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; vis...
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 - ANSWER- A
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. logoE. copy platform - ANSWER- B
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 - ANSWER- D
,Ads are often called _____.
A. animatics
B. copy platforms
C. creative
D. work plans
E. storyboards - ANSWER- C
The people who develop ads and commercials are known as ____.
A. innovators
B. animatics
C. copy makers
D. creative types
E. illuminators - ANSWER- D
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. - ANSWER- C
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. - ANSWER- C
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. -
ANSWER- D
Which of the following statements is true according to the Hirschman study about
the creative people involved in advertising?
A. They view ads as promotional tools whose primary purpose is to communicate
favorable impressions to the marketplace.
B. They are more risk averse than the brand managers.
C. They prefer making conservative commercials.
D. They believe a commercial should be evaluated in terms of whether it fulfills
the client's marketing and communicative objectives.
E. They want to maximize the impact of the message. - ANSWER- E
From the perspective of a product manager, a commercial is likely to be judged
as creative if it:
A. is novel and innovative.
B. has a high level of artistic or aesthetic value.
C. communicates the message clearly and leaves a favorable impression on the
target audience.
D. wins creative awards.
E. is unlike anything currently in the marketplace. - ANSWER- C
A study by Elizabeth Hirschman examined the perceptions of individuals involved
in the creation and production of television commercials and found:
A. product managers view advertising from an aesthetic perspective.
B. product managers and account executives both view advertising as a
promotional tool whose primary purpose is to communicate favorable
impressions about a brand.
C. art directors and copywriters view advertising primarily as a promotional tool
whose primary function is to communicate information.
D. brand managers prefer creative commercials that take risks.
E. art directors and copywriters evaluate advertising on the basis of how well it
fulfills predefined communications objectives. - ANSWER- B
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