WELLS11 - CHAPTER 11 THE CREATIVE SIDE OF ADVERTISING...

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CHAPTER 11 THE CREATIVE SIDE OF ADVERTISING MULTIPLE CHOICE 1. In their book Creative Strategy in Action , Jewler and Drewniany say that to be creative an ad _______________. a. “needs to contain a persuasive message that convinces people to take action” b. “must make a relevant connection with its audience and present a selling idea in an unexpected way” c. “needs to be as bold as it is bright” d. “needs to be a never-ending cycle of the creative process” Answer: (b) Difficulty: (3) Page: 300 2. According to the DDB Needham ad agency, ROI (used as a metaphor with respect to creative ideas) stands for _______________. a. return + objectives + inspiration = ROI b. relationships + objects + income = ROI c. relevance + originality + impact = ROI d. remembering + options + investigating = ROI Answer: (c) Difficulty: (3) Page: 300 3. Which of the following statements would best be associated with the idea that advertising should be relevant? a. Advertising tries to deliver the right message, to the right person, at the right time. b. Advertising tries to be remembered. c. Advertising is no substitute for good product design. d. Advertising cannot sell a consumer something he or she does not want. Answer: (a) Difficulty: (2) Page: 300 4. An advertising idea is considered to be creative when it _______________. a. is accepted readily by consumers b. is novel, fresh, unexpected, and unusual c. is approved by the industry standards d. is humorous, comedic, or pleasant to hear, read, or view Answer: (b) Difficulty: (2) Page: 301 208
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5. Sam Freeling is trying to think of some new copy for an upcoming ad campaign for his furniture store. One night he sees an ad for a car dealership that states, “Carter Ford will not be undersold.” The next day he develops his own furniture ad that says “Freeling Furniture cannot be undersold by anyone.” This would be an example of which of the following trends that might affect creativity in advertising? a. The trend toward the development of artistic and award-winning advertisements. b. The trend toward simplistic advertising. c. The trend toward fragmented advertising. d. The trend toward copycat advertising. Answer: (d) Difficulty: (2) Page: 301 6. Copycat advertising is a problem in advertising. It has been estimated that about _______________ of all advertising in the United States falls into this category. a. 10 percent b. 25 percent c. 50 percent d. 75 percent Answer: (c) Difficulty: (2) Page: 301 7. An idea with _______________ helps people see themselves or the world in a new way. a. relevance b. originality c. impact d. drama Answer: (c) Difficulty: (2) Page: 301 8. In advertising, a(n) _______________ is a thought that comes from placing two previously unrelated concepts together. a.
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WELLS11 - CHAPTER 11 THE CREATIVE SIDE OF ADVERTISING...

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