Question 1

What are the three components of the creative strategy used by Leo Burnett?

Accepted Answer

A)  Creative definition, creative execution, and creative implementation 
B)  Informational, transactional, and transformational dimensions 
C)  Verbal, nonverbal, and technical dimensions 
D)  Objective, support, and tone statements 
E)  Copy, illustrations, and layout 
A)  Creative definition, creative execution, and creative implementation 
B)  Informational, transactional, and transformational dimensions 
C)  Verbal, nonverbal, and technical dimensions 
D)  Objective, support, and tone statements 
E)  Copy, illustrations, and layout

Question 2

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)  Artist 
B)  Judge 
C)  Warrior 
D)  Explorer 
E)  Researcher 
A)  Artist 
B)  Judge 
C)  Warrior 
D)  Explorer 
E)  Researcher

Question 3

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 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 will most likely build an ad's:

Accepted Answer

A)  desirability 
B)  creativity. 
C)  interest. 
D)  clarity. 
E)  credibility. 
A)  desirability 
B)  creativity. 
C)  interest. 
D)  clarity. 
E)  credibility.

Question 5

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 most likely 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 6

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

Accepted Answer

The five steps of the creative

Question 7

In print media, colorful charts and tables have been shown to raise readers' perception of quality.

Accepted Answer

A) True 
 B)False

Question 8

What is a message strategy? Describe the components of a message strategy.

Accepted Answer

The message strategy is a simple descrip

Question 9

The print ad for 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 most likely intended the photo 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 10

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

Accepted Answer

A)  The copywriter 
B)  The art director 
C)  The publicity expert 
D)  The layout artist 
E)  The PR representative 
A)  The copywriter 
B)  The art director 
C)  The publicity expert 
D)  The layout artist 
E)  The PR representative

Question 11

Another name for a creative strategy is a:

Accepted Answer

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

Question 12

Which of the following would LEAST likely be included in a creative strategy?

Accepted Answer

A)  Definition of the target audience 
B)  Objective of the advertising 
C)  The brand's personality 
D)  Budget procedures 
E)  Key benefits 
A)  Definition of the target audience 
B)  Objective of the advertising 
C)  The brand's personality 
D)  Budget procedures 
E)  Key benefits

Question 13

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

Accepted Answer

A)  persuade consumers to try an Asian Sensations snack. 
B)  inform customers that Asian Sensations sells nutritious snacks. 
C)  persuade customers to check the Web site of Asian Sensations. 
D)  persuade retailers to carry more Asian Sensations snack foods. 
E)  remind customers that Asian Sensations has been reformulated. 
A)  persuade consumers to try an Asian Sensations snack. 
B)  inform customers that Asian Sensations sells nutritious snacks. 
C)  persuade customers to check the Web site of Asian Sensations. 
D)  persuade retailers to carry more Asian Sensations snack foods. 
E)  remind customers that Asian Sensations has been reformulated.

Question 14

In advertising, it is important for the creative who plays the role of the Hunter to look in new and uncommon places for information.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A)  creative strategy 
B)  visual storyboard 
C)  graphic ideation 
D)  message strategy 
E)  speculative presentation 
A)  creative strategy 
B)  visual storyboard 
C)  graphic ideation 
D)  message strategy 
E)  speculative presentation

Question 16

In the creative process, the big idea:

Accepted Answer

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

Question 17

Which of the following is a step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways?

Accepted Answer

A)  Creative aggregation 
B)  Intuitive procedure 
C)  Creative process 
D)  Innovative promotional process 
E)  Ideation methodology 
A)  Creative aggregation 
B)  Intuitive procedure 
C)  Creative process 
D)  Innovative promotional process 
E)  Ideation methodology

Question 18

The _____ component of the message strategy would include budgets, scheduling limitations, and mandatories.

Accepted Answer

A)  creative definition 
B)  informational 
C)  transactional 
D)  technical 
E)  transformational 
A)  creative definition 
B)  informational 
C)  transactional 
D)  technical 
E)  transformational

Question 19

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.

Accepted Answer

A)  Artist 
B)  Judge 
C)  Warrior 
D)  Explorer 
E)  Researcher 
A)  Artist 
B)  Judge 
C)  Warrior 
D)  Explorer 
E)  Researcher

Question 20

According to Von Oech, Explorers should believe that good information is available and that they have the skills to find and use the information. Which term best describes this concept?

Accepted Answer

A)  Big idea 
B)  Visualization 
C)  Transformation 
D)  Insight outlook 
E)  Free association 
A)  Big idea 
B)  Visualization 
C)  Transformation 
D)  Insight outlook 
E)  Free association

What are the three components of the creative strategy used by Leo Burnett?

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.

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.

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 will most likely build an ad's:

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

In print media, colorful charts and tables have been shown to raise readers' perception of quality.

What is a message strategy? Describe the components of a message strategy.

The print ad for 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 most likely intended the photo to be a(n):

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

Another name for a creative strategy is a:

Which of the following would LEAST likely be included in a creative strategy?

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

In advertising, it is important for the creative who plays the role of the Hunter to look in new and uncommon places for information.

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

In the creative process, the big idea:

Which of the following is a step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways?

The _____ component of the message strategy would include budgets, scheduling limitations, and mandatories.

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.

According to Von Oech, Explorers should believe that good information is available and that they have the skills to find and use the information. Which term best describes this concept?

The Evolution of Advertising

The Environment of Advertising

The Business of Advertising

Segmentation, Targeting, and the Marketing Mix

Communication and Consumer Behavior

Account Planning and Research

Marketing, Advertising, and Imc Planning

Creative Execution: Art and Copy

Print Advertising

Broadcast, Cable, and Satellite Media: Television and Radio

Digital Interactive Media

Out-Of-Home, Direct-Mail, and Promotional Products

Media Planning and Buying

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

IMC: Public Relations, Sponsorship, and Corporate Advertising

Producing ADS

Filters

Exam 8: Creating Ads: Strategy and Process

What are the three components of the creative strategy used by Leo Burnett?

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.

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.

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 will most likely build an ad's:

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

In print media, colorful charts and tables have been shown to raise readers' perception of quality.

What is a message strategy? Describe the components of a message strategy.

The print ad for 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 most likely intended the photo to be a(n):

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

Another name for a creative strategy is a:

Which of the following would LEAST likely be included in a creative strategy?

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

In advertising, it is important for the creative who plays the role of the Hunter to look in new and uncommon places for information.

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

In the creative process, the big idea:

Which of the following is a step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways?

The _____ component of the message strategy would include budgets, scheduling limitations, and mandatories.

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.

According to Von Oech, Explorers should believe that good information is available and that they have the skills to find and use the information. Which term best describes this concept?

The Evolution of Advertising

The Environment of Advertising

The Business of Advertising

Segmentation, Targeting, and the Marketing Mix

Communication and Consumer Behavior

Account Planning and Research

Marketing, Advertising, and Imc Planning

Creative Execution: Art and Copy

Print Advertising

Broadcast, Cable, and Satellite Media: Television and Radio

Digital Interactive Media

Out-Of-Home, Direct-Mail, and Promotional Products

Media Planning and Buying

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

IMC: Public Relations, Sponsorship, and Corporate Advertising

Producing ADS

Filters