Exam 8: Creative Strategy: Planning and Development

Those who judge the creativity of an ad in terms of its aesthetic value contend that creative ads can break through the competitive clutter and grab the consumer's attention.

An idea develops during the _____ step of Young's creative process model.

According to Young's and Graham Wallas's versions of the stages in the creative process, the first step involves which of the following?

The rationalists of creative advertisements are also called "_____"

Techniques such as message communication studies and portfolio tests are studies conducted during the _____ stage of the creative process.

Which of the following statements about account planning is true?

Leo Burnett, founder of the Leo Burnett agency in Chicago, said _____ "is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals."

Which of the following stages of the creative process includes a highly formal and extensive pretesting of the ad before a final decision on the ad is made?

According to Young's model of the creative process, the stage of digestion involves the process of gathering material and information through research.

Which of the following is a major determinant of creativity that reflects the degree to which various elements of an ad are meaningful, useful, or valuable to the consumer?