Question 1

Who is most likely responsible for writing the words for a billboard ad for a new line of Asics running shoes for women?

Accepted Answer

A)  the layout artist 
B)  the creative director 
C)  the copywriter 
D)  the graphic designer 
E)  the art director 
A)  the layout artist 
B)  the creative director 
C)  the copywriter 
D)  the graphic designer 
E)  the art director

Question 2

In a Target ad,the headline reads,"Score points on great deals." Describe how this copy reflects the desire objective of the creative pyramid.

Accepted Answer

In the desire step,the writer

Question 3

According to Roger von Oech,Explorers should believe that good information is available and that they have the skills to find and use the information.Which term best describes this concept?

Accepted Answer

A)  big idea 
B)  visualization 
C)  transformation 
D)  insight outlook 
E)  free association 
A)  big idea 
B)  visualization 
C)  transformation 
D)  insight outlook 
E)  free association

Question 4

An Electrolux commercial features talk-show host Kelly Ripa juggling a busy schedule that includes cooking a meal,washing clothes,and cleaning dishes using Electrolux appliances.Which aspect of the creative pyramid is the advertiser most likely seeking to establish by using Kelly Ripa in the ad?

Accepted Answer

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

Question 5

What is the last step in developing an advertising strategy?

Accepted Answer

A)  determining the key components of the advertising mix 
B)  delivering the creative strategy to the creative department 
C)  developing a message strategy that meets the client's needs 
D)  evaluating how well the strategy supports the marketing plan 
E)  conducting a budget allocation based on local and industry standards 
A)  determining the key components of the advertising mix 
B)  delivering the creative strategy to the creative department 
C)  developing a message strategy that meets the client's needs 
D)  evaluating how well the strategy supports the marketing plan 
E)  conducting a budget allocation based on local and industry standards

Question 6

Which of the following statements is most likely true about brainstorming?

Accepted Answer

A)  A brainstorming session is often a source of sudden inspiration. 
B)  Brainstorming uses techniques called linking and laddering. 
C)  Brainstorming is performed by the Expressive role. 
D)  Brainstorming involves formally analyzing problems. 
E)  All ideas in a brainstorming session are open to criticism. 
A)  A brainstorming session is often a source of sudden inspiration. 
B)  Brainstorming uses techniques called linking and laddering. 
C)  Brainstorming is performed by the Expressive role. 
D)  Brainstorming involves formally analyzing problems. 
E)  All ideas in a brainstorming session are open to criticism.

Question 7

An ad for a tennis camp shows a background photo of tennis balls on which the camp's dates and locations are printed.Which of the following was most likely responsible for the tennis ball photo?

Accepted Answer

A)  the copywriter 
B)  the art director 
C)  the publicity expert 
D)  the layout artist 
E)  the PR representative 
A)  the copywriter 
B)  the art director 
C)  the publicity expert 
D)  the layout artist 
E)  the PR representative

Question 8

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 9

Which of the following would be likely to be included in a creative strategy?

Accepted Answer

A)  definition of the target audience 
B)  objective of the advertising 
C)  the brand's personality 
D)  budget procedures 
E)  key benefits 
A)  definition of the target audience 
B)  objective of the advertising 
C)  the brand's personality 
D)  budget procedures 
E)  key benefits

Question 10

Describe a fact-based thinker.

Accepted Answer

Fact-based thinkers tend to be linear th

Question 11

An ad funded by American Beef Producers shows what looks like a deep canyon with the sides made of thick filets,the greenery made of heads of broccoli,and the river made of gravy.Which of the following techniques for manipulating and transforming ideas was most likely used in this example?

Accepted Answer

A)  eliminate 
B)  adapt 
C)  reverse 
D)  connect 
E)  parody 
A)  eliminate 
B)  adapt 
C)  reverse 
D)  connect 
E)  parody

Question 12

The _____ is the document that serves as the creative team's guide for writing and producing the ad.

Accepted Answer

A)  creative strategy 
B)  visual storyboard 
C)  graphic ideation 
D)  message strategy 
E)  speculative presentation 
A)  creative strategy 
B)  visual storyboard 
C)  graphic ideation 
D)  message strategy 
E)  speculative presentation

Question 13

Give three methods for establishing credibility through creative means.

Accepted Answer

The third step in the creative pyramid i

Question 14

The term "creatives" refers to the

Accepted Answer

A)  people who work in the creative department. 
B)  most important elements of the marketing mix. 
C)  roles played by all of the people within an advertising agency. 
D)  stages of integration between the visual and nonvisual elements of an ad. 
E)  final presentation of an advertising and marketing campaign to the client. 
A)  people who work in the creative department. 
B)  most important elements of the marketing mix. 
C)  roles played by all of the people within an advertising agency. 
D)  stages of integration between the visual and nonvisual elements of an ad. 
E)  final presentation of an advertising and marketing campaign to the client.

Question 15

As a group,the people who work in the creative department are generally referred to as the ad agency.

Accepted Answer

A) True 
 B)False

Question 16

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 17

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 18

An ad for Google uses colorful explanatory charts,colorful images,and tables to depict mobile usage percentages for websites.These elements inform potential ad purchasers of the numbers of clicks on ads from mobile phones.This ad uses _____ to persuade potential customers to try mobile advertising through Google.

Accepted Answer

A)  reinforcement 
B)  value-based thinking 
C)  infographics 
D)  brand perception 
E)  the creative wheel 
A)  reinforcement 
B)  value-based thinking 
C)  infographics 
D)  brand perception 
E)  the creative wheel

Question 19

According to creativity consultant Roger von Oech,which role in the creative process strives to evaluate the results of experimentation and decide which approach is most practical?

Accepted Answer

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

Question 20

According to creativity consultant Roger von Oech,the _____ role in the creative process is to search for new information and pay attention to unusual patterns.

Accepted Answer

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

Who is most likely responsible for writing the words for a billboard ad for a new line of Asics running shoes for women?

In a Target ad,the headline reads,"Score points on great deals." Describe how this copy reflects the desire objective of the creative pyramid.

According to Roger von Oech,Explorers should believe that good information is available and that they have the skills to find and use the information.Which term best describes this concept?

An Electrolux commercial features talk-show host Kelly Ripa juggling a busy schedule that includes cooking a meal,washing clothes,and cleaning dishes using Electrolux appliances.Which aspect of the creative pyramid is the advertiser most likely seeking to establish by using Kelly Ripa in the ad?

What is the last step in developing an advertising strategy?

Which of the following statements is most likely true about brainstorming?

An ad for a tennis camp shows a background photo of tennis balls on which the camp's dates and locations are printed.Which of the following was most likely responsible for the tennis ball photo?

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

Which of the following would be likely to be included in a creative strategy?

Describe a fact-based thinker.

An ad funded by American Beef Producers shows what looks like a deep canyon with the sides made of thick filets,the greenery made of heads of broccoli,and the river made of gravy.Which of the following techniques for manipulating and transforming ideas was most likely used in this example?

The _____ is the document that serves as the creative team's guide for writing and producing the ad.

Give three methods for establishing credibility through creative means.

The term "creatives" refers to the

As a group,the people who work in the creative department are generally referred to as the ad agency.

The two general categories of theories of thinking are

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 strives to evaluate the results of experimentation and decide which approach is most practical?

According to creativity consultant Roger von Oech,the _____ role in the creative process is to search for new information and pay attention to unusual patterns.

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

Who is most likely responsible for writing the words for a billboard ad for a new line of Asics running shoes for women?

In a Target ad,the headline reads,"Score points on great deals." Describe how this copy reflects the desire objective of the creative pyramid.

According to Roger von Oech,Explorers should believe that good information is available and that they have the skills to find and use the information.Which term best describes this concept?

An Electrolux commercial features talk-show host Kelly Ripa juggling a busy schedule that includes cooking a meal,washing clothes,and cleaning dishes using Electrolux appliances.Which aspect of the creative pyramid is the advertiser most likely seeking to establish by using Kelly Ripa in the ad?

What is the last step in developing an advertising strategy?

Which of the following statements is most likely true about brainstorming?

An ad for a tennis camp shows a background photo of tennis balls on which the camp's dates and locations are printed.Which of the following was most likely responsible for the tennis ball photo?

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

Which of the following would be likely to be included in a creative strategy?

Describe a fact-based thinker.

An ad funded by American Beef Producers shows what looks like a deep canyon with the sides made of thick filets,the greenery made of heads of broccoli,and the river made of gravy.Which of the following techniques for manipulating and transforming ideas was most likely used in this example?

The _____ is the document that serves as the creative team's guide for writing and producing the ad.

Give three methods for establishing credibility through creative means.

The term "creatives" refers to the

As a group,the people who work in the creative department are generally referred to as the ad agency.

The two general categories of theories of thinking are

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 strives to evaluate the results of experimentation and decide which approach is most practical?

According to creativity consultant Roger von Oech,the _____ role in the creative process is to search for new information and pay attention to unusual patterns.

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