Question 1

Which of the following would most likely increase a reader's perception that a product being advertised has a high degree of quality?

Accepted Answer

A)  Using bright colors 
B)  Including a pie chart 
C)  Using a clever metaphor 
D)  Including interesting artwork 
E)  Using a black and white photo 
A)  Using bright colors 
B)  Including a pie chart 
C)  Using a clever metaphor 
D)  Including interesting artwork 
E)  Using a black and white photo

Question 2

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

Accepted Answer

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

Question 3

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

Accepted Answer

A)  Eliminate 
B)  Adapt 
C)  Reverse 
D)  Connect 
E)  Parody 
A)  Eliminate 
B)  Adapt 
C)  Reverse 
D)  Connect 
E)  Parody

Question 4

According to the creative pyramid, the first step in copywriting and art design is to:

Accepted Answer

A)  get the prospect's interest. 
B)  attract the prospect's attention. 
C)  make the prospect aware of the product 
D)  make the prospect aware of the brand name. 
E)  create a two-way communications medium. 
A)  get the prospect's interest. 
B)  attract the prospect's attention. 
C)  make the prospect aware of the product 
D)  make the prospect aware of the brand name. 
E)  create a two-way communications medium.

Question 5

What are the three components of the message strategy?

Accepted Answer

The message strategy

Question 6

The creative strategy identifies how the ad will be executed.

Accepted Answer

A) True 
 B)False

Question 7

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 8

Discuss the roles of a copywriter and an art director.

Accepted Answer

Each member of the creative team plays a

Question 9

The ad for Absolut vodka has the following headline: "Absolut Envy." The creatives who designed this ad were most likely 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)  action 
C)  conviction 
D)  credibility 
E)  comprehension 
A)  desire 
B)  action 
C)  conviction 
D)  credibility 
E)  comprehension

Question 10

If negatively originated motives provide the basis for product purchase, then _____ 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 11

An ad from the National Peanut Board advises its readers that peanut butter is "like an energy bar with curves." The ad's illustration shows peanut butter thickly spread on a bagel to indicate how peanut butter can be used as part of a healthy lifestyle. In this example, creativity was used to:

Accepted Answer

A)  remind customers that peanut butter is an inexpensive snack. 
B)  persuade bagel manufacturers to provide peanut butter coupons. 
C)  inform customers about the health benefits of eating peanut butter. 
D)  convince customers to eat peanut butter even when they are dieting. 
E)  persuade retailers to carry different varieties and brands of peanut butter. 
A)  remind customers that peanut butter is an inexpensive snack. 
B)  persuade bagel manufacturers to provide peanut butter coupons. 
C)  inform customers about the health benefits of eating peanut butter. 
D)  convince customers to eat peanut butter even when they are dieting. 
E)  persuade retailers to carry different varieties and brands of peanut butter.

Question 12

The attention step is important to triggering a print ad's boom factor and may be accomplished with large headlines, dynamic visuals, or vibrant colors.

Accepted Answer

A) True 
 B)False

Question 13

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 a while. Why?

Accepted Answer

When the brain is overloaded with inform

Question 14

The term "creatives" refers to the:

Accepted Answer

A)  people who work in the creative department. 
B)  most important elements of the marketing mix. 
C)  roles played by all of the people within an advertising agency. 
D)  stages of integration between the visual and nonvisual elements of an ad. 
E)  final presentation of an advertising and marketing campaign to the client. 
A)  people who work in the creative department. 
B)  most important elements of the marketing mix. 
C)  roles played by all of the people within an advertising agency. 
D)  stages of integration between the visual and nonvisual elements of an ad. 
E)  final presentation of an advertising and marketing campaign to the client.

Question 15

In the advertising process, who are the creatives?

Accepted Answer

Everybody who works in the cre

Question 16

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?

Accepted Answer

A)  Message strategizing 
B)  Free association 
C)  Conceptualization 
D)  Product positioning 
E)  Brainstorming 
A)  Message strategizing 
B)  Free association 
C)  Conceptualization 
D)  Product positioning 
E)  Brainstorming

Question 17

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 18

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

Accepted Answer

A)  carry the concept into action. 
B)  evaluate the practicality of the big idea. 
C)  help the account manager present the campaign to the client. 
D)  turn the agency account team into allies for the client presentation. 
E)  get the big idea approved, produced, and placed in the media. 
A)  carry the concept into action. 
B)  evaluate the practicality of the big idea. 
C)  help the account manager present the campaign to the client. 
D)  turn the agency account team into allies for the client presentation. 
E)  get the big idea approved, produced, and placed in the media.

Question 19

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 20

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

Which of the following would most likely increase a reader's perception that a product being advertised has a high degree of quality?

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 made of heads of broccoli, and the river made of gravy. Which of the following techniques for manipulating and transforming ideas was most likely used in this example?

According to the creative pyramid, the first step in copywriting and art design is to:

What are the three components of the message strategy?

The creative strategy identifies how the ad will be executed.

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

Discuss the roles of a copywriter and an art director.

The ad for Absolut vodka has the following headline: "Absolut Envy." The creatives who designed this ad were most likely 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.

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

An ad from the National Peanut Board advises its readers that peanut butter is "like an energy bar with curves." The ad's illustration shows peanut butter thickly spread on a bagel to indicate how peanut butter can be used as part of a healthy lifestyle. In this example, creativity was used to:

The attention step is important to triggering a print ad's boom factor and may be accomplished with large headlines, dynamic visuals, or vibrant colors.

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 a while. Why?

The term "creatives" refers to the:

In the advertising process, who are the creatives?

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

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

Art direction is the:

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

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

Which of the following would most likely increase a reader's perception that a product being advertised has a high degree of quality?

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 made of heads of broccoli, and the river made of gravy. Which of the following techniques for manipulating and transforming ideas was most likely used in this example?

According to the creative pyramid, the first step in copywriting and art design is to:

What are the three components of the message strategy?

The creative strategy identifies how the ad will be executed.

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

Discuss the roles of a copywriter and an art director.

The ad for Absolut vodka has the following headline: "Absolut Envy." The creatives who designed this ad were most likely 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.

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

An ad from the National Peanut Board advises its readers that peanut butter is "like an energy bar with curves." The ad's illustration shows peanut butter thickly spread on a bagel to indicate how peanut butter can be used as part of a healthy lifestyle. In this example, creativity was used to:

The attention step is important to triggering a print ad's boom factor and may be accomplished with large headlines, dynamic visuals, or vibrant colors.

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 a while. Why?

The term "creatives" refers to the:

In the advertising process, who are the creatives?

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

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

Art direction is the:

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

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