Chapter 08 – Creative Strategy: Planning and Development
41. (p. 269) A client who manufactures maternity clothes for businesswomen wants a new
advertising campaign. Visits to obstetrician’s offices to observe the clothes being worn and to
maternity shops at the mall to see how they were selected could be a part of the _____ step of
the creative process.
42. (p. 269) Leon is the creative director for an agency that has just been hired by a manufacturer
of golfing equipment to create a new advertising campaign for the company’s titanium clubs.
Before starting to develop creative ideas, Leon reads some golfing magazines and spends time
talking to friends and co-workers who play golf. These activities are part of which step of the
creative process?
Chapter 08 – Creative Strategy: Planning and Development
43. (p. 269) Inna has been hired to promote a membership-only genealogical website, which
provides demographic information on over one billion people. She has gathered together all
the relevant environmental information and has studied the product as closely as possible. She
needs to work on another project and put the genealogical project completely out of her
conscious mind. Her subconscious needs time to work on a solution. Now it is time for the
_____ step of the creative process.
44. (p. 269) For weeks, Bridgette had been trying to come up with a creative approach to
advertise light bulbs. She decided to try not to think about it for a while to see if her
subconscious could figure something out. As she was relaxing in her bath one night, a great
idea for a creative light bulb advertising campaign just seemed to pop into her head. She leapt
out of the tub and began to write it all down before she forgot it. In terms of the creative
process, Bridgette has just experienced the _____ step.
Chapter 08 – Creative Strategy: Planning and Development
45. (p. 269) Why are models of the creative process valuable to those working in the creative
area of advertising?
46. (p. 269) No matter which model of the creative process you use, the last step in the creative
process is:
Chapter 08 – Creative Strategy: Planning and Development
47. (p. 270) _____ is a process that involves conducting research and gathering all information
about a client’s product or service, brand, and members of the target audience.
48. (p. 270) Account planning plays an important role during creative strategy development by:
Chapter 08 – Creative Strategy: Planning and Development
49. (p. 270) Which of the following statements about account planning is true?
50. (p. 271) Tiffany is the creative director of an ad agency. The agency has just been hired to
develop a promotional campaign for a company that produces exercise videos for women. As
part of her preparation for developing a creative strategy, Tiffany reviews some studies
conducted on the overall fitness and exercise market as well as a report on the changing roles
of women in society. This information is part of:
Chapter 08 – Creative Strategy: Planning and Development
51. (p. 271) Jonathan is a creative director at the Peet, Williams & Greene advertising agency.
He spends an hour every morning reading publications like Advertising Age, The Wall Street
Journal and Brand Week to gain a better understanding of what is happening in the world of
marketing and advertising. This activity can be characterized as:
52. (p. 271) Lifestyle research, attitude studies, and perceptual mapping would be examples of:
Chapter 08 – Creative Strategy: Planning and Development
53. (p. 271) Ramon participated in a study done by an advertising agency. During his interview,
he was asked to gauge the services provided by a regional airline on the basis of his
experiences and what others had told him. The interviewer asked Ramon specific questions
about the food, the seating arrangements, the ease with which he entered and exited the plane,
and the service provided by the flight attendants. Since the ad agency doing the research is the
one that will develop the creative strategy for the airline’s new ad campaign, you know
Ramon most likely provided the agency with:
Chapter 08 – Creative Strategy: Planning and Development
54. (p. 271) ______ is a research technique whereby consumers are asked to generate an
exhaustive list of things that bother them or difficulties they encounter when using a product
or service.
55. (p. 271) Douglas was asked to fill out a survey on ‘dill’ pickles. He was asked questions
about what he liked and disliked about dill pickles, when and where he usually ate dill
pickles, and to list and rate all brands of dill pickles he could recall. He was also asked about
packaging as well as degree of sourness in the different brands of pickles. Since the survey
was conducted by an ad agency prior to developing a creative strategy for its client, a pickle
manufacturer, and there were several people surveyed besides Douglas, you can assume he
was participating in a _____ study.
Chapter 08 – Creative Strategy: Planning and Development
56. (p. 271; 272) Psychographic studies are used by advertising agencies to:
57. (p. 272) In-depth interviews with consumers, focus groups, and observational studies of how
consumers conduct their daily lives as consumers are all examples of:
Chapter 08 – Creative Strategy: Planning and Development
58. (p. 271) Lisle Ju, the creative director for JTT ad agency, is observing a focus group for four-
wheel drive SUVs. She is gathering _____ before she begins to develop creative strategy for
an SUV manufacturer.
59. (p. 272) _____ is a research method whereby a group of 10 to 12 consumers from the target
market are led through a discussion regarding a particular topic.
Chapter 08 – Creative Strategy: Planning and Development
60. (p. 272) Which of the following statements is true about focus groups?
61. (p. 273) _____ research involves anthropologists or other types of trained researchers
observing consumers in their natural environments.
Chapter 08 – Creative Strategy: Planning and Development
62. (p. 273) Researchers Daniel Miller and Don Slater monitored websites, lurked in chat rooms,
and hung out in cyber cafés and observed how Internet users act. The users they observed
consider the Internet to be a tool to augment traditional forms of communication. Miller and
Slater conducted _____ research.
63. (p. 273) Canadian researchers went into people’s homes and observed how they watched
television and more specifically what they did when commercials came on. This was an
example of _____ research.
Chapter 08 – Creative Strategy: Planning and Development
64. (p. 274) At what stage of the creative process are various ideas evaluated and refined before
actually being used?
65. (p. 274) At what stage of the creative process would consumers in the target audience be
asked to evaluate storyboards and animatics?
Chapter 08 – Creative Strategy: Planning and Development
66. (p. 274) A(n) ____ is a series of drawings used to present the visual plan or layout of a
commercial along with a description of the audio for each scene.
67. (p. 274) To make a creative layout of a commercial more realistic, a(an) _____ may be
produced by making a videotape of the _____ along with an audio soundtrack.
Chapter 08 – Creative Strategy: Planning and Development
68. (p. 274) The Rogers Agency wants to test a creative idea it has for a new commercial before
moving ahead with the production of the spot. To make the test more realistic it wants to test
both the visual layout of the commercial as well as the audio portion of the message. The
commercial should be tested in which of the following forms?
69. (p. 275) One of the most popular and long-running advertising campaigns was created by the
Leo Burnett agency for Maytag appliances. The ____ or central message of the advertising
campaign was “Maytag Dependability.”
Chapter 08 – Creative Strategy: Planning and Development
70. (p. 275) The print ads and the television ads for Maytag appliances were designed to show
“The Loneliest Man in the World” was a Maytag repairman. Public appearances by the actor
who appeared in the commercials as well as consumer brochures and point-of-purchase
displays were also used in this interrelated and coordinated effort called a(n):
71. (p. 275) A(n) _____ is a series of advertising messages in a variety of media that center on a
single theme or idea.
Chapter 08 – Creative Strategy: Planning and Development
72. (p. 275) Visa credit cards ran ads for a number of years that center around the basic theme
that “Visa Is Everywhere You Want to Be.” These ads emphasized the fact that Visa is
accepted more places than any of its competitors are. This is an example of a(n):
73. (p. 275) Advertising campaign themes: