The Creative Side

Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 8 - 1

The Creative SideThe Creative Side


Effective advertising is a product of _____.

1. persuasion

2. creativity

3. Neither 1 nor 2

4. Both 1 and 2


Effective advertising is a product of _____.

1. persuasion

2. creativity

3. Neither 1 nor 2

4. Both 1 and 2

Effective advertising is a product of both science (persuasion) and art (creativity).

All of the following except _____ are

parts of the “3 Ps of innovation.”

1. place

2. person

3. product

4. process


All of the following except _____ are

parts of the “3 Ps of innovation.”

1. place

2. person

3. product

4. process


Advertising agencies are natural incubators in terms of the 3 Ps of innovation: Place, Person, and Process.

_____ is what an advertising message says; _____ is how it is

said.

1. Message synergy; creativity

2. Creative strategy; execution

3. Composition; extrapolation

4. Structural analysis; substance


_____ is what an advertising message says; _____ is how it is

said.

1. Message synergy; creativity

2. Creative strategy; execution

3. Composition; extrapolation

4. Structural analysis; substance


Creative strategy is what the message says; execution is how it is said.

A _____ contains the creative strategy and key execution

details of an advertisement.

1. big idea

2. creative brief

3. mission statement

4. advertising manifesto


A _____ contains the creative strategy and key execution

details of an advertisement.

1. big idea

2. creative brief

3. mission statement

4. advertising manifesto


The creative brief contains the creative strategy and key execution details of an advertising strategy.

Which one of the following is not an element of brand

salience?

1. The brand is visible in the marketplace.

2. Consumers are aware of the brand.

3. The brand is important to its target market.

4. The logic behind the sales offer is evident.


Which one of the following is not an element of brand

salience?

1. The brand is visible in the marketplace.

2. Consumers are aware of the brand.

3. The brand is important to its target market.

4. The logic behind the sales offer is evident.


Brand salience involves the visibility and presence of the brand, consumer awareness of the brand, and the brand’s importance to its target market.

A soft-sell approach creates a response based on all of the

following except _____.

1. logic

2. moods

3. feelings

4. attitudes


A soft-sell approach creates a response based on all of the

following except _____.

1. logic

2. moods

3. feelings

4. attitudes


A soft sell approach uses emotional appeals or images to create a response based on moods, feelings, and attitudes.

In Professor Taylor’s model, the

ritual view does not include _____.

1. an ego segment

2. a social segment

3. a sensory segment

4. an acute need segment


In Professor Taylor’s model, the

ritual view does not include _____.

1. an ego segment

2. a social segment

3. a sensory segment

4. an acute need segment


Professor Taylor’s model divides strategies into a ritual view (ego, social, and sensory segments) and a transmission view (ration, acute need, and routine).

1. connects a product with emotions

2. states the logic behind a sales offer

3. uses sensory input to reach consumers

4. breaks through indifference with ambiguity

As a strategic approach for sales

messages, the selling premise _____.


As a strategic approach for sales

messages, the selling premise _____.

1. connects a product with emotions

2. states the logic behind a sales offer

3. uses sensory input to reach consumers

4. breaks through indifference with ambiguity


A selling premise states the logic behind the sales offer. This type of message strategy is usually a rational approach.

In a _____ message formula, the objective is to build

conviction.

1. comparison approach

2. straightforward message

3. problem solution message

4. unique selling proposition


In a _____ message formula, the objective is to build

conviction.

1. comparison approach

2. straightforward message

3. problem solution message

4. unique selling proposition


In the comparison approach to selling, seeing is believing, so the objective is to build conviction.

In order for an advertisement to get consumers’ attention, it

must have _____.

1. star power

2. sticking power

3. stopping power

4. staying power


In order for an advertisement to get consumers’ attention, it

must have _____.

1. star power

2. sticking power

3. stopping power

4. staying power


Advertisements that get the attention of consumers have stopping power.

The intangible characteristics of

a product do not include _____.

1. style

2. quality

3. image

4. features


The intangible characteristics of

a product do not include _____.

1. style

2. quality

3. image

4. features


A product’s intangible characteristics include the following: style, quality, image, prestige, warranty, and brand name.

_____ creates a representation of

a brand through the use of symbolism.

1. Image advertising

2. Reminder advertising

3. Immersion advertising

4. Informational advertising


_____ creates a representation of

a brand through the use of symbolism.

1. Image advertising

2. Reminder advertising

3. Immersion advertising

4. Informational advertising


Image advertising is used to create a representation of a brand, an image in a consumer’s mind, through symbolism.

In the creative process, _____ helps a group of people to become an idea factory.

1. brainstorming

2. applied imagination

3. vampire creativity

4. left-brain thinking


In the creative process, _____ helps a group of people to become an idea factory.

1. brainstorming

2. applied imagination

3. vampire creativity

4. left-brain thinking


As part of the creative process, some agencies use a thinking technique known as brainstorming where a group of 6 to 10 people work together to come up with ideas.

In creative strategies and campaigns, an extendable concept

can be used as _____.

1. a method for segmenting target markets

2. the keystone of a marketing campaign

3. a vehicle for the intended message

4. an umbrella concept for other advertisements


1. a method for segmenting target markets

2. the keystone of a marketing campaign

3. a vehicle for the intended message

4. an umbrella concept for other advertisements

In creative strategies and campaigns, an extendable concept

can be used as _____.


A concept is extendable if it is strong enough to serve as an umbrella concept for a variety of advertising executions in different media talking to different audiences.

In order to analyze the logic of a creative strategy, structural

analysis _____.

1. evaluates the power of the narrative or story

2. evaluates the strength of the product claim

3. considers how the story brings the claim to life

4. All of the above


In order to analyze the logic of a creative strategy, structural

analysis _____.

1. evaluates the power of the narrative or story

2. evaluates the strength of the product claim

3. considers how the story brings the claim to life

4. All of the above


The structural analysis method evaluates the power of the narrative or story, evaluates the strength of the product claim, and considers how well the two are integrated.

The Creative Side

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