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WorksheetsBHMC2003 Quiz #8 Chapter 8 : Creative Strategies & Process
Total questions: 10
Worksheet time: 13mins
Which of the following statements about creative strategy and its execution is true?
A good creative strategy and execution guarantees a brand will exceed its sales objectives.
A good creative strategy never fails in reviving a declining brand.
Ads that are highly creative may not increase sales of a brand.
Companies have no trouble coming up with creative advertising that differentiates their brands from the competition..
Good creative strategy cannot help a struggling brand regain its former prominence.
The people who develop ads and commercials are known as _____
mnemonics.
animatics.
copy makers.
creative types
media planners.
Which of the following statements supports the reason why a marketer might want to emphasize creativity in the development of an advertising campaign?
Creative advertisements can avoid novelty in terms of divergence.
Creative advertising can break through the clutter and make an impression on buyers.
Creative advertisements always favour divergence over relevance.
Creative advertising is effective even if it is irrelevant to the target audience.
Creative advertising helps in winning awards, which always leads to an increase in sales.
Which of the following is a major determinant of creativity that reflects the degree to which various elements of an ad are meaningful, useful, or valuable to the consumer?
divergence
delusion
relevance
illumination
risk aversion
The job of the creative team is challenging because
advertisers and clients typically opt for mundane ad formulas.
every marketing situation is unique
of the primacy effect in advertising.
of the recency effect in broadcast advertising.
advertising campaigns are generally considered expendable.
The five steps in the creative process as designed by James Webb Young include
preparation, brainstorming, growth, reality check, and verification.
immersion, testing, illumination, creation, and verification.
immersion, digestion, incubation, illumination, and verification.
preparation, incubation, immersion, illumination, and reality check.
immersion, brainstorming, incubation, creation, and reality check.
According to the creative process outlined by Graham Wallas, which of the following stages deals with seeing the light or solution?
verification
incubation
dramatization
preparation
Illumination
Leon is the creative director for an agency that has just been hired by a manufacturer of golfing equipment to create a new advertising campaign for the company's titanium clubs. Before developing any creative ideas, Leon reads some golfing magazines and spends time talking to friends and co-workers who play golf. These activities are part of the _____ step of the creative process outlined by Graham Wallas.
preparation
incubation
illumination
verification
revision
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.
animatic
mnemonic
storyboard
heuristic
trailer
Bubble Inc., a chewing gum manufacturer, specifically targets children in its advertisements. In its latest advertisement, the company indicates that Bubble is the only chewing gum that lets you blow "massive" bubbles that won't stick to your face. This statement represents the brand's
unique selling proposition.
surrogate advertising strategy.
unique selling language.
intent scale translation.
incomplete comparison.
