Exam 8: Creative Strategy: Planning and Development

Which of the following best assist an organization in the preparation, incubation, and illumination stages of the creative process?

The verification and revision stage of the creative process evaluates ideas generated during the _____ stage and gives them final expression.

CL Inc., a manufacturer of maternity clothes for businesswomen, wishes to launch a new advertising campaign.In order to obtain a better idea about the clothes worn by pregnant women, the creative team visits obstetricians' offices and maternity shops at the mall to gain some information.These visits are most likely a part of the _____ step of the creative process as outlined by Graham Wallas.

Bensons Inc., a retail store in Houston, launches an ad campaign featuring the interiors of its stores.The stores are shown to be lit by crystal chandeliers and feature several salespeople wearing tail-coats.The ads also contain the slogan "Be treated like royalty, while you shop in comfort." The development of a strong, memorable "royal" identity by Bensons is an example of:

The challenge of developing creative advertising that captures the attention of consumers has become greater with the spread of new media.

John O'Toole describes the _____ as "that flash of insight that synthesizes the purpose of the strategy, joins the product benefit with consumer desire in a fresh, involving way, brings the subject to life, and makes the reader or audience stop, look, and listen."

The _____ step of Young's creative process model deals with studying the idea to see if it still looks good or solves the problem; then shaping the idea to practical usefulness.

According to Young's version of the stages in the creative process, which of the following is considered the final step?

A(n) ____ is a series of drawings used to present the visual plan or layout of a commercial along with a description of the audio for each scene.

Emma has been hired to promote a membership-only genealogical website, which provides demographic information on over one billion people.She has gathered all the relevant environmental information and has studied the project closely.Meanwhile, she is also assigned another project.She decides to work on the new project and put the genealogical project completely out of her conscious mind, so that ideas can materialize in the meanwhile.Emma is in the _____ step of the creative process outlined by Graham Wallas.

Which of the following client representatives ultimately approves the creative brief?

According to Robert Smith, the two ways in which relevance can be achieved are

Who among the following was responsible for identifying the major factors that could account for the ways divergence can be achieved in advertising?

The people who develop ads and commercials are known as _____

Why are models of the creative process valuable to those working in the creative area of advertising?

Positioning is not preferred by a firm that has multiple brands competing in the same market.

Buffy is engaging product users to create an exhaustive list of things that bother them when they use the product and how often those situations arise, then asking the consumers to rate the list in order of importance and asking which brands are associated with the items on the list. She is using an approach called _____________________________

At the _____ stage of the creative process, the creative team attempts to find the best creative approach or execution style before moving ahead with the campaign themes and going into actual production of the ad.

At what stage of the creative process are various ideas evaluated and refined before actually being used?

_____ research involves anthropologists or other types of trained researchers observing consumers in their natural environments.