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Chapter 5: Creativity, Content & Appeals

Multiple-choice questions

Multiple-choice questions

Try the multiple choice questions below to test your knowledge of this chapter. Once you have completed the test, click on 'Submit Answers for Grading' to get your results. This activity contains 25 questions. Top of Form

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?

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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?

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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?

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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.

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Name four types of Emotional based appeals.

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The Cannes Lions Creative Effectiveness Awards are based on cinema advertising –

true or false? True False

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