Ch 8

Question 1

A poor creative strategy could lead to the marketing failure of an excellent product.

Answer 1

true

Question 2

When Robert includes elements in his clients’ advertising campaigns that are rare, surprising, or move away from the obvious or commonplace, he is changing the ________ factor of divergence.

Answer 2

originality

Question 3

Which of the following statements is true of a campaign theme?

Answer 3

It is the central message that will be communicated in all advertising activities.

Question 4

The creative department of Beautiful You, a cosmetic company, directed its research organization to conduct a focus group study to determine the “likability” of its creative ideas and themes. It also requested empirical data on customer attitudes toward its recently developed slogan, “Love the skin you are in” that was developed by the company. In which stage of the creative process is Beautiful You likely to be?

Answer 4

verification

Question 5

Ethnographic research is what type of research?

Answer 5

qualitative

Question 6

Ben, a sales assistant at The Electronic Store, surveyed 500 customers to find out what issues they encountered when using the company’s laptops. He also asked the customers to rate the brands they used on the basis of these issues. In this scenario, Ben was involved in

Answer 6

a problem detection study.

Question 7

Advertising plans are ________ in nature.

Answer 7

short-term?

Question 8

TellMe, a marketing research organization, conducted a study on a group of 10 customers, all of whom had used Shield refrigerators. Through this study, the company found out that Shield refrigerators were thought to be overpriced but gave excellent service. Some customers felt that the cooling system could be improved. Which type of study did TellMe conduct?

Answer 8

focus group study

Question 9

General preplanning input includes

Answer 9

clipping services.

Question 10

According to David Ogilvy, two or more brands that are similar should indulge in preparation of elaborate ads explaining the differences between them in order to increase brand selection.

Answer 10

false

Question 11

Which of the following statements is true of the inherent drama approach?

Answer 11

It revolves around finding the characteristic that makes the consumer purchase the product.

Question 12

Who among the following developed the concept of the unique selling proposition?

Answer 12

Rosser Reeves

Question 13

A major selling idea should emerge as the strongest singular thing you can say about your product or service and should stand strong enough to remain the central issue in every ad and commercial in the campaign.

Answer 13

true

Question 14

The theme for the advertising campaign is usually expressed through a ________ that reduces the key idea into a few words or a brief statement.

Answer 14

slogan

Question 15

Using artists from famous rock bands in ads that are targeted at teens is an example of

Answer 15

ad-to-consumer relevance.

Question 16

After working through the night on their client’s challenge, Marla and her team have a “Eureka!” moment that births an idea. They are in the ________ stage of the creative process.

Answer 16

illumination

Question 17

________ popularized the idea of brand image in his book Confessions of an Advertising Man.

Answer 17

David Ogilvy

Question 18

Mars Inc., a tobacco company, popularized the idea of smoking cigarettes by using the image of a biker in its ads. Subsequently, the company created a “macho-man” image and launched ads that featured slogans such as “Only real men smoke Mars cigarettes.” In this scenario, Mars Inc. used a(n)

Answer 18

image advertising strategy.

Question 19

A brand manager views the purpose of advertising as __________, whereas a copyeditor views the purpose of advertising to be ______________

Answer 19

increasing sales, winning awards.