Exam 8: Creating ADS: Strategy and Process

Picture an ad for a radio station showing two distinct commuters in their cars listening to drive-time radio.One has a blissfully content smile on her face,while the other looks exceedingly concerned and stressed.The announcer says,"One of these commuters is relaxing to Soft Rock 94.Can you guess which one?" According to the creative pyramid,this type of comparative advertising can be used to build an ad's:

The creative in the role of the Judge evaluates the practicality of the big ideas and decides whether to implement,modify,or discard them.

Often the creatives will take an ad campaign that they have been putting a lot of time and effort into and put it aside for awhile.Why?

A creative strategy is also referred to as a copy strategy.

The creative strategy has several other names.What are they?

In 2008,Helen's Foods,the maker of pre-baked and frozen meals,introduced a line of vegetarian Comfort Meals.When the art director was asked to create an ad for Comfort Meals,he needed to create a visual picture which illustrated how yummy and nutritious the meals were,as well as attract the attention of readers.What is the term used to describe this step in the creative process?

The creatives that are in the role of the _____ are most likely to benefit from brainstorming.

The _____ is the document that serves as the creative team's guide for writing and producing the ad.

According to creativity consultant Roger von Oech,the _____ role in the creative process is to experiment and play with a variety of approaches,looking for an original idea.

The attention step is critically important to triggering an ad's boom factor.

According to creativity consultant Roger von Oech,there are four roles that every art director and copywriter has to personally take on at some point in the creative process.List and briefly describe each of these imaginary roles.

In the final step of the creative process,the Warrior would perform all of the following activities EXCEPT:

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 creation of the burning bottle of perfume is an example of:

The creative strategy is a simple written statement of the most important issues to be considered in the development of an ad or campaign.

Every Sherwin-Williams paint ad is required to contain the stylized paint brush and the company's Web address.What is the name given to such technical requirements?

One way that copywriters create interest in their ads is to:

An ad for Asian Sensations newest product line of snack foods encourages its readers to "Thai something new." In this example,the word play is used to:

An ad for a tennis camp shows a background photo of tennis balls on which the camp's dates and locations are printed.Who amongst the following was MOST likely responsible for the tennis ball photo?

When the agency presents the ad concept,the client assumes the role of the Warrior.

Most ads,whether they are informational or transformational,do resonate with their audiences.