109)
List any 5 of the 10 tips given in the “Practical Tips” box in the chapter.
109)
110)
Describe the MasterCard campaign that was discussed in the “Hands–On” case at the end
of the chapter.
110)
TRUE/FALSE. Write ‘T’ if the statement is true and ‘F’ if the statement is false.
111)
The end result of persuasion is purchase.
111)
112)
Creative problems solvers are risk takers with a high tolerance for ambiguity.
112)
113)
The function of originality is to capture attention.
113)
114)
An appeal connects with some emotion that makes the product particularly attractive or
interesting.
114)
115)
Keeping attention is the pulling power of an ad.
115)
116)
A strategy is the form in which the ad’s message is presented.
116)
117)
An appeal states the logic behind the sales offer.
117)
118)
In the case where the core targeting and positioning strategies remain the same in different
markets, execution needs to be the same.
118)
119)
Style, quality, prestige, package, and color are all considered to be intangible characteristics of the
product.
119)
120)
Divergent thinking creates the juxtaposition of two seemingly unrelated thoughts, and it is done by
thinking of a word and then describing everything that comes into your mind when you imagine
that word.
120)
121)
Creative strategy is what the advertisement says and execution is how it is said.
121)
122)
Effective advertising is a product of both science and art.
122)
123)
A product’s point of differentiation relative to the competition reflects its position.
123)
124)
The unique selling proposition (USP) is a benefit statement that looks to the future and predicts that
something good will happen if you use the product.
124)
125)
To get a creative idea, you must leap beyond the mundane language of the strategy statement and
see the problem in a novel and unexpected way.
125)
126)
Copywriters and art directors are the only creative roles in advertising agencies.
126)
127)
Vampire advertising is using an idea that someone else has originated.
127)
128)
The first step in the creative process is to read, research, and learn everything you can about the
problem.
128)
129)
One basic principle in creative thinking for advertising is to emphasize executions and worry about
concepts later.
129)
130)
No matter how hard a creative team tries, there is no way to come up with a creative Big Idea for
boring, mundane products (e.g. toilet paper).
130)
131)
For advertising professionals, creative thinking is more important than strategic thinking.
131)
132)
An effective ad is relevant, original, and has impact, which is referred to as ROI.
132)
133)
An association message strategy delivers information symbolically by connecting a brand with a
certain type of person, lifestyle, or other characteristic.
133)
134)
The message plan is the document prepared by the account planner to summarize the basic
marketing and advertising strategy and gives direction to the creative team as they search for the
creative concept.
134)
135)
Left–brain thinking is intuitive, nonverbal, and emotion–based thinking.
135)
136)
Vampire creativity is when the message is so creative that the ad is remembered but not the
product.
136)
137)
A hard sell is an informational message that is designed to touch the mind and create a response
based on logic.
137)
138)
Advertising that tries to grab attention and generate buzz by using outlandish creative ideas or
provocative visuals is referred to as vampire creativity.
138)
139)
In getting the great idea, the visual comes first.
139)
140)
Illumination is a technique where a group of 6 to 10 people work together to come up with ideas,
and the secret to success is to remain positive and defer judgment.
140)
141)
The key visual in a print, interactive, or television ad is a vivid image that the advertiser hopes will
linger in the viewer‘s mind.
141)
142)
Lecture as a basic strategy relies on the viewer to make inferences.
142)
143)
An objective to achieve the transformation facet of effectiveness is to touch emotions and create
feelings.
143)
144)
To get attention, an ad has to have pulling power.
144)
145)
A formal method of evaluating the effectiveness of an ad, either in draft form or after it has been
used, is called copy–testing.
145)
ESSAY. Write your answer in the space provided or on a separate sheet of paper.
146)
Name and describe the most common techniques that creative thinkers use to stimulate new ideas.
147)
Name and describe any five of the common message approaches.
148)
Name and describe the rational customer–focused selling premises.
149)
Name and describe the six steps in the creative process.
150)
Describe the creative person.
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