Chapter 08 – Creative Strategy: Planning and Development
1. (p. 259) In the development of an advertising campaign or message, creative _____ involves
determining what the message will say or communicate, while creative _____ deals with how
the message will be implemented or executed.
2. (p. 259) The _____ is used as the central theme of the advertising campaign and translated
into attention-getting, distinctive, and memorable messages.
Chapter 08 – Creative Strategy: Planning and Development
3. (p. 259) Which of the following statements is true about the use of creativity in an advertising
campaign?
4. (p. 260) Ads are often called _____.
Chapter 08 – Creative Strategy: Planning and Development
5. (p. 260) The people who develop ads and commercials are known as ____.
6. (p. 260) Which of the following statements is true about creative strategy and execution?
Chapter 08 – Creative Strategy: Planning and Development
7. (p. 260) Many companies are willing to spend hundreds of millions of dollars each year on
creative advertising because:
8. (p. 260) Which of the following statements is true regarding awards for advertising
creativity?
Chapter 08 – Creative Strategy: Planning and Development
9. (p. 261) Which of the following statements is true according to the Hirschman study about the
creative people involved in advertising?
10. (p. 261) From the perspective of a product manager, a commercial is likely to be judged as
creative if it:
Chapter 08 – Creative Strategy: Planning and Development
11. (p. 261) A study by Elizabeth Hirschman examined the perceptions of individuals involved
in the creation and production of television commercials and found:
12. (p. 261) Based on the findings of the study conducted by Elizabeth Hirschman, which of the
following individuals is most likely to be risk averse and prefer commercials that focus on the
product rather than creative impact?
Chapter 08 – Creative Strategy: Planning and Development
13. (p. 261) Which of the following statements supports the reason why a marketer might want
to emphasize creativity in the development of an advertising campaign?
14. (p. 262) _____ is a quality possessed by individuals that enables them to generate novel
approaches to handling problems that is reflected in new and improved solutions to those
problems.
Chapter 08 – Creative Strategy: Planning and Development
15. (p. 262) _____ is the ability to generate fresh, unique and appropriate ideas that can be used
as solutions to communication problems.
16. (p. 262) _____ refers to the extent to which an ad contains elements that are novel, different,
or unusual.
Chapter 08 – Creative Strategy: Planning and Development
17. (p. 262) According to Robert Smith, _____ ads contain elements that are rare, surprising, or
move away from the obvious and commonplace.
18. (p. 262) According to Robert Smith, _____ ads contain different ideas or switch from one
perspective to another.
Chapter 08 – Creative Strategy: Planning and Development
19. (p. 262) According to Robert Smith, _____ ads contain unexpected details or finish and
extend basic ideas so they become more intricate, complicated, or sophisticated.
20. (p. 262) According to Robert Smith, _____ ads combine, connect, or blend normally
unrelated objects or ideas.
Chapter 08 – Creative Strategy: Planning and Development
21. (p. 262) According to Robert Smith, _____ ads contain attractive shapes and colors.
22. (p. 262) One of the major determinants of creativity is _____ which reflects the degree to
which the various elements of the ad are meaningful, useful, or valuable to the consumer.
Chapter 08 – Creative Strategy: Planning and Development
23. (p. 263) According to Robert Smith, the two ways in which relevance could be achieved are:
24. (p. 263) CoverGirl cosmetics have hired Drew Barrymore to appear in its advertisements in
order to help them capture the attention and interest of the consumers. Through this, the ad
illustrates the application of:
Chapter 08 – Creative Strategy: Planning and Development
25. (p. 263) _____ refers to situations where the ad contains execution elements that are
meaningful to consumers.
26. (p. 263) _____ refers to situations where the advertised brand of a product or service is of
personal interest to consumers.
Chapter 08 – Creative Strategy: Planning and Development
27. (p. 263) Which of the following statements is true about the relevance of ads?
28. (p. 264) According to the universal advertising standards developed by the D’Arcy Masius
Benton & Bowles agency, a creative advertising message is built around:
Chapter 08 – Creative Strategy: Planning and Development
29. (p. 265) According to D’Arcy Masius Benton & Bowles’s agency, _____ is the vehicle that
transforms the strategy into a dynamic, creative communications concept.
30. (p. 266) Some of the more successful advertising agencies, like TBWA and Wieden &
Kennedy, attribute their excellent creative work to the fact that:
Chapter 08 – Creative Strategy: Planning and Development
31. (p. 267) The perpetual debate over the most effective role for advertising is between:
32. (p. 267) The proponents of creative advertising argue that:
Chapter 08 – Creative Strategy: Planning and Development
33. (p. 268) Advertising creative personnel tend to:
34. (p. 269) According to James Webb Young, a former creative vice president at the J. Walter
Thompson agency, the production of creative advertising ideas:
Chapter 08 – Creative Strategy: Planning and Development
35. (p. 269) There are five steps in the creative process as designed by James Webb Young, a
former creative vice president at the J. Walter Thompson agency. They are:
36. (p. 269) According to the work of sociologist Graham Wallace, the four-step approach to the
creative process includes:
Chapter 08 – Creative Strategy: Planning and Development
37. (p. 269) According to Young’s model of the creative process, the _____ step deals with
gathering raw material and information through background research and immersing yourself
in the problem.
38. (p. 269) The _____ step of the creative process deals with putting the problems out of one’s
conscious mind and turning the information over to the subconscious to do the work.
Chapter 08 – Creative Strategy: Planning and Development
39. (p. 269) An idea develops during the _____ step of the creative process.
40. (p. 269) The _____ step of the creative process deals with refining and polishing the idea and
seeing if it is an appropriate solution.