Question 1

Procter & Gamble and Leo Burnett use three components in their creative strategies.They are

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

Why do most ads fail to resonate with the audience?

Accepted Answer

Most ads fail to resonate with

Question 3

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 4

In trying to break into the Canadian market,Target had to develop new and inspired ads that appealed to Canadians.Which of the following processes could Target's art director and lead copywriter have used to find inspiration?

Accepted Answer

A)  idea swiping 
B)  lateral thinking 
C)  brainstorming 
D)  collaborating research 
E)  critical examination 
A)  idea swiping 
B)  lateral thinking 
C)  brainstorming 
D)  collaborating research 
E)  critical examination

Question 5

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 Absolut vodka.

Accepted Answer

A)  desire 
B)  action 
C)  conviction 
D)  credibility 
E)  comprehension 
A)  desire 
B)  action 
C)  conviction 
D)  credibility 
E)  comprehension

Question 6

Describe what creatives typically do when fulfilling each of the four imaginary roles identified by Roger von Oech as part of the creative process.

Accepted Answer

According to creativity consultant Roger

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

Briefly describe the two dimensions needed for great advertising.

Accepted Answer

Two dimensions promote greatness: audien

Question 9

An ad for Toshiba office equipment illustrates the problems of corporate espionage with an ad that shows a copier just after it has stolen a women's pocketbook.The woman is screaming,and the copier is rolling away with the purse.The comparison of a purse snatcher to corporate espionage is an example of how _____ can be used in advertising.

Accepted Answer

A)  selective perception 
B)  memory files 
C)  creativity 
D)  sarcasm 
E)  reinforcement 
A)  selective perception 
B)  memory files 
C)  creativity 
D)  sarcasm 
E)  reinforcement

Question 10

Globetrotter needed to create an ad that showed its sleeping bags would keep customers warm and happy wherever they went.It was up to the art director to create a mental picture that captured the concept and presented it in a bold way before any copy or art could be created.She _____ an idea for the ad by playing on how closely the sleeping bags resembled happy seals taking a nap on a beach.

Accepted Answer

A)  researched 
B)  free associated 
C)  conceptualized 
D)  positioned 
E)  defended 
A)  researched 
B)  free associated 
C)  conceptualized 
D)  positioned 
E)  defended

Question 11

Describe creativity and explain how it enhances advertising.

Accepted Answer

To create means to originate,to conceive

Question 12

A bold,creative initiative that builds on the strategy,joins the product benefit with consumer desire in a fresh,involving way,brings the subject to life,and makes the audience stop,look,and listen is called the big idea.

Accepted Answer

A) True 
 B)False

Question 13

An ad for the global TED conferences describes the talks as "Ideas worth spreading." This ad is _____ because it has a positively originated motive.

Accepted Answer

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

Question 14

The creative strategy addresses the most important issues to be considered in the development of an ad or campaign.

Accepted Answer

A) True 
 B)False

Question 15

The two commonalities of great ads are the ability to break through consumer perceptual barriers and the ability to create "top-of-mind" awareness.

Accepted Answer

A) True 
 B)False

Question 16

In order to spread awareness about its ride-sharing service,Uber ran a social media ad campaign with a slogan meant to reach out to both riders and drivers: "What's your destination? Get there.The day belongs to you." The ad suggests that people driving cars could have more flexibility in their work schedules,while people ordering rides could have faster rides and more personal,helpful drivers.The ad is _____ because it offers a service that consumers may not have known existed.

Accepted Answer

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

Question 17

Creativity helps advertising _____ by creating new myths and heroes,like the Energizer Bunny,the Jolly Green Giant,and the Geico gecko.

Accepted Answer

A)  explore 
B)  judge 
C)  narrate 
D)  adapt 
E)  persuade 
A)  explore 
B)  judge 
C)  narrate 
D)  adapt 
E)  persuade

Question 18

An ad for Shiny Toothpaste states,"Nine out of ten dentists recommend Shiny Toothpaste to their patients.Why don't you give it a try?" This ad would be more likely to appeal to _____ than to _____ thinkers.

Accepted Answer

A)  functional; hierarchical 
B)  value-based; fact-based 
C)  transformational; transactional 
D)  transactional; transformational 
E)  fact-based; value-based 
A)  functional; hierarchical 
B)  value-based; fact-based 
C)  transformational; transactional 
D)  transactional; transformational 
E)  fact-based; value-based

Question 19

The role of the _____ would be to tell the creatives that their idea of using a world championship rodeo bull rider to promote an insurance plan is not a good idea and will probably open the agency and its client to a great deal of ridicule.

Accepted Answer

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

Question 20

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

Procter & Gamble and Leo Burnett use three components in their creative strategies.They are

Why do most ads fail to resonate with the audience?

One way that copywriters create interest in their ads is to

In trying to break into the Canadian market,Target had to develop new and inspired ads that appealed to Canadians.Which of the following processes could Target's art director and lead copywriter have used to find inspiration?

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 Absolut vodka.

Describe what creatives typically do when fulfilling each of the four imaginary roles identified by Roger von Oech as part of the creative process.

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

Briefly describe the two dimensions needed for great advertising.

Describe creativity and explain how it enhances advertising.

A bold,creative initiative that builds on the strategy,joins the product benefit with consumer desire in a fresh,involving way,brings the subject to life,and makes the audience stop,look,and listen is called the big idea.

An ad for the global TED conferences describes the talks as "Ideas worth spreading." This ad is _____ because it has a positively originated motive.

The creative strategy addresses the most important issues to be considered in the development of an ad or campaign.

The two commonalities of great ads are the ability to break through consumer perceptual barriers and the ability to create "top-of-mind" awareness.

Creativity helps advertising _____ by creating new myths and heroes,like the Energizer Bunny,the Jolly Green Giant,and the Geico gecko.

An ad for Shiny Toothpaste states,"Nine out of ten dentists recommend Shiny Toothpaste to their patients.Why don't you give it a try?" This ad would be more likely to appeal to _ than to _ thinkers.

The role of the _____ would be to tell the creatives that their idea of using a world championship rodeo bull rider to promote an insurance plan is not a good idea and will probably open the agency and its client to a great deal of ridicule.

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

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

Procter & Gamble and Leo Burnett use three components in their creative strategies.They are

Why do most ads fail to resonate with the audience?

One way that copywriters create interest in their ads is to

In trying to break into the Canadian market,Target had to develop new and inspired ads that appealed to Canadians.Which of the following processes could Target's art director and lead copywriter have used to find inspiration?

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 Absolut vodka.

Describe what creatives typically do when fulfilling each of the four imaginary roles identified by Roger von Oech as part of the creative process.

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

Briefly describe the two dimensions needed for great advertising.

Describe creativity and explain how it enhances advertising.

A bold,creative initiative that builds on the strategy,joins the product benefit with consumer desire in a fresh,involving way,brings the subject to life,and makes the audience stop,look,and listen is called the big idea.

An ad for the global TED conferences describes the talks as "Ideas worth spreading." This ad is _____ because it has a positively originated motive.

The creative strategy addresses the most important issues to be considered in the development of an ad or campaign.

The two commonalities of great ads are the ability to break through consumer perceptual barriers and the ability to create "top-of-mind" awareness.

Creativity helps advertising _____ by creating new myths and heroes,like the Energizer Bunny,the Jolly Green Giant,and the Geico gecko.

An ad for Shiny Toothpaste states,"Nine out of ten dentists recommend Shiny Toothpaste to their patients.Why don't you give it a try?" This ad would be more likely to appeal to _____ than to _____ thinkers.

The role of the _____ would be to tell the creatives that their idea of using a world championship rodeo bull rider to promote an insurance plan is not a good idea and will probably open the agency and its client to a great deal of ridicule.

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

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

An ad for Shiny Toothpaste states,"Nine out of ten dentists recommend Shiny Toothpaste to their patients.Why don't you give it a try?" This ad would be more likely to appeal to _ than to _ thinkers.