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| 1 | |
The Home Depot's development of a slogan, "You can do it. We can help," is a(n) _____ that is part of its strategy to communicate a stronger commitment to customer service. |
| | A) | creative tactic |
| | B) | intangible sales promotion |
| | C) | mission statement modification |
| | D) | operational message |
| | E) | creative cue |
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| 2 | |
Advertising creativity: |
| | A) | is the ability to avoid ad wearout. |
| | B) | can only be done by people who work on the creative side of advertising. |
| | C) | is the ability to create reach,, and influence audience selectivity through advertising. |
| | D) | is the ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communications problems. |
| | E) | does not include the selection of advertising media. |
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| 3 | |
How are models of the creative process useful to those working in the creative area of advertising? |
| | A) | They can be used to explain all types of creative blocks that hinder the creation of advertising. |
| | B) | They give the creatives an organized way to approach an advertising problem. |
| | C) | They help clients initiate accountability analysis benchmarks. |
| | D) | They force the creatives to go through the illumination stage once the creative idea has been implemented. |
| | E) | They use the Socratic method which is a reliable way to solve problems. |
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| 4 | |
An individual who works in the creative area of advertising has been asked to develop a creative advertising campaign for soy milk. When she is _____: she is sampling the milk, reading magazine articles on soy and why it should be a part of a healthy diet, and listening to what nutritionists are saying about soy products. |
| | A) | engaged in problem detection |
| | B) | involved in ethnographic research |
| | C) | gathering product specific preplanning input |
| | D) | identifying the target audience |
| | E) | gathering general preplanning input |
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| 5 | |
Creatives from an advertising agency asked people who regularly used a metropolitan transit system to make a list of what they liked and disliked about the system and to rank their likes and dislikes in order of importance. These creatives were: |
| | A) | engaged in problem detection. |
| | B) | involved in ethnographic research. |
| | C) | outlining the copy platform. |
| | D) | identifying the target audience. |
| | E) | gathering general preplanning input. |
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| 6 | |
The slogan "What Happens in Vegas, Stays in Vegas" has helped Las Vegas marketers to create a(n): |
| | A) | focus group forum. |
| | B) | preplanning position. |
| | C) | unifying theme. |
| | D) | low price alternative to new gambling alternatives. |
| | E) | cohesive copy platform. |
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| 7 | |
When Band-Aid bandages uses the slogan "The better healing bandage" in all of its advertising and promotional efforts, the firm communicates its: |
| | A) | copy platform. |
| | B) | decoded message. |
| | C) | campaign theme. |
| | D) | flexibility. |
| | E) | IMC benchmark. |
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| 8 | |
When Sears introduced the Kenmore Elite HE3t, it was the first energy-saving washing machine that was turbo-charged. The machine used only 15.8 gallons of water while a conventional machine used 42.4 gallons. Additionally the machine's spinning cycle was 1200 rpm, which meant that clothes spent less time in the dryer. The fact that the washing machine was environment-friendly was its: |
| | A) | brand image. |
| | B) | inherent drama. |
| | C) | competitive weakness. |
| | D) | brand equity. |
| | E) | unique selling proposition. |
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| 9 | |
Sink faucets are a utilitarian item that most people take for granted. In fact, for most people a faucet is a faucet, but Delta would like you to think differently about its faucets. Delta brand faucets are advertised as "Beautifully Engineered," and designed for people who appreciate beauty and want it in all facets of their lives. Ads for Delta brand faucets use: |
| | A) | a universal selling proposition. |
| | B) | image advertising. |
| | C) | inherent drama. |
| | D) | repositioning. |
| | E) | refutational appeal. |
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| 10 | |
Anyone who has watched the Olympics recognizes the award stand on which the first, second, and third place winners receive their medals. An ad for Mercedes-Benz shows such an award stand in a crowded arena. The second and third medalists are in place, but the place where the gold medalist should stand, is vacant. Then there is the slogan for Mercedes-Benz-"Once you've driven one, there's no turning back." The implication is that the gold medalist is now behind the wheel of an E-Class Mercedes and doesn't care about receiving the gold medal. Mercedes-Benz used _____ to show how exciting it is to drive an E-Class Mercedes. |
| | A) | comparative advertising |
| | B) | refutational positioning |
| | C) | inherent drama |
| | D) | brand image |
| | E) | demographic segmentation |
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