Exam 8: Creative Strategy: Planning and Development

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 one of the critical components of the creative brief?

Douglas took a survey on dill pickles. He was asked questions about what he liked and disliked about dill pickles, when and where he usually ate the pickles, and to list and rate all the brands of dill pickles that he could recall. He was asked his opinion on packaging and on the characteristic taste of the pickles, and what he disliked about all these aspects. The survey was conducted by an ad agency to help develop a creative strategy for dill pickles. If there were several people surveyed besides Douglas, we can assume he was participating in a(n) _____ study.

Work plan is another name given to the _____.

Psychographic studies are used by advertising agencies to:

The proponents of creative advertising argue that:

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

Advertising creative personnel tend to be:

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

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

Leslie, creative director for Visionary Ad Agency, is observing a focus group for four-wheel drive SUVs. Before developing the creative brief, Leslie also conducts attitude studies, positioning studies, and lifestyle research studies. In this scenario, Leslie is gathering _____.

According to D'Arcy Masius Benton & Bowles's universal advertising standards, which of the following is true of a power idea?

The people who develop ads and commercials are known as _____.

Which of the following statements is true according to the Hirschman study of creative people in advertising?

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

Agency gatekeepers usually decide how much client information is to be shared with creative staff.

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

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

According to the creative process outlined by Graham Wallas, which of the following stages deals with refining and polishing the idea and seeing if it is an appropriate solution?

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?