- Information
- AI Chat
Chapter 08 Test Bank
advertising in the digital age (MKT1ADD)
La Trobe University
Recommended for you
Related Studylists
IMCPreview text
Chapter 08 Test Bank
Student: ___________________________________________________________________________
1. Those who judge the creativity of an ad in terms of its aesthetic value contend that creative ads can break through the competitive clutter and grab the consumer's attention. True False
2. Divergence refers to the extent to which the various elements of an ad are meaningful, useful, or valuable to the consumer. True False
3. Ads for products such as fashionable clothing, jewelry, and liquor often provide specific product information rather than relying on visual images to deliver their message. True False
4. Many creative people follow proven formulas when creating ads because they are safe. True False
5. The "suits" argue that the most important thing good advertising does is make an emotional connection with consumers. True False
6. Creativity is not the exclusive domain of those who work in the creative department of ad agencies. True False
7. According to Young's model of the creative process, the stage of digestion involves the process of gathering material and information through research. True False
08-
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
8. According to Young's model of the creative process, studying the idea to see if it still looks good then shaping the idea to practical usefulness occurs in the last stage of verification. True False
9. Observations made on trends, developments, and happenings in the marketplace are part of general preplanning input. True False
10. Focus group interviews bring creative people and others involved in creative strategy development into contact with customers. True False
11. Generally, creative people are not open to research or information that could help them understand the client's target market better. True False
12. Viewer reaction profiles are usually used in the incubation stage of the creative process. True False
13. Viewer reaction profiles are usually used in the incubation stage of the creative process. True False
14. Advertisement campaign plans are long term in nature. True False
15. In large agencies, an individual from the research department is likely to prepare the creative brief. True False
16. Those who judge the creativity of an ad in terms of its aesthetic value contend that creative ads can break through the competitive clutter and grab the consumer's attention. True False
08-
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
23. Which of the following creativity combinations is the least effective, as it relates to sales uplift relative to average effectiveness? A. flexibility and artistic value B. flexibility and synthesis C. originality and synthesis D. elaboration and artistic value E. originality and elaboration
24. Which of the following statements is true of the use of creativity in an advertising campaign? A. Because most advertising is unique, creativity is not enough to break through the clutter. B. Creative advertising always has a positive impact on sales. C. Creative advertising that lacks flexibility and artistic value may have a greater impact on the target audience than advertising that is flexibile and artistic. D. The nature of advertising requires that everyone involved in the promotional planning process understand the creative strategy. E. The users of creative advertising must avoid using big ideas and unique selling propositions in their advertising campaigns.
25. Which of the following statements about creative strategy and its execution is true? A. A good creative strategy and execution guarantees a brand will exceed its sales objectives. B. A good creative strategy never fails in reviving a declining brand. C. Ads that are highly creative may not increase sales of a brand. D. Companies have no trouble coming up with creative advertising that differentiates their brands from the competition. E. Good creative strategy cannot help a struggling brand regain its former prominence.
26. Ads are often called _____ A. animatics. B. heuristics. C. creative. D. art infusions. E. mnemonics.
27. The people who develop ads and commercials are known as _____ A. mnemonics. B. animatics. C. copy makers. D. creative types. E. media planners.
08-
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
28. Which of the following statements is true according to the Hirschman study of creative people in advertising? A. They view ads as promotional tools whose primary purpose is to communicate favorable impressions to the marketplace. B. They are more risk-averse than brand managers. C. They prefer making conservative commercials. D. They believe a commercial should be evaluated in terms of whether it fulfills the client's marketing and communication objectives. E. They want to maximize the impact of the advertising message.
29. A study by Elizabeth Hirschman that examined the perceptions of individuals involved in the creation and production of television commercials found that A. product managers view advertising from an aesthetic perspective. B. account executives view advertising as a promotional tool whose primary purpose is to communicate favorable impressions about a brand. C. art directors and copywriters are more risk-averse than brand managers. D. brand managers prefer creative commercials that take risks. E. art directors and copywriters evaluate advertising on the basis of how well it fulfills predefined communications objectives.
30. 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? A. brand managers B. art directors C. copywriters D. commercial directors E. illustrators
31. Which of the following statements supports the reason why a marketer might want to emphasize creativity in the development of an advertising campaign? A. Creative advertisements can avoid novelty in terms of divergence. B. Creative advertising can break through the clutter and make an impression on buyers. C. Creative advertisements always favor divergence over relevance. D. Creative advertising is effective even if it is irrelevant to the target audience. E. Creative advertising helps in winning awards, which always leads to an increase in sales.
08-
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
36. Which of the following is one of the five major factors identified by Robert Smith that refers to ads that contain unexpected details or finish and extend basic ideas so they become more intricate, complicated, or sophisticated? A. originality B. flexibility C. elaboration D. artistic value E. synthesis
37. With respect to the five factors identified by Robert Smith and his colleagues that account for the ways divergence can be achieved in advertising, the factor that deals with ads that contain attractive shapes and colors is referred to as A. synthesis. B. illumination. C. originality. D. artistic value. E. flexibility.
38. Which of the following is a major determinant of creativity that reflects the degree to which various elements of an ad are meaningful, useful, or valuable to the consumer? A. divergence B. delusion C. relevance D. illumination E. risk aversion
39. According to Robert Smith, the two ways in which relevance can be achieved are A. ad-to-brand relevance and brand-to-ad relevance. B. ad-to-producer relevance and brand-to producer relevance. C. ad-to-producer relevance and brand-to-consumer relevance. D. ad-to-consumer relevance and brand-to-producer relevance. E. ad-to-consumer relevance and brand-to-consumer relevance.
08-
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
40. Pluto Inc., a cosmetics company, hired a well-known movie star to appear in its advertisements. The company hoped that using a celebrity would capture the attention and interest of consumers. In this scenario, the ad illustrates the application of A. ad-to-consumer relevance. B. brand-to-consumer relevance. C. brand-to-producer relevance. D. inherent drama strategy. E. bait-and-switch advertising strategy.
41. The "Got Milk?" campaign, which has been running for nearly two decades, was developed to achieve _______________, or the ability to generate a variety of messages around a creative idea. A. artistic value B. divergence C. fluency D. synthesis E. originality
42. Which of the following statements about the relevance of ads is true? A. Brand-to-consumer relevance refers to situations in which the ad contains execution elements that are meaningful to consumers. B. Ad-to-consumer relevance refers to situations in which the advertised brand of a product or service is of personal interest to consumers. C. Brand-to-consumer relevance could be achieved through making use of celebrities with whom consumers identify. D. Relevance reflects the degree to which an advertisement provides information or an image that is pertinent to the brand. E. Relevance is best defined as the extent to which an ad contains elements that are novel, different, or unusual.
43. According to the universal advertising standards developed by the D'Arcy Masius Benton & Bowles agency, a creative advertising message is built around A. the growth-share matrix. B. a trojan horse business technique. C. a power idea or a creative core. D. the bait-and-switch concept. E. the nondivergence determinant of creativity.
08-
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
49. The rationalists of creative advertisements are also called "_____" A. operators. B. suits. C. mnemonics. D. heuristics. E. poets.
50. Advertising creative personnel tend to be A. more concrete and formalized than intuitive when solving a problem. B. highly conventional in their approach. C. more intuitive than logical. D. highly structured and organized individuals. E. no different from people with business executive backgrounds.
51. According to James Webb Young, the production of creative advertising ideas A. is a random process that cannot be taught. B. must avoid bolting a brand to a consumer's clinching benefit. C. must be primarily consumer-generated. D. is a definitive process that can be learned and controlled. E. has as many different routes as there are different forms of creativity.
52. The five steps in the creative process as designed by James Webb Young include A. preparation, brainstorming, growth, reality check, and verification. B. immersion, testing, illumination, creation, and verification. C. immersion, digestion, incubation, illumination, and verification. D. preparation, incubation, immersion, illumination, and reality check. E. immersion, brainstorming, incubation, creation, and reality check.
53. According to the work of sociologist Graham Wallas, the four-step approach to the creative process includes A. preparation, incubation, illumination, and verification. B. immersion, brainstorming, creation, and reality check. C. preparation, illumination, creation, and verification. D. preparation, immersion, creation, and verification. E. immersion, incubation, illumination, and creation.
08-
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
54. According to the creative process outlined by Graham Wallas, which of the following stages deals with getting away from the problem and letting ideas develop? A. incubation B. illumination C. verification D. preparation E. dramatization
55. According to the creative process outlined by Graham Wallas, which of the following stages deals with gathering background information needed to solve the problem through research and study? A. dramatization B. verification C. preparation D. incubation E. illumination
56. According to the creative process outlined by Graham Wallas, which of the following stages deals with seeing the light or solution? A. verification B. incubation C. dramatization D. preparation E. illumination
57. Models of the creative process do not say much about how this information will be synthesized and used by creatives because A. this part of the process is unique to the individual. B. the processes described are more applicable to organizations. C. financial considerations are considered more important than the creative process. D. the models are in disagreement as to the final part of the process. E. creatives don't agree that creativity is a process.
08-
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
62. According to Young's version of the stages in the creative process, which of the following is considered the final step? A. incubation B. dramatization C. illumination D. reality E. digestion
63. According to Young's model of the creative process, the _____ step deals with gathering raw material and information through background research and getting absorbed in the problem. A. problem detection B. illumination C. immersion D. reality E. incubation
64. The _____ step of Young's creative process model deals with putting the problems out of one's conscious mind and turning the information over to the subconscious to do the work. A. problem detection B. illumination C. immersion D. reality E. incubation
65. The founders of Wieden + Kennedy, best known for its excellent creative work for companies such as Nike and ESPN, believe a key element in the agency's success is a steadfast belief in __________________, and prioritizes creative work above the client– agency relationship. A. problem detection B. taking risks C. immersion D. formulas E. incubation
08-
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
66. An idea develops during the _____ step of Young's creative process model. A. reality B. illumination C. verification D. originality E. immersion
67. The _____ step of Young's creative process model deals with studying the idea to see if it still looks good or solves the problem; then shaping the idea to practical usefulness. A. immersion B. incubation C. digestion D. preparation E. verification
68. CL Inc., a manufacturer of maternity clothes for businesswomen, wishes to launch a new advertising campaign. In order to obtain a better idea about the clothes worn by pregnant women, the creative team visits obstetricians' offices and maternity shops at the mall to gain some information. These visits are most likely a part of the _____ step of the creative process as outlined by Graham Wallas. A. preparation B. verification C. revision D. illumination E. incubation
69. 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 developing any creative ideas, Leon reads some golfing magazines and spends time talking to friends and co-workers who play golf. These activities are part of the _____ step of the creative process outlined by Graham Wallas. A. preparation B. incubation C. illumination D. verification E. revision
08-
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
74. _____ is a process that involves conducting research and gathering all relevant information about a client's product or service, brand, and consumers in the target audience. A. Media planning B. Copywriting C. Account planning D. Storyboarding E. Production scheduling
75. When Julianna uses books, periodicals, trade publications, research studies, and ads from her client's competitors to assist in the preparation, incubation, and illumination stages, she is using __________________________. A. general preplanning input B. copywriting C. account planning D. storyboarding E. production scheduling
76. Account planning plays an important role during creative strategy development by A. making sure the client knows the agency has the final say in deciding the strategy. B. driving the process from the customers' point of view. C. confirming the compliance of all advertisements with local, state, and FTC regulations. D. determining whether the account should be accepted. E. forecasting demand for the product category.
77. Which of the following statements about account planning is true? A. Account planners conduct only quantitative research. B. Account planners work with the client as well as other agency personnel. C. Account planners conduct only qualitative research. D. With account planning, the agency takes a permanent leadership role in the development of creative strategy. E. The knowledge gained during account planning can only be used during the planning period because of its proprietary nature.
08-
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
78. 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 A. general preplanning input. B. focus group studies. C. problem detection studies. D. illumination studies. E. ethnographic research input.
79. Jonathan is a creative director at Williams & Greene Inc., an advertising agency. He spends an hour every morning reading publications like Advertising Age, The Wall Street Journal, and Adweek to gain a better understanding of what is happening in the world of marketing and advertising. These sources can be characterized as A. general preplanning input. B. focus group studies. C. verification research. D. brainstorming. E. problem detection research.
80. Which of the following best assist an organization in the preparation, incubation, and illumination stages of the creative process? A. portfolio tests B. message communication studies C. product-specific preplanning inputs D. viewer reaction profiles E. bait-and-switch techniques
81. Lifestyle research, attitude studies, and perceptual mapping are examples of A. general preplanning inputs. B. product/service-specific preplanning inputs. C. verification studies. D. revision studies. E. demographic studies for B2B clients.
08-
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
86. Leslie, creative director for Visionary Ad Agency, is observing a focus group for four-wheel-drive SUVs. Before developing the creative brief, Leslie also conducts attitude studies, positioning studies, and lifestyle research studies. In this scenario, Leslie is gathering _____ A. general preplanning input. B. vendor lock-in data. C. product-specific preplanning input. D. channel stuffing reports. E. secondary internal data.
87. _____ is a research method whereby around 10 to 12 consumers from the target market are led through a discussion regarding a particular topic. A. Regression analysis B. Focus group C. Guided search D. Market mapping E. Out-group study
88. Which of the following statements about focus groups is true? A. Focus groups are a qualitative research technique. B. Focus groups avoid discussions on types of ad appeals to be used. C. Focus groups involve observing consumers in their natural environment. D. Focus groups are ineffective in evaluating the viability of different creative approaches. E. Focus groups involve observing the natural habits of a particular group of consumers without their knowledge.
89. In-depth interviews with consumers, focus groups, and observational studies of how consumers conduct their daily lives as consumers are all examples of A. quantitative research techniques. B. qualitative research techniques. C. problem detection studies. D. conjectural research. E. secondary internal research.
08-
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
90. Which of the following is a similarity between focus group studies and ethnographic research? A. Both are qualitative research techniques. B. Both are research techniques conducted without the consumer's knowledge. C. Both involve observing consumers in their natural environment. D. Both are very easy to administer. E. Both techniques cost a negligible amount of money.
91. _____ research involves anthropologists or other types of trained researchers observing consumers in their natural environments. A. Neuromarketing B. Out-group C. Questionnaire D. Focus group E. Ethnographic
92. Daniel and Ronald were social researchers who monitored websites, lurked in chat rooms, and hung out in cyber cafés and observed how Internet users act. The users they observed considered the Internet a tool to augment traditional forms of communication. Daniel and Ronald conducted _____ research. A. e-marketing B. ethnographic C. neuromarketing D. focus group E. out-group
93. Buffy is engaging product users to create an exhaustive list of things that bother them when they use the product and how often those situations arise, then asking the consumers to rate the list in order of importance and asking which brands are associated with the items on the list. She is using an approach called _____________________________ A. problem detection. B. ethnographic. C. focus groups. D. storyboarding. E. crowdsourcing.
08-
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
Chapter 08 Test Bank
Course: advertising in the digital age (MKT1ADD)
University: La Trobe University
- Discover more from:
