問題一覧
1
What does social listening include ?
Both of them
2
What is the difference between a commercial and a content?
The commercial is shown to you, the content is there for you
3
What is the most viral out of 3 surrealistic rethorical figures ?
Hyperbole
4
Social media engagement is at the intrsection of
What your brand wants to say what your audience wants to hear
5
All humankind ads become ___
Acts
6
What is the power of humor?
Emphathy
7
Claims that indicate a product or service all makes the consumer’s life better are known as
Lifestyle claims
8
What is lovemark axis?
Love/respect
9
Since ethical issues fall into the grey area between black-and-white legality, how should creatives approach ethics?
Take some time to define your own ethical boundaries
10
According to De Bono the white hat is for?
Facts
11
The purpose of a brand is the intersection of what the world needs and ?
Both
12
What is the power of characters ?
Remix
13
What is the differnece between strategy and tactics?
Strategy is a broader how, tactics is a narrower focus on actions
14
According to Kevin Roberts what is the consistency of human nature ?
Emotions
15
The first viral use of digital medium was
Hotmail
16
How many sustainable development goals are you there?
17
17
In Humankind scale what is an 8?
Changes the way people think and feel
18
What is the power of innovation?
Wonder
19
What is the statement of Seth Godin?
Purple cow
20
According to Steven Johnson, good ideas come from
Creative environment
21
What is intimacy in lovemarks?
Wanting to be closer to a brand
22
According to McLuhan the medium is the
Message
23
Which of the following is a successful strategy for advertising to the LGBTQ community?
Integrate LGBTQ-themed ads across the campaign
24
Low-context cultures are characterized by
Transparent codes embedded within messages
25
Paradox is
Putting together contrasting elements
26
Which of these statements do?
Use influencers primarily for branding and brand awarness
27
What is the first social media ?
Gossip
28
So what ___? ( + Who cares? —> emotional)
It’s how you get the functional benefit
29
A tactic where advertisers use superlatives or obvious falsity to tout a brand is known as
Puffery
30
According to De Bono the green hat is for
Creativity
31
How do we ignite word of mouth?
Creating community
32
According to Hofstede culture is ?
Collective programming of the mind of one group
33
What is the difference between lovemark and humankind ?
Lovemark is about emotions, humankind is about behaviours
34
Who coined the term meme ?
Richard Dawkins
35
Is a copy platform a great way to describe copywriting?
No, it’s about the strategy statement
36
One aim of disruption is to
Develop marketing messages which will be rememberd and acted upon
37
What is Diamond Shreddies Commercial about?
The brand
38
How can advertisers connect with gen X?
Give them goal and let them figure out how to reach it
39
Which demographic group has most influence over consumption decisions
Women
40
What is the top behavior we want to achieve with humankind?
Changing why we buy
41
What is the difference between lovemarks and humankind ?
Lovemark is about emotions, humankind is about behaviours
42
Performative rethoric is when your words ignite people’s
Actions
43
What is the first viral commercial ?
Sony Playstation
44
What is the action that a disruptive idea looks for?
Emulation
45
What question is the copy platform the answer to?
What is the one thing about product/brand?
46
Which agency developed humankind?
Leo Burnett
47
False or misleading statements about people communicated to the media constitute are known as
Libel
48
Can a lovemark idea be also a humankind one?
Yes, if it’s aimed at changing human behaviors
49
Who falls into the median age for prime-time television viewers?
Boomers
50
What is true regard to advertising
Invisible sponsorship on YouTube and Instagram is no longer acceptable
51
A meme becomes viral through
Remix
52
What happened in 1954?
Cannes films festival opens the advertising films sections
53
Brand reputation moves people to?
Both
54
What defines a brand?
It’s intangibile values
55
What is Edward de Bono UBS?
The emotional state a buyer is in
56
What does meme mean ?
Both of them
57
Matures and Boomers typically see themselves as ___ than they actually are
20 years younger
58
Releatability means
Using common elements to create a series of ads that convey the same brand message
59
What are the three E of disruption ?
Exageration, emulation, exibition
60
What denographic is known as the matures?
Over 70 years old, with a good work ethic
61
What is Deep Usefulness?
Something useful for both
62
The aim of disruption is to
Create innovations that lead to new markets
63
In Humankind scale what is 7+?
An inspiring idea, beautifully crafted
64
What are the three main surrealistic rethorical figures?
Paradox, estrangement, hyperbole
65
Social media advertising aims at ?
Creating brand reputation
66
To prove libro, the libelled person must be?
Identified or identifiable
67
How many are the viral vampires?
7
68
What is the main aim of video content ?
Entrataining
69
Disruption is about
Uncovering cultural biases
70
In Humankind scale what is a 10?
An idea that changes the way people live
71
Putting someone out of its ordinary place is a ?
Estrangement
72
What is the power of shock ?
Awarness
73
What is the purpose of the Tesla brand?
Accelerating the world’s transition to sustainable transport
74
What’s the purpose of a brand in Simon Sinek’s view?
The why
75
Who put the art director in the same office as the copywriter?
Bill Bernbach
76
The ability to prove what you claim is ?
Substantiation
77
Which elements forms the core of Simon Sinek golden circle of purpose?
The why
78
What is the brief mainly for
Creative strategy
79
How many times was the Apple Superbowl commercial aired?
Just once
80
An effective call to action is built upon
Deep usefulness
81
Why is the tone of voice so important ?
Because it channels a brand’s emotional qualities
82
What demographic is known as the boomers?
52-70 and somewhat hedonistic
83
The aim of disruption in advertising is to develop ideas that
Will be rememberd and acted upon
84
According to De Bono the red hat is for
Feelings
85
The Purple cow corresponds to
Be remarkable or awarness memory
86
To be disruptive outcomes, behaviours and qualities should be ?
Hyperbolic
87
High-context cultures value subtlety and privacy which makes them
All wrong
88
Like Genes, also Memes replicate thsmselves. How?
Through imitation
89
When has Viral been popularized as a marketing term?
1996
90
When was early advertising born?
When psychology and copywriting met
91
What is the call of technology ?
Action
92
Continuity is
How we enhance conformity between creative pieces of campaign
93
Jean-Marie Dru wrote a book about
Disruption
94
According to Robin Dunbar, Gossip originate to
Connect people who wanted to spend time together
95
Is Humankind about storytelling?
Yes, if it is relevant for what people do
96
What is the triple bottom line CSR focused companies work towards?
People, planet, profit
97
According to Kevin Roberts what is the aim of lovemark?
Creating loyalty that goes beyond reason
98
Why is targeting LGBTQ audiences with advertising a smart strategy?
They tend to have more disposable incomes than the avarage citizens
99
Technology is
A behaviour
100
Why is emulation so important?
Because it’s the engine of contagion