Creative Strategy - Planning and Development Test Part 2

52. _____ research involves anthropologists or other types of trained researchers observing consumers in their natural environments. a. Psychographic b. Internalization c. Demographic d. Sociocultural e. Ethnographic 53. Researchers Daniel Miller and Don Slater monitored Web sites, lurked in chat rooms, and hung out in cyber cafés and observed how Internet users act. The users they observed consider the Internet to be a tool to augment traditional forms of communication. Miller and Slater conducted _____ research. a. e-marketing b. ethnocentric c. demographic d. communal e. e-commerce 54. Canadian researchers went into people's homes and observed how they watched television and more specifically what they did when commercials came on. This was an example of _____ research. a. psychographic b. demographic c. ethnographic d. perceptual e. interactive marketing 55. At what stage of the creative process are various ideas evaluated and refined before actually being used? a. preparation b. incubation c. illumination d. verification/revision e. verdict 56. At what stage of the creative process would consumers in the target audience be asked to evaluate storyboards and animatics: a. preparation b. incubation c. verification/revision d. illumination e. verdict 57. A(n) ____ is a series of drawings used to present the visual plan or layout of a commercial along with a description of the audio for each scene. a. animatic b. rough layout c. storyboard d. creative map e. copy platform 58. To make a creative layout of a commercial more realistic, a(an) _____ may be produced by making a videotape of the _____ along with an audio soundtrack. a. animatic; storyboard b. storyboard; animatic c. animatic; copy platform d. copy platform; storyboard e. campaign; storyboard 59. The Rogers Agency wants to test a creative idea it has for a new commercial before moving ahead with the production of the spot. To make the test more realistic it wants to test both the visual layout of the commercial as well as the audio portion of the message. The commercial should be tested in which of the following forms? a. storyboard b. animatic c. reaction profile d. print copy e. rough layout 60. One of the most popular and long-running advertising campaigns was created by the Leo Burnett agency for Maytag appliances. The ____ or central message of the advertising campaign was "Maytag Dependability." a. animatic b. campaign theme c. repositioning strategy d. copy platform e. product specific preplanning input 61. The print ads and the television ads for Maytag appliances were designed to show "The Loneliest Man in the World" was a Maytag repairman. Public appearances by the actor who appeared in the commercials as well as consumer brochures and point-of-purchase displays were also used in this interrelated and coordinated effort called a(n): a. advertising campaign b. copy platform c. animatic d. campaign illumination e. interrelated marketing campaign (IMC) 62. A(n) _____ is a series of advertising messages in a variety of media that center on a single theme or idea. a. advertising campaign b. copy platform c. unique proposition d. creative blueprint e. creative work plan 63. Visa credit cards has been running ads for a number of years that center around the basic theme that "Visa Is Everywhere You Want to Be." These ads emphasized the fact that Visa is accepted more places than any of its competitors are. This is an example of a(n): a. inherent drama appeal b. long-running advertising campaign c. conflict between the agency and the client producing an inability to create a new campaign theme d. copy platform e. creative blueprint 64. Advertising campaign themes: a. are always tactical in nature and design b. set the tone or direction for all of the individual ads that make up the campaign c. are typically designed by the client and implemented by the agency d. are usually used for ads that run in only one type of media vehicle e. are accurately described by all of the above 65. An advertising campaign may last for only a short time period: a. because of changing consumer trends b. due to an ineffective campaign theme c. because competitors develop similar products and remove the product's competitive advantage d. because market conditions change, and a new campaign is needed e. due to of any of the above reasons 66. "You're in good hands with Allstate," "Diamonds are forever" and "Aren't you glad you use Dial?" are all examples of: a. unique selling propositions b. long-running advertising campaign themes c. inherent drama appeals d. copy platforms e. creative blueprints 67. The newest advertising campaign for Miller Lite beer: a. revolves around ordinary people telling stories to each other b. uses the "Taste Great, Less Filling" slogan c. shows how anytime people get together, it is "Miller Time" d. uses sporting events as a backdrop to beer drinking e. relies on a variety of vignettes showing how beer creates a mood for appreciating the beauty of nature 68. The creative strategy is affected by: a. the identification of the target audience b. the basis problems, issues, or opportunities that advertising needs to address c. the major selling ideas that the advertising needs to communicate d. any information supporting the major selling ideas that needs to be included in the ads e. all of the above 69. A(n) _____ is a work plan or checklist that is used to guide the creative development of an advertising message or campaign. a. animatic b. working document c. copy platform d. selling idea e. unique selling proposition 70. A typical copy platform does NOT contain: a. the basic problem to be addressed by the advertising b. advertising and communication objectives c. the major selling idea d. a creative strategy statement e. media goals and objectives 71. The copy platform: a. specifies the basic elements of the creative strategy b. is also called a creative platform c. is usually prepared by the account representative or manager assigned to the account d. is also called a creative blueprint e. is accurately described by all of the above 72. The copy platform: a. is typically developed by agency personnel with no input from the client b. is developed by the client before ever meeting with the agency c. often involves individuals from both the client side and agency personnel d. has a predetermined format that makes it easier to compare platforms from two disparate products e. typically contains both the advertising and the communications objectives 73. According to A. Jerome Jeweler, the _____ is the strongest singular thing an advertiser can say about its product or service and should be the central point in every ad. a. unique selling plan (USP) b. mission statement c. major selling idea d. brand equity statement e. competitive advantage 74. According to well-known advertising executive John O'Toole, a flash of insight that joins together a product benefit with what consumers desire in a fresh, involving way is called a(n): a. unique selling theme b. epiphany c. revelation d. big idea e. illumination 75. All of the following could be considered an example of a big idea used as the basis of an advertising appeal EXCEPT: a. "You're in Good Hands with Allstate" b. "The Peanuttiest Peanut Butter" c. "Macintosh-A Computer for the Rest of Us" d. "We Build Excitement" e. "Buy Yoplait Yogurt Today" 76. Leslie is working for a local agency as an intern. Her company has been hired to develop an advertising campaign for chain of coffee shops. She has been given the task of coming up with the big idea. You can tell her big ideas: a. are very easy to come by b. really only matter in advertising for consumer products not for retail establishments c. are typically not the basis for effective advertising campaigns d. are only effective in business-to-business advertising e. are easier to develop when the service being advertised is heterogeneous 77. The "Softer Side of Sears" and Dr Pepper's "Just What the Doctor Ordered" advertising campaign themes are examples of: a. universal selling propositions (USPs) b. big ideas that have been the basis for effective advertising campaigns c. inherent drama approaches to developing big ideas d. big ideas for ad campaigns that did not last very long e. creative platforms that support products in the pioneering stage of their product life cycles 78. Hubba Bubba bubble gum is the only chewing gum that lets you blow great big bubbles that won't stick to your face. This statement represents the gum's: a. unique selling proposition b. brand image c. inherent drama d. competitive weakness e. brand equity 79. Unlike other alkaline batteries and traditional rechargeable batteries, Rayovac Renewal alkaline battery is reusable 25 times or more. The ad headline read, "Introducing the Best-Performing Battery System in All of Creation." This ad was based on the Rayovac Renewal alkaline battery's: a. unique selling proposition b. brand image c. inherent drama d. tangibility e. brand equity 80. A unique selling proposition (USP): a. should offer a specific benefit to the consumer b. must be a feature, benefit, or advantage that the competition either cannot or does not offer c. must be strong or important enough to pull consumers to the brand d. should be an important part of a repetitive advertising strategy e. is accurately described by all of the above 81. Poinsettias are a very popular plant during the Christmas season. A major problem for growers of poinsettias is root rot. Syngenta has developed a patented product that eliminates root rot when it is placed in soil mix in which the plants are grown. Syngenta can use _____ to develop its creative strategy for advertising this new product. a. brand image b. inherent drama c. unique selling proposition d. diversified promotion e. transformational advertising 82. When using a unique selling proposition (USP) as the basis for a creative strategy, an advertiser does NOT need to know: a. "Does the USP provide a sustainable competitive advantage?" b. "Can the USP be easily copied or imitated by competitors?" c. "Can the USP claim be substantiated?" d. "Is the claim used as a USP important to consumers?" e. "Does the UPS create a brand personality?" 83. Nizoral A-D shampoo is the only dandruff shampoo made with the number one doctor-prescribed ingredient, an ingredient that its manufacturer holds the patent on. This is the product's unique selling proposition (USP). Which of the following statements about this USP is true? a. This USP can be easily imitated. b. This USP does not benefit a large enough target market. c. This USP creates a sustainable competitive advantage. d. This USP will cause the copy platform to be more cognitive than affective. e. This USP allows for the creation of a strong brand personality. 84. Which of the following approaches to developing a major selling idea may require substantiation of a claim of superiority to avoid legal problems? a. unique selling proposition (USP) b. brand image c. inherent drama d. positioning e. brand equity 85. Poinsettias are a very popular plant during the Christmas season. A major problem for growers of poinsettias is root rot. Syngenta has developed a patented product that eliminates root rot when it is placed in soil mix in which the plants are grown. Unlike other unique selling propositions such as new packaging, this USP creates a(n): a. sustainable competitive advantage b. need for a repositioning drama c. opportunity for an inherent drama appeal in the consumer market d. potential weakness for Syngenta's competition e. opportunity for ethnographic research 86. When an advertiser uses an ad that emphasizes psychological associations and attempts to wrap the consumer's perceptions into a tight concept or symbol, what type of advertising approach is being used? a. unique selling proposition b. image advertising c. inherent drama d. attribute-based positioning e. refutational appeal 87. All Nippon Airways (ANA) is the largest airline in the Far East. It ads focus on the Japanese hospitality that is offered on its planes-everything from elegant tableware to the finest in Far Eastern cuisine. If comfort and fine food is important to you when you travel, then you should think of ANA next time you are booking a flight to Asia. This development of a strong, memorable identity for ANA is an example of: a. a universal selling proposition b. image advertising c. inherent drama d. attribute-based positioning e. refutational appeal 88. Fortnum & Mason in London is a retail store committed to providing the best of traditional British meats and cooking. The store is lit by crystal chandeliers, and there are deep red carpets underfoot. Its staff all wear tail-coats. Its ads want customers to associate the store with the royal treatment they will receive when they shop there. This development of a strong, memorable identity is an example of: a. a universal selling proposition b. image advertising c. inherent drama d. attribute-based positioning e. refutational appeal 89. Spanish vintners want to improve consumers' perceptions of the sparkling wine they produce, which they contend is just as good as or even better than that produced in France. The French call the sparkling wine they produce, champagne, and this is what most people choose when they are celebrating. Which of the following methods for developing a creative strategy for Spanish sparkling wine seems most appropriate? a. testimonials b. image advertising c. inherent drama d. benefit-based positioning e. refutational appeal 90. Which of the following statements about image advertising is true? a. Image advertising is used most often when there are significant functional or performance differences among brands. b. Image advertising is often used when competing brands are difficult to differentiate on a functional or performance basis. c. Advertisers often use image advertising when their products or services offer a unique attribute or benefit to consumers. d. Image advertising is most commonly used for business-to-business products. e. All of the above statements about image advertising are true. 91. Which of the following products would be least appropriate for an image advertising appeal? a. designer jeans b. soft drinks c. beer d. dishwashing detergent e. perfume 92. For which of the following products would image advertising be most appropriate? a. cologne or perfume b. motor oil c. laundry detergent d. cereal e. lawn mowers 93. An approach to finding a major selling idea that uses consumer benefits as a foundation with an emphasis on presenting these benefits in a dramatic way is the _____ approach. a. unique selling proposition b. positioning c. inherent drama d. brand image e. benefit 94. An ad for Federal Express shows a toy manufacturer the day before announcing a new action-figure soldier. The CEO is being shown a tape of the commercial for the new figure and is not amused to see the macho soldiers wearing ballerina costumes. His assistant explains that he tried to use a cheaper carrier, and the tutus were sent instead of military uniforms. Across the bottom of the screen reads the logo, "When it absolutely has to get there, use FedEx." This ad is an example of the _____ approach. a. unique selling proposition b. positioning c. inherent drama d. brand image e. benefit 95. An ad for a medication that helps people undergoing chemotherapy feel more energetic showed a grandfather sorrowfully wishing he could participate in his grandson's birthday celebration but saying he was too tired. The next scene occurs at the birthday party and shows how much better the grandfather feels after taking the medication. This ad is an example of the _____ approach. a. unique selling proposition b. positioning c. inherent drama d. brand image e. benefit 96. Jack Trout and Al Ries introduced _____ as the basis for advertising strategy and creative development in the early 1970s. a. inherent drama b. positioning c. brand image d. unique selling proposition e. transformational advertising 97. _____ is the approach to finding a major selling idea can be done on the basis of product attributes, price/quality, usage or application, product users, or product class. a. Brand image b. Inherent drama c. Unique selling proposition d. Positioning e. Emotional appeals 98. Which of the following is often the basis of a marketer's creative strategy when the company has multiple brands competing in the same market? a. unique selling propositions b. brand image c. inherent drama d. transformational advertising e. positioning 99. Procter & Gamble markets Zest, Safeguard, Camay, and Lava brands of bar soaps. Zest is a "get-you-started in the morning" soap. Safeguard is marketed as a germ-fighter. Camay cleans without drying or injuring the skin. Lava is for tough cleaning jobs. Procter & Gamble uses a(n) _____ strategy. a. brand image b. universal selling proposal (USP) c. inherent drama d. positioning e. divestment 100. General Mills has multiple brands of cereal that compete among themselves and with Post, Quaker, and Kellogg's brand cereals. General Mills would most likely use the _____ approach as a basis for its creative strategies. a. unique selling proposition b. brand image c. inherent drama d. positioning e. dramatization 101. Aurora Foods Inc. markets Log Cabin, Mrs. Butterworth's, and Aunt Jemima brands of pancake syrup. Aurora is most likely to use a _____ approach to developing creative strategy for each brand. a. inherent drama b. brand image c. unique selling proposition d. positioning e. repositioning 102. Procter & Gamble markets Tide, Cheer, Gain, Dash, Bold 3 and Ivory Snow detergents to a variety of different target markets. P&G advertises these different brands using what type of creative strategy? a. inherent drama b. brand image c. unique selling proposition d. positioning e. repositioning