Q&A Hero

Q: (p.204)The creative strategy is a simple written statement of the most important issues to be considered in the development of an ad or campaign.

Q: (p.205)The creative strategy identifies how the ad will be executed.

Q: (p.206)The billboard ad for Carhartt rugged outerwear listed local retailers in the vicinity of the billboard. This part of the ad would be classified as an informative.

Q: (p.207)Visual cues and metaphors can be used to help an ad inform consumers.

Q: (p.208)The color green when used in ads conveys health and freshness.

Q: (p.208)People who are value-based thinkers can also be described as linear thinkers.

Q: (p.209)Value-based thinkers are better able to embrace change, conflict, and paradox than fact-based thinkers.

Q: (p.210)The creative who takes on the role of Explorer may want to conduct a situation analysis.

Q: (p.210)In advertising, it is important for the creative who plays the role of the hunter to look in new and uncommon places for information.

Q: (p.211)The first task for Explorers is the long and sometimes tedious process of reviewing all the information they gathered when they played the Warrior role.

Q: (p.201)As a group, the people who work in the creative department are generally referred to as the ad agency.

Q: (p.201)The two commonalities of great ads are the ability to break through consumer perceptual barriers and the ability to create "top-of-mind" awareness.

Q: (p.214)Art direction is the: A.integration of the efforts of the copywriter and the artist. B.execution of the step-by-step process outlined in the creative brief. C.whole presentation, including all visual, verbal, and aural elements. D.process of managing the visual presentation of the ad. E.technique for transforming concepts into verbal and nonverbal ad components.

Q: (p.214)According to the creative pyramid, the first step in copywriting and art design is to: A.get the prospect's interest. B.attract the prospect's attention. C.make the prospect aware of the product category. D.make the prospect aware of the brand name. E.create a communications medium.

Q: (p.214)Which of the following is the fundamental building block for the creative pyramid? A.Credibility B.Comprehension C.Interest D.Attention E.Desire

Q: (p.217)One way that copywriters create interest in their ads is to: A.use the word "you" frequently. B.write long ad copy. C.use unusual layouts and vibrant colors. D.write three-word headlines. E.use independent test results to substantiate product claims.

Q: (p.215-217)In its ads, Dynakor states that you can take the Dynakor weight-loss formula and "eat all you want and still lose weight." According to the creative pyramid, this type of problem-solving ad can be used to build an ad's: A.desire. B.awareness. C.interest. D.comprehension. E.attention.

Q: (p.217)Picture an ad for a radio station showing two distinct commuters in their cars listening to drive-time radio. One has a blissfully content smile on her face, while the other looks exceedingly concerned and stressed. The announcer says, "One of these commuters is relaxing to Soft Rock 94. Can you guess which one?" According to the creative pyramid, this type of comparative advertising can be used to build an ad's: A.desire. B.awareness. C.interest. D.credibility. E.attention.

Q: (p.217)The ad for Absolut vodka has the following headline: "Absolut Envy." The creatives who designed this ad were trying to create _____ for the alcohol with a play on words to imply that you will be the envy of all your friends if you drink Absolute vodka. A.desire B.awareness C.interest D.credibility E.attention

Q: (p.217)The _____ would evaluate the practicality of the big idea and decide whether to implement, modify, or discard it. A.Judge B.Evaluator C.Mediator D.Expressive E.Liaison

Q: (p.217)Whose role would it be to tell the creatives that their idea of using a world championship rodeo bull rider to promote an HMO is not a good idea and will probably open the agency and its client to a great deal of ridicule? A.The Referee B.The Evaluator C.The Judge D.The Liaison E.The Mediator

Q: (p.217)The creative in the role of the _____ would state that a full-page ad for free checking accounts in "The Wall Street Journal" is a waste of resources for a community bank. A.Evaluator B.Judge C.Mediator D.Expressive E.Liaison

Q: (p.218)In the final step of the creative process, the _____ carries the concept into action. A.Warrior B.Referee C.Critic D.Judge E.Opponent

Q: (p.215)The print ad for the a new Clinique perfume shows a photograph with flames coming out of the sprayer and wrapping around the bottle to show how the perfume heats up passion. The creatives who designed this ad intended its headline to be a(n): A.psychosocial consequence. B.copy platform. C.attention-getting device. D.credibility-builder. E.action-stimulator.

Q: (p.218)In the final step of the creative process, the Warrior would perform all of the following activities EXCEPT: A.carry the concept into action. B.evaluate the practicality of the big idea and decide whether to implement, modify, or discard it. C.help the account manager present the campaign to the client. D.turn the agency account team into co-warriors for the presentation to the client. E.get the big idea approved, produced, and placed in the media.

Q: (p.218)When the agency presents the ad concepts to the client, the client is suddenly placed in the role of the: A.Judge. B.artist. C.referee. D.warrior. E.advocate.

Q: (p.215)An ad for Asian Sensations newest product line of snack foods encourages its readers to "Thai something new." The creatives who designed this ad intended its headline to be a(n): A.psychosocial consequence. B.copy platform. C.attention-getting device. D.credibility-builder. E.action-stimulator.

Q: (p.200)In advertising, the decoding of messages is the responsibility of the creative team.

Q: (p.213)An ad for Snapple featured a retreat where the good fruit that makes up Snapple's drinks can go in order to avoid mixing with additives and preservatives. Which of the following techniques for manipulating and transforming ideas was used in this example? A.Compare B.Imagine C.Reverse D.Connect E.Parody

Q: (p.208)The two general categories of theories of thinking are: A.divergent and convergent. B.functional and hierarchical. C.creative and technical. D.fact-based and value-based. E.transformational and transactional.

Q: (p.208)_____ thinkers tend to be linear thinkers and make decisions based on facts and figures. A.Value-based B.Transformational-based C.Transactional-based D.Objectivity-based E.Fact-based

Q: (p.208)An ad for the UBS Investment Bank begins with the statement, "Success is the sum of the confident decisions you make." Simply from this statement, you can surmise that the ad is more likely to appeal to _____ than to _____ thinkers. A.functional; hierarchical B.value-based; fact-based C.transformational; transactional D.transactional; transformational E.fact-based; value-based

Q: (p.210)The _____ is the step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways. A.creative aggregation B.intuitive procedure C.creative process D.innovative promotional process E.ideation method

Q: (p.210)According to creativity consultant Roger von Oech, the _____ role in the creative process is to experiment and play with a variety of approaches, looking for an original idea. A.Originator B.Virtuoso C.Expressive D.Executioner E.Artist

Q: (p.210)According to creativity consultant Roger von Oech, which role in the creative process is to overcome excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization? A.The Warrior B.The Referee C.The Critic D.The Detractor E.The Opponent

Q: (p.210)After an ad agency had been hired to prepare a new ad campaign for the Rival Seal-a-Meal, the StayFresh Food Company assigned an agency employee in the role of _____ to find information on how much more effective the Seal-a-Meal method of food storage was to their methods of food storage. A.gatherer B.hunter C.expressor D.Explorer E.researcher

Q: (p.211)Which of the following statements about brainstorming is true? A.A brainstorming session is often a source of sudden inspiration. B.Brainstorming uses techniques called linking and laddering. C.Brainstorming is performed by the Expressive role. D.Brainstorming is a process in which visual and verbal metaphors are created. E.All ideas in a brainstorming session are open to criticism.

Q: (p.211)In 2008, Mars Snack Foods' Dove brand launched a line of dark chocolates called Dove Vitalize that support cardiovascular health. At the creation of the ad campaign designed to show the nutritional value of the new Dove Vitalize bars, the ad copywriter and art director met and wrote down as many possible creative ideas for an ad as they could think of. There was no criticism of any idea allowed during the session even when the art director suggested showing a Dove Vitalize bar as a substitute for broccoli. The creatives were engaged in: A.idea swiping. B.lateral thinking. C.brainstorming. D.collaborating. E.critical thinking.

Q: (p.211)The creatives that are in the role of the _____ are most likely to benefit from brainstorming. A.Intuitives B.Creators C.Mediators D.Explorers E.Collaborators

Q: (p.212)In 2008, Helen's Foods, the maker of pre-baked and frozen meals, introduced a line of vegetarian Comfort Meals. When the art director was asked to create an ad for Comfort Meals, he needed to create a visual picture which illustrated how yummy and nutritious the meals were, as well as attract the attention of readers. What is the term used to describe this step in the creative process? A.Message strategizing B.Free association C.Conceptualization D.Product positioning E.Brainstorming

Q: (p.212)In the creative process, the big idea: A.is defined as a bold, creative initiative. B.joins the product benefit with the consumer desire in a recognizable, familiar way. C.allows the audience to stop, look, and listen if they want to. D.is almost never expressed through a combination of art and copy. E.describes the direction the message should take.

Q: (p.212-213)According to creativity consultant Roger von Oech, which of the following is NOT a strategy typically used by a good Artist to manipulate and transform concepts? A.Connect B.Imagine C.Reverse D.Benefitize E.Eliminate

Q: (p.212)When designing the new ad campaign for Glad ForceFlex garbage bags, one of the creatives asked, "What if we showed how strong the material in the bags is by showing it catching a charging rhinoceros?" Which of the following techniques for manipulating and transforming ideas was used in this example? A.Compare B.Imagine C.Reverse D.Connect E.Parody

Q: (p.213)An ad funded by American Beef Producers shows what looks like a deep canyon with the sides made of thick filets, the greenery of heads of broccoli, and the river of gravy. Which of the following techniques for manipulating and transforming ideas was used in this example? A.Compare B.Imagine C.Reverse D.Connect E.Parody

Q: (p.195)In the summer of 2002, Kelly Flatley and Brendan Synnott joined forces to launch a homemade granola business out of Flately's parents' home. They had no advertising budget, so they had to find other ways to let consumers know about Bear Naked Granola. The two entrepreneurs went door-to-door to small specialty and natural food stores. They also set up tables and tents at community events and 5K charity runs where they gave away sample of their granola. From this information, you can infer that Flatley and Synnott used the _____ method for promoting their product. A.percentage-of-sales B.all available fund C.objective/task D.share-of-market/share-of-voice E.budget buildup

Q: (p.195)The FoldzFlat Pen that folded in half to the size of a business card. Its flat surface is a perfect "billboard" on which to print advertising and company logos and it can be shaped into a bookmark, a business card, a race car or a skateboard. Its manufacturer wants to advertise this new product to people in the specialty products industry. Which method of setting its advertising budget should the new product use? A.Percentage-of-sales B.Self-defense C.Objective/task D.Share-of-market/share-of-voice E.Budget buildup

Q: (p.195-196)What is the greatest shortcoming for the percentage-of-sales method of setting the advertising budget? A.The percentage-of-sales method is too expensive to be used by small business owners. B.The percentage-of-sales method violates the basic marketing principle of marketing activities stimulating demand and thus sales and not occurring as a result of sales. C.The percentage-of-sales method assumes a certain number of dollars are needed to sell a certain number of units. D.The percentage-of-sales method encourages top management to think of growth in terms of percentages. E.The percentage-of-sales method assumes the marketplace will be dynamic.

Q: (p.196)According to the text, a firm that has used the share-of-market/share-of-voice method for allocating advertising funds for a number of years may have a tendency to: A.become overly competitive in all marketing activities. B.rely too heavily on the budget buildup method. C.maintain a lower percentage of media exposure than its competitors. D.be bold in their attempt to link advertising dollars with sales objectives. E.overreact if competitors increase their advertising budgets.

Q: (p.196)When used to determine how to allocate funds for advertising, the _____ method has three steps: defining objectives, determining strategy and estimating cost. A.unit-of-sales B.share-of-market/share-of-voice C.percentage-of-sales D.percentage-of-profit E.objective/task

Q: (p.196)Which of the following statements about the objective/task method for allocating advertising expenditures is true? A.It is often difficult to determine in advance the amount of money needed to reach a specific goal. B.The objective/task method assumes a static external environment. C.The objective/task method assumes marketing activities result in demand. D.The objective/task method is too costly to use on an annual basis. E.The objective/task method permits the quick and ready measurement of the success of an ad campaign.

Q: (p.206)The _____ component of the message strategy would include budgets, scheduling limitations, and mandatories. A.creative definition B.informational C.transactional D.technical E.transformational

Q: (p.206)Any ad for Samsonite luggage must contain its slogan, "Life's a Journey" and the Samsonite logo. These required ad elements are referred to as: A.visual enhancers. B.requisite features. C.ad perquisites. D.ad stipulations. E.mandatories.

Q: (p.206)An ad for Toshiba office equipment illustrates the problems of corporate espionage with an ad that shows a copier just after it has stolen a women's pocketbook. The woman is screaming and the copier is rolling away with the purse. The comparison of a purse snatcher to corporate espionage is an example of how _____ can be used in advertising. A.selective perception B.memory files C.creativity D.the creative wheel E.reinforcement

Q: (p.194)Mood-lites are colored light bulbs that were developed according to research on how colors affect moods. In allocating funds for advertising the new light bulbs, its manufacturer decided to budget 5 percent of last year's sales for advertising expenditures. Which allocation method was the manufacturer using? A.Percentage-of-sales B.Self-defense C.Objective/task D.Share-of-market/share-of-voice E.Budget buildup

Q: (p.207)An ad from National Peanut Board advises its readers that peanut butter is "like an energy bar with curves." The ad's illustration shows peanut butter thickly spread on a bagel to indicate how peanut butter can be used as part of a healthy lifestyle. In this example, creativity was used to: A.remind customers that they should stock up on peanut butter. B.persuade bagel manufacturers to carry on-package peanut butter coupons. C.inform customers of the benefits you get from using peanut butter. D.convince customers to eat peanut butter even if they can find something more healthy to eat. E.persuade retailers to carry peanut butter.

Q: (p.207)An ad encouraging golfers to subscribe to "Golf magazine" has the following headline: "Play at the Top of Your Game." In this example, the creative message of the ad was used to: A.persuade consumers to subscribe to "Golf Magazine." B.inform readers that "Golf Magazine" is available through subscriptions. C.persuade customers to buy multiple copies of "Golf Magazine." D.persuade retailers to carry "Golf Magazine." E.remind customers that "Golf Magazine" is the best-selling golf magazine available.

Q: (p.208)Which of the following colors conveys sophistication and high-end merchandise? A.Silver B.Black C.Green D.Blue E.Gold

Q: (p.181)_____ is the ratio of perceived benefits to the price of the product in a consumer study. A.Net worth B.Contribution margin C.ROI D.Retained earning E.Value

Q: (p.193)Which of the following statements about the relationship of advertising to sales and profits is true? A.Sales will remain constant if there is additional advertising B.There will be no sales if there is no advertising C.The durability of advertising is long-term D.Increases in market share are more directly related to increases in the marketing budget than to price reductions E.There is no saturation level for advertising

Q: (p.181-182)Clos du Bois wine pursues an advertising campaign that targets the gay and lesbian community. Its ad in gay publications features a wine cork emblazoned with the Gay Pride rainbow. Gay publications are examples of _____ for Clos du Bois wine. A.reference groups B.target audiences C.target markets D.stakeholders E.environmental curators

Q: (p.194)The percentage-of sales method: A.is expensive to use. B.is the simplest to use of all budgeting methods. C.is based on the average of the previous five years sales. D.is generally unsafe to use. E.is a bold attempt to link advertising dollars with sales objectives.

Q: (p.181-182)When the owner of the Baskin-Robbins brand name decided to re-invigorate the brand, it created a launch kit for its brokers and distributors. Its brokers and distributors are examples of: A.reference groups. B.target audiences. C.target markets. D.stakeholders. E.environmental curators.

Q: (p.183)Roy Harold purchased a new washer/dryer for his apartment. Shortly after the appliances had been installed, a store representative called Harold and asked if he were satisfied with the washer/dryer and how they were installed. The store representative also asked Harold to call if he had any further needs for appliances. According to Kotler and Armstrong, this is an example of which relationship level? A.Reactive relationship B.Basic transactional relationship C.Accountable relationship D.Proactive relationship E.Partnership

Q: (p.183)Kotler and Armstrong have identified five levels of relationships that can be formed between a company and its various stakeholders. Charlotte purchased a book on how to crochet from a Web site. After purchasing the book, she was pleased to receive regular e-mail from the site offering her other products that she might be interested in. The e-mail also told her about current trends in yarn and offered troubleshooting advice as well as free patterns. The relationship between Charlotte and the Web site is at what level? A.Reactive relationship B.Basic transactional relationship C.Accountable relationship D.Proactive relationship E.Partnership

Q: (p.183)Eby-Brown is a large distributor of candies and snacks to convenience stores in the eastern half of the U.S. Eby-Brown describes itself as "a service-oriented company." Its corporate guidelines state, "Without our customers, we don't exist as an organization. So our priority in life is to make sure that our customers are happy, that we're taking good care of them and addressing their needs." According to Kotler and Armstrong, what type of relationship does Eby-Brown strive to maintain with its customers? A.Reactive relationship B.Basic transactional relationship C.Accountable relationship D.Proactive relationship E.Partnership

Q: (p.186)The full-page ad that Xerox ran in Fortune magazine is an example of which type of company/brand-related messages being sent to company stakeholders? A.Planned B.Inadvertent C.Unplanned D.Product E.Service

Q: (p.186)The price of a bottle of Chivas Regal Scotch, the use of Federal Express delivery by Lands' End and the workmanship found in a well-crafted wicker rocking chair are all examples of which type of company/brand-related messages that are sent to company stakeholders? A.Planned B.Functional C.Unplanned D.Product E.Service

Q: (p.186)Because drugstore chains realize that nearly three-fourths of the visitors to a drugstore are there just to pick up a prescription, drugstores have found it profitable to stock a variety of products that have typically been found in supermarkets and convenience store. Stakeholders receive a(n) _____ message when they go to a drugstore to pick up an antibiotic prescription and are able to buy milk and bread without having to go to another store. A.planned B.functional C.unplanned D.product E.service

Q: (p.186)Jerome stopped at Brewster's and purchased himself a chocolate ice cream cone. As he was exiting the store, the cone developed a leak and dripped ice cream all over his expensive suit. At that point, he swore to never buy Brewster's ice cream ever again. In terms of the messages that stakeholders receive, Jerome received a(n) _____ message. A.Planned B.Functional C.Unplanned D.Product E.Service

Q: (p.186)Think about the various sources of brand messages. Which message form is considered to be a confirm message because that is what others say and confirm (or not) about what the company says or does? A.Planned B.Functional C.Unplanned D.Product E.Service

Q: (p.188)What should be the advertising manager's first step when he or she is asked to develop an advertising plan? A.Select the target audience B.Develop marketing objectives C.Determine the most cost-effective media D.Establish an advertising budget E.Review the company's marketing plan

Q: (p.189)According to the advertising pyramid, the second task of advertising is to: A.communicate enough information about the product and its features to persuade a certain number of people to believe in its value. B.measure the quantitative objectives in the marketing plan. C.acquaint some portion of the market with a product's existence. D.persuade customers to buy larger sizes or multiple units. E.accelerate sales by implementing a variety of sales promotions.

Q: (p.181)The development of _____ marketing requires marketers to focus on ingenious tactics first and then develop that tactic into a strategy. A.relationship B.transformational C.bottom-up D.transactional E.top-down

Q: (p.190)Mycogen Seeds has announced details of its Over-the-Top program for 2007-08. This unique program offers cash rebates to customers who purchase both Mycogen brand products and any of 16 selected crop protection products from Dow AgroSciences. According to the advertising pyramid, the purpose of this rebate is to encourage: A.conviction. B.comprehension. C.brand loyalty. D.action. E.awareness.

Q: (p.181)_____ is the creating, maintaining and enhancing long-term relationships with customers and other stakeholders that result in exchanges of information and other items of mutual value. A.Market exchange B.Strategic collaboration C.Relationship marketing D.Creative partnering E.Transactional marketing

Q: (p.191)The two sub-strategies of the advertising strategy are the: A.stakeholder strategy and the creative strategy. B.message strategy and the media strategy. C.creative strategy and media strategy. D.planning strategy and the implementation strategy. E.customer-satisfaction strategy and the profit strategy.

Q: (p.178)There's a portion of the population that has been absolutely restricted from having butter, based on what their physicians have told them. Smart Balance brand butter substitute recognized that _____ and made a run at it, somewhat successfully, by advertising, "Hey, here's something that serves that purpose, but is better for you". A.marketing mix B.advertising mix C.product concept D.segmentation variable E.target market

Q: (p.179)Silly Putty has been around for years. It began as a gag gift sold in specialty stores alongside fake vomit. It has always avoided direct confrontation with other toy companies by finding a market that was small enough to defend and never really acting like a marketing leader. Which of the following strategies has Silly Putty successfully followed? A.Aggressive B.Flanking C.Defensive D.Circumventing E.Guerrilla

Q: (p.179)As the leading manufacturer of bleach in the nation, Clorox must guard itself against challenges from detergent manufacturers who are using bleach as a detergent additive. According to Jack Trout and Al Reis's Marketing Warfare, which type of a strategy should Clorox use? A.Protective B.Aggressive C.Defensive D.Offensive E.Guerrilla

Q: (p.179)Hops Grillhouse & Brewery, formerly known as Hops Restaurant/Bar/Brewery, unveiled a multimillion dollar brand strategy featuring a new menu intended to "capture consumer preferences for high quality, freshness and grilled tastes as well as an array of aromas, textures and price points." Its product mix of handcrafted beer and superior food is unlike that offered by other similar restaurant chain and describes its _____ strategy. A.segmentation design B.positioning C.market segmentation D.marketing mix E.diversification