Advertising Creative Strategy Copy and

Design 4th Edition Altstiel Test Bank

Visit to download the full and correct content document: https://testbankdeal.com/dow
nload/advertising-creative-strategy-copy-and-design-4th-edition-altstiel-test-bank/
 Advertising Creative, Fourth Edition
Tom Altstiel and Jean Grow
Test Bank

Chapter 7: Campaigns

1. According to the text, the best definition of a campaign is

a. Ads that use the same slogan across the board
b. Ads that look visually similar in all publications and broadcast media
c. Elements that use the same musical theme
*d. A series of ads that work individually and cumulatively to convey the advertiser’s
message
Answer location: p. 168
Question type: MC

2. Which of the following is NOT a criterion for campaign development?

a. Common objective
b. Unified theme
c. Coordinated rollout
*d. Multiple branding strategies
Answer location: p. 169
Question type: MC

3. The biggest difference between a series of single-shot ads and a campaign is

a. Ad size
b. The taglines
*c. Continuity
d. Variation in visual content
Answer location: p. 171
Question type: MC

4. In the text, the concept of “extendibility” means

a. Using the same look and feel in every magazine ad
*b. Using the same theme and common elements in two or more media
c. Stretching the media buy for greater reach
d. Use print as your base and adapt broadcast and other concepts to match the print
Answer location: p. 172
Question type: MC

5. In the text, the concept of “repeatability” means

a. Making every ad look the same in a campaign
b. Using the same ideas for TV commercials and print ads
*c. Using common elements to create a series of ads or commercials that convey the
same brand message
d. Repeating the same ad to increase frequency
Answer location: p. 172
Question type: MC
 Advertising Creative, Fourth Edition
Tom Altstiel and Jean Grow
Test Bank

6. Which of the following is NOT a creative factor in establishing continuity in a campaign?

a. Music
b. Spokespersons
*c. Media selection
d. Voice talent
Answer location: p. 171
Question type: MC

7. When planning a consumer-generated campaign (CGM) all of the following are essential
except
a. Being honest about your intentions
*b. Using it to merge your PR and promotional efforts
c. Encouraging participation
d. Considering the long-term implications and opportunities
Answer location: p. 178
Question type: MC

8. The key to a successful consumer generated ad campaign is

a. Separating, not integrating the CGM with other media
b. Developing a catch phrase that will become part of the pop culture
*c. Using it to generate high consumer engagement
d. Finding a sales promotion element for a celebrity endorser
Answer location: p. 178
Question type: MC

9. The most effective celebrity spokespersons

a. Are the most prominent sports personalities
b. Are popular movie stars
c. Need to make personal appearances as well as commercials
*d. Should have some connection or involvement with the product
Answer location: p. 176
Question type: MC

10. According to the text, the primary purpose of a campaign is to

a. Sell products
b. Increase early adoption
*c. Support the brand
d. Increase awareness
Answer location: p. 169
Question type: MC

11. One of the purposes of a tagline is to

a. Develop lyrics to be used in a jingle
b. Pay off a weak headline
 Advertising Creative, Fourth Edition
Tom Altstiel and Jean Grow
Test Bank

*c. Provide continuity for a campaign

d. Sum up all the features of the product in one sentence
Answer location: p. 181
Question type: MC

True / False

12. Each element of a campaign has to be effective on its own, since it may be the first and only
exposure for the consumer.
*True
False
Answer location: p. 171
Question type: TF

13. The primary purpose of a campaign is to diversify the brand.

True
*False
Answer location: p. 169
Question type: TF

14. You should extend the same idea to every part of the campaign.
True
*False
Answer location: p. 172
Question type: TF

15. Television commercials featuring celebrity voice-overs are most influential when consumers
can identify which actor it belongs to.
True
*False
Answer location: p. 174
Question type: TF

15. An ad is a series of ads for a product that work individually and cumulatively to
communicate the advertiser’s message.
True
*False
Answer location: p. 168
Question type: TF

17. The primary purpose of a campaign is to educate the client.

True
*False
Answer location: p. 169
 Advertising Creative, Fourth Edition
Tom Altstiel and Jean Grow
Test Bank

18. Continuity means conformity.

True
*False
Answer location: p. 171

19. Extendability means running the same ad or commercial over and over again.
True
*False
Answer location: p. 172
Question type: TF

20. Consumers are likely to remember the dialogue of an ad more than any other element.
True
*False
Answer location: p. 173
Question type: TF

21. Using the same announcer throughout a campaign helps establish common sound.
*True
False
Answer location: p. 174
Question type: TF

22. CGM stands for consumer generated media.

*True
False
Answer location: p. 177
Question type: TF

23. The purpose of a tagline is to establish or reinforce the brand.

*True
False
Answer location: p. 181
Question type: TF

24. The more objectives a tagline tries to achieve, the more specific it becomes
True
*False
Answer location: p. 181
Question type: TF

25. The best taglines are trying to meet a single objective.

*True
 Advertising Creative, Fourth Edition
Tom Altstiel and Jean Grow
Test Bank

False
Answer location: p. 181
Question type: TF

26. Consumer generated work should be used to replace long-term brand campaigns.
True
*False
Answer location: p. 178
Question type: TF

27. The best tag lines are a few sentences long.

True
*False
Answer location: p. 181
Question type: TF

28. Campaigns are least useful when the objective is to introduce or reinforce a brand.
True
*False
Answer location: p. 183
Question type: TF

29. When writing a single ad for a client, try to fit it into a larger campaign they have.
*True
False
Answer location: p. 185
Question type: TF

30. Repeatability is the ability to repeat the same strategy though multiple media.
True
*False
Answer location: p. 172
Question type: TF

31. When using a celebrity as a spokesperson, it is best if they have a connection to the
product.
*True
False
Answer location: p. 176
Question type: TF

32. Distinctive voices are often easily remembered by audiences.

*True
False
 Advertising Creative, Fourth Edition
Tom Altstiel and Jean Grow
Test Bank

Answer location: p. 175

Question type: TF

33. Sometimes the purpose of a multichannel campaign is to direct people to a single

hashtag promotion.
*True
False
Answer location: p. 179
Question type: TF

34. When writing an ad campaign, don't repeat the same plot in different media.
*True
False
Answer location: p. 185
Question type: TF

Essays

35. Describe the three elements of effective campaigns, and state why each is integral to
success.
Answer location: p. 169
Question type: ESS

36. Describe the difference between extendibility and repeatability, and describe a
campaign that uses each effectively.
Answer location: p. 172
Question type: ESS

37. Select a well-known consumer brand, and name as many different categories of
marketing communication tools that are used to promote that brand. Then describe how
they work together to promote a single brand message.
Answer location: p. 173
Question type: ESS

38. Describe how social media can be used to support a brand message and how it fits into
an integrated marketing communication campaign.
Answer location: p. 171
Question type: ESS

39. Continuity helps define a campaign. Describe the different methods of maintaining
continuity and give examples.
Answer location: p. 171
Question type: ESS
 Advertising Creative, Fourth Edition
Tom Altstiel and Jean Grow
Test Bank

40. How did American Express's Small Business Saturday promotion involve consumers?
Answer location: p. 179
Question type: ESS

41. What is the purpose of a tagline? How do you develop a strong tagline?
Answer location: p. 180
Question type: ESS