
B)
creative gap
C)
creative idea
D)
creative brief
E)
creative bridge
72)
In which stage of the creative process does the problem solver try to put his or her conscious mind
to rest to let the subconscious take over?
72)
A)
brainfog
B)
ideation
C)
illumination
D)
incubation
E)
immersion
73)
Which of the following is a tip for creating original ideas?
73)
A)
catchy phrasing
B)
use an unexpected twist
C)
play on words
D)
use an unexpected association
E)
all of the above
74)
An advertising idea is considered ________ when it is novel, fresh, unexpected, and unusual; and it
is considered ________ when it’s one of a kind.
74)
A)
impactful; relevant
B)
original; creative
C)
creative; original
D)
relevant; impactful
E)
creative; relevant
75)
Which of the following is NOT a rational customer–focused selling premise?
75)
A)
unique selling proposition (USP)
B)
benefit
C)
reason why
D)
promise
E)
resonate
76)
What purpose do brand icons like the Burger King’s Burger King and Geico’s Gecko fulfill?
76)
A)
represent out–of–date concepts
B)
Lend personality, emotion and stories to their brands.
C)
When humor is used, it is relevant, with a clear product purpose.
D)
Brand rewards/benefits are highly visible through demonstration, dramatization, lifestyle,
feelings, or analogy.
E)
The brand is the major player in the experience.
77)
In which type of campaign does the message unfold over time?
77)
A)
lecture
B)
drama
C)
teaser
D)
split and book–end
E)
anonymous
C
78)
In which step of the creative process does the problem solver hit a blank wall and want to give up?
78)
A)
brainfag
B)
ideation
C)
illumination
D)
incubation
E)
mental block
A
B
79)
Which approach uses emotional appeals or images to create a response based on attitudes, moods,
dreams, and feelings?
79)
A)
affective sell
B)
hard sell
C)
factual sell
D)
soft sell
E)
head sell
80)
Which message strategy approach emphasizes tangible product features and benefits?
80)
A)
cognitive sell
B)
heart sell
C)
soft sell
D)
hard sell
E)
factual sell
81)
Which of the following describes the brainfog step of the creative process?
81)
A)
Look at the problem from every angle, develop ideas, and generate as many alternatives as
possible.
B)
The mind may hit a blank wall and want to give up.
C)
Try to put the conscious mind to rest to let the subconscious take over.
D)
Read, research, and learn everything possible about the problem.
E)
Does it work and is it on strategy?
82)
Which technique used by creative thinkers creates the juxtaposition of two seemingly unrelated
thoughts?
82)
A)
free association
B)
divergent thinking
C)
analogies and metaphors
D)
left–brain thinking
E)
right–brain thinking
83)
A vivid image that the advertiser hopes will linger in the viewer’s mind is communicated through a
________.
83)
A)
super
B)
signature
C)
tagline
D)
slogan
E)
key visual
84)
Which of the following describes the final step of the creative process?
84)
A)
The mind may hit a blank wall and want to give up.
B)
Does it work and is it on strategy?
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)
Read, research, and learn everything possible about the problem.
85)
The ROI of effective advertising stands for ________.
85)
A)
relevant, original, and impact
B)
ready, on, and in
C)
relevant, original, and intense
D)
real, on–target, and insistent
E)
real, original, and intense
86)
What was the objective of the Road Crew social marketing campaign?
86)
A)
To get young men in Wisconsin small towns who drink and drive to use a ride service.
B)
To get parents to make sure their children wear seatbelts.
C)
To encourage drivers to slow down when driving in work zones.
D)
To reduce road rage.
E)
To change the attitudes of drivers toward road construction.
87)
When Budweiser beer started using the Budweiser frogs in their commercials, people raved at how
creative the advertising was. However, someone who has worked in the advertising industry for
many years pointed out that he used that creative idea several years before. What type of
advertising is it that uses an idea that someone else has originated?
87)
A)
duplicate advertising
B)
recycled advertising
C)
copycat advertising
D)
revised advertising
E)
reused advertising
88)
Carly saw a billboard for a local church that said, “CH_ _ CH–What’s missing?” Based on the
techniques for creating original ideas given in the chapter, which technique of creating original and
unexpected ideas is this an example of?
88)
A)
analogies
B)
metaphors
C)
clichés
D)
play on words
E)
an unexpected association
89)
Which type of message format is designed to arouse curiosity, are mystery ads that don’t deliver
enough information to make sense?
89)
A)
slice–of–life
B)
shockwave
C)
spokesperson
D)
teasers
E)
shockvertising
90)
In Taylor‘s Six–segment strategy wheel the transmission view is equivalent to the ________
strategy.
90)
A)
heart
B)
talking head
C)
thoughtful
D)
head
E)
feeling
SHORT ANSWER. Write the word or phrase that best completes each statement or answers the question.
91)
Briefly describe the advertising campaign Grey Worldwide created for Frontier Airlines in
the chapter’s opening vignette.
91)
92)
At one time, Michael Jordan was the highest paid celebrity endorser for several products.
Why do advertisers use celebrity endorsers, such as Michael Jordan?
92)
93)
Two basic approaches are sometimes referred to as head and heart strategies. Explain what
this means and apply the Facets Model to each.
93)
94)
Mini–Case Question. The creative strategy and key execution details for this campaign
were spelled out in a document called a creative brief. Explain what this is and list the
elements that are commonly included in one.
94)
95)
To get attention, an ad has to have stopping power. Describe how ads can accomplish this.
95)
96)
As described in the chapter’s opening vignette, what was the challenge facing the Grey
Worldwide the agency for Frontier Airlines?
96)
97)
Marcy is a creative consultant who will go to a business or organization and conduct
“creative aerobic” sessions. Explain what she does and discuss the four–step,
idea–generating process that she assists businesses in implementing.
97)
98)
Compare and contrast the terms creative strategy and creative execution.
98)
99)
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 terms of DDB Needham agency’s “ROI” evaluate this
ad.
99)
100)
Mini–Case Question. Name and describe the message format approach you think best
describes the television commercial execution for this campaign.
100)
101)
Mini–Case Question. Did this campaign use a hard–sell or soft–sell strategy? Explain your
answer by comparing and contrasting the two strategies.
101)
102)
One of your assignments in an advertising class is to give a brief presentation on tips for
coming up with original ideas. There were ten tips given in the “Practical Tips” box in the
chapter, and you decide to use those for your presentation. List what you would include in
your presentation.
102)
103)
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,
why it is used, and how to make it successful.
103)
104)
What were the results of Frontier Airline’s advertising campaign that was described in the
chapter’s opening and closing vignettes?
104)
105)
Mini–Case Question. Although there were several executions of television commercials,
they each included the words, “Cotton. The fabric of our lives.” What are these words
known as?
105)
106)
Explain the key visual and how it was used effectively by Absolut Vodka.
106)
107)
Explain the process of brainstorming and the part it played in developing the Road Crew
concept.
107)
108)
Explain what the Big Idea is. Describe the Big Idea of the Road Crew campaign.
108)