Chapter 08 – Creative Strategy: Planning and Development
74. (p. 275) “Diamonds are forever,” “Impossible is Nothing” and “Just do it” are all examples
of:
75. (p. 278) A(n) _____ is a work plan or checklist that is used to guide the creative development
of an advertising message or campaign.
Chapter 08 – Creative Strategy: Planning and Development
76. (p. 278) The copy platform:
77. (p. 280) According to A. Jerome Jeweler, the _____ is the strongest singular thing an
advertiser can say about its product or service and should be the central point in every ad.
Chapter 08 – Creative Strategy: Planning and Development
78. (p. 280) According to well-known advertising executive John O’Toole, a flash of insight that
joins together a product benefit with what consumers desire in a fresh, involving way is called
a(n):
79. (p. 281) Leslie is working for a local agency as an intern. Her company has been hired to
develop an advertising campaign for chain of coffee shops. She has been given the task of
coming up with the big idea. You can tell her big ideas:
Chapter 08 – Creative Strategy: Planning and Development
80. (p. 281) The “We try harder” and Wendy’s “Where’s the beef?” advertising campaign themes
are examples of:
81. (p. 284) Hubba Bubba bubble gum is the only chewing gum that lets you blow great big
bubbles that won’t stick to your face. This statement represents the gum’s:
Chapter 08 – Creative Strategy: Planning and Development
82. (p. 284) Unlike other alkaline batteries and traditional rechargeable batteries, Rayovac
Renewal alkaline battery is reusable 25 times or more. The ad headline read, “Introducing the
Best-Performing Battery System in All of Creation.” This ad was based on the Rayovac
Renewal alkaline batteries:
83. (p. 284) Poinsettias are a very popular plant during the Christmas season. A major problem
for growers of poinsettias is root rot. Syngenta has developed a patented product that
eliminates root rot when it is placed in soil mix in which the plants are grown. Syngenta can
use _____ to develop its creative strategy for advertising this new product.
Chapter 08 – Creative Strategy: Planning and Development
84. (p. 284) Nizoral A-D shampoo is the only dandruff shampoo made with the number one
doctor-prescribed ingredient, an ingredient that its manufacturer holds the patent on. This is
the product’s unique selling proposition (USP). Which of the following statements about this
USP is true?
85. (p. 284) Poinsettias are a very popular plant during the Christmas season. A major problem
for growers of poinsettias is root rot. Syngenta has developed a patented product that
eliminates root rot when it is placed in soil mix in which the plants are grown. Unlike other
unique selling propositions such as new packaging, this USP creates a(n):
Chapter 08 – Creative Strategy: Planning and Development
86. (p. 285) When an advertiser uses an ad that emphasizes psychological associations and
attempts to wrap the consumer’s perceptions into a tight concept or symbol, what type of
advertising approach is being used?
87. (p. 284; 285) All Nippon Airways (ANA) is the largest airline in the Far East. Its ads focus on
the Japanese hospitality that is offered on its planes—everything from elegant tableware to the
finest Far Eastern cuisine. If comfort and fine food is important to you when you travel, then
you should think of ANA next time you are booking a flight to Asia. This development of a
strong, memorable identity for ANA is an example of:
Chapter 08 – Creative Strategy: Planning and Development
88. (p. 284; 285) Fortnum & Mason in London is a retail store committed to providing the best of
traditional British meats and cooking. The store is lit by crystal chandeliers, and there are
deep red carpets underfoot. The staff all wear tail-coats. Its ads want customers to associate
the store with the royal treatment they will receive when they shop there. This development of
a strong, memorable identity is an example of:
Chapter 08 – Creative Strategy: Planning and Development
89. (p. 284; 285) Spanish vintners want to improve consumers’ perceptions of the sparkling wine
they produce, which they contend is just as good as or even better than that produced in
France. The French call the sparkling wine they produce in a specified region, champagne,
and this is what most people choose when they are celebrating. Which of the following
methods for developing a creative strategy for Spanish sparkling wine seems most
appropriate?
Chapter 08 – Creative Strategy: Planning and Development
90. (p. 284) Which of the following statements is true about image advertising?
91. (p. 285) An approach to finding a major selling idea that uses consumer benefits as a
foundation with an emphasis on presenting these benefits in a dramatic way is the _____
approach.
Chapter 08 – Creative Strategy: Planning and Development
92. (p. 285) An ad for Federal Express shows a toy manufacturer the day before announcing a
new action-figure soldier. The CEO is being shown a tape of the commercial for the new
figure and is not amused to see the macho soldiers wearing ballerina costumes. His assistant
explains that he tried to use a cheaper carrier, and the tutus were sent instead of military
uniforms. Across the bottom of the screen reads the logo, “When it absolutely has to get there,
use FedEx.” This ad is an example of the _____ approach.
Chapter 08 – Creative Strategy: Planning and Development
93. (p. 285) An ad for a medication that helps people undergoing chemotherapy feel more
energetic showed a grandfather sorrowfully wishing he could participate in his grandson’s
birthday celebration. The next scene occurs at the birthday party and shows how much better
the grandfather feels after taking the medication. This ad is an example of the _____
approach.
94. (p. 285) Jack Trout and Al Ries introduced _____ as the basis for advertising strategy and
creative development in the early 1970s.
Chapter 08 – Creative Strategy: Planning and Development
95. (p. 286) _____ is the approach to finding a major selling idea can be done on the basis of
product attributes, price/quality, usage or application, product users, or product class.
96. (p. 286) Which of the following is often the basis of a marketer’s creative strategy when the
company has multiple brands competing in the same market?
Chapter 08 – Creative Strategy: Planning and Development
97. (p. 286) Procter & Gamble markets Zest, Safeguard, Camay, and Lava brands of bar soaps.
Zest is a “get-you-started in the morning” soap. Safeguard is marketed as a germ-fighter.
Camay cleans without drying or injuring the skin. Lava is for tough cleaning jobs. Procter &
Gamble uses a(n) _____ strategy.
98. (p. 286) General Mills has multiple brands of cereal that compete among themselves and
with Post, Quaker, and Kellogg’s brand cereals. General Mills would most likely use the
_____ approach as a basis for its creative strategies.
Chapter 08 – Creative Strategy: Planning and Development
99. (p. 286) Aurora Foods Inc. markets Log Cabin, Mrs. Butterworth’s, and Aunt Jemima brands
of pancake syrup. Aurora is most likely to use a _____ approach to developing creative
strategy for each brand.
100. (p. 286) Procter & Gamble markets Tide, Cheer, Gain, Dash, Bold 3 and Ivory Snow
detergents to a variety of different target markets. P&G advertises these different brands using
what type of creative strategy?
Chapter 08 – Creative Strategy: Planning and Development
101. (p. 287) According to Advertising Age, experts in creative advertising don’t write books or
espouse theories. They see advertising as:
102. (p. 287) With the growth of integrated marketing communications, advertisers are being
challenged to think beyond traditional mass media and develop creative advertising that: