Question 1

The _____ would evaluate the practicality of the big idea and decide whether to implement,modify,or discard it.

Accepted Answer

A) Judge 
B) Evaluator 
C) Mediator 
D) Expressive 
E) Liaison 
A) Judge 
B) Evaluator 
C) Mediator 
D) Expressive 
E) Liaison

Question 2

Negatively originated motives provide the foundation for many great ads.

Accepted Answer

A) True 
 B)False

Question 3

The print ad for the a new Clinique perfume shows a photograph with flames coming out of the sprayer and wrapping around the bottle to show how the perfume heats up passion.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 4

In its ads,Dynakor states that you can take the Dynakor weight-loss formula and "eat all you want and still lose weight." According to the creative pyramid,this type of problem-solving ad can be used to build an ad's:

Accepted Answer

A) desire. 
B) awareness. 
C) interest. 
D) comprehension. 
E) attention. 
A) desire. 
B) awareness. 
C) interest. 
D) comprehension. 
E) attention.

Question 5

Discuss the role of the Judge in the creative process.

Accepted Answer

The Judge evaluates the practicality of

Question 6

The creative who takes on the role of Explorer may want to conduct a situation analysis.

Accepted Answer

A) True 
 B)False

Question 7

If negatively originated motives provide the basis for product purchase,then _____ types of ads will more than likely resonate with the audience.

Accepted Answer

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

Question 8

An ad for Breitling watches describes the watches as "prestigious,professional-grade instruments that perform exceedingly well." The Breitling ad is _____ because it has a positively originated motive.

Accepted Answer

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

Question 9

The ad for Absolut vodka has the following headline: "Absolut Envy." The creatives who designed this ad were trying to create _____ for the alcohol with a play on words to imply that you will be the envy of all your friends if you drink Absolute vodka.

Accepted Answer

A) desire 
B) awareness 
C) interest 
D) credibility 
E) attention 
A) desire 
B) awareness 
C) interest 
D) credibility 
E) attention

Question 10

The first task for Explorers is the long and sometimes tedious process of reviewing all the information they gathered when they played the Warrior role.

Accepted Answer

A) True 
 B)False

Question 11

What is it called when two or more people get together to generate new ideas?

Accepted Answer

When two or more peo

Question 12

Strategy is at the root of all great creative work.

Accepted Answer

A) True 
 B)False

Question 13

An ad for the UBS Investment Bank begins with the statement,"Success is the sum of the confident decisions you make." Simply from this statement,you can surmise that the ad is more likely to appeal to _____ than to _____ thinkers.

Accepted Answer

A) functional;hierarchical 
B) value-based;fact-based 
C) transformational;transactional 
D) transactional;transformational 
E) fact-based;value-based 
A) functional;hierarchical 
B) value-based;fact-based 
C) transformational;transactional 
D) transactional;transformational 
E) fact-based;value-based

Question 14

List and briefly describe the components of message strategy.

Accepted Answer

The message strategy has three component

Question 15

According to creativity consultant Roger von Oech,which role in the creative process is to overcome excuses,idea killers,setbacks,and obstacles to bring a creative concept to realization?

Accepted Answer

A) The Warrior 
B) The Referee 
C) The Critic 
D) The Detractor 
E) The Opponent 
A) The Warrior 
B) The Referee 
C) The Critic 
D) The Detractor 
E) The Opponent

Question 16

Whose role would it be to tell the creatives that their idea of using a world championship rodeo bull rider to promote an HMO is not a good idea and will probably open the agency and its client to a great deal of ridicule?

Accepted Answer

A) The Referee 
B) The Evaluator 
C) The Judge 
D) The Liaison 
E) The Mediator 
A) The Referee 
B) The Evaluator 
C) The Judge 
D) The Liaison 
E) The Mediator

Question 17

Who is ultimately responsible for the final form an ad takes?

Accepted Answer

A) The graphic designer 
B) The creative director 
C) The media planner 
D) The art director 
E) The PR representative 
A) The graphic designer 
B) The creative director 
C) The media planner 
D) The art director 
E) The PR representative

Question 18

How do the creatives establish credibility for their advertised good or service?

Accepted Answer

Three common ways for establis

Question 19

The creative in the role of the _____ would state that a full-page ad for free checking accounts in "The Wall Street Journal" is a waste of resources for a community bank.

Accepted Answer

A) Evaluator 
B) Judge 
C) Mediator 
D) Expressive 
E) Liaison 
A) Evaluator 
B) Judge 
C) Mediator 
D) Expressive 
E) Liaison

Question 20

An ad encouraging golfers to subscribe to "Golf magazine" has the following headline: "Play at the Top of Your Game." In this example,the creative message of the ad was used to:

Accepted Answer

A) persuade consumers to subscribe to "Golf Magazine." 
B) inform readers that "Golf Magazine" is available through subscriptions. 
C) persuade customers to buy multiple copies of "Golf Magazine." 
D) persuade retailers to carry "Golf Magazine." 
E) remind customers that "Golf Magazine" is the best-selling golf magazine available. 
A) persuade consumers to subscribe to "Golf Magazine." 
B) inform readers that "Golf Magazine" is available through subscriptions. 
C) persuade customers to buy multiple copies of "Golf Magazine." 
D) persuade retailers to carry "Golf Magazine." 
E) remind customers that "Golf Magazine" is the best-selling golf magazine available.

The _____ would evaluate the practicality of the big idea and decide whether to implement,modify,or discard it.

Negatively originated motives provide the foundation for many great ads.

The print ad for the a new Clinique perfume shows a photograph with flames coming out of the sprayer and wrapping around the bottle to show how the perfume heats up passion.The creatives who designed this ad intended its headline to be a(n):

In its ads,Dynakor states that you can take the Dynakor weight-loss formula and "eat all you want and still lose weight." According to the creative pyramid,this type of problem-solving ad can be used to build an ad's:

Discuss the role of the Judge in the creative process.

The creative who takes on the role of Explorer may want to conduct a situation analysis.

If negatively originated motives provide the basis for product purchase,then _____ types of ads will more than likely resonate with the audience.

An ad for Breitling watches describes the watches as "prestigious,professional-grade instruments that perform exceedingly well." The Breitling ad is _____ because it has a positively originated motive.

The ad for Absolut vodka has the following headline: "Absolut Envy." The creatives who designed this ad were trying to create _____ for the alcohol with a play on words to imply that you will be the envy of all your friends if you drink Absolute vodka.

The first task for Explorers is the long and sometimes tedious process of reviewing all the information they gathered when they played the Warrior role.

What is it called when two or more people get together to generate new ideas?

Strategy is at the root of all great creative work.

An ad for the UBS Investment Bank begins with the statement,"Success is the sum of the confident decisions you make." Simply from this statement,you can surmise that the ad is more likely to appeal to _ than to _ thinkers.

List and briefly describe the components of message strategy.

According to creativity consultant Roger von Oech,which role in the creative process is to overcome excuses,idea killers,setbacks,and obstacles to bring a creative concept to realization?

Whose role would it be to tell the creatives that their idea of using a world championship rodeo bull rider to promote an HMO is not a good idea and will probably open the agency and its client to a great deal of ridicule?

Who is ultimately responsible for the final form an ad takes?

How do the creatives establish credibility for their advertised good or service?

The creative in the role of the _____ would state that a full-page ad for free checking accounts in "The Wall Street Journal" is a waste of resources for a community bank.

An ad encouraging golfers to subscribe to "Golf magazine" has the following headline: "Play at the Top of Your Game." In this example,the creative message of the ad was used to:

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

The _____ would evaluate the practicality of the big idea and decide whether to implement,modify,or discard it.

Negatively originated motives provide the foundation for many great ads.

The print ad for the a new Clinique perfume shows a photograph with flames coming out of the sprayer and wrapping around the bottle to show how the perfume heats up passion.The creatives who designed this ad intended its headline to be a(n):

In its ads,Dynakor states that you can take the Dynakor weight-loss formula and "eat all you want and still lose weight." According to the creative pyramid,this type of problem-solving ad can be used to build an ad's:

Discuss the role of the Judge in the creative process.

The creative who takes on the role of Explorer may want to conduct a situation analysis.

If negatively originated motives provide the basis for product purchase,then _____ types of ads will more than likely resonate with the audience.

An ad for Breitling watches describes the watches as "prestigious,professional-grade instruments that perform exceedingly well." The Breitling ad is _____ because it has a positively originated motive.

The ad for Absolut vodka has the following headline: "Absolut Envy." The creatives who designed this ad were trying to create _____ for the alcohol with a play on words to imply that you will be the envy of all your friends if you drink Absolute vodka.

The first task for Explorers is the long and sometimes tedious process of reviewing all the information they gathered when they played the Warrior role.

What is it called when two or more people get together to generate new ideas?

Strategy is at the root of all great creative work.

An ad for the UBS Investment Bank begins with the statement,"Success is the sum of the confident decisions you make." Simply from this statement,you can surmise that the ad is more likely to appeal to _____ than to _____ thinkers.

List and briefly describe the components of message strategy.

According to creativity consultant Roger von Oech,which role in the creative process is to overcome excuses,idea killers,setbacks,and obstacles to bring a creative concept to realization?

Whose role would it be to tell the creatives that their idea of using a world championship rodeo bull rider to promote an HMO is not a good idea and will probably open the agency and its client to a great deal of ridicule?

Who is ultimately responsible for the final form an ad takes?

How do the creatives establish credibility for their advertised good or service?

The creative in the role of the _____ would state that a full-page ad for free checking accounts in "The Wall Street Journal" is a waste of resources for a community bank.

An ad encouraging golfers to subscribe to "Golf magazine" has the following headline: "Play at the Top of Your Game." In this example,the creative message of the ad was used to:

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

An ad for the UBS Investment Bank begins with the statement,"Success is the sum of the confident decisions you make." Simply from this statement,you can surmise that the ad is more likely to appeal to _ than to _ thinkers.