Home Student Chapter 5: Creativity, Content & Multiple-choice

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Multiple-choice questions

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This activity contains 25 questions.

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Creativity is only relevant to TV advertising.

True

False

Shimp (2010) proposes creative advertising consists of three elements – complete:

1. C---------------
2. A---------------
3. N---------------

Connectedness, Novelty and Appropriateness

Appropriateness, Connectedness and Novelty

Connectedness, Appropriateness and Novelty

One of the main aims of creativity in advertising is to gain:

Brand Loyalty

Awareness

Attention

Interest

Complete the following statement: _________ is a critical component of __________

advertising effectiveness as it _______ how consumers in different countries and
regions perceive advertising.

Culture/influences/International

International/influences/Culture

Culture/International/influences

El-Murad and West (2004) present a paper in the Journal of Advertising Research
which examines which of the following:

Defining advertising creativity

Advertising message appeals

 Copywriting and art direction

Creating effective advertising

The creative partnership in a typical advertising agency consists of which two roles?

To create paragraphs in your essay response, type <p> at the beginning of the
paragraph, and </p> at the end.

Who would normally be responsible for developing the creative brief in an

advertising agency?

Creative partnership

Media planner

Account executive

Account planner
Creativity can be influenced by the relationship between an agency and:

Controllers

Clients

Channels

Consumers

Sir John Hegarty is the Global Artistic Director for which agency:

CHI & Partners

HAVAS

BBH

PHD

Advertisers in many Asian nations use emotional rather than cognitive or rational
appeals

True

False
Name three types of products where appeals based on sex might be effective?

To create paragraphs in your essay response, type <p> at the beginning of the
paragraph, and </p> at the end.

Music has the potential to gain _________ and assist product ________ in
advertisements. Complete blanks.

differentiation/ Attention

Attention/ differentiation

Divergence dimensions of advertising creativity include which of the following:

Artistic value

Flexibility

Synthesis

Originality
Stuhlfaut (2011) offers a concept which he refers to as the Creative ______.

Code

Idea

Context

Content

Successful creativity leads from identifying a client’s:

Needs

Location

History

Budget

Burtenshaw et al (2006: 90) suggest that a good creative brief ‘should be written in a
way that ________ creativity and promotes __________ ideas’. Complete missing
words.

original/Stimulates

Stimulates/original
The principle of building a border around an idea or story and then presenting a
contained and managed view of an issue is known as:

Shading

Framing

Presenting

Bordering

UGC stands for what?

To create paragraphs in your essay response, type <p> at the beginning of the
paragraph, and </p> at the end.

UGC can be derived through which of the following processes:

Crowd sources

Friend sources
 Closed sources

Open sources

Shimp (2010) identifies that although advertisers aim for their ads to be creative,
they also need them to _________ in the memory of the receiver. Complete blank:

Stay

Remain

Stick

Hold

Can advertising messages be positive or negative?

True

False

Which brand is well known for ‘edgy’ advertising?

Adidas

Body Shop
 GAP

Benetton

Name four types of Information based appeals.

To create paragraphs in your essay response, type <p> at the beginning of the
paragraph, and </p> at the end.

Name four types of Emotional based appeals.

To create paragraphs in your essay response, type <p> at the beginning of the
paragraph, and </p> at the end.

The Cannes Lions Creative Effectiveness Awards are based on cinema advertising –
 true or false?

True

False

Top of Form

Bottom of Form

Bottom of Form

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