Exam 8: Creative Strategy: Planning and Development

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.

Based on the findings of the study conducted by Elizabeth Hirschman, which of the following individuals is most likely to be risk averse and prefer commercials that focus on the product rather than creative impact?

In-depth interviews with consumers, focus groups, and observational studies of how consumers conduct their daily lives as consumers are all examples of:

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

According to Advertising Age, experts in creative advertising don't write books or espouse theories. They see advertising as:

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

_____ 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.

Richard participated in a study conducted by an advertising agency. During his interview, he was asked to gauge the services provided by a regional airline on the basis of his experiences and what others had told him. The interviewer asked Richard specific questions about the food, the seating arrangements, the ease with which he entered and exited the plane, and the service provided by the flight attendants. The advertising agency used the research data to develop the creative strategy. In this scenario, Richard provided the agency with:

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

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."

Pluto Inc., a cosmetics company, hired a well-known movie star to appear in its advertisements. The company hoped that using a celebrity would capture the attention and interest of consumers. In this scenario, the ad illustrates the application of:

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.

The rationalists of creative advertisements are also called "_____."

Which of the following best defines fluency?

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

The _____ stage of the Young's creative process model is also called the reality stage.

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.

The Visionaries, an advertising agency in Boston, is testing a creative idea for a new commercial before moving ahead with the production. To make the test more realistic, it wants to test both the visual layout of the commercial as well as the audio of the message. In which of the following forms should the commercial be tested?

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.

In an advertising agency, who among the following is usually responsible for preparing the creative brief?