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.

Exam 8: Creating Ads: Strategy and Process

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

(Multiple Choice)

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Question 61

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

(Multiple Choice)

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Question 62

A magazine ad for United Airlines shows a flight map overlaid on a photo of Manhattan with one of the lines arcing into a smile.The ad reads "NYC friendly.Fly the friendly skies." The phrase "Fly the friendly skies" is meant to stimulate

(Multiple Choice)

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Question 63

Discuss the role of the Judge in the creative process.

(Essay)

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Question 64

Another name for a creative strategy is a

(Multiple Choice)

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Question 65

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

(Multiple Choice)

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Question 66

An ad for Asian Sensations' newest product line of snack foods encourages readers to "Thai something new." In this example,word play is used to

(Multiple Choice)

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Question 67

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

(Essay)

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Question 68

What is a message strategy? Describe the components of a message strategy.

(Essay)

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Question 69

Visual cues and metaphors can be used to help an ad inform consumers.

(True/False)

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Question 70

Art direction is the

(Multiple Choice)

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Question 71

A creative brief is a synonym for a creative strategy or a copy platform.

(True/False)

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Question 72

In the final step of the creative process,the _____ carries the concept into action.

(Multiple Choice)

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Question 73

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?

(Essay)

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Question 74

According to creativity consultant Roger von Oech,which of the following is not a strategy typically used by a good Artist to manipulate and transform concepts?

(Multiple Choice)

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Question 75

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

(Multiple Choice)

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Question 76

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

(Multiple Choice)

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Question 77

In advertising,it is important for the creative who plays the role of the Hunter to look in new and uncommon places for information.

(True/False)

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Question 78

Discuss the roles of a copywriter and an art director.

(Essay)

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Question 79

Great ads have certain characteristics in common,which can be placed into two dimensions of greatness,which are

(Multiple Choice)

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Question 80

Showing 61 - 80 of 100

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

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

A magazine ad for United Airlines shows a flight map overlaid on a photo of Manhattan with one of the lines arcing into a smile.The ad reads "NYC friendly.Fly the friendly skies." The phrase "Fly the friendly skies" is meant to stimulate

Discuss the role of the Judge in the creative process.

Another name for a creative strategy is a

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

An ad for Asian Sensations' newest product line of snack foods encourages readers to "Thai something new." In this example,word play is used to

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

What is a message strategy? Describe the components of a message strategy.

Visual cues and metaphors can be used to help an ad inform consumers.

Art direction is the

A creative brief is a synonym for a creative strategy or a copy platform.

In the final step of the creative process,the _____ carries the concept into action.

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?

According to creativity consultant Roger von Oech,which of the following is not a strategy typically used by a good Artist to manipulate and transform concepts?

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

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

In advertising,it is important for the creative who plays the role of the Hunter to look in new and uncommon places for information.

Discuss the roles of a copywriter and an art director.

Great ads have certain characteristics in common,which can be placed into two dimensions of greatness,which are

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

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Creative Execution: Art and Copy

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

Media Planning and Buying

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IMC: Public Relations, Sponsorship, and Corporate Advertising

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