Easy
Brands & Advertising
Logos, Slogans & Persuasion
What a brand is made of, and why the techniques work.
Sample question
Start quiz
The slogan "Just Do It" belongs to which company?
The Craft of the Campaign
Behind every famous line is a set of working methods, most of them a century old and still in use.
About this topic
Advertising has two histories running side by side. One is the campaigns everybody remembers: a small Volkswagen adrift in white space, a cowboy sold to men who thought filter cigarettes were effeminate, a line about diamonds that reshaped what an engagement was supposed to cost. The other is the quieter history of method — models of how attention turns into purchase, arguments about long copy against short, and the invention of new jobs inside agencies. The two keep colliding. Rosser Reeves argued that one repeated claim beat everything else; Bill Bernbach at DDB argued that how you said it mattered more than what you said, and made the case in print. Account planning appeared in London in the 1960s to put research inside the creative process rather than after it. These ten questions cover both strands, and the vocabulary that carries between them.
Questions & answers
The Craft of the Campaign: all 10 questions and answers
Every question in this quiz is listed below with its correct answer and the reasoning behind it. Play first if you would rather not see the answers — or read through as a study sheet.
Play it insteadShow all answers and explanationsHide answers
-
1Which car was advertised in the 1960s under the headline "Think Small"?
- A The Citroen 2CV
- B The Volkswagen Beetle Correct
- C The Ford Falcon
- D The Mini
Answer: B. The Volkswagen Beetle
Why: Doyle Dane Bernbach made the campaign from 1959, using plain white space and self-deprecating copy while rivals promised chrome and size. It is routinely voted the most influential print campaign of the century.
-
2What does the abbreviation USP stand for in advertising?
- A Unique selling proposition Correct
- B Universal sales pitch
- C Usual shelf price
- D User survey profile
Answer: A. Unique selling proposition
Why: Rosser Reeves set the idea out in the 1950s: one specific claim, repeated relentlessly, that competitors cannot make. He is credited with the campaigns for Anacin and for M&M's.
-
3The line "A Diamond Is Forever" was written for which company?
- A Tiffany
- B Cartier
- C Harry Winston
- D De Beers Correct
Answer: D. De Beers
Why: Frances Gerety wrote it in 1947 for the agency N.W. Ayer. The campaign is widely credited with making the diamond engagement ring an expectation in countries that had no such tradition.
-
4In the AIDA model, what do the four letters stand for?
- A Audience, insight, delivery, analysis
- B Appeal, image, drive, advocacy
- C Attention, interest, desire, action Correct
- D Awareness, intent, demand, adoption
Answer: C. Attention, interest, desire, action
Why: The model dates from around 1900 and describes the stages a buyer is meant to pass through. Later versions add steps after the purchase, such as satisfaction and loyalty.
-
5David Ogilvy is best known for advocating what?
- A Advertisements carrying no written text
- B Long, informative copy grounded in research Correct
- C Shock imagery to seize attention
- D Celebrity endorsement above all else
Answer: B. Long, informative copy grounded in research
Why: He founded his agency in 1948 and set out his views in Confessions of an Advertising Man. His Rolls-Royce advertisement famously built an entire page around a claim about the electric clock.
-
6In media buying, what does "above the line" traditionally refer to?
- A Mass media such as television, press and outdoor Correct
- B Coverage earned free through news reporting
- C Payments made directly to retailers
- D Design work carried out in-house
Answer: A. Mass media such as television, press and outdoor
Why: Below the line covers direct mail, sampling, sponsorship and point-of-sale material. The distinction originally came from how agencies earned commission.
-
7What is the call to action in an advertisement?
- A The opening line of the script
- B The legal small print
- C The moment the product first appears
- D The instruction telling the audience what to do next Correct
Answer: D. The instruction telling the audience what to do next
Why: It can be as plain as a web address or a telephone number. Direct response advertising is judged almost entirely on how many people follow it.
-
8The Marlboro Man campaign was created to solve which problem?
- A The company was barred from advertising on television
- B The price was higher than that of rivals
- C Filter cigarettes were seen as a product for women Correct
- D The brand had almost no name recognition
Answer: C. Filter cigarettes were seen as a product for women
Why: Leo Burnett's agency relaunched the brand around a cowboy in 1954. It became one of the longest-running campaigns in the industry and one of the most studied.
-
9What does an advertising agency's account planner do?
- A Schedules the production of the film
- B Represents the customer's perspective while the work is developed Correct
- C Buys the media space
- D Approves the client's budget
Answer: B. Represents the customer's perspective while the work is developed
Why: The role emerged in London agencies in the 1960s and reached America two decades later. It exists to bring research into the creative process rather than to judge the work afterwards.
-
10What is comparative advertising?
- A Advertising that names or clearly identifies a rival product Correct
- B Running the same advertisement in two countries
- C Testing two versions of an advertisement
- D Comparing this year's sales against last year's
Answer: A. Advertising that names or clearly identifies a rival product
Why: American regulators encouraged it from the 1970s, and the cola advertising of that decade is the standard example. Several European countries restricted the practice for much longer.
Frequently asked questions about The Craft of the Campaign
How many questions are in The Craft of the Campaign?
The Craft of the Campaign has 10 questions and takes about 7 minutes to finish. It is rated Medium and sits in our Brands & Advertising category.
How is The Craft of the Campaign scored?
Each of the 10 correct answers adds 10 XP, up to 100 XP for a clean run. Wrong answers cost you nothing, and your full question-by-question review is shown at the end.
Are the answers to The Craft of the Campaign explained?
Yes. All 10 questions carry a written explanation of why the correct answer is right, so the quiz works as a study sheet as well as a test.
Can I replay The Craft of the Campaign?
Yes, as often as you like. The questions and the answer options are reshuffled on each run, and you can use Practice Mistakes afterwards to retry only the ones you missed. No account is needed to play.
QuizKite Quality Guarantee
Every quiz on QuizKite is researched, written and fact-checked by hand against reliable references, with an explanation for each answer. Read our full Editorial Policy to learn more about our content standards.
Keep going
More Brands & Advertising
Medium
Brands & Advertising
Where Brand Names Come From
Founders' initials, invented words and a Danish phrase: the origins behind ten familiar names.
Sample question
Start quiz
The name Adidas comes from what?
Medium
Education & Learning
School Systems Around the World
Selection, apprenticeships, entrance exams and how differently countries organise schooling.
Sample question
Start quiz
The word kindergarten was coined in which country?
Easy
General Knowledge
Everyday Origins
Where ordinary words and objects actually came from.
Sample question
Start quiz
The English word "salary" comes from the Latin word for which substance?
Easy
Food & Drink
From the Kitchen
What familiar dishes are made of, and where they came from.
Sample question
Start quiz
Which spice is harvested from the stigmas of a crocus flower?
Medium
Economics & Money
Money, Markets & Meaning
What the words in every economic headline actually mean.
Sample question
Start quiz
What is the currency of Japan?