Question 1

In the creative process,the big idea

Accepted Answer

A)  joins the product benefit with the consumer desire in a recognizable, familiar way. 
B)  helps the audience to ignore the ad if it does not apply to them. 
C)  is rarely 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)  helps the audience to ignore the ad if it does not apply to them. 
C)  is rarely 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 2

Value-based thinkers are typically better able to embrace change than fact-based thinkers.

Accepted Answer

A) True 
 B)False

Question 3

Which term refers to a simple explanation of the overall creative approach to be used by the ad campaign?

Accepted Answer

A)  marketing platform 
B)  action plan 
C)  tactics 
D)  logistics 
E)  message strategy 
A)  marketing platform 
B)  action plan 
C)  tactics 
D)  logistics 
E)  message strategy

Question 4

The creative in the role of the _____ would most likely state that a full-page ad for free checking accounts in The Wall Street Journal is a waste of resources for a community bank.

Accepted Answer

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

Question 5

Which of the following is recommended by Bruce Bendinger to improve a Warrior's selling power during a client presentation?

Accepted Answer

A)  strategic precision 
B)  savvy solving 
C)  polishing the problem 
D)  rehearsing strategy 
E)  structural psychology 
A)  strategic precision 
B)  savvy solving 
C)  polishing the problem 
D)  rehearsing strategy 
E)  structural psychology

Question 6

A regional magazine ad for Target lists the local stores in the area served by the magazine.This part of the ad would be classified as a support statement.

Accepted Answer

A) True 
 B)False

Question 7

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 8

_____ 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 9

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

Accepted Answer

A) True 
 B)False

Question 10

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 11

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 12

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 13

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 14

The first task for Explorers is the long and sometimes tedious process of reviewing all the information they gathered when they played the Warrior role.

Accepted Answer

A) True 
 B)False

Question 15

In a recent video ad for the Squatty Potty,a cartoon unicorn keeps viewers engaged by demonstrating and performing a number of funny gags as a spokesperson explains the product.The unicorn functions to create _____ throughout the ad.

Accepted Answer

A)  incentives 
B)  interest 
C)  reversals 
D)  credibility 
E)  connections 
A)  incentives 
B)  interest 
C)  reversals 
D)  credibility 
E)  connections

Question 16

Strategy is at the root of all great creative work.

Accepted Answer

A) True 
 B)False

Question 17

What are the three components of the message strategy?

Accepted Answer

The message strategy

Question 18

What is it called when two or more people get together to generate new ideas?

Accepted Answer

When two or more peo

Question 19

Explain the difference between informational ads and transformational ads.

Accepted Answer

Informational ads promise benefits that

Question 20

Most ads,whether they are informational or transformational,do resonate with their audiences.

Accepted Answer

A) True 
 B)False

In the creative process,the big idea

Value-based thinkers are typically better able to embrace change than fact-based thinkers.

Which term refers to a simple explanation of the overall creative approach to be used by the ad campaign?

The creative in the role of the _____ would most likely state that a full-page ad for free checking accounts in The Wall Street Journal is a waste of resources for a community bank.

Which of the following is recommended by Bruce Bendinger to improve a Warrior's selling power during a client presentation?

A regional magazine ad for Target lists the local stores in the area served by the magazine.This part of the ad would be classified as a support statement.

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?

_____ 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.

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

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.

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.

The first task for Explorers is the long and sometimes tedious process of reviewing all the information they gathered when they played the Warrior role.

In a recent video ad for the Squatty Potty,a cartoon unicorn keeps viewers engaged by demonstrating and performing a number of funny gags as a spokesperson explains the product.The unicorn functions to create _____ throughout the ad.

Strategy is at the root of all great creative work.

What are the three components of the message strategy?

What is it called when two or more people get together to generate new ideas?

Explain the difference between informational ads and transformational ads.

Most ads,whether they are informational or transformational,do resonate with their audiences.

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

In the creative process,the big idea

Value-based thinkers are typically better able to embrace change than fact-based thinkers.

Which term refers to a simple explanation of the overall creative approach to be used by the ad campaign?

The creative in the role of the _____ would most likely state that a full-page ad for free checking accounts in The Wall Street Journal is a waste of resources for a community bank.

Which of the following is recommended by Bruce Bendinger to improve a Warrior's selling power during a client presentation?

A regional magazine ad for Target lists the local stores in the area served by the magazine.This part of the ad would be classified as a support statement.

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?

_____ 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.

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

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.

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.

The first task for Explorers is the long and sometimes tedious process of reviewing all the information they gathered when they played the Warrior role.

In a recent video ad for the Squatty Potty,a cartoon unicorn keeps viewers engaged by demonstrating and performing a number of funny gags as a spokesperson explains the product.The unicorn functions to create _____ throughout the ad.

Strategy is at the root of all great creative work.

What are the three components of the message strategy?

What is it called when two or more people get together to generate new ideas?

Explain the difference between informational ads and transformational ads.

Most ads,whether they are informational or transformational,do resonate with their audiences.

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