Question 1

Art direction is the:

Accepted Answer

A) integration of the efforts of the copywriter and the artist. 
B) execution of the step-by-step process outlined in the creative brief. 
C) whole presentation,including all visual,verbal,and aural elements. 
D) process of managing the visual presentation of the ad. 
E) technique for transforming concepts into verbal and nonverbal ad components. 
A) integration of the efforts of the copywriter and the artist. 
B) execution of the step-by-step process outlined in the creative brief. 
C) whole presentation,including all visual,verbal,and aural elements. 
D) process of managing the visual presentation of the ad. 
E) technique for transforming concepts into verbal and nonverbal ad components.

Question 2

The creative strategy identifies how the ad will be executed.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is the fundamental building block for the creative pyramid?

Accepted Answer

A) Credibility 
B) Comprehension 
C) Interest 
D) Attention 
E) Desire 
A) Credibility 
B) Comprehension 
C) Interest 
D) Attention 
E) Desire

Question 4

When the agency presents the ad concepts to the client,the client is suddenly placed in the role of the:

Accepted Answer

A) Judge. 
B) artist. 
C) referee. 
D) warrior. 
E) advocate. 
A) Judge. 
B) artist. 
C) referee. 
D) warrior. 
E) advocate.

Question 5

Describe a fact-based thinker.

Accepted Answer

Fact-based thinkers tend to be linear th

Question 6

What are the three components of the message strategy?

Accepted Answer

A) Verbal,nonverbal,and technical 
B) Creative definition,creative execution,and creative implementation 
C) Copy,illustrations,and layout 
D) The informational,transactional,and transformational dimensions 
E) An objective statement,a support statement,and a brand personality 
A) Verbal,nonverbal,and technical 
B) Creative definition,creative execution,and creative implementation 
C) Copy,illustrations,and layout 
D) The informational,transactional,and transformational dimensions 
E) An objective statement,a support statement,and a brand personality

Question 7

List the five steps of the creative pyramid-starting at its top.

Accepted Answer

The five steps of the creative

Question 8

In the creative process,the big idea:

Accepted Answer

A) is defined as a bold,creative initiative. 
B) joins the product benefit with the consumer desire in a recognizable,familiar way. 
C) allows the audience to stop,look,and listen if they want to. 
D) is almost never expressed through a combination of art and copy. 
E) describes the direction the message should take. 
A) is defined as a bold,creative initiative. 
B) joins the product benefit with the consumer desire in a recognizable,familiar way. 
C) allows the audience to stop,look,and listen if they want to. 
D) is almost never expressed through a combination of art and copy. 
E) describes the direction the message should take.

Question 9

Truly great ads have certain characteristics in common.These characteristics are referred to as:

Accepted Answer

A) metaphors and similes. 
B) audience resonance and strategic relevance. 
C) the ability to break through perceptual barriers and complete information. 
D) the informational and transformational dimensions. 
E) emotional and rational appeals. 
A) metaphors and similes. 
B) audience resonance and strategic relevance. 
C) the ability to break through perceptual barriers and complete information. 
D) the informational and transformational dimensions. 
E) emotional and rational appeals.

Question 10

An ad funded by American Beef Producers shows what looks like a deep canyon with the sides made of thick filets,the greenery of heads of broccoli,and the river of gravy.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

Most theories of thinking fall into two general categories.What are they?

Accepted Answer

The two general cate

Question 12

In the advertising process,who are the creatives?

Accepted Answer

Everybody who works in the cre

Question 13

According to creativity consultant Roger von Oech,which of the following is NOT a strategy typically used by a good Artist to manipulate and transform concepts?

Accepted Answer

A) Connect 
B) Imagine 
C) Reverse 
D) Benefitize 
E) Eliminate 
A) Connect 
B) Imagine 
C) Reverse 
D) Benefitize 
E) Eliminate

Question 14

Explain the difference between informational ads and transformational ads.

Accepted Answer

Informational ads offer relief from some

Question 15

The billboard ad for Carhartt rugged outerwear listed local retailers in the vicinity of the billboard.This part of the ad would be classified as an informative.

Accepted Answer

A) True 
 B)False

Question 16

In radio,catchy phrases or sound effects are used to trigger interest in an ad.

Accepted Answer

A) True 
 B)False

Question 17

What is the last step in developing an advertising strategy?

Accepted Answer

A) Determining the advertising mix 
B) The delivery of the creative strategy to the creative department 
C) The creation of a message strategy 
D) An evaluation of how well the strategy supports the marketing plan 
E) Budget allocation 
A) Determining the advertising mix 
B) The delivery of the creative strategy to the creative department 
C) The creation of a message strategy 
D) An evaluation of how well the strategy supports the marketing plan 
E) Budget allocation

Question 18

What are the four roles of creativity in advertising?

Accepted Answer

The four roles of creativity in advertis

Question 19

People who are value-based thinkers can also be described as linear thinkers.

Accepted Answer

A) True 
 B)False

Question 20

_____ thinkers tend to be linear thinkers and make decisions based on facts and figures.

Accepted Answer

A) Value-based 
B) Transformational-based 
C) Transactional-based 
D) Objectivity-based 
E) Fact-based 
A) Value-based 
B) Transformational-based 
C) Transactional-based 
D) Objectivity-based 
E) Fact-based

Art direction is the:

The creative strategy identifies how the ad will be executed.

Which of the following is the fundamental building block for the creative pyramid?

When the agency presents the ad concepts to the client,the client is suddenly placed in the role of the:

Describe a fact-based thinker.

What are the three components of the message strategy?

List the five steps of the creative pyramid-starting at its top.

In the creative process,the big idea:

Truly great ads have certain characteristics in common.These characteristics are referred to as:

An ad funded by American Beef Producers shows what looks like a deep canyon with the sides made of thick filets,the greenery of heads of broccoli,and the river of gravy.Which of the following techniques for manipulating and transforming ideas was used in this example?

Most theories of thinking fall into two general categories.What are they?

In the advertising process,who are the creatives?

According to creativity consultant Roger von Oech,which of the following is NOT a strategy typically used by a good Artist to manipulate and transform concepts?

Explain the difference between informational ads and transformational ads.

The billboard ad for Carhartt rugged outerwear listed local retailers in the vicinity of the billboard.This part of the ad would be classified as an informative.

In radio,catchy phrases or sound effects are used to trigger interest in an ad.

What is the last step in developing an advertising strategy?

What are the four roles of creativity in advertising?

People who are value-based thinkers can also be described as linear thinkers.

_____ thinkers tend to be linear thinkers and make decisions based on facts and figures.

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

Art direction is the:

The creative strategy identifies how the ad will be executed.

Which of the following is the fundamental building block for the creative pyramid?

When the agency presents the ad concepts to the client,the client is suddenly placed in the role of the:

Describe a fact-based thinker.

What are the three components of the message strategy?

List the five steps of the creative pyramid-starting at its top.

In the creative process,the big idea:

Truly great ads have certain characteristics in common.These characteristics are referred to as:

An ad funded by American Beef Producers shows what looks like a deep canyon with the sides made of thick filets,the greenery of heads of broccoli,and the river of gravy.Which of the following techniques for manipulating and transforming ideas was used in this example?

Most theories of thinking fall into two general categories.What are they?

In the advertising process,who are the creatives?

According to creativity consultant Roger von Oech,which of the following is NOT a strategy typically used by a good Artist to manipulate and transform concepts?

Explain the difference between informational ads and transformational ads.

The billboard ad for Carhartt rugged outerwear listed local retailers in the vicinity of the billboard.This part of the ad would be classified as an informative.

In radio,catchy phrases or sound effects are used to trigger interest in an ad.

What is the last step in developing an advertising strategy?

What are the four roles of creativity in advertising?

People who are value-based thinkers can also be described as linear thinkers.

_____ thinkers tend to be linear thinkers and make decisions based on facts and figures.

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