Question 1

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

Accepted Answer

A)  use the word "you" frequently. 
B)  write lengthy, technical copy. 
C)  use multimedia components. 
D)  write three-word headlines. 
E)  use actual consumers. 
A)  use the word "you" frequently. 
B)  write lengthy, technical copy. 
C)  use multimedia components. 
D)  write three-word headlines. 
E)  use actual consumers.

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

_____ thinkers tend to be linear thinkers and make decisions based on hard data.

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

Question 4

Creative blocking tends to occur when people in the agency start thinking like value-based thinkers.

Accepted Answer

A) True 
 B)False

Question 5

The two general categories of theories of thinking are:

Accepted Answer

A)  divergent and convergent. 
B)  functional and hierarchical. 
C)  creative and technical. 
D)  fact-based and value-based. 
E)  transformational and transactional. 
A)  divergent and convergent. 
B)  functional and hierarchical. 
C)  creative and technical. 
D)  fact-based and value-based. 
E)  transformational and transactional.

Question 6

Briefly describe the two dimensions needed for great advertising.

Accepted Answer

Two dimensions promote greatness: audien

Question 7

All of the following are recommended by Bruce Bendinger to improve a Warrior's selling power during a client presentation EXCEPT:

Accepted Answer

A)  structuring the presentation. 
B)  focusing on the client's needs. 
C)  discussing the strategy last. 
D)  rehearsing the presentation. 
E)  solving the client's problem. 
A)  structuring the presentation. 
B)  focusing on the client's needs. 
C)  discussing the strategy last. 
D)  rehearsing the presentation. 
E)  solving the client's problem.

Question 8

Any ad for Samsonite luggage must contain its slogan, "Life's a Journey" and the Samsonite logo. These required ad elements are referred to as:

Accepted Answer

A)  visual enhancers. 
B)  requisite features. 
C)  ad perquisites. 
D)  ad stipulations. 
E)  mandatories. 
A)  visual enhancers. 
B)  requisite features. 
C)  ad perquisites. 
D)  ad stipulations. 
E)  mandatories.

Question 9

An ad for Toshiba office machines suggests that unless you use Toshiba office products, you will be victimized by corporate espionage. The ad is _____ because it offers a product that will protect your important business information.

Accepted Answer

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

Question 10

The creative pyramid serves as a model to help creative teams convert the advertising strategy and the big idea into the actual physical ad or commercial.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

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

Question 12

Strategy is at the root of all great creative work.

Accepted Answer

A) True 
 B)False

Question 13

The creative who takes on the role of Explorer will most likely study the market, the product, and the competition.

Accepted Answer

A) True 
 B)False

Question 14

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.

Question 15

The Target dog, the Jolly Green Giant, and the Geico gecko are examples of:

Accepted Answer

A)  information graphics. 
B)  memory files. 
C)  brand icons. 
D)  narrators. 
E)  metaphors. 
A)  information graphics. 
B)  memory files. 
C)  brand icons. 
D)  narrators. 
E)  metaphors.

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

Explain the difference between informational ads and transformational ads.

Accepted Answer

Informational ads promise benefits that

Question 18

According to creativity consultant Roger von Oech, what are the four distinct roles in the creative process?

Accepted Answer

According to creativity consultant Roger

Question 19

Describe a fact-based thinker.

Accepted Answer

Fact-based thinkers tend to be linear th

Question 20

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

Accepted Answer

A) True 
 B)False

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

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

_____ thinkers tend to be linear thinkers and make decisions based on hard data.

Creative blocking tends to occur when people in the agency start thinking like value-based thinkers.

The two general categories of theories of thinking are:

Briefly describe the two dimensions needed for great advertising.

All of the following are recommended by Bruce Bendinger to improve a Warrior's selling power during a client presentation EXCEPT:

Any ad for Samsonite luggage must contain its slogan, "Life's a Journey" and the Samsonite logo. These required ad elements are referred to as:

An ad for Toshiba office machines suggests that unless you use Toshiba office products, you will be victimized by corporate espionage. The ad is _____ because it offers a product that will protect your important business information.

The creative pyramid serves as a model to help creative teams convert the advertising strategy and the big idea into the actual physical ad or commercial.

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

Strategy is at the root of all great creative work.

The creative who takes on the role of Explorer will most likely study the market, the product, and the competition.

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 Target dog, the Jolly Green Giant, and the Geico gecko are examples of:

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

Explain the difference between informational ads and transformational ads.

According to creativity consultant Roger von Oech, what are the four distinct roles in the creative process?

Describe a fact-based thinker.

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

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

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

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

_____ thinkers tend to be linear thinkers and make decisions based on hard data.

Creative blocking tends to occur when people in the agency start thinking like value-based thinkers.

The two general categories of theories of thinking are:

Briefly describe the two dimensions needed for great advertising.

All of the following are recommended by Bruce Bendinger to improve a Warrior's selling power during a client presentation EXCEPT:

Any ad for Samsonite luggage must contain its slogan, "Life's a Journey" and the Samsonite logo. These required ad elements are referred to as:

An ad for Toshiba office machines suggests that unless you use Toshiba office products, you will be victimized by corporate espionage. The ad is _____ because it offers a product that will protect your important business information.

The creative pyramid serves as a model to help creative teams convert the advertising strategy and the big idea into the actual physical ad or commercial.

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

Strategy is at the root of all great creative work.

The creative who takes on the role of Explorer will most likely study the market, the product, and the competition.

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 Target dog, the Jolly Green Giant, and the Geico gecko are examples of:

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

Explain the difference between informational ads and transformational ads.

According to creativity consultant Roger von Oech, what are the four distinct roles in the creative process?

Describe a fact-based thinker.

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

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