Question 1

For transforming and manipulating concepts,creativity consultant Roger von Oech suggests changing the context or asking "what if" questions.

Accepted Answer

A) True 
 B)False  True

Question 2

According to creativity consultant Roger von Oech,what are the four distinct roles in the creative process?

Accepted Answer

According to creativity consultant Roger von Oech four distinct,albeit imaginary,roles that every art director and copywriter has to personally take on at some point in the creative process: The Explorer,the Artist,the Judge,and the Warrior.

Question 3

After an ad agency had been hired to prepare a new ad campaign for the Rival Seal-a-Meal,the StayFresh Food Company assigned an agency employee in the role of _____ to find information on how much more effective the Seal-a-Meal method of food storage was to their methods of food storage.

Accepted Answer

A) gatherer 
B) hunter 
C) expressor 
D) Explorer 
E) researcher 
A) gatherer 
B) hunter 
C) expressor 
D) Explorer 
E) researcher D

Question 4

Which of the following colors conveys sophistication and high-end merchandise?

Accepted Answer

A) Silver 
B) Black 
C) Green 
D) Blue 
E) Gold 
A) Silver 
B) Black 
C) Green 
D) Blue 
E) Gold

Question 5

Briefly describe the two dimensions needed for great advertising.

Accepted Answer

Two dimensions promote greatness: audien

Question 6

An ad for Toshiba office machines suggests that unless you use Toshiba office products you will be victimized by corporate espionage.The ad is _____ because it offers a product that will protect your important business information.

Accepted Answer

A) informational 
B) transactional 
C) psychological 
D) transformational 
E) charismatic 
A) informational 
B) transactional 
C) psychological 
D) transformational 
E) charismatic

Question 7

When designing the new ad campaign for Glad ForceFlex garbage bags,one of the creatives asked,"What if we showed how strong the material in the bags is by showing it catching a charging rhinoceros?" Which of the following techniques for manipulating and transforming ideas was used in this example?

Accepted Answer

A) Compare 
B) Imagine 
C) Reverse 
D) Connect 
E) Parody 
A) Compare 
B) Imagine 
C) Reverse 
D) Connect 
E) Parody

Question 8

Another name for a creative strategy is a:

Accepted Answer

A) copy platform. 
B) benefit strategy. 
C) creative action plan. 
D) communication strategy. 
E) support statement. 
A) copy platform. 
B) benefit strategy. 
C) creative action plan. 
D) communication strategy. 
E) support statement.

Question 9

An ad for Goldsmith tennis rackets,begins with the command,"Hit your best shots.More often." Which step of the creative pyramid is this headline addressing?

Accepted Answer

In the desire step,the writer

Question 10

An ad for Snapple featured a retreat where the good fruit that makes up Snapple's drinks can go in order to avoid mixing with additives and preservatives.Which of the following techniques for manipulating and transforming ideas was used in this example?

Accepted Answer

A) Compare 
B) Imagine 
C) Reverse 
D) Connect 
E) Parody 
A) Compare 
B) Imagine 
C) Reverse 
D) Connect 
E) Parody

Question 11

As a group,the people who work in the creative department are generally referred to as the ad agency.

Accepted Answer

A) True 
 B)False

Question 12

Visual cues and metaphors can be used to help an ad inform consumers.

Accepted Answer

A) True 
 B)False

Question 13

In advertising,the decoding of messages is the responsibility of the creative team.

Accepted Answer

A) True 
 B)False

Question 14

According to creativity consultant Roger von Oech,the _____ role in the creative process is to search for new information and pay attention to unusual patterns.

Accepted Answer

A) Gatherer 
B) Hunter 
C) Expressive 
D) Explorer 
E) Researcher 
A) Gatherer 
B) Hunter 
C) Expressive 
D) Explorer 
E) Researcher

Question 15

What a company wants to say and how it wants to say it determines its ____,which is a simple explanation of the overall approach to be used by the ad campaign.

Accepted Answer

A) marketing platform 
B) action plan 
C) tactics 
D) logistics 
E) message strategy 
A) marketing platform 
B) action plan 
C) tactics 
D) logistics 
E) message strategy

Question 16

Which of the following statements about brainstorming is true?

Accepted Answer

A) A brainstorming session is often a source of sudden inspiration. 
B) Brainstorming uses techniques called linking and laddering. 
C) Brainstorming is performed by the Expressive role. 
D) Brainstorming is a process in which visual and verbal metaphors are created. 
E) All ideas in a brainstorming session are open to criticism. 
A) A brainstorming session is often a source of sudden inspiration. 
B) Brainstorming uses techniques called linking and laddering. 
C) Brainstorming is performed by the Expressive role. 
D) Brainstorming is a process in which visual and verbal metaphors are created. 
E) All ideas in a brainstorming session are open to criticism.

Question 17

Value-based thinkers are better able to embrace change,conflict,and paradox than fact-based thinkers.

Accepted Answer

A) True 
 B)False

Question 18

What are the three components of the message strategy?

Accepted Answer

The message strategy

Question 19

An ad for Asian Sensations newest product line of snack foods encourages its readers to "Thai something new." The creatives who designed this ad intended its headline to be a(n):

Accepted Answer

A) psychosocial consequence. 
B) copy platform. 
C) attention-getting device. 
D) credibility-builder. 
E) action-stimulator. 
A) psychosocial consequence. 
B) copy platform. 
C) attention-getting device. 
D) credibility-builder. 
E) action-stimulator.

Question 20

Discuss the roles of a copywriter and an art director.

Accepted Answer

Each member of the creative team plays a

For transforming and manipulating concepts,creativity consultant Roger von Oech suggests changing the context or asking "what if" questions.

According to creativity consultant Roger von Oech,what are the four distinct roles in the creative process?

After an ad agency had been hired to prepare a new ad campaign for the Rival Seal-a-Meal,the StayFresh Food Company assigned an agency employee in the role of _____ to find information on how much more effective the Seal-a-Meal method of food storage was to their methods of food storage.

Which of the following colors conveys sophistication and high-end merchandise?

Briefly describe the two dimensions needed for great advertising.

An ad for Toshiba office machines suggests that unless you use Toshiba office products you will be victimized by corporate espionage.The ad is _____ because it offers a product that will protect your important business information.

When designing the new ad campaign for Glad ForceFlex garbage bags,one of the creatives asked,"What if we showed how strong the material in the bags is by showing it catching a charging rhinoceros?" Which of the following techniques for manipulating and transforming ideas was used in this example?

Another name for a creative strategy is a:

An ad for Goldsmith tennis rackets,begins with the command,"Hit your best shots.More often." Which step of the creative pyramid is this headline addressing?

An ad for Snapple featured a retreat where the good fruit that makes up Snapple's drinks can go in order to avoid mixing with additives and preservatives.Which of the following techniques for manipulating and transforming ideas was used in this example?

As a group,the people who work in the creative department are generally referred to as the ad agency.

Visual cues and metaphors can be used to help an ad inform consumers.

In advertising,the decoding of messages is the responsibility of the creative team.

According to creativity consultant Roger von Oech,the _____ role in the creative process is to search for new information and pay attention to unusual patterns.

What a company wants to say and how it wants to say it determines its ____,which is a simple explanation of the overall approach to be used by the ad campaign.

Which of the following statements about brainstorming is true?

Value-based thinkers are better able to embrace change,conflict,and paradox than fact-based thinkers.

What are the three components of the message strategy?

An ad for Asian Sensations newest product line of snack foods encourages its readers to "Thai something new." The creatives who designed this ad intended its headline to be a(n):

Discuss the roles of a copywriter and an art director.

The Evolution of Advertising

The Economic,Social,and Regulatory Aspects of Advertising

The Business of Advertising

Segmentation,Targeting,and the Marketing Mix

Communication and Consumer Behavior

Out-Of-Home, Direct Mail, and Specialty Advertising

Marketing,Advertising and IMC Planning

Creative Execution: Art and Copy

Producing ADS

Print Advertising

Electronic Media: Television and Radio

Digital Interactive Media

Out-Of-Home, Direct Mail, and Specialty Advertising

Media Planning and Buying

IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion

IMC: Public Relations, Sponsorship, and Corporate Advertising

Filters

Exam 8: Creating ADS: Strategy and Process

For transforming and manipulating concepts,creativity consultant Roger von Oech suggests changing the context or asking "what if" questions.

According to creativity consultant Roger von Oech,what are the four distinct roles in the creative process?

After an ad agency had been hired to prepare a new ad campaign for the Rival Seal-a-Meal,the StayFresh Food Company assigned an agency employee in the role of _____ to find information on how much more effective the Seal-a-Meal method of food storage was to their methods of food storage.

Which of the following colors conveys sophistication and high-end merchandise?

Briefly describe the two dimensions needed for great advertising.

An ad for Toshiba office machines suggests that unless you use Toshiba office products you will be victimized by corporate espionage.The ad is _____ because it offers a product that will protect your important business information.

When designing the new ad campaign for Glad ForceFlex garbage bags,one of the creatives asked,"What if we showed how strong the material in the bags is by showing it catching a charging rhinoceros?" Which of the following techniques for manipulating and transforming ideas was used in this example?

Another name for a creative strategy is a:

An ad for Goldsmith tennis rackets,begins with the command,"Hit your best shots.More often." Which step of the creative pyramid is this headline addressing?

An ad for Snapple featured a retreat where the good fruit that makes up Snapple's drinks can go in order to avoid mixing with additives and preservatives.Which of the following techniques for manipulating and transforming ideas was used in this example?

As a group,the people who work in the creative department are generally referred to as the ad agency.

Visual cues and metaphors can be used to help an ad inform consumers.

In advertising,the decoding of messages is the responsibility of the creative team.

According to creativity consultant Roger von Oech,the _____ role in the creative process is to search for new information and pay attention to unusual patterns.

What a company wants to say and how it wants to say it determines its ____,which is a simple explanation of the overall approach to be used by the ad campaign.

Which of the following statements about brainstorming is true?

Value-based thinkers are better able to embrace change,conflict,and paradox than fact-based thinkers.

What are the three components of the message strategy?

An ad for Asian Sensations newest product line of snack foods encourages its readers to "Thai something new." The creatives who designed this ad intended its headline to be a(n):

Discuss the roles of a copywriter and an art director.

The Evolution of Advertising

The Economic,Social,and Regulatory Aspects of Advertising

The Business of Advertising

Segmentation,Targeting,and the Marketing Mix

Communication and Consumer Behavior

Out-Of-Home, Direct Mail, and Specialty Advertising

Marketing,Advertising and IMC Planning

Creative Execution: Art and Copy

Producing ADS

Print Advertising

Electronic Media: Television and Radio

Digital Interactive Media

Out-Of-Home, Direct Mail, and Specialty Advertising

Media Planning and Buying

IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion

IMC: Public Relations, Sponsorship, and Corporate Advertising

Filters