Advertising & IMC: Principles and Practice, 9e (Moriarty)

Chapter 8 The Creative Side

1) Which dimension of effective advertising represents the "art" part?
A) strategic dimension
B) personal dimension
C) creative dimension
D) media dimension
E) evaluative dimension
Answer: C
Diff: 1 Page Ref: 226
Skill: Concept
Objective: 8-1
2) Which dimension of effective advertising represents the "science" part?
A) strategic dimension
B) personal dimension
C) creative dimension
D) media dimension
E) evaluative dimension
Answer: A
Diff: 1 Page Ref: 226
Skill: Concept
Objective: 8-1
3) In an advertising agency, who manages the creative process?
A) the account planner
B) the copy writer
C) the creative director
D) the client
E) the art director
Answer: C
Diff: 1 Page Ref: 228
Skill: Concept
Objective: 8-1
4) According to Professor Sheila Sasser, what are the 3 Ps of innovation?
A) person, plan, product
B) plan, product, process
C) place, person, process
D) place, plan, process
E) place, plan, product
Answer: C
Diff: 3 Page Ref: 228
Skill: Concept
Objective: 8-1
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5) A marketing communication that is ________ is right for the product and target; it also meets
the objectives.
A) original
B) creative
C) logical
D) strategic
E) rational
Answer: D
Diff: 2 Page Ref: 231
Skill: Concept
AACSB: Communication abilities
Objective: 8-1
6) ________ is what the advertisement says, and ________ is how it is said.
A) Execution; creative strategy
B) Message strategy; media strategy
C) Creative strategy; execution
D) Media strategy; message strategy
E) Cognition; affect
Answer: C
Diff: 2 Page Ref: 231
Skill: Concept
AACSB: Communication abilities
Objective: 8-1
7) The creative strategy and key execution details are spelled out in a document called a(n)
________.
A) creative brief
B) positioning statement
C) execution plan
D) unique selling proposition
E) big idea map
Answer: A
Diff: 1 Page Ref: 231
Skill: Concept
Objective: 8-1
8) Which of the following is NOT included in a typical creative brief?
A) media considerations
B) budget considerations
C) brand position
D) target audience
E) communication objective
Answer: B
Diff: 2 Page Ref: 231
Skill: Concept
Objective: 8-1
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9) Which of the following is NOT another name for a creative platform?

A) creative brief
B) positioning statement
C) creative worksheet
D) creative blueprint
E) both C and D
Answer: B
Diff: 2 Page Ref: 231
Skill: Concept
Objective: 8-1
10) Which of the following objectives is most closely related to the perception facet of the Facets
Model of Effects?
A) change attitudes
B) create conviction
C) create attention
D) stimulate trial
E) touch emotions
Answer: C
Diff: 2 Page Ref: 232
Skill: Concept
AACSB: Communication abilities
Objective: 8-1
11) To deliver information and aid understanding are objectives related to which facet of the
Facets Model of Effects?
A) perception
B) think/understand
C) affective
D) persuasion
E) transformation
Answer: B
Diff: 2 Page Ref: 232
Skill: Concept
AACSB: Communication abilities
Objective: 8-1

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12) Which of the following are objectives related to the feel facet of the Facets Model of
Effects??
A) create attention, awareness, interest, recognition and recall
B) deliver information and understanding
C) touch emotions and create feelings
D) change attitudes, create conviction and preference
E) establish brand identity and associations
Answer: C
Diff: 1 Page Ref: 232
Skill: Concept
AACSB: Communication abilities
Objective: 8-1
13) Which of the following are objectives related to the connect facet of the Facets Model of
Effects?
A) create attention, awareness, interest, recognition and recall
B) deliver information and understanding
C) touch emotions and create feelings
D) change attitudes, create conviction and preference
E) establish brand identity and associations
Answer: E
Diff: 2 Page Ref: 232
Skill: Concept
AACSB: Communication abilities
Objective: 8-1
14) Which of the following refers to brand visibility, presence, and importance to the target
market?
A) ROI
B) the 3 Ps
C) brand personality
D) brand salience
E) brand position
Answer: D
Diff: 2 Page Ref: 233
Skill: Concept
AACSB: Communication abilities
Objective: 8-1

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15) In the Facets Model, the cognitive objectives generally speak to the ________, and the
affective objectives are more likely to speak to the ________.
A) ego; conscience
B) conscience; ego
C) attributes; benefits
D) head; heart
E) heart; head
Answer: D
Diff: 2 Page Ref: 235
Skill: Concept
AACSB: Communication abilities
Objective: 8-2
16) An informational message that is designed to touch the mind and create a response
based on logic is known as a ________.
A) factual sell
B) heart sell
C) hard sell
D) soft sell
E) personal sell
Answer: C
Diff: 2 Page Ref: 235
Skill: Concept
AACSB: Communication abilities
Objective: 8-2
17) Which approach uses emotional appeals or images to create a response based on
attitudes, moods, dreams, and feelings?
A) factual sell
B) head sell
C) hard sell
D) soft sell
E) attributes sell
Answer: D
Diff: 1 Page Ref: 235
Skill: Concept
AACSB: Communication abilities
Objective: 8-2

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18) Which of Frazier's Six Creative Strategies is most likely to force competitors into "me too"
positions?
A) resonance
B) positioning
C) preemptive
D) affective
E) brand image
Answer: C
Diff: 2 Page Ref: 236
Skill: Concept
Objective: 8-2
19) In Taylor's model, the ________ view is similar to the more rational "head" strategies.
A) transmission
B) positioning
C) ritual
D) dramatic
E) substantiated
Answer: A
Diff: 2 Page Ref: 236
Skill: Concept
Objective: 8-2
20) In which advertising message does a speaker present evidence and use an argument to
persuade the audience?
A) soft sell
B) lecture
C) teaser
D) appeal
E) drama
Answer: B
Diff: 2 Page Ref: 237
Skill: Concept
AACSB: Communication abilities
Objective: 8-2

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21) Which type of advertising message tells a story about the products, using characters
who speak to each other rather than the audience?
A) hard sell
B) lecture
C) teaser
D) demonstration
E) drama
Answer: E
Diff: 2 Page Ref: 237
Skill: Concept
AACSB: Communication abilities
Objective: 8-2
22) A(n) ________ connects with some emotion that makes the product particularly attractive or
interesting.
A) claim
B) appeal
C) feature
D) attribute
E) argument
Answer: B
Diff: 1 Page Ref: 237
Skill: Concept
AACSB: Communication abilities
Objective: 8-2
23) In Taylor's Six-Segment Strategy Wheel, ________ strategies are based on images that
consumers have of themselves.
A) ration
B) acute need
C) routine
D) social
E) ego
Answer: E
Diff: 2 Page Ref: 238
Skill: Concept
AACSB: Communication abilities
Objective: 8-2

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24) In Taylor's Six-Segment Strategy Wheel, ________ strategies are based on logic.
A) ration
B) acute need
C) routine
D) social
E) ego
Answer: A
Diff: 2 Page Ref: 238
Skill: Concept
AACSB: Communication abilities
Objective: 8-2
25) A(n) ________ states the logic behind the sales offer.
A) attribute
B) appeal
C) feature
D) point of differentiation
E) selling premise
Answer: E
Diff: 1 Page Ref: 239
Skill: Concept
AACSB: Communication abilities
Objective: 8-2
26) Which of the following is NOT a rational customer-focused selling premise?
A) benefit
B) promise
C) reason why
D) unique selling proposition (USP)
E) resonance
Answer: E
Diff: 2 Page Ref: 239
Skill: Concept
Objective: 8-2
27) Which of the following is a benefit statement that is both unique to the product and
important to the user?
A) substantiation
B) promise
C) reason why
D) unique selling proposition (USP)
E) appeal
Answer: D
Diff: 2 Page Ref: 239
Skill: Concept
AACSB: Communication abilities
Objective: 8-2
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28) Which of the following is NOT a common message format?

A) straightforward
B) spokesperson
C) substantiation
D) comparison
E) problem solution
Answer: C
Diff: 2 Page Ref: 239-240
Skill: Concept
Objective: 8-2
29) Which message format is an elaborate version of a problem solution staged in the form of a
drama in which "typical people" talk about a common problem and resolve it?
A) demonstration
B) slice-of-life
C) teaser
D) spokes-character
E) social
Answer: B
Diff: 2 Page Ref: 240
Skill: Concept
AACSB: Communication abilities
Objective: 8-2
30) Which type of message format is designed to arouse curiosity, using mystery ads that
don't deliver quite enough information to make sense?
A) teaser
B) slice-of-life
C) spokesperson
D) problem avoidance
E) sensory
Answer: A
Diff: 2 Page Ref: 240
Skill: Concept
AACSB: Communication abilities
Objective: 8-2

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31) Getting attention reflects the ________ power of an advertisement; keeping attention
reflects the ________ power of an ad.
A) stopping; sticking
B) pulling; stopping
C) stopping; pulling
D) pulling; sticking
E) sticking; pulling
Answer: C
Diff: 2 Page Ref: 241
Skill: Concept
AACSB: Communication abilities
Objective: 8-2
32) Keeping attention through the arousal of curiosity creates ________.
A) stopping power
B) pulling power
C) sticking power
D) perception
E) awareness
Answer: B
Diff: 2 Page Ref: 241
Skill: Concept
Objective: 8-2
33) In which type of campaign does the message unfold over time?
A) drama
B) lecture
C) slice-of-life
D) teaser
E) slogan
Answer: D
Diff: 2 Page Ref: 241
Skill: Concept
Objective: 8-2
34) When an ad amplifies the emotional impact of a message by engaging a consumer in a
personal connection with a brand, the ad ________.
A) informs
B) teaches
C) persuades
D) creates believability
E) resonates
Answer: E
Diff: 2 Page Ref: 241
Skill: Concept
AACSB: Communication abilities
Objective: 8-2
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35) What is typically used at the end of an ad to summarize the point of the ad's message in a
highly memorable way?
A) testimonial
B) tagline
C) teaser
D) unique selling proposition
E) signature
Answer: B
Diff: 1 Page Ref: 241
Skill: Concept
AACSB: Communication abilities
Objective: 8-2
36) Which of the following is a clever phrase that grabs consumers' attention and can be repeated
to intensify memorability?
A) slogan
B) logo
C) testimonial
D) claim
E) key visual
Answer: A
Diff: 1 Page Ref: 241
Skill: Concept
AACSB: Communication abilities
Objective: 8-2
37) A ________ is a vivid image that the advertiser hopes will linger in the viewer's mind.
A) tagline
B) slogan
C) signature
D) key visual
E) testimonial
Answer: D
Diff: 2 Page Ref: 241
Skill: Concept
AACSB: Communication abilities
Objective: 8-2

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38) Ads that demonstrate how something works or how to solve a problem are messages that are
most likely designed to ________.
A) create brand associations
B) remind loyal customers
C) teach
D) touch emotions
E) resonate
Answer: C
Diff: 2 Page Ref: 242
Skill: Concept
AACSB: Communication abilities
Objective: 8-2
39) Messages that ________ are designed to affect attitudes and create beliefs.
A) reach emotions
B) teach
C) get attention
D) persuade
E) resonate
Answer: D
Diff: 2 Page Ref: 242
Skill: Concept
AACSB: Communication abilities
Objective: 8-2
40) In particular, ________ advertising is used to create a representation of the brand in a
consumer's mind through symbolism.
A) unique selling proposition (USP)
B) image
C) conviction
D) selling premise
E) call to action
Answer: B
Diff: 1 Page Ref: 242
Skill: Concept
AACSB: Communication abilities
Objective: 8-2

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41) Which type of message strategy delivers information symbolically by connecting a

brand with a certain type of person, lifestyle, or other characteristic?
A) unique selling proposition (USP)
B) affective
C) reminder
D) association
E) call to action
Answer: D
Diff: 2 Page Ref: 243
Skill: Concept
AACSB: Communication abilities
Objective: 8-2
42) What is one of the main goals of reminder advertising?
A) maintain customer relationships
B) build brand preference
C) correct false impressions
D) inform the market of a price change
E) restore company image
Answer: A
Diff: 3 Page Ref: 243
Skill: Concept
Objective: 8-2
43) In generating original ideas, which of the following should be avoided?
A) clichs
B) "what if" games
C) punch lines
D) divergent thinking
E) creative risk
Answer: A
Diff: 2 Page Ref: 244
Skill: Concept
Objective: 8-3
44) A ________ is a creative concept that becomes a point of focus for communicating the
message strategy.
A) big idea
B) cliche
C) slogan
D) tagline
E) creative leap
Answer: A
Diff: 1 Page Ref: 244
Skill: Concept
Objective: 8-3
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45) An advertising agency has a meeting with its client to present the Big Idea for an
advertising campaign. What exactly does "Big Idea" mean?
A) It's the art part of advertising.
B) It's the science part of advertising.
C) It's the creative concept that implements the advertising strategy so that the message is both
attention getting and memorable.
D) It's the verbal part of advertising that presents the selling premise.
E) It's the visual part of advertising that catches and holds attention.
Answer: C
Diff: 2 Page Ref: 244
Skill: Concept
AACSB: Communication abilities
Objective: 8-3
46) The ROI of effective advertising stands for ________.
A) real, original, and intense
B) relevant, original, and impact
C) relevant, original, and intense
D) real, on-target, and invested
E) ready, on-target, and interesting
Answer: B
Diff: 2 Page Ref: 246
Skill: Concept
Objective: 8-3
47) It is most accurate to say that an ad that means something to the target audience is ________.
A) relevant
B) original
C) creative
D) divergent
E) unexpected
Answer: A
Diff: 1 Page Ref: 247
Skill: Concept
AACSB: Communication abilities
Objective: 8-3
48) An advertising idea is considered ________ when it's one of a kind.
A) relevant
B) impactful
C) original
D) divergent
E) convergent
Answer: C
Diff: 1 Page Ref: 247
Skill: Concept
Objective: 8-3
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49) An idea that breaks through the clutter, gets attention, and sticks in memory is said to
have ________.
A) relevance
B) originality
C) resonance
D) impact
E) association
Answer: D
Diff: 2 Page Ref: 247
Skill: Concept
AACSB: Communication abilities
Objective: 8-3
50) In marketing communication, using an idea that someone else has originated is known as
________.
A) duplicate advertising
B) left-brain advertising
C) copycat advertising
D) right-brain advertising
E) divergent advertising
Answer: C
Diff: 1 Page Ref: 247
Skill: Concept
Objective: 8-3
51) Which of the following is a style of thinking that explores multiple possibilities?
A) rational thinking
B) divergent thinking
C) logical thinking
D) immersion
E) illumination
Answer: B
Diff: 1 Page Ref: 247
Skill: Concept
Objective: 8-4
52) Which of the following refers to intuitive, nonverbal, and emotion-based thinking?
A) lateral-brain thinking
B) back-brain thinking
C) top-brain thinking
D) right-brain thinking
E) left-brain thinking
Answer: D
Diff: 1 Page Ref: 247
Skill: Concept
Objective: 8-4
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53) Which type of thinking is logical, orderly, and verbal?

A) right-brain
B) left-brain
C) top-brain
D) back-brain
E) lateral-brain
Answer: B
Diff: 1 Page Ref: 247
Skill: Concept
Objective: 8-4
54) A ________ involves moving from the safety of predictable business language in a
strategy statement to an original idea.
A) creative leap
B) creative gap
C) brainstorming process
D) creative brief
E) free association
Answer: A
Diff: 2 Page Ref: 247
Skill: Concept
Objective: 8-4
55) John had been working on the creative concept for one of his clients when he finally
jumped from the strategy statement to an original idea that conveys the strategy in an
interesting way. What did John just do?
A) took the creative leap
B) took the creative plunge
C) switched from right- to left-brain thinking
D) completed a creative aerobics session
E) switched from facts to fantasy
Answer: A
Diff: 2 Page Ref: 247
Skill: Concept
Objective: 8-4
56) Which of the following is a common technique that creative thinkers use to stimulate
new ideas?
A) free association
B) divergent thinking
C) analogies and metaphors
D) right-brain thinking
E) all of the above
Answer: E
Diff: 2 Page Ref: 247-251
Skill: Concept
Objective: 8-4
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57) Which of the following is NOT a technique that creative thinkers use to stimulate new ideas?
A) visualization
B) conceptual thinking
C) creative aerobics
D) right-brain thinking
E) copycat thinking
Answer: E
Diff: 2 Page Ref: 248-249
Skill: Concept
Objective: 8-4
58) Which of the following is NOT a step in the process of creative aerobics?
A) Come up with a list of facts about a product.
B) Create new "names" for the product.
C) Look for similarities between dissimilar objects.
D) Create new definitions for product-related nouns.
E) Copytest ideas with a focus group.
Answer: E
Diff: 2 Page Ref: 249
Skill: Concept
Objective: 8-4
59) The technique of creative aerobics is best classified as a ________ process.
A) thought-evaluation
B) thought-starter
C) visualization
D) brainstorming
E) risk-taking
Answer: B
Diff: 2 Page Ref: 249
Skill: Concept
Objective: 8-4
60) Which of the following is the first step in the creative process?
A) ideation
B) brainfag
C) incubation
D) immersion
E) illumination
Answer: D
Diff: 2 Page Ref: 249
Skill: Concept
Objective: 8-4

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61) In which step of the creative process does the problem solver read, research, and learn
everything he or she can about the problem?
A) ideation
B) brainfag
C) incubation
D) immersion
E) illumination
Answer: D
Diff: 2 Page Ref: 249
Skill: Concept
Objective: 8-4
62) In which step of the creative process does the problem solver look at the problem from every
angle, develop ideas, and generate as many alternatives as possible?
A) ideation
B) brainfag
C) incubation
D) immersion
E) illumination
Answer: A
Diff: 2 Page Ref: 249
Skill: Concept
Objective: 8-4
63) In which step of the creative process does the problem solver hit a blank wall and want to
give up?
A) ideation
B) brainfag
C) incubation
D) mental block
E) immersion
Answer: B
Diff: 2 Page Ref: 249
Skill: Concept
Objective: 8-4
64) In which stage of the creative process does the problem solver try to put his or her conscious
mind to rest to let the subconscious take over?
A) ideation
B) brainfag
C) incubation
D) immersion
E) illumination
Answer: C
Diff: 2 Page Ref: 249
Skill: Concept
Objective: 8-4
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65) Which stage of the creative process is characterized as an unexpected moment when the idea
comes, often when the mind is relaxed and doing something else?
A) ideation
B) brainfag
C) incubation
D) immersion
E) illumination
Answer: E
Diff: 2 Page Ref: 249
Skill: Concept
Objective: 8-4
66) Which of the following is the last step in the creative process?
A) ideation
B) evaluation
C) incubation
D) immersion
E) illumination
Answer: B
Diff: 2 Page Ref: 249
Skill: Concept
Objective: 8-4
67) A technique in which six to 10 people work together to come up with ideas is known as
________.
A) concept listing
B) brainstorming
C) convergent thinking
D) free associating
E) dramatizing
Answer: B
Diff: 1 Page Ref: 250
Skill: Concept
AACSB: Communication abilities
Objective: 8-3
68) Which of the following techniques involves describing everything that comes into your
mind when you imagine a given word?
A) free association
B) conceptual thinking
C) problem solving
D) dramatization
E) visualization
Answer: A
Diff: 1 Page Ref: 250
Skill: Concept
Objective: 8-4
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69) What is often used to test an ad before it runs to try to determine whether it works?
A) narrative testing
B) concept evaluation
C) brainstorming
D) comparative analysis
E) copytesting
Answer: E
Diff: 1 Page Ref: 253
Skill: Concept
Objective: 8-5
70) A particular problem that Big Ideas face is that the message is sometimes so creative that the
ad is remembered but not the product. This is known as ________.
A) marketing imperialism
B) the carryover effect
C) overpowering creativity
D) cannibalistic creativity
E) vampire creativity
Answer: E
Diff: 1 Page Ref: 253
Skill: Concept
Objective: 8-5
71) Effective advertising is a product of both science and art.
Answer: TRUE
Diff: 2 Page Ref: 226
Skill: Concept
Objective: 8-1
72) Copywriters and art directors are the only creative roles in advertising agencies.
Answer: FALSE
Diff: 2 Page Ref: 229
Skill: Concept
Objective: 8-1
73) Creative strategy is what the advertisement says, and execution is how it is said.
Answer: TRUE
Diff: 2 Page Ref: 231
Skill: Concept
AACSB: Communication abilities
Objective: 8-1

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74) The message plan is the document prepared by the account planner to summarize the
basic marketing and advertising strategy as well as give direction to members of the
creative team as they search for a creative concept.
Answer: FALSE
Diff: 2 Page Ref: 231
Skill: Concept
Objective: 8-1
75) A creative brief is typically completed in outline form.
Answer: TRUE
Diff: 2 Page Ref: 231
Skill: Concept
Objective: 8-1
76) A creative brief is more likely to provide creative suggestions than creative ideas.
Answer: TRUE
Diff: 3 Page Ref: 231
Skill: Concept
Objective: 8-1
77) An advertising objective associated with achieving the behavior Facet of Effect is to touch
emotions and create feelings.
Answer: FALSE
Diff: 3 Page Ref: 232
Skill: Concept
Objective: 8-1
78) A hard sell is an informational message that is designed to touch the mind and create a
response based on logic.
Answer: TRUE
Diff: 1 Page Ref: 235
Skill: Concept
AACSB: Communication abilities
Objective: 8-2
79) Lecture as a basic strategy relies on the viewer to make inferences.
Answer: FALSE
Diff: 2 Page Ref: 237
Skill: Concept
Objective: 8-2

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80) An appeal connects with some emotion that makes the product particularly attractive or
interesting.
Answer: TRUE
Diff: 2 Page Ref: 237
Skill: Concept
AACSB: Communication abilities
Objective: 8-2
81) An appeal typically states the logic behind the sales offer.
Answer: FALSE
Diff: 2 Page Ref: 237
Skill: Concept
Objective: 8-2
82) The unique selling proposition is a benefit statement that looks to the future and
predicts that something good will happen if you use the product.
Answer: FALSE
Diff: 2 Page Ref: 239
Skill: Concept
AACSB: Communication abilities
Objective: 8-2
83) To get attention, an ad has to have pulling power.
Answer: FALSE
Diff: 2 Page Ref: 241
Skill: Concept
AACSB: Communication abilities
Objective: 8-2
84) The ability to keep consumers' attention reflects the pulling power of an ad.
Answer: TRUE
Diff: 2 Page Ref: 241
Skill: Concept
AACSB: Communication abilities
Objective: 8-2
85) The key visual in a print, interactive, or television ad is a vivid image that the advertiser
hopes will linger in the viewer's mind.
Answer: TRUE
Diff: 2 Page Ref: 241
Skill: Concept
AACSB: Communication abilities
Objective: 8-2

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86) A jingle is a valuable memorability device.

Answer: TRUE
Diff: 2 Page Ref: 241
Skill: Concept
AACSB: Communication abilities
Objective: 8-2
87) A persuasive message is designed to change behaviors rather than attitudes.
Answer: FALSE
Diff: 3 Page Ref: 242
Skill: Concept
AACSB: Communication abilities
Objective: 8-2
88) An association message strategy delivers information symbolically by connecting a
brand with a certain type of person, lifestyle, or other characteristic.
Answer: TRUE
Diff: 2 Page Ref: 242
Skill: Concept
AACSB: Communication abilities
Objective: 8-1
89) Style, quality, prestige, package, and color are all considered to be intangible characteristics
of the product.
Answer: FALSE
Diff: 2 Page Ref: 243
Skill: Concept
Objective: 8-2
90) Most ads end with a signature of some kind.
Answer: TRUE
Diff: 2 Page Ref: 243
Skill: Concept
Objective: 8-2
91) An effective ad is relevant, original, and has impact.
Answer: TRUE
Diff: 2 Page Ref: 246
Skill: Concept
Objective: 8-3
92) Left-brain thinking involves the juxtaposition of two seemingly unrelated thoughts.
Answer: FALSE
Diff: 2 Page Ref: 247
Skill: Concept
Objective: 8-4
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93) Left-brain thinking is intuitive, nonverbal, and emotion-based thinking.

Answer: FALSE
Diff: 2 Page Ref: 247
Skill: Concept
Objective: 8-4
94) Creative problem solvers are risk takers with a high tolerance for ambiguity.
Answer: TRUE
Diff: 2 Page Ref: 248
Skill: Concept
Objective: 8-4
95) For advertising professionals, creative thinking is more important than strategic
thinking.
Answer: FALSE
Diff: 2 Page Ref: 249
Skill: Concept
Objective: 8-4
96) The first step in the creative process is to read, research, and learn everything you can
about the problem.
Answer: TRUE
Diff: 2 Page Ref: 249
Skill: Concept
Objective: 8-4
97) Illumination is a technique in which a group of six to 10 people work together to come up
with ideas.
Answer: FALSE
Diff: 2 Page Ref: 250
Skill: Concept
AACSB: Communication abilities
Objective: 8-4
98) In the case where the core targeting and positioning strategies remain the same in different
markets, execution needs to be the same.
Answer: FALSE
Diff: 2 Page Ref: 252
Skill: Concept
AACSB: Multicultural and diversity understanding
Objective: 8-5
99) A formal method of evaluating the effectiveness of an ad, either in draft form or after it
has been used, is called copytesting.
Answer: TRUE
Diff: 1 Page Ref: 253
Skill: Concept
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Objective: 8-5
100) Vampire creativity is using an idea that someone else has originated.
Answer: FALSE
Diff: 2 Page Ref: 253
Skill: Concept
Objective: 8-5
101) The most creative marketing communication may not be the most strategic marketing
communication.
Answer: TRUE
Diff: 2 Page Ref: 231
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 8-1
102) A product's point of differentiation relative to the competition reflects its position.
Answer: TRUE
Diff: 2 Page Ref: 236
Skill: Application
AACSB: Reflective thinking skills
Objective: 8-2
103) An ad showing how much food a Dixie paper plate can handle and how much more
food a Chinet paper plate can handle is an example of a problem avoidance message
format.
Answer: FALSE
Diff: 2 Page Ref: 240
Skill: Application
AACSB: Analytic skills
Objective: 8-2
104) No matter how hard a creative team tries, it is unlikely to come up with a Big Idea for
a parity product, such as toilet paper.
Answer: FALSE
Diff: 2 Page Ref: 244
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 8-3
105) Unilever regularly runs ads comparing its Suave products to "overpriced
competitors." Unilever would need to adapt this campaign if it wanted to run ads in Japan.
Answer: TRUE
Diff: 3 Page Ref: 253
Skill: Application
AACSB: Reflective thinking skills
Objective: 8-5
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106) Name and describe the four rational customer-focused selling premises.
Answer:
(1) BenefitEmphasizes what the product can do for the user by translating the product feature or
attribute into something that benefits the consumer.
(2) PromiseA benefit statement that looks to the future and predicts that something good will
happen if you use the product.
(3) Reason WhyA type of benefit statement that gives reason to buy something, although the
reason sometimes is implied or assumed. The word because is the key to a reason-why statement.
(4) Unique Selling Proposition (USP) A benefit statement that is both unique to the product and
important to the user. The USP is a promise that consumers will get this unique benefit by using
this product only.
Diff: 3 Page Ref: 239
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 8-2
107) Name and describe any five of the common message approaches.
Answer: Students can discuss any five of the following:
(1) StraightforwardA straightforward factual or informational message conveys information
without any gimmicks, emotions, or special effects.
(2) DemonstrationFocuses on how to use the product or what it can do for you.
(3) ComparisonContrasts two or more products, showing the advertiser's brand to be superior.
The comparison can be direct, with competitors mentioned, or indirect, with just a reference to
"other leading brands."
(4) Problem Solution/Problem AvoidanceIn problem solution (a.k.a. product-as-hero), the
message begins with a problem and the product is the solution. A variation is the problemavoidance message format, in which the product helps avoid a problem.
(5) HumorIt gets attention; advertisers hope that people will transfer the warm feelings they
have as they are being entertained to the product. To be effective, the selling premise must
reinforce the point of the humor.
(6) Slice of LifeAn elaborate version of a problem solution staged in the form of a drama in
which "typical people" talk about a common problem and resolve it.
(7) Spokesperson (or Endorser Format) Ad uses celebrities we admire, created characters,
experts we respect, or someone "just like us" whose advice we might seek out to speak on behalf
of the product to build credibility.
(8) TeasersMystery ads that don't identify the product or don't deliver enough information to
make sense, but are designed to arouse curiosity. The ads run for a while without the product
identification and then when curiosity is sufficiently aroused, a concluding ad runs with the
product identification.
Diff: 3 Page Ref: 239-240
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 8-2

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108) A print ad for the American Cancer Society pictured an attractive young woman in a bikini
bathing suit from the torso up with her face turned toward the sun and her arms folded behind her
head. The headline read, "Fry now, pay later." The copy went on to give factual information on
skin cancer and how to avoid it, as well as information on how sun exposure can cause wrinkles
later in life. In terms of DDB Needham agency's "ROI" evaluate this ad.
Answer: According to DDB agency, an effective ad is relevant, original, and has impactwhich
is referred to as ROI. This ad is relevant to the target audience, in this case young women,
especially those who like to tan themselves. An advertising idea is considered creative when it is
novel, fresh, unexpected, and unusual. Original means one of a kind. Although this might not be
one of a kind, the headline does play on words and delivers the message effectively. That is, do
this to your skin now, and you will pay later. To be effective, the idea must have impact, which
means it breaks through the clutter, gets attention, and sticks in memory. The ad catches attention
because of the beautiful woman and the message sticks in memory through the catchy headline.
Diff: 3 Page Ref: 247
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 8-3
109) Describe the creative person.
Answer: Creative advertising people may be zany, weird, off-the-wall, and unconventional.
However, they must be focused on creating effective advertising. Research indicates that creative
people tend to be independent, assertive, self-sufficient, persistent, and self-disciplined, with a
high tolerance for ambiguity. They are also risk takers with powerful egos. They don't care much
about group standards and opinions and typically have inborn skepticism and strong curiosity.
Here are a few of the key characteristics of creative people who do well in advertising:
(1) Problem SolvingCreative problem solvers are alert, watchful, and observant, and reach
conclusions through intuition rather than through logic. They also tend to have a mental
playfulness that allows them to make novel associations.
(2) Ability to VisualizeMost of the information we accumulate comes through sight, so the
ability to manipulate visual images is crucial for good copywriters, as well as good designers.
(3) Openness to New ExperiencesCreative people are open to exploring a range of new
experiences.
(4) Conceptual ThinkingPeople open to experience might develop innovative advertisements
and commercials because they are more imaginative.
Diff: 3 Page Ref: 248
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 8-4

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110) Name and describe the six steps in the creative process.
Answer:
(1) ImmersionRead, research, and learn everything you can about the problem.
(2) IdeationLook at the problem from every angle; develop ideas; generate as many alternatives
as possible.
(3) BrainfagYour mind may hit a blank wall, but don't give up.
(4) IncubationTry to put the conscious mind to rest to let the subconscious take over.
(5) IlluminationThis is the unexpected moment when the idea comes, often when the mind is
relaxed and doing something else.
(6) EvaluationAsk yourself: Does it work? Is it on strategy?
Diff: 3 Page Ref: 249
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 8-4
111) A television commercial for Tylenol brand pain reliever focuses on a woman's face as she
talks about her arthritis pain and how she used to think that prescription medication was the
answer. She then goes on to say that with all the problems that are being discovered about
prescription pain medications, she has reconsidered over-the-counter Tylenol, which provides
just as much pain relief without all the risks. What type of advertising message is this?
A) drama
B) lecture
C) slice-of-life
D) teaser
E) sensory
Answer: B
Diff: 2 Page Ref: 237
Skill: Application
AACSB: Analytic skills
Objective: 8-2
112) An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged
but beautiful terrain and states, "There are places that are so awesome and so killer that you'd
like to tell the whole world about them. But please, don't." This ad is most closely related to the
________ strategy of Taylor's Six-Segment Strategy Wheel.
A) ration
B) ego
C) social
D) routine
E) acute need
Answer: B
Diff: 3 Page Ref: 238
Skill: Application
AACSB: Analytic skills
Objective: 8-2

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113) When Taco Bell used a Chihuahua, a small dog, to represent its product, which type of
message format was being used?
A) comparison
B) teaser
C) brand icon
D) slice-of-life
E) demonstration
Answer: C
Diff: 2 Page Ref: 240
Skill: Application
AACSB: Analytic skills
Objective: 8-2
114) Laurie saw a television commercial that depicts a mother stressed out from working and
taking care of children. The scenes show hassles at work, kids crying, dogs barking, and the
phone ringing. Then the commercial shows the mother relaxing in a bubble bath with the voiceover saying, "Calgon, take me away!" When Laurie saw that ad, she exclaimed, "Yes, that's
exactly how I feel!" What message approach was this ad using?
A) straightforward
B) demonstration
C) comparison
D) slice-of-life
E) humor
Answer: D
Diff: 2 Page Ref: 240
Skill: Application
AACSB: Analytic skills
Objective: 8-2
115) Suave ran ads featuring a woman with beautiful hair questioning "Suave or Matrix? Can
You Tell?" This is an example of a ________ format.
A) spokesperson
B) teaser
C) comparison
D) problem-solution
E) problem avoidance
Answer: C
Diff: 2 Page Ref: 240
Skill: Application
AACSB: Analytic skills
Objective: 8-2

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116) An ad for a new convection oven shows a busy professional woman serving dinner to her
family. The convection oven is seen in the background, and the headline reads, "The latest
development in time travel." This objective of this message was most likely to ________.
A) create believability
B) resonate
C) inform
D) teach
E) remind
Answer: B
Diff: 3 Page Ref: 241
Skill: Application
AACSB: Reflective thinking skills
Objective: 8-2
117) A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of the
medication. Which of the following was most likely the objective of this ad?
A) remind
B) tease
C) teach
D) resonate
E) create believability
Answer: E
Diff: 3 Page Ref: 241
Skill: Application
AACSB: Analytic skills
Objective: 8-2
118) Jell-O ads contain the phrase "Make some magic." All Ace Hardware store ads contain the
statement "Life is an ongoing project." The American Dairy Farmers run ads that say, "Ahh, the
power of cheese." These are all examples of ________.
A) jingles
B) testimonials
C) unique selling propositions
D) slogans
E) slice-of-life appeals
Answer: D
Diff: 2 Page Ref: 241
Skill: Application
AACSB: Analytic skills
Objective: 8-2

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119) When Proctor & Gamble developed the Mr. Clean Magic Eraser, the company needed to
explain how the product cleans grime from walls without removing paint. Proctor & Gamble
likely used a message that ________.
A) informs
B) touches emotion
C) resonates
D) teases
E) reminds
Answer: A
Diff: 2 Page Ref: 242
Skill: Application
AACSB: Reflective thinking skills
Objective: 8-2
120) Apple recently ran ads featuring real people who had switched from Microsoft Windowsbased PCs to Macs. These ads use a ________ strategy.
A) testimonial
B) lifestyle
C) slice-of-life
D) promise
E) demonstration
Answer: A
Diff: 2 Page Ref: 242
Skill: Application
AACSB: Analytic skills
Objective: 8-2
121) When Budweiser beer started using the Budweiser frogs in commercials, people raved
about how creative the advertising was. However, someone who has worked in the advertising
industry for many years pointed out that he used that creative idea several years before. This is
an example of ________.
A) duplicate advertising
B) revised advertising
C) copycat advertising
D) cliched advertising
E) vampire advertising
Answer: C
Diff: 2 Page Ref: 247
Skill: Application
AACSB: Analytic skills
Objective: 8-3

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122) Patrick and his colleagues were working on the creative concept for a client when they all
seemed to hit a blank wall. To help overcome this, they decided to go play a game of basketball.
In the second half of the game, Patrick came up with a great idea, and they all went back to
work. In which step of the creative process were Patrick and his colleagues when they went to
play basketball?
A) immersion
B) ideation
C) incubation
D) evaluation
E) creative leap
Answer: C
Diff: 2 Page Ref: 249
Skill: Application
AACSB: Analytic skills
Objective: 8-4
123) Carly saw a billboard for a local church that said, "CH_ _ CHWhat's missing?" This is an
example of which technique for creating original and unexpected ideas?
A) clichs
B) an unexpected association
C) metaphors
D) play on words
E) analogies
Answer: D
Diff: 3 Page Ref: 251
Skill: Application
AACSB: Analytic skills
Objective: 8-4
124) Which message strategy approach is most likely to emphasize tangible product features and
benefits?
A) resonance sell
B) affective sell
C) hard sell
D) soft sell
E) brand sell
Answer: C
Diff: 2 Page Ref: 235
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 8-2

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125) In Taylor's Six-segment strategy wheel, the transmission view is equivalent to the ________
strategy.
A) head
B) heart
C) teaser
D) talking head
E) resonance
Answer: A
Diff: 2 Page Ref: 238
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 8-2
126) What purpose do brand icons such as the Burger King's Burger King and Geico's Gecko
fulfill?
A) the relevant use of humor
B) the visible demonstration of product benefits
C) the establishment of credibility
D) the association of personality with a brand
E) the arousal of curiosity
Answer: D
Diff: 3 Page Ref: 240
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 8-2

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Refer to the following scenario to answer the questions below.

For years, Energizer batteries used the Energizer Bunny in its television commercials. The bunny
was cute, always beating a drum with the tagline, "The Energizer Bunny keeps going and going
and going." Several of the ads were humorous. Viewers could remember the battery ad with the
bunny, but for a long time, people could not name the brand of battery. In response, Energizer
started putting the bunny on the packaging and using it in point-of-purchase displays in stores,
even going so far as to let consumers enter a drawing to take home the bunny that was on top of
the battery display. The creative team that worked on this campaign spent considerable time
researching consumers' usage of batteries as well as the problems they had with them. The team
learned that people didn't like batteries that don't last long, and because Energizer batteries lasted
much longer than competitors' brands, they decided to feature that in the execution of the ads.
127) In which step of the creative process did the creative team read, research, and learn
everything they could about Energizer batteries and their competitors?
A) immersion
B) ideation
C) incubation
D) illumination
E) evaluation
Answer: A
Diff: 2 Page Ref: 249
Skill: Application
AACSB: Analytic skills
Objective: 8-4
128) One commercial was particularly effective because viewers watched the entire commercial
to see the bunny do something funny at the end. It is most accurate to say that this commercial
had ________.
A) stopping power
B) pulling power
C) sticking power
D) credibility
E) repetition
Answer: B
Diff: 2 Page Ref: 241
Skill: Application
AACSB: Analytic skills
Objective: 8-2

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129) Though humorous, the ads stressed that Energizer batteries last three times longer than
competing brands. What is this known as?
A) intangible characteristics
B) vampire creativity
C) association message strategy
D) positioning
E) creative platform
Answer: D
Diff: 2 Page Ref: 236
Skill: Application
AACSB: Analytic skills
Objective: 8-2
130) Initially, people could remember the ads but not the brand. This is an example of ________.
A) vampire creativity
B) positioning
C) structural fault
D) copycat advertising
E) cliched thinking
Answer: A
Diff: 2 Page Ref: 253
Skill: Application
AACSB: Analytic skills
Objective: 8-5
131) How might creativity be demonstrated in the use of media?
Answer: Though creativity is usually demonstrated in the message, media selection also plays a
role. New, more engaging mediasuch as social networks and smart phonesallow for creative
executions of messages.
Diff: 2 Page Ref: 228
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 8-1
132) What role does environment play in the process of innovation?
Answer: Environment, or place, can help or hinder the creative process. The structure, image,
and culture of the workplace can all affect creativity; for this reason, many ad agencies have
playful offices to stimulate their creative team's ideas.
Diff: 3 Page Ref: 228
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 8-1

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133) Compare and contrast the terms creative strategy and creative execution.
Answer: Creative strategy is what the advertisement says and execution is how it is said.
Advertising creativity is about coming up with an idea that solves a communication problem in
an original way, which incorporates both creative strategy and creative execution.
Diff: 2 Page Ref: 231
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 8-1
134) Two basic approaches are sometimes referred to as head and heart strategies. Explain what
this means in terms of the Facets Model.
Answer: In the Facets Model, the cognitive objectives generally speak to the head, and the
affective objectives are more likely to speak to the heart.
Diff: 2 Page Ref: 235
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 8-2
135) Give two examples of different types of advertising appeals that marketers can use.
Answer: Answers will vary, but may include economic savings, fear, love, admiration, and
vanity.
Diff: 2 Page Ref: 237
Skill: Application
AACSB: Analytic skills
Objective: 8-2
136) What is a USP? When would an advertiser use a USP strategy?
Answer: USP stands for unique selling proposition, a strategy marketers use to emphasize the
distinct advantages of a product that a customer can identify.
Diff: 2 Page Ref: 239
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 8-2
137) At one time, Michael Jordan was the highest paid celebrity endorser for several products.
Why do advertisers use such celebrity endorsers?
Answer: Celebrity endorsements are used to intensify conviction in the target audience, as well
as get attention and cue the brand personality. The idea is that celebrities draw attention, but they
also carry a strong message of conviction when they speak with passion about something they
believe in. Celebrities, product placements (i.e., brands used by stars in a movie or television
program), and other credibility techniques are used to give the consumer permission to believe a
claim or selling premise.
Diff: 3 Page Ref: 240, 242
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 8-2
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138) How do recent changes in FTC rules affect endorsers of products?

Answer: According to changes in FTC rules, endorsers as well as advertisers are liable for any
false or unsubstantiated claims they make in an advertisement.
Diff: 3 Page Ref: 240
Skill: Critical Thinking
AACSB: Ethical understanding and reasoning abilities
Objective: 8-2
139) Give a hypothetical example of a slice-of-life message execution style.
Answer: Possible examples are endless. Slice-of-life examples show one or more typical people
using a product in a normal setting.
Diff: 2 Page Ref: 240
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 8-2
140) To get attention, an ad has to have stopping power. Describe how ads can accomplish this.
Answer: Ads that stop the scanning and break through the clutter are usually high in originality.
People will notice something that is new, novel, or surprising. Creative advertising breaks
through the old patterns of seeing and saying things; the unexpectedness of the new idea creates
stopping power. Many clutter-busting ads are intrusive and use loud, bold effects to attract
viewer attention. Contrast can attract attention too.
Diff: 3 Page Ref: 241
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 8-2
141) Explain the function of a key visual.
Answer: The key visual is a vivid image that the advertiser hopes will linger in the viewer's
mind.
Diff: 2 Page Ref: 241
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 8-2
142) When would a marketer most likely use a message that informs?
Answer: Informative ads are used heavily when introducing new or reformulated products.
Diff: 2 Page Ref: 242
Skill: Application
AACSB: Analytic skills
Objective: 8-2

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143) Explain what a Big Idea is and give an example.

Answer: The Big Idea becomes a point of focus for communicating the message strategya
theme or central concept or creative concept. Examples will vary.
Diff: 2 Page Ref: 244
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 8-3
144) One of your assignments in an advertising class is to give a brief presentation on tips for
coming up with original ideas. List three tips you would include in your presentation.
Answer: Tips for creating original ideas:
(1) Live big.
(2) The right answer is the wrong answer.
(3) What do you want to say?
(4) Do not use a computer to create.
(5) Use the power of play.
(6) Play what-if.
(7) Don't play scared.
(8) Use associations.
(9) Use a set-up and a punch line.
(10) Have fun.
Diff: 2 Page Ref: 245-246
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 8-3
145) Marcy is a creative consultant who goes to a business or organization to conduct "creative
aerobic" sessions. Explain what she does.
Answer: Creative aerobics is a thought-starter process that uses both the head and the heart. The
four-step approach is:
(1) FactsThe first exercise is left-brain and asks you to come up with a list of facts about the
product.
(2) New NamesCreate new "names" for the product.
(3) SimilaritiesLook for similarities between dissimilar objects.
(4) New DefinitionsCreate new definitions for product-related nouns.
Diff: 3 Page Ref: 249
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 8-3

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146) You have been asked by your supervisor to participate in a brainstorming session to come
up with ideas for your company's advertising campaign. Explain what brainstorming is and why
it is used.
Answer: Brainstorming involves a group of six to 10 people working together to come up with
ideas. One person's idea stimulates someone else's, and the combined power of the group
associations stimulates far more ideas than any one person could think of alone.
Diff: 2 Page Ref: 250
Skill: Synthesis
AACSB: Reflective thinking skills
Objective: 8-4
147) Explain how you would ensure that a brainstorming session is successful.
Answer: The secret to brainstorming is to remain positive and defer judgment. Negative thinking
during a brainstorming session can destroy the playful atmosphere necessary to achieve a novel
idea. Brainstorming sessions should be scheduled and located away from distractions.
Diff: 3 Page Ref: 250
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 8-4
Refer to the following scenario to answer the questions below.
For several years, the Cotton Growers of America, a trade group representing U.S. cotton
farmers, used an advertising campaign that depicted people in everyday scenarios with a voiceover saying that cotton was the "fabric of our lives." Although cotton has several advantages over
other types of fabric, none of this information was conveyed in this advertising campaign.
148) Did this campaign use a hard-sell or soft-sell strategy?
Answer: This is an example of a soft-sell strategy because it uses emotional appeals or images to
create a response based on attitudes, moods, dreams, and feelings.
Diff: 2 Page Ref: 235
Skill: Application
AACSB: Analytic skills
Objective: 8-2
149) Although there were several executions of the cotton television commercials, they each
included the words, "Cotton. The fabric of our lives." What are these words known as?
Answer: This is a tagline, which is used at the end of an ad to summarize the point of the ad's
message in a highly memorable way.
Diff: 2 Page Ref: 241
Skill: Application
AACSB: Analytic skills
Objective: 8-2

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150) Name and describe the message format approach you think best describes the television
commercial execution for this campaign.
Answer: The message format approach that best describes these commercials is slice-of-life.
This approach depicts people in an everyday vignette with which viewers can identify.
Diff: 2 Page Ref: 240
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 8-2

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