Exam 8: Creative Strategy: Planning and Development

An approach to finding a major selling idea that uses consumer benefits as a foundation, with an emphasis on presenting these benefits in a theatrical way, is the _____ approach.

Which of the following best defines fluency?

With respect to advertising messages, which of the following best defines creative strategy?

The five steps in the creative process as designed by James Webb Young include

The last step in the creative process models developed by James Webb Young and Graham Wallas is

Which of the following is one of the five major factors identified by Robert Smith that refers to ads that contain different ideas or switch from one perspective to another?

Which of the following is true of creative tactics in relation to advertising messages?

_____ is the ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems.

To make a creative layout of a commercial more realistic, a(n) _____ may be produced by making a videotape of the storyboard along with an audio soundtrack.

According to the universal advertising standards developed by the D'Arcy Masius Benton & Bowles agency, a creative advertising message is built around

A study by Elizabeth Hirschman that examined the perceptions of individuals involved in the creation and production of television commercials found that

According to Young's model of the creative process, studying the idea to see if it still looks good then shaping the idea to practical usefulness occurs in the last stage of verification.

Who among the following popularized the idea of brand image in his book Confessions of an Advertising Man?

Slogans are a key element of a brand's identity, as they can enhance a brand's image, aid in its recognition and recall, and help differentiate it in the minds of consumers.

Which of the following statements is true of the use of creativity in an advertising campaign?

Lifestyle research, attitude studies, and perceptual mapping are examples of

_____ is a process that involves conducting research and gathering all relevant information about a client's product or service, brand, and consumers in the target audience.

According to Young's model of the creative process, the _____ step deals with gathering raw material and information through background research and getting absorbed in the problem.

Many creative people follow proven formulas when creating ads because they are safe.

The _____ step of Young's creative process model deals with taking the information, working it over, and wrestling with it in the mind.