Creative Strategy Quiz

What is advertising creativity defined as?

• The ability to generate fresh, unique, and appropriate ideas for communication problems

• The ability to generate confusing and misleading ideas for communication problems

• The ability to generate common and repetitive ideas for communication problems

• The ability to generate outdated and irrelevant ideas for communication problems

What are the determinants of creativity in advertising?

• Divergence, Originality, Flexibility, Simplification, Synthesis, Artistic Value, Relevance

• Innovation, Tradition, Adaptability, Simplicity, Separation, Aesthetic Value, Irrelevance

• Convergence, Imitation, Rigidity, Simplification, Analysis, Functional Value, Irrelevance

• Divergence, Originality, Flexibility, Elaboration, Synthesis, Artistic Value, Relevance

What is the main responsibility of those working on the creative side of advertising?

• Developing an effective way to communicate the marketer's message to customers

• Analyzing market trends and consumer behavior

• Managing the financial aspects of advertising campaigns

• Conducting research on competitor strategies

What is the purpose of a major selling idea in creative strategy development?

• To become the central message communicated in all advertising and promotional activities

• To confuse consumers with multiple messages

• To hide the brand identity from consumers

• To copy ideas from competitors

What are the two broad categories of advertising appeals?

• Logical Appeals and Creative Appeals

• Direct Appeals and Indirect Appeals

• Visual Appeals and Auditory Appeals

• Informational/Rational Appeals and Emotional Appeals

What is the purpose of using testimonials in advertising?

• To confuse consumers with false claims

• To use celebrities for endorsement

• To avoid providing any information about the product

• To have a person speak on behalf of the product based on personal experiences

What is the main component of a print ad that is likely to be read first?

• Visual Elements

• Body Copy

• Subheads

• Headline

What is the purpose of using jingles in television commercials?

• To provide a catchy song about a product or service

• To have a direct presentation of a spokesperson

• To show action sequences and lighting graphics

• To present scientific or technical evidence

What is the term used for the physical arrangement of various parts of an ad including headline, subheads, and illustrations?

• Layout

• Storyboard

• Script

• Preproduction

What is the final phase of producing a television commercial after filming and recording?

• Storyboard

• Preproduction

• Postproduction

• Production