Poop on a Stick
Mktg 586 Advertising Exam 2 Summer 2013
1. Which of the following statements is true according to the Hirschman study about the creative people involved in advertising? A. They view ads as promotional tools whose primary purpose is to communicate favorable impressions to the marketplace. B. They are more risk averse than the brand managers. C. They prefer making conservative commercials. D. They believe a commercial should be evaluated in terms of whether it fulfills the client's marketing and communicative objectives. E. They want to maximize the impact of the message. 2. _____ is the ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems. A. A unique selling plan (USP) B. Promotional uniqueness C. Problem detection D. Positioning E. Advertising creativity 3. According to Robert Smith, _____ ads contain elements that are rare, surprising, or move away from the obvious and commonplace. A. originality B. illuminative C. artistic value D. synthesis E. animatic 4. One of the major determinants of creativity is _____ which reflects the degree to which the various elements of the ad are meaningful, useful, or valuable to the consumer. A. divergence B. synthesis C. relevance D. illumination E. elaboration 5. According to Young's model of the creative process, the _____ step deals with gathering raw material and information through background research and immersing yourself in the problem. A. problem detection B. illumination C. immersion D. reality E. incubation
6. Tiffany is the creative director of an ad agency. The agency has just been hired to develop a promotional campaign for a company that produces exercise videos for women. As part of her preparation for developing a creative strategy, Tiffany reviews some studies conducted on the overall fitness and exercise market as well as a report on the changing roles of women in society. This information is part of: A. general preplanning input. B. product-specific
1. Which of the following statements is true according to the Hirschman study about the creative people involved in advertising? A. They view ads as promotional tools whose primary purpose is to communicate favorable impressions to the marketplace. B. They are more risk averse than the brand managers. C. They prefer making conservative commercials. D. They believe a commercial should be evaluated in terms of whether it fulfills the client's marketing and communicative objectives. E. They want to maximize the impact of the message. 2. _____ is the ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems. A. A unique selling plan (USP) B. Promotional uniqueness C. Problem detection D. Positioning E. Advertising creativity 3. According to Robert Smith, _____ ads contain elements that are rare, surprising, or move away from the obvious and commonplace. A. originality B. illuminative C. artistic value D. synthesis E. animatic 4. One of the major determinants of creativity is _____ which reflects the degree to which the various elements of the ad are meaningful, useful, or valuable to the consumer. A. divergence B. synthesis C. relevance D. illumination E. elaboration 5. According to Young's model of the creative process, the _____ step deals with gathering raw material and information through background research and immersing yourself in the problem. A. problem detection B. illumination C. immersion D. reality E. incubation
6. Tiffany is the creative director of an ad agency. The agency has just been hired to develop a promotional campaign for a company that produces exercise videos for women. As part of her preparation for developing a creative strategy, Tiffany reviews some studies conducted on the overall fitness and exercise market as well as a report on the changing roles of women in society. This information is part of: A. general preplanning input. B. product-specific
Links: C. Interstitials D. Rich media E. Paid searches 76. Facebook, Twitter, Friendster, and Bebo are examples of: A. blogs. B. wikis. C. Web 1.0. D. podcasting Web sites. E. social networking sites. 77. YouTube is an example of: A. social networking site. B. user generated video sharing Web site. C. podcast. D. blog. E. paid search engine. 78. As the market for iPods and MP3 players grows, the attractiveness of which of the following medium would increase? A. Social networking sites B. Really simple syndication C. User generated video sharing sites D. Blogs E. Podcasting 79. Which of the following statements is true about the Internet? A. A major advantage of the Web is the ability to target very specific groups of individuals. B. One major disadvantage of the Internet is that it leads to a lot of waste coverage. C. In the consumer market, the Internet resembles a combination trade magazine and trade show, as only those most interested in the products and/ or services a site has to offer will visit the site. D. The Internet does not offer to carry one-to-one marketing messages. E. One of the main disadvantages of the Internet is the lack of creative opportunity associated with its use. 80. Some marketers believe the Internet will eventually replace traditional forms of advertising. Others disagree. Which of the following weaknesses of the Internet would support those who disagree? A. Lack of reliability of the research numbers generated B. Its inability to provide in-depth information C. Its inability to offer sight and sound D. Its lack of sales potential E. Its lack of creativity