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| 1 | |
___________________ helped iPod become a cultural icon. |
| | A) | Situational focus groups |
| | B) | Government subsidies |
| | C) | Creative advertising |
| | D) | Low pricing |
| | E) | Target older Americans |
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| 2 | |
The Home Depot's development of a new slogan, "You can do it. We can help," is a(n) _____ that is part of its strategy to communicate a stronger commitment to customer service. |
| | A) | creative tactic |
| | B) | intangible sales promotion |
| | C) | mission statement modification |
| | D) | operational message |
| | E) | creative cue |
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| 3 | |
Advertising creativity: |
| | A) | is the ability to avoid ad wearout |
| | B) | can only be done by people who work on the creative side of advertising |
| | C) | is the ability to create reach, frequent, and audience selectivity through advertising |
| | D) | is the ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communications problems. |
| | E) | does not include the selection of advertising media |
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| 4 | |
How are models of the creative process useful to those working in the creative area of advertising? |
| | A) | The models can be used to explain all types of creative blocks that hinder the creation of advertising. |
| | B) | The models give the creatives an organized way to approach an advertising problem. |
| | C) | The models help clients initiate accountability analysis benchmarks. |
| | D) | The models force the creatives go through an evaluation stage once the creative idea has been implemented. |
| | E) | The models use the Socratic method, a reliable way to solve problems. |
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| 5 | |
An individual who works in the creative area of advertising has been asked to develop a creative advertising campaign for a soy-based milk. When she is _____, she is sampling the milk, reading magazine articles on soy and why it should be a part of a healthy diet, and listening to what nutritionists are saying about soy products. |
| | A) | engaged in problem detection |
| | B) | ethnographic research |
| | C) | gathering product specific preplanning input |
| | D) | identifying the target audience |
| | E) | gathering general preplanning input |
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| 6 | |
Creatives within an advertising agency asked people who regularly used a metropolitan transit system to make a list of what they liked and disliked about the system and to rank their likes and dislikes in order of importance. These creatives were: |
| | A) | engaged in problem detection |
| | B) | ethnographic research |
| | C) | outlining the copy platform |
| | D) | identifying the target audience |
| | E) | gathering general preplanning input |
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| 7 | |
Band-Aid brand bandages communicates its _____, "The better healing bandage," in all of its advertising and other promotional efforts. |
| | A) | copy platform |
| | B) | decoding message |
| | C) | campaign theme |
| | D) | message channel |
| | E) | IMC benchmark |
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| 8 | |
The creative platform, the creative brief, and the creative blueprint are: |
| | A) | all synonyms for the term copy platform |
| | B) | all categories of storyboards |
| | C) | all synonyms for speculative presentations that are prepared by competitive advertising agencies |
| | D) | terms that various agencies have tried to trademark as their in-house descriptor of an advertising campaigns |
| | E) | related only by the fact they are terms used in the advertising industry. |
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| 9 | |
When Sears introduced the Kenmore Elite HE3t, it was the first energy-saving washing machine that was turbo-charged. The machine uses only 15.8 gallons of water while a conventional machine uses 42.4 gallons. Furthermore, the machine spins clothes at 1200 rpm, which means clothes spend less time in the dryer. The fact the washing machine is environmentally-friendly is its: |
| | A) | brand image |
| | B) | inherent drama |
| | C) | competitive weakness |
| | D) | brand equity |
| | E) | unique selling proposition |
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| 10 | |
Sink faucets are a utilitarian item that most people take for granted. In fact, for most people a faucet is a faucet, but Delta would like you to think differently about its faucets. Delta brand faucets are advertised as "Beautifully Engineered," and designed for people who appreciate beauty and want it in all facets of their lives. Ads for Delta brand faucets use: |
| | A) | a universal selling proposition |
| | B) | image advertising |
| | C) | inherent drama |
| | D) | repositioning |
| | E) | refutational appeal |
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| 11 | |
Anyone who has watched the Olympics recognizes the stand on which first, second, and third place winners stand to receive their medals. An ad for Mercedes-Benz shows such an award stand in a crowded arena. The second and third medallists are in place, but where the gold medallist is to stand is vacant. Then there is the slogan for Mercedes-Benz--"Once you've driven one, there's no turning back." The implication is that the gold medallist is now behind the wheel of a E-Class Mercedes and doesn't care about receiving a gold metal. Mercedes-Benz used _____ to show how exciting it is to drive an E-class Mercedes. |
| | A) | comparative advertising |
| | B) | refutational positioning |
| | C) | inherent drama |
| | D) | brand image |
| | E) | demographic segmentation |
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| 12 | |
Sink faucets are a utilitarian item that most people take for granted. In fact, for most people a faucet is a faucet, but Delta would like you to think differently about its faucets. Delta brand faucets are advertised as "Beautifully Engineered," and designed for people who appreciate beauty and want it in all facets of their lives. This attempt to make faucets be perceived as beautiful rather than utilitarian is an example of: |
| | A) | inherent appeal |
| | B) | positioning |
| | C) | how a company uses the hierarchy of effects |
| | D) | universal selling product |
| | E) | transformational advertising |
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