Question 1

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

Accepted Answer

A)  create 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)  create 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. B

Question 2

Many scholars believe styles of thinking fall into two general categories.What are they?

Accepted Answer

The two general categories of thinking are value-based and fact-based

Question 3

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

Accepted Answer

A) True 
 B)False  True

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

In the advertising process,who are the creatives?

Accepted Answer

All the people who work in the

Question 6

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 7

In most ad agencies,the people who first conceptualize the target markets,strategy,and budget process are the members of the creative team.

Accepted Answer

A) True 
 B)False

Question 8

A series of Target ads are required to show the company's URL and logo.What are these technical requirements called,and why do companies have them?

Accepted Answer

Mandatories are the address,ph

Question 9

While the conceptualization step is important,the visualization step is the most important step in creating the advertisement.

Accepted Answer

A) True 
 B)False

Question 10

An ad for Fila USA showed a praying mantis sprinting away from his murderous mate along a tree branch.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 11

A billboard for Target features the Target dog,with his signature eye painted with the Target logo with large text reading "Sit.Stay.Shop." The creative team that designed the ad likely intended the photo and large text to be

Accepted Answer

A)  psychosocial consequences. 
B)  attention-getting devices. 
C)  copy platforms. 
D)  credibility-builders. 
E)  action-stimulators. 
A)  psychosocial consequences. 
B)  attention-getting devices. 
C)  copy platforms. 
D)  credibility-builders. 
E)  action-stimulators.

Question 12

The creative strategy identifies how the ad will be executed.

Accepted Answer

A) True 
 B)False

Question 13

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 14

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

Accepted Answer

The five steps of the creative

Question 15

Creatives serving in the role of _____ will most likely benefit from brainstorming.

Accepted Answer

A)  Intuitives 
B)  Creators 
C)  Mediators 
D)  Explorers 
E)  Collaborators 
A)  Intuitives 
B)  Creators 
C)  Mediators 
D)  Explorers 
E)  Collaborators

Question 16

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

Accepted Answer

In some agencies the creative

Question 17

An ad for Asian Sensations newest product line of snack foods encourages readers to "Thai something new." The creatives who designed this ad intended its headline 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 18

Negatively originated purchase motives provide the foundation for many informational ads.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

The creative who evaluates the results of experimentation and decides which approach is most practical is called the Judge.

Accepted Answer

A) True 
 B)False

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

Many scholars believe styles of thinking fall into two general categories.What are they?

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

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

In the advertising process,who are the creatives?

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

In most ad agencies,the people who first conceptualize the target markets,strategy,and budget process are the members of the creative team.

A series of Target ads are required to show the company's URL and logo.What are these technical requirements called,and why do companies have them?

While the conceptualization step is important,the visualization step is the most important step in creating the advertisement.

An ad for Fila USA showed a praying mantis sprinting away from his murderous mate along a tree branch.Which of the following techniques for manipulating and transforming ideas was most likely used in this example?

A billboard for Target features the Target dog,with his signature eye painted with the Target logo with large text reading "Sit.Stay.Shop." The creative team that designed the ad likely intended the photo and large text to be

The creative strategy identifies how the ad will be executed.

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

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

Creatives serving in the role of _____ will most likely benefit from brainstorming.

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

An ad for Asian Sensations newest product line of snack foods encourages readers to "Thai something new." The creatives who designed this ad intended its headline to be a(n)

Negatively originated purchase motives provide the foundation for many informational ads.

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

The creative who evaluates the results of experimentation and decides which approach is most practical is called the Judge.

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

The Environment of Advertising

The Business of Advertising

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,Digital,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

Filters

Exam 8: Creating Ads: Strategy and Process

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

Many scholars believe styles of thinking fall into two general categories.What are they?

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

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

In the advertising process,who are the creatives?

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

In most ad agencies,the people who first conceptualize the target markets,strategy,and budget process are the members of the creative team.

A series of Target ads are required to show the company's URL and logo.What are these technical requirements called,and why do companies have them?

While the conceptualization step is important,the visualization step is the most important step in creating the advertisement.

An ad for Fila USA showed a praying mantis sprinting away from his murderous mate along a tree branch.Which of the following techniques for manipulating and transforming ideas was most likely used in this example?

A billboard for Target features the Target dog,with his signature eye painted with the Target logo with large text reading "Sit.Stay.Shop." The creative team that designed the ad likely intended the photo and large text to be

The creative strategy identifies how the ad will be executed.

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

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

Creatives serving in the role of _____ will most likely benefit from brainstorming.

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

An ad for Asian Sensations newest product line of snack foods encourages readers to "Thai something new." The creatives who designed this ad intended its headline to be a(n)

Negatively originated purchase motives provide the foundation for many informational ads.

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

The creative who evaluates the results of experimentation and decides which approach is most practical is called the Judge.

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

The Environment of Advertising

The Business of Advertising

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,Digital,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

Filters