Exam 6: Creative Strategy: Planning and Development

Inna has been hired to promote a membership-only genealogical website,which provides demographic information on over one billion people.She has gathered together all the relevant environmental information and has studied the product as closely as possible.She needs to work on another project and put the genealogical project completely out of her conscious mind.Her subconscious needs time to work on a solution.Now it is time for the _____ step of the creative process.

Leon is the creative director for an agency that has just been hired by a manufacturer of golfing equipment to create a new advertising campaign for the company's titanium clubs.Before starting to develop creative ideas,Leon reads some golfing magazines and spends time talking to friends and co-workers who play golf.These activities are part of which step of the creative process?

The _____ step of the creative process deals with putting the problems out of one's conscious mind and turning the information over to the subconscious to do the work.

Which of the following statements is true regarding awards for advertising creativity?

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

There are five steps in the creative process as designed by James Webb Young,a former creative vice president at the J.Walter Thompson agency.They are:

Leslie is working for a local agency as an intern.Her company has been hired to develop an advertising campaign for chain of coffee shops.She has been given the task of coming up with the big idea.You can tell her big ideas:

Spanish vintners want to improve consumers' perceptions of the sparkling wine they produce,which they contend is just as good as or even better than that produced in France.The French call the sparkling wine they produce in a specified region,champagne,and this is what most people choose when they are celebrating.Which of the following methods for developing a creative strategy for Spanish sparkling wine seems most appropriate?

Which of the following statements is true about the relevance of ads?

According to Robert Smith,_____ ads contain elements that are rare,surprising,or move away from the obvious and commonplace.

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

The perpetual debate over the most effective role for advertising is between:

According to Robert Smith,_____ ads contain different ideas or switch from one perspective to another.

One of the major determinants of creativity is _____ which reflects the degree to which the various elements of the ad are meaningful,useful,or valuable to the consumer.

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

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.

According to D'Arcy Masius Benton & Bowles's agency,_____ is the vehicle that transforms the strategy into a dynamic,creative communications concept.

According to the work of sociologist Graham Wallace,the four-step approach to the creative process includes:

Fortnum & Mason in London is a retail store committed to providing the best of traditional British meats and cooking.The store is lit by crystal chandeliers,and there are deep red carpets underfoot.The staff all wear tail-coats.Its ads want customers to associate the store with the royal treatment they will receive when they shop there.This development of a strong,memorable identity is an example of:

According to Robert Smith,_____ ads contain attractive shapes and colors.