Chapter 8

Advertising & IMC: Principles and Practice, 10e (Moriarty)
Chapter 8 The Creative Side
1) Which dimension of effective advertising represents the "art" part?

A) strategic dimension
B) personal dimension
C) creative dimension
D) media dimension
E) audience dimension
Answer: C
Difficulty: Easy
Chapter LO: 8-1
Course LO: Describe the steps involved in developing an advertising campaign
AACSB: Written and oral communication
2) Which dimension of effective advertising represents the "science" part?

A) strategic dimension
B) personal dimension
C) creative dimension
D) media dimension
E) audience dimension
Answer: A
Difficulty: Easy
Chapter LO: 8-1
3) In an advertising agency, who manages the creative process?

A) the account planner
B) the copywriter
C) the creative director
D) the client
E) the art director
Answer: C
Difficulty: Easy
Chapter LO: 8-1
1
Copyright © 2015 Pearson Education, Inc.
4) According to Professor Sheila Sasser, what are the 3 Ps of innovation?
A) person, plan, product
B) plan, product, process
C) place, person, process
D) place, plan, process
E) place, plan, product
Answer: C
Difficulty: Moderate
Chapter LO: 8-1
5) What do media planners, market researchers, copywriters, and art directors all have in
common?
A) They all search for new ideas.
B) They all manage the creative process.
C) They all conduct market research.
D) They all need consumer approval.
E) They all rely on logical appeals more heavily than emotional appeals.
Answer: A
Chapter LO: 8-1
6) ________ is what the advertisement says, and ________ is how it is said.

A) Execution; creative strategy
B) Message strategy; media strategy
C) Creative strategy; execution
D) Media strategy; message strategy
E) Cognition; affect
Answer: C
Chapter LO: 8-1
2
7) Which of the following is prepared by the account planner to summarize the basic marketing
and advertising strategy?
A) creative brief
B) positioning statement
C) message objective
D) unique selling proposition
E) perceptual map
Answer: A
Difficulty: Easy
Chapter LO: 8-1
8) Which of the following is NOT included in a typical creative brief?

A) media considerations
B) budget considerations
C) brand position
D) target audience
E) communication objectives
Answer: B
Chapter LO: 8-1
9) A creative brief is also known as which of the following?

A) perceptual map
B) unique selling proposition
C) Big Idea
D) creative blueprint
E) creative concept
Answer: D
Chapter LO: 8-1
10) Which of the following objectives is most closely related to the See/Hear facet of the Facets
Model of Effects?
A) change attitudes
B) create conviction
C) create attention
D) stimulate trial
E) touch emotions
Answer: C
Chapter LO: 8-1
3
11) To deliver information and aid understanding are objectives related to which facet of the
Facets Model of Effects?
A) See/Hear
B) Think/Understand
C) Feel
D) Believe
E) Connect
Answer: B
Chapter LO: 8-1
12) Which of the following are objectives related to the connect facet of the Facets Model of
Effects?
A) create attention, awareness, interest, recognition and recall
B) deliver information and understanding
C) touch emotions and create feelings
D) change attitudes, create conviction and preference
E) establish brand identity and associations
Answer: E
Chapter LO: 8-1
13) Which of the following refers to brand visibility, presence, and importance to the target
market?
A) ROI
B) the 3 Ps
C) brand personality
D) brand salience
E) brand position
Answer: D
Chapter LO: 8-1
14) In the Facets Model, the cognitive objectives generally speak to the ________, and the
affective objectives are more likely to speak to the ________.
A) ego; conscience
B) conscience; ego
C) attributes; benefits
D) head; heart
E) heart; head
Answer: D
Chapter LO: 8-2
4
15) An informational message that is designed to touch the mind and create a response based on
logic is known as a ________ sell.
A) persuasive
B) heart
C) hard
D) soft
E) personal
Answer: C
Chapter LO: 8-2
16) Which approach uses emotional appeals or images to create a response based on attitudes,
moods, dreams, and feelings?
A) persuasive sell
B) head sell
C) hard sell
D) soft sell
E) attributes sell
Answer: D
Difficulty: Easy
Chapter LO: 8-2
17) Which of Frazier's Six Creative Strategies is most likely to force competitors into "me too"
positions?
A) resonance
B) positioning
C) preemptive
D) affective
E) brand image
Answer: C
Chapter LO: 8-2
5
18) In Ron Taylor's model, the ________ view is similar to the more rational "head" strategies.
A) transmission
B) positioning
C) ritual
D) dramatic
E) substantiated
Answer: A
Chapter LO: 8-2
19) In which advertising message does a speaker present evidence and use an argument to
persuade the audience?
A) soft sell
B) lecture
C) teaser
D) appeal
E) drama
Answer: B
Chapter LO: 8-2
20) Which type of advertising message tells a story about the products, using characters who
speak to each other rather than the audience?
A) hard sell
B) lecture
C) teaser
D) demonstration
E) drama
Answer: E
Chapter LO: 8-2
6
21) A(n) ________ connects with some emotion that makes the product particularly attractive or
interesting.
A) claim
B) appeal
C) feature
D) attribute
E) argument
Answer: B
Difficulty: Easy
Chapter LO: 8-2
22) In Taylor's Six-Segment Strategy Wheel, ________ strategies are based on images that
consumers have of themselves.
A) ration
B) acute need
C) routine
D) social
E) ego
Answer: E
Chapter LO: 8-2
23) In Taylor's Six-Segment Strategy Wheel, ________ strategies are based on logic.
A) ration
B) acute need
C) routine
D) social
E) ego
Answer: A
Chapter LO: 8-2
24) A(n) ________ states the logic behind the sales offer.
A) attribute
B) appeal
C) feature
D) point of differentiation
E) selling premise
Answer: E
Difficulty: Easy
Chapter LO: 8-2
7
25) Which of the following is NOT a rational customer-focused selling premise?
A) benefit
B) promise
C) reason why
D) unique selling proposition (USP)
E) resonance
Answer: E
Chapter LO: 8-2
26) Which of the following is a benefit statement that is both unique to the product and important
to the user?
A) substantiation
B) promise
C) reason why
D) unique selling proposition (USP)
E) appeal
Answer: D
Chapter LO: 8-2
27) Proof statements that serve to make a claim believable are referred to as ________.
A) benefits
B) attributes
C) substantiation
D) comparison
E) problem solution
Answer: C
Chapter LO: 8-2
8
28) Which of the following is a benefit statement that looks to the future and predicts that
something good will happen if you use the product?
A) substantiation
B) claim
C) promise
D) reason why
E) unique selling proposition
Answer: C
Chapter LO: 8-2
29) Which message format is an elaborate version of a problem solution staged in the form of a
drama in which "typical people" talk about a common problem and resolve it?
A) demonstration
B) slice-of-life
C) teaser
D) spokes-character
E) social
Answer: B
Chapter LO: 8-2
30) Which type of message format is designed to arouse curiosity, not showing the product or
delivering quite enough information to make sense?
A) teaser
B) slice-of-life
C) spokesperson
D) problem avoidance
E) sensory
Answer: A
Chapter LO: 8-2
9
31) Getting attention reflects the ________ power of an advertisement; creating interest reflects
the ________ power of an ad.
A) stopping; sticking
B) pulling; stopping
C) stopping; pulling
D) pulling; sticking
E) sticking; pulling
Answer: C
Chapter LO: 8-2
32) In which type of campaign does the message unfold over time?
A) endorser
B) lecture
C) slice-of-life
D) teaser
E) slogan
Answer: D
Chapter LO: 8-2
33) When an ad amplifies the emotional impact of a message by engaging a consumer in a

personal connection with a brand, the ad most likely ________.
A) informs
B) teaches
C) compares one brand to another brand
D) creates believability
E) resonates
Answer: E
Chapter LO: 8-2
10
34) What is typically used at the end of an ad to summarize the point of the ad's message in a
highly memorable way?
A) testimonial
B) tagline
C) teaser
D) unique selling proposition
E) signature
Answer: B
Difficulty: Easy
Chapter LO: 8-2
35) Which of the following is a clever phrase that grabs consumers' attention and can be repeated
to intensify memorability?
A) slogan
B) logo
C) testimonial
D) claim
E) key visual
Answer: A
Difficulty: Easy
Chapter LO: 8-2
36) A ________ is a vivid image that the advertiser hopes will linger in the viewer's mind.
A) tagline
B) slogan
C) signature
D) key visual
E) testimonial
Answer: D
Chapter LO: 8-2
11
37) Which of the following would most likely be used in a message that is intended to persuade
consumers to change an attitude or belief?
A) sales promotion
B) image advertising
C) news announcement
D) testimonial
E) emotional appeal
Answer: D
Difficulty: Difficult
Chapter LO: 8-2
38) Ads that demonstrate how something works or how to solve a problem are messages that are
most likely designed to ________.
A) create brand associations
B) remind loyal customers
C) teach
D) touch emotions
E) resonate
Answer: C
Chapter LO: 8-2
39) Messages that ________ are designed to primarily affect attitudes and create beliefs.
A) inform
B) teach
C) create brand association
D) persuade
E) drive action
Answer: D
Chapter LO: 8-2
12
40) In particular, ________ advertising is used to create a representation of the brand in a
consumer's mind through symbolism.
A) reminder
B) image
C) slice-of-life
D) teaser
E) comparison
Answer: B
Difficulty: Easy
Chapter LO: 8-2
41) Which type of message strategy delivers information symbolically by connecting a brand
with a certain type of person, lifestyle, or other characteristic?
A) unique selling proposition (USP)
B) affective
C) reminder
D) association
E) call to action
Answer: D
Chapter LO: 8-2
42) Which of the following is a central purpose of reminder advertising?

A) to encourage repeat business
B) to build brand image
C) to correct false impressions
D) to inform the market of a price change
E) to restore company image
Answer: A
Chapter LO: 8-2
13
43) An E score is a rating system that measures the appeal of ________.
A) slogans
B) taglines
C) brands
D) celebrities
E) logos
Answer: D
Chapter LO: 8-2
44) Advertising creatives use the term ________ to refer to the process of coming up with a new
marketing communication idea.
A) positioning
B) targeting
C) concepting
D) branding
E) extending
Answer: C
Difficulty: Easy
Chapter LO: 8-3
45) A ________ is a creative concept that becomes a point of focus for communicating the
message strategy.
A) Big Idea
B) cliché
C) slogan
D) tagline
E) creative leap
Answer: A
Difficulty: Easy
Chapter LO: 8-3
14
46) A ________ is a generic, non-original, non-novel idea.
A) Big Idea
B) cliché
C) slogan
D) tagline
E) creative concept
Answer: B
Difficulty: Easy
Chapter LO: 8-3
47) The ROI of effective advertising stands for ________.

A) real, original, and intense
B) relevant, original, and impact
C) relevant, original, and intense
D) real, on-target, and invested
E) ready, on-target, and interesting
Answer: B
Chapter LO: 8-3
48) It is most accurate to say that an ad that means something to the target audience is ________.
A) relevant
B) original
C) creative
D) divergent
E) unexpected
Answer: A
Difficulty: Easy
Chapter LO: 8-3
49) An advertising idea is considered ________ when it's one of a kind.

A) relevant
B) impactful
C) original
D) divergent
E) convergent
Answer: C
Difficulty: Easy
Chapter LO: 8-3
15
50) It is most accurate to say that an idea that makes an impression on the audience is said to
have ________.
A) relevance
B) originality
C) resonance
D) impact
E) association
Answer: D
Difficulty: Easy
Chapter LO: 8-3
51) In marketing communication, using an idea that someone else has originated is known as
________ advertising.
A) duplicate
B) left-brain
C) copycat
D) right-brain
E) divergent
Answer: C
Difficulty: Easy
Chapter LO: 8-3
52) Which of the following is a style of thinking that explores multiple possibilities?
A) rational thinking
B) divergent thinking
C) logical thinking
D) immersion
E) illumination
Answer: B
Difficulty: Easy
Chapter LO: 8-4
16
53) Which of the following refers to intuitive, holistic, artistic, and emotionally expressive
thinking?
A) lateral-brain thinking
B) back-brain thinking
C) top-brain thinking
D) right-brain thinking
E) left-brain thinking
Answer: D
Difficulty: Easy
Chapter LO: 8-4
54) Which type of thinking is logical, orderly, and linear?

A) right-brain
B) left-brain
C) top-brain
D) back-brain
E) lateral-brain
Answer: B
Difficulty: Easy
Chapter LO: 8-4
55) A ________ involves moving from the safety of predictable business language in a strategy
statement to an original idea.
A) creative leap
B) creative gap
C) brainstorming process
D) creative brief
E) free association
Answer: A
Chapter LO: 8-4
56) Which of the following creative techniques is used to convey new patterns or relationships?
A) using catchy phrasing
B) dramatizing the obvious
C) creating a play on words
D) using analogy and metaphor
E) twisting the obvious
Answer: D
Chapter LO: 8-4
17
57) Which of the following is NOT a step in Linda Correll's Creative Aerobics?
A) Come up with a list of facts about a product.
B) Create new "names" for the product.
C) Look for similarities between dissimilar objects.
D) Create new definitions for product-related nouns.
E) Copy test ideas with a focus group.
Answer: E
Chapter LO: 8-4
58) The technique of Creative Aerobics is best classified as a(n) ________ process.
A) thought-evaluation
B) idea-generating
C) visualization
D) copy testing
E) risk-taking
Answer: B
Chapter LO: 8-4
59) Which of the following is the first step in the classic creative process?
A) ideation
B) brainfag
C) incubation
D) immersion
E) illumination
Answer: D
Chapter LO: 8-4
60) In which step of the classic creative process does the problem solver read, research, and learn
everything he or she can about the problem?
A) ideation
B) brainfag
C) incubation
D) immersion
E) illumination
Answer: D
Chapter LO: 8-4
18
61) In which step of the classic creative process does the problem solver look at the problem
from every angle, develop ideas, and generate as many alternatives as possible?
A) ideation
B) brainfag
C) incubation
D) immersion
E) illumination
Answer: A
Chapter LO: 8-4
62) In which step of the classic creative process does the problem solver hit a blank wall and
want to give up?
A) ideation
B) brainfag
C) incubation
D) mental block
E) immersion
Answer: B
Chapter LO: 8-4
63) In which stage of the classic creative process does the problem solver try to put his or her
conscious mind to rest to let the subconscious take over?
A) ideation
B) brainfag
C) incubation
D) immersion
E) illumination
Answer: C
Chapter LO: 8-4
64) Which stage of the classic creative process is characterized as an unexpected moment when
the idea comes, often when the mind is relaxed and doing something else?
A) ideation
B) brainfag
C) incubation
D) immersion
E) illumination
Answer: E
Chapter LO: 8-4
19
65) Which of the following is the last step in the classic creative process?
A) ideation
B) evaluation
C) incubation
D) immersion
E) illumination
Answer: B
Chapter LO: 8-4
66) A technique in which 6 to 10 people work together to come up with ideas is known as
________.
A) concept listing
B) brainstorming
C) convergent thinking
D) free associating
E) dramatizing
Answer: B
Difficulty: Easy
Chapter LO: 8-3
67) Which of the following techniques involves describing everything that comes into your mind
when you imagine a given word?
A) free association
B) conceptual thinking
C) problem solving
D) dramatization
E) visualization
Answer: A
Difficulty: Easy
Chapter LO: 8-4
68) Which of the following is a step in the process of structural analysis as used by the Leo
Burnett agency?
A) brainstorming ideas
B) ideation
C) incubation
D) evaluation of the power of the narrative
E) visualization
Answer: D
Chapter LO: 8-5
20
69) What is most likely used to evaluate an ad before it runs to try to determine its effectiveness?
A) narrative testing
B) competitive research
C) brainstorming
D) comparative analysis
E) copy testing
Answer: E
Difficulty: Easy
Chapter LO: 8-5
70) A particular problem that Big Ideas face is that the message is sometimes so creative that the
ad is remembered but not the brand. This is known as ________.
A) marketing imperialism
B) the carryover effect
C) overpowering creativity
D) cannibalistic creativity
E) vampire creativity
Answer: E
Difficulty: Easy
Chapter LO: 8-5
71) In the new digital environment, the work previously done by an agency team can be
accomplished by one copywriter.
Answer: FALSE
Chapter LO: 8-1
AACSB: Information technology
72) Copywriters and art directors are the only creative roles in advertising agencies.
Answer: FALSE
Chapter LO: 8-1
73) Creative strategy is what the advertisement says, and execution is how it is said.
Answer: TRUE
Chapter LO: 8-1
21
74) Problem solving requires not just logic, but also creative thinking.
Answer: TRUE
Chapter LO: 8-1
75) The media consideration section of a creative brief identifies where and when the message
should be delivered.
Answer: TRUE
Chapter LO: 8-1
76) Branding and positioning play minor roles in the development of a creative brief.
Answer: FALSE
Chapter LO: 8-1
77) An advertising objective associated with achieving the behavior Facet of Effect is to touch
emotions and create feelings.
Answer: FALSE
Chapter LO: 8-1
78) Message design refers to the use of graphics and visuals.

Answer: FALSE
Chapter LO: 8-2
Course LO: Discuss the fundamental concepts of marketing
79) Lecture as a basic strategy relies on the viewer to make inferences.

Answer: FALSE
Chapter LO: 8-2
80) An appeal connects with some emotion that makes the product particularly attractive or
interesting.
Answer: TRUE
Chapter LO: 8-2
22
81) An appeal typically states the logic behind the sales offer.
Answer: FALSE
Chapter LO: 8-2
82) The unique selling proposition is a benefit statement that looks to the future and predicts that
something good will happen if you use the product.
Answer: FALSE
Chapter LO: 8-2
83) To get attention, an ad has to have pulling power.

Answer: FALSE
Chapter LO: 8-2
84) Most selling premises demand facts, proof, or explanations to support the sales message.
Answer: TRUE
Chapter LO: 8-2
85) Ads that open with questions or dubious or ambiguous statements are designed to create
curiosity.
Answer: TRUE
Chapter LO: 8-2
86) According to Taylor's Six-Segment Strategy Wheel, strategies addressing the acute need
segment are based on a consumer's unplanned and unanticipated need for a product or service.
Answer: TRUE
Chapter LO: 8-2
23
87) A persuasive message is designed to change behaviors rather than attitudes.
Answer: FALSE
Chapter LO: 8-2
88) An association message strategy delivers information symbolically by connecting a brand

with a certain type of person, lifestyle, or other characteristic.
Answer: TRUE
Chapter LO: 8-2
89) Celebrities and product placements are credibility techniques used to give consumers
permission to believe a claim or selling premise.
Answer: TRUE
Chapter LO: 8-2
90) Most ads end with a signature of some kind.

Answer: TRUE
Chapter LO: 8-2
91) An effective ad is relevant, original, and has impact.

Answer: TRUE
Chapter LO: 8-3
92) A true Big Idea is risky because it is new and unexpected.

Answer: TRUE
Chapter LO: 8-3
24
93) Looking at a problem in a different way, from a different angle, is referred to as thinking
inside the box.
Answer: FALSE
Chapter LO: 8-4
94) Creative problem solvers are risk takers who tend to be self-sufficient, self-disciplined, and
curious.
Answer: TRUE
Chapter LO: 8-4
95) The ability to visualize is an important skill for artists on creative teams but not for
copywriters.
Answer: FALSE
Chapter LO: 8-4
96) The first step in the creative process is to read, research, and learn everything you can about
the problem.
Answer: TRUE
Chapter LO: 8-4
97) Illumination is a technique in which a group of 6 to 10 people work together to come up with
ideas.
Answer: FALSE
Chapter LO: 8-4
98) In the case where the core targeting and positioning strategies remain the same in different
markets, execution needs to be the same.
Answer: FALSE
Chapter LO: 8-4
25
99) A formal method of evaluating the effectiveness of an ad, either in draft form or after it has
been used, is called copy testing.
Answer: TRUE
Difficulty: Easy
Chapter LO: 8-5
100) Vampire creativity is using an idea that someone else has originated.
Answer: FALSE
Chapter LO: 8-5
101) The most creative marketing communication may not be the most strategic marketing
communication.
Answer: TRUE
Chapter LO: 8-1
102) When www.women.com advertises that "It's where today's educated, affluent women find
in-depth coverage on issues they care about," it is using the strategy of comparison.
Answer: FALSE
Chapter LO: 8-2
AACSB: Analytical thinking
103) An ad showing how much food a Dixie paper plate can handle and how much more food a
Chinet paper plate can handle is an example of a problem avoidance message format.
Answer: FALSE
Chapter LO: 8-2
104) The Harley-Davidson slogan, "Steak for your ears" presents an unexpected juxtaposition.
Answer: TRUE
Chapter LO: 8-4
26
105) Unilever regularly runs ads comparing its Suave products to "overpriced competitors." To
account for cultural differences, Unilever should adapt this campaign if it wanted to run ads in
Japan.
Answer: TRUE
Chapter LO: 8-5
AACSB: Application of knowledge
106) Name and describe the four rational selling premises.

Answer:
(1) Benefit: Emphasizes what the product can do for the user by translating the product feature
or attribute into something that benefits the consumer.
(2) Promise: A benefit statement that looks to the future and predicts that something good will
happen if you use the product.
(3) Reason why: A type of benefit statement that gives a reason to buy something, although the
reason sometimes is implied or assumed. The word because is the key to a reason-why statement.
(4) Unique Selling Proposition (USP): A benefit statement that is both unique to the product and
important to the user. The USP is a promise that consumers will get this unique benefit by using
this product only.
Chapter LO: 8-2
27
107) Name and describe any five common message approaches.
Answer: Students can discuss any five of the following:
(1) Straightforward: A straightforward factual or informational message conveys information
without any gimmicks, emotions, or special effects.
(2) Demonstration: Focuses on how to use the product or what it can do for you.
(3) Comparison: Contrasts two or more products, showing the advertiser's brand to be superior.
The comparison can be direct, with competitors mentioned, or indirect, with just a reference to
"other leading brands."
(4) Problem solution/problem avoidance: In problem solution (a.k.a. product-as-hero), the
message begins with a problem and the product is the solution. A variation is the problem-
avoidance message format, in which the product helps avoid a problem.
(5) Humor: It gets attention. Advertisers hope that people will transfer the warm feelings they
have as they are being entertained to the product. To be effective, the selling premise must
reinforce the point of the humor.
(6) Slice of life: An elaborate version of a problem solution staged in the form of a drama in
which "typical people" talk about a common problem and resolve it.
(7) Spokesperson (or endorser format): Ads use celebrities we admire, created characters, experts
we respect, or someone "just like us" whose advice we might seek out to speak on behalf of the
product to build credibility.
(8) Teasers: Mystery ads that don't identify the product or don't deliver enough information to
make sense, but are designed to arouse curiosity. The ads run for a while without the product
identification and then when curiosity is sufficiently aroused, a concluding ad runs with the
product identification.
Chapter LO: 8-2
108) A print ad for the American Cancer Society pictured an attractive young woman in a bikini
bathing suit from the torso up, with her face turned toward the sun and her arms folded behind
her head. The headline read, "Fry now, pay later." The copy went on to give factual information
on skin cancer and how to avoid it, as well as information on how sun exposure can cause
wrinkles later in life. In terms of DDB Needham agency's "ROI," evaluate this ad.
Answer: According to DDB agency, an effective ad is relevant, original, and has impact, which
is referred to as ROI. This ad is relevant to the target audience, in this case young women,
especially those who like to tan themselves. An advertising idea is considered creative when it is
novel, fresh, unexpected, and unusual. Original means one of a kind. Although this might not be
one of a kind, the headline does play on words and deliver the message effectively. That is, do
this to your skin now, and you will pay later. To be effective, the idea must have impact, which
means it breaks through the clutter, gets attention, and sticks in memory. The ad catches attention
because of the beautiful woman, and the message sticks in memory through the catchy headline.
Chapter LO: 8-3
28
109) Describe the creative person.
Answer: Creative advertising people may be zany, weird, off-the-wall, and unconventional.
However, they must be focused on creating effective advertising. Research indicates that creative
people tend to be independent, assertive, self-sufficient, persistent, and self-disciplined, with a
high tolerance for ambiguity. They are also risk takers with powerful egos. They don't care much
about group standards and opinions and typically have inborn skepticism and strong curiosity.
Here are a few of the key characteristics of creative people who do well in advertising:
(1) Problem solving: Creative problem solvers are alert, watchful, and observant, and they reach
conclusions through intuition rather than through logic. They also tend to have a mental
playfulness that allows them to make novel associations.
(2) Ability to visualize: Most of the information we accumulate comes through sight, so the
ability to manipulate visual images is crucial for good copywriters, as well as good designers.
(3) Openness to new experiences: Creative people are open to exploring a range of new
experiences.
(4) Conceptual thinking: People open to experience might develop innovative advertisements
and commercials because they are more imaginative.
Chapter LO: 8-4
110) Name and describe the six steps in the classic creative process.
Answer:
(1) Immersion: Read, research, and learn everything you can about the problem.
(2) Ideation: Look at the problem from every angle; develop ideas; generate as many alternatives
as possible.
(3) Brainfag: Your mind may hit a blank wall, but don't give up.
(4) Incubation: Try to put the conscious mind to rest to let the subconscious take over.
(5) Illumination: This is the unexpected moment when the idea comes, often when the mind is
relaxed and doing something else.
(6) Evaluation: Ask yourself: Does it work? Is it on strategy?
Chapter LO: 8-4
29
111) A television commercial for Tylenol brand pain reliever focuses on a woman's face as she
talks about her arthritis pain and how she used to think that prescription medication was the
answer. She then goes on to say that with all the problems that are being discovered about
prescription pain medications, she has reconsidered over-the-counter Tylenol, which provides
just as much pain relief without all the risks. What type of advertising message is this?
A) drama
B) lecture
C) routine
D) teaser
E) sensory
Answer: B
Chapter LO: 8-2
112) An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged
but beautiful terrain. The ad states, "There are places that are so awesome and so killer that you'd
like to tell the whole world about them. But please, don't." This ad is most closely related to the
________ strategy of Taylor's Six-Segment Strategy Wheel.
A) ration
B) sensory
C) social
D) routine
E) acute need
Answer: B
Chapter LO: 8-2
113) When Taco Bell used a Chihuahua, a small dog, to represent its product, which type of
message format was being used?
A) comparison
B) teaser
C) brand icon
D) slice-of-life
E) demonstration
Answer: C
Chapter LO: 8-2
30
114) Laurie saw a television commercial that depicts a mother stressed out from working and
taking care of children. The scenes show hassles at work, kids crying, dogs barking, and the
phone ringing. Then the commercial shows the mother relaxing in a bubble bath with the voice-
over saying, "Calgon, take me away!" When Laurie saw that ad, she exclaimed, "Yes, that's
exactly how I feel!" What message approach was this ad using?
A) straightforward
B) demonstration
C) comparison
D) slice-of-life
E) humor
Answer: D
Chapter LO: 8-2
115) Suave ran ads featuring a woman with beautiful hair questioning "Suave or Matrix? Can
You Tell?" This is an example of a ________ format.
A) spokesperson
B) teaser
C) comparison
D) problem-solution
E) problem avoidance
Answer: C
Chapter LO: 8-2
116) An ad for a new convection oven shows a busy professional woman serving dinner to her
family. The convection oven is seen in the background, and the headline reads, "The latest
development in time travel." This objective of this message was most likely to ________.
A) create believability
B) resonate
C) inform
D) teach
E) remind
Answer: B
Chapter LO: 8-2
31
117) A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of the
medication. Which of the following was most likely the objective of this ad?
A) remind
B) tease
C) compare
D) resonate
E) create believability
Answer: E
Chapter LO: 8-2
118) Jell-O ads contain the phrase "Make some magic." All Ace Hardware store ads contain the
statement "Life is an ongoing project." The American Dairy Farmers run ads that say, "Ahh, the
power of cheese." These are all examples of ________.
A) jingles
B) testimonials
C) unique selling propositions
D) slogans
E) slice-of-life appeals
Answer: D
Chapter LO: 8-2
119) When Procter & Gamble developed the Mr. Clean Magic Eraser, the company needed to
explain how the product cleans grime from walls without removing paint. Procter & Gamble
likely used a message that ________.
A) informed
B) touched emotion
C) resonated
D) teased
E) reminded
Answer: A
Chapter LO: 8-2
32
120) Apple ran ads featuring real people who had switched from Microsoft Windows-based PCs
to Macs. These ads most likely used a ________ strategy.
A) testimonial
B) lifestyle
C) slice-of-life
D) promise
E) demonstration
Answer: A
Chapter LO: 8-2
121) Which message strategy approach is most likely to emphasize tangible product features and
benefits?
A) resonance sell
B) affective sell
C) hard sell
D) soft sell
E) brand sell
Answer: C
Chapter LO: 8-2
122) In Taylor's Six-segment strategy wheel, the transmission view is equivalent to the ________
strategy.
A) head
B) heart
C) teaser
D) talking head
E) resonance
Answer: A
Chapter LO: 8-2
33
123) What purpose do brand icons such as the Burger King's Burger King and Geico's Gecko
most likely fulfill?
A) the relevant use of humor
B) the visible demonstration of product benefits
C) the establishment of credibility
D) the association of personality with a brand
E) the arousal of curiosity
Answer: D
Chapter LO: 8-2
124) When Budweiser beer started using the Budweiser frogs in commercials, people raved
about how creative the advertising was. However, someone who has worked in the advertising
industry for many years pointed out that he had used that creative idea several years before. This
is an example of ________ advertising.
A) duplicate
B) revised
C) copycat
D) clichéd
E) vampire
Answer: C
Chapter LO: 8-3
125) Patrick and his colleagues were working on the creative concept for a client when they all
seemed to hit a blank wall. To help overcome this, they decided to go play a game of basketball.
In the second half of the game, Patrick came up with a great idea, and they all went back to
work. In which step of the creative process were Patrick and his colleagues when they went to
play basketball?
A) immersion
B) ideation
C) incubation
D) evaluation
E) creative leap
Answer: C
Chapter LO: 8-4
34
126) Carly saw a billboard for a local church that said, "CH_ _ CH—What's missing?" This is an
example of which technique for creating original and unexpected ideas?
A) clichés
B) an unexpected association
C) metaphors
D) play on words
E) analogies
Answer: D
Chapter LO: 8-4
Refer to the following scenario to answer the questions below.
For years, Energizer batteries used the Energizer Bunny in its television commercials. The bunny
was cute, always beating a drum with the tagline, "The Energizer Bunny keeps going and going
and going." Several of the ads were humorous. Viewers could remember the battery ad with the
bunny, but for a long time, people could not name the brand of battery. In response, Energizer
started putting the bunny on the packaging and using it in point-of-purchase displays in stores,
even going so far as to let consumers enter a drawing to take home the bunny that was on top of
the battery display. The creative team that worked on this campaign spent considerable time
researching consumers' usage of batteries as well as the problems they had with them. The team
learned that people didn't like batteries that don't last long, and because Energizer batteries lasted
much longer than competitors' brands, they decided to feature that in the execution of the ads.
127) In which step of the creative process did the creative team read, research, and learn
everything they could about Energizer batteries and their competitors?
A) immersion
B) ideation
C) incubation
D) illumination
E) evaluation
Answer: A
Chapter LO: 8-4
35
128) One commercial was particularly effective because viewers watched the entire commercial
to see the bunny do something funny at the end. It is most accurate to say that this commercial
had ________.
A) stopping power
B) pulling power
C) sticking power
D) credibility
E) repetition
Answer: B
Chapter LO: 8-2
129) Though humorous, the ads stressed that Energizer batteries last three times longer than
competing brands. What is this known as?
A) intangible characteristics
B) vampire creativity
C) association message strategy
D) positioning
E) creative platform
Answer: D
Chapter LO: 8-2
130) Initially, people could remember the ads but not the brand. This is an example of ________.
A) vampire creativity
B) positioning
C) structural fault
D) copycat advertising
E) clichéd thinking
Answer: A
Chapter LO: 8-5
36
131) How might creativity in message execution be demonstrated by the selection and use of
different forms of media?
Answer: Though creativity is usually demonstrated in the message, media selection also plays a
role. New, more engaging media—such as social networks and smart phones—allow for creative
executions of messages.
Chapter LO: 8-1
Course LO: Describe the decisions involved in developing effective promotion mix strategies
132) What role does an ad agency's environment play in the process of innovation?
Answer: Environment, or place, can help or hinder the creative process. The structure, image,
and culture of the workplace can all affect creativity; for this reason, many ad agencies have
playful offices to stimulate their creative team's ideas.
Chapter LO: 8-1
133) Compare and contrast the terms creative strategy and creative execution.
Answer: Creative strategy is what the advertisement says and execution is how it is said.
Advertising creativity is about coming up with an idea that solves a communication problem in
an original way, which incorporates both creative strategy and creative execution.
Chapter LO: 8-1
134) Two basic approaches to message design are sometimes referred to as head and heart
strategies. Explain what this means in terms of the Facets Model.
Answer: In the Facets Model, the cognitive objectives generally speak to the head, and the
affective objectives are more likely to speak to the heart.
Chapter LO: 8-2
135) Give two examples of different types of advertising appeals that marketers can use.
Answer: Answers will vary, but may include value, fear, love, admiration, and vanity.
Chapter LO: 8-2
37
136) What is a USP? When would an advertiser use a USP strategy?
Answer: USP stands for unique selling proposition, a strategy marketers use to emphasize the
distinct advantages of a product that a customer can identify.
Chapter LO: 8-2
137) At one time, Michael Jordan was the highest paid celebrity endorser for several products.
Why do advertisers use such celebrity endorsers?
Answer: Celebrity endorsements are used to intensify conviction in the target audience, as well
as get attention and cue the brand personality. The idea is that celebrities draw attention, but they
also carry a strong message of conviction when they speak with passion about something they
believe in. Celebrities, product placements (i.e., brands used by stars in a movie or television
program), and other credibility techniques are used to give the consumer permission to believe a
claim or selling premise.
Chapter LO: 8-2
138) How do recent changes in FTC rules affect endorsers of products?

Answer: According to changes in FTC rules, endorsers as well as advertisers are liable for any
false or unsubstantiated claims they make in an advertisement.
Chapter LO: 8-2
AACSB: Ethical understanding and reasoning
139) Give a hypothetical example of a slice-of-life message execution style.

Answer: Possible examples are endless. Slice-of-life examples show one or more typical people
using a product in a normal setting.
Chapter LO: 8-2
140) To get attention, an ad has to have stopping power. Describe how ads can accomplish this.
Answer: Ads that stop the scanning and break through the clutter are usually high in originality.
People will notice something that is new, novel, or surprising. Creative advertising breaks
through the old patterns of seeing and saying things; the unexpectedness of the new idea creates
stopping power. Many clutter-busting ads are intrusive and use loud, bold effects to attract
viewer attention. Contrast can attract attention too.
Chapter LO: 8-2
38
141) Explain the function of a key visual.
Answer: The key visual is a vivid image that the advertiser hopes will linger in the viewer's
mind.
Chapter LO: 8-2
142) Provide an example of an informative ad.

Answer: Examples will vary. Informative ads are used heavily when introducing new or
reformulated products.
Chapter LO: 8-2
143) Explain what a Big Idea is and give an example.

Answer: The Big Idea becomes a point of focus for communicating the message strategy—a
theme or central concept or creative concept. Examples will vary.
Chapter LO: 8-3
144) Marcy is a creative consultant who goes to a business or organization to conduct "creative
aerobic" sessions. Explain what she does.
Answer: Creative aerobics is a thought-starter process that uses both the head and the heart. The
four-step approach is:
(1) Facts: The first exercise is left-brain and asks you to come up with a list of facts about the
product.
(2) New names: Create new "names" for the product.
(3) Similarities: Look for similarities between dissimilar objects.
(4) New definitions: Create new definitions for product-related nouns.
Chapter LO: 8-4
39
145) You have been asked by your supervisor to participate in a brainstorming session to come
up with ideas for your company's advertising campaign. Explain what brainstorming is and why
it is used.
Answer: Brainstorming involves a group of 6 to 10 people working together to come up with
ideas. One person's idea stimulates someone else's, and the combined power of the group
associations stimulates far more ideas than any one person could think of alone.
Chapter LO: 8-4
146) Explain how you would ensure that a brainstorming session is successful.
Answer: The secret to brainstorming is to remain positive and defer judgment. Negative thinking
during a brainstorming session can destroy the playful atmosphere necessary to achieve a novel
idea. Brainstorming sessions should be scheduled and located away from distractions.
Chapter LO: 8-4
147) What are the three steps of structural analysis? Explain why a creative team would use a
structural analysis.
Answer: A creative team might use a structural analysis to determine if the message strategy and
creative concept are working together. The steps are as follows:
(1) Evaluate the power of the narrative or story (heart).
(2) Evaluate the strength of the product claim (head).
(3) Consider how well the two are integrated—that is, how the story line brings the claim to life.
Chapter LO: 8-5
Refer to the following scenario to answer the questions below.
For several years, the Cotton Growers of America, a trade group representing U.S. cotton
farmers, used an advertising campaign that depicted people in everyday scenarios with a voice-
over saying that cotton was the "fabric of our lives." Although cotton has several advantages over
other types of fabric, none of this information was conveyed in this advertising campaign.
148) Did this campaign use a hard-sell or soft-sell strategy? How do you know?
Answer: This is an example of a soft-sell strategy because it uses emotional appeals or images to
create a response based on attitudes, moods, dreams, and feelings.
Chapter LO: 8-2
40
149) Although there were several executions of the cotton television commercials, they each
included the words, "Cotton. The fabric of our lives." What are these words known as? What
purpose do they serve?
Answer: This is a tagline, which is used at the end of an ad to summarize the point of the ad's
message in a highly memorable way.
Chapter LO: 8-2
150) Name and describe the message format approach that you think best describes the television
commercial execution for this campaign.
Answer: The message format approach that best describes these commercials is slice-of-life.
This approach depicts people in an everyday vignette with which viewers can identify.
Chapter LO: 8-2
41

Chapter 8

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Chapter 8

Uploaded by

Copyright:

Available Formats

Advertising & IMC: Principles and Practice, 10e (Moriarty)

Chapter 8 The Creative Side

1) Which dimension of effective advertising represents the "art" part?

2) Which dimension of effective advertising represents the "science" part?

3) In an advertising agency, who manages the creative process?

6) ________ is what the advertisement says, and ________ is how it is said.

8) Which of the following is NOT included in a typical creative brief?

9) A creative brief is also known as which of the following?

33) When an ad amplifies the emotional impact of a message by engaging a consumer in a

42) Which of the following is a central purpose of reminder advertising?

47) The ROI of effective advertising stands for ________.

49) An advertising idea is considered ________ when it's one of a kind.

54) Which type of thinking is logical, orderly, and linear?

78) Message design refers to the use of graphics and visuals.

79) Lecture as a basic strategy relies on the viewer to make inferences.

83) To get attention, an ad has to have pulling power.

88) An association message strategy delivers information symbolically by connecting a brand

90) Most ads end with a signature of some kind.

91) An effective ad is relevant, original, and has impact.

92) A true Big Idea is risky because it is new and unexpected.

106) Name and describe the four rational selling premises.

Refer to the following scenario to answer the questions below.

138) How do recent changes in FTC rules affect endorsers of products?

139) Give a hypothetical example of a slice-of-life message execution style.

142) Provide an example of an informative ad.

143) Explain what a Big Idea is and give an example.

Refer to the following scenario to answer the questions below.

You might also like

6) is what the advertisement says, and is how it is said.