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| 1 | |
The ad for Lufthansa would be classified as informational because it offers travelers wireless Internet access so they can keep in touch while they are flying. |
| | A) | True |
| | B) | False |
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| 2 | |
The creative brief identifies both the benefits to be presented to consumers as well as how the benefit presentation will be executed. |
| | A) | True |
| | B) | False |
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| 3 | |
A print ad or a commercial should be viewed as a stimulus. |
| | A) | True |
| | B) | False |
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| 4 | |
The ad for Microsoft Business Solutions, which invites interested business owners to contact a Microsoft Certified Partner for a free business assessment, would be designed to create action. |
| | A) | True |
| | B) | False |
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| 5 | |
The ad for Cisco Systems, a broadband for computers, includes an illustration of school children getting on a bus and the headline "Let's go to the Taj Mahal." Who was responsible for creating the photo and the design of the ad? |
| | A) | the visual expert |
| | B) | the art director |
| | C) | the publicity expert |
| | D) | the layout artist |
| | E) | the PR representative |
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| 6 | |
An ad for Qantas tells readers that Qantas is the only airlines that offers business class bed flying between the United States and Australia. The ad is _____ because it offers a product that helps travelers deal with jet lag and to be more productive when they arrive at their destination. |
| | A) | informational |
| | B) | transactional |
| | C) | psychological |
| | D) | transformational |
| | E) | charismatic |
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| 7 | |
The message strategy has three components. They are verbal, nonverbal, and: |
| | A) | feedback |
| | B) | encoding cues |
| | C) | interest level |
| | D) | technical |
| | E) | perceptions |
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| 8 | |
Mandatories are: |
| | A) | the methods used to create relationships between needs and advertising appeals |
| | B) | core markets to which specific ads must appeal |
| | C) | addresses, logos, and slogans, which are required in every ad |
| | D) | legal restrictions on ad content |
| | E) | organizations that censor ad content |
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| 9 | |
There is a four-step model used to designate the roles in the creative process. The first distinct, albeit imaginary, role assumed during the creative process is the: |
| | A) | Explorer |
| | B) | Artist |
| | C) | Judge |
| | D) | Expressive |
| | E) | Warrior |
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| 10 | |
There is a four-step model used to designate the roles in the creative process. In which of these roles would a creative person be most likely to engage in brainstorming? |
| | A) | Explorer |
| | B) | Artist |
| | C) | Judge |
| | D) | Warrior |
| | E) | none of the above |
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| 11 | |
The creative pyramid |
| | A) | contains two more steps than the advertising pyramid |
| | B) | has six steps just like the advertising pyramid |
| | C) | is a tool used in the Judge role to determine the practicality of the ad |
| | D) | is a guide to formulating copy and art |
| | E) | is accurately described by all of the above |
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