1. (p. 259) In the development of an advertising campaign or message, creative _____ involves determining what the message will say or communicate, while creative _____ deals with how the message will be implemented or executed.
A. strategy; tactics
B. tactics; strategy
C. mission: strategy
D. tactics; vision
E. vision; mission
.
Topic: Introduction
2. (p. 259) The _____ is used as the central theme of the advertising campaign and translated into attention-getting, distinctive, and memorable messages.
A. animatic
B. big idea
C. brand name
D. logo
E. copy platform
3. (p. 259) Which of the following statements is true about the use of creativity in an advertising campaign?
A. Because most advertising is creative, creativity is not enough to break through the clutter.
B. Creative advertising always has a positive impact on sales.
C. Creative advertising that is not relevant to the target audience may have a greater impact than advertising that is relevant.
D. The nature of advertising requires that everyone involved in the promotional planning process engage in creative thinking.
E. Users of creative advertising can avoid using big ideas and unique selling propositions in their advertising campaigns.
4. (p. 260) Ads are often called _____.
A. animatics
B. copy platforms
C. creative
D. work plans
E. storyboards
5. (p. 260) The people who develop ads and commercials are known as ____.
A. innovators
B. animatics
C. copy makers
D. creative types
E. illuminators
6. (p. 260) Which of the following statements is true about creative strategy and execution?
A. A good creative strategy and execution guarantees a brand will exceed its sales objectives.
B. A good creative strategy almost never helps generate sales for a brand.
C. Ads that are very 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.
7. (p. 260) Many companies are willing to spend hundreds of millions of dollars each year on creative advertising because:
A. they believe strongly in competitive parity.
B. they realize marketing success is unrelated to their creative advertising effort.
C. they know that good creative strategy and execution are often critical to the success of a product or service.
D. they want to win creative awards in order to respond to the intangibility and homogeneity characteristics of service.
E. the development of good creative strategy is a science and is explained by marketing research.
8. (p. 260) Which of the following statements is true regarding awards for advertising creativity?
A. Ads that win creative awards almost always have a positive impact on sales.
B. Most advertising and marketing people are supportive of advertising awards because they feel creative people are more concerned with creating advertising that sells their client’s products than with winning awards.
C. As a rule, all advertising people believe awards are an inappropriate way of recognizing advertising creativity that often helps sell a client’s products.
D. Not all advertising campaigns that have won creative awards have successfully generated sales for their clients’ products.
E. An award winning ad leads to higher sales as it is greatly liked and accepted by creative people.