Question 1

Which of the following best assist an organization in the preparation, incubation, and illumination stages of the creative process?

Accepted Answer

A) portfolio tests 
B) message communication studies 
C) product-specific preplanning inputs 
D) viewer reaction profiles 
E) bait-and-switch techniques

Question 2

The verification and revision stage of the creative process evaluates ideas generated during the _____ stage and gives them final expression.

Accepted Answer

A) preparation 
B) dramatization 
C) illumination 
D) incubation 
E) Digestion

Question 3

CL Inc., a manufacturer of maternity clothes for businesswomen, wishes to launch a new advertising campaign.In order to obtain a better idea about the clothes worn by pregnant women, the creative team visits obstetricians' offices and maternity shops at the mall to gain some information.These visits are most likely a part of the _____ step of the creative process as outlined by Graham Wallas.

Accepted Answer

A) preparation 
B) verification 
C) revision 
D) illumination 
E) Incubation

Question 4

Bensons Inc., a retail store in Houston, launches an ad campaign featuring the interiors of its stores.The stores are shown to be lit by crystal chandeliers and feature several salespeople wearing tail-coats.The ads also contain the slogan "Be treated like royalty, while you shop in comfort." The development of a strong, memorable "royal" identity by Bensons is an example of:

Accepted Answer

A) guerilla advertising. 
B) image advertising. 
C) drama advertising. 
D) bait-and-switch advertising. 
E) refutational appeal.

Question 5

The challenge of developing creative advertising that captures the attention of consumers has become greater with the spread of new media.

Accepted Answer

A) True 
 B)False

Question 6

John O'Toole describes the _____ as "that flash of insight that synthesizes the purpose of the strategy, joins the product benefit with consumer desire in a fresh, involving way, brings the subject to life, and makes the reader or audience stop, look, and listen."

Accepted Answer

A) ad paradox 
B) epiphany 
C) heuristic 
D) big idea 
E) Mnemonic

Question 7

The _____ step of Young's creative process model deals with studying the idea to see if it still looks good or solves the problem; then shaping the idea to practical usefulness.

Accepted Answer

A) immersion 
B) incubation 
C) digestion 
D) preparation 
E) Verification

Question 8

According to Young's version of the stages in the creative process, which of the following is considered the final step?

Accepted Answer

A) incubation 
B) dramatization 
C) illumination 
D) reality 
E) Digestion

Question 9

A(n) ____ is a series of drawings used to present the visual plan or layout of a commercial along with a description of the audio for each scene.

Accepted Answer

A) animatic 
B) mnemonic 
C) storyboard 
D) heuristic 
E) Trailer

Question 10

Emma has been hired to promote a membership-only genealogical website, which provides demographic information on over one billion people.She has gathered all the relevant environmental information and has studied the project closely.Meanwhile, she is also assigned another project.She decides to work on the new project and put the genealogical project completely out of her conscious mind, so that ideas can materialize in the meanwhile.Emma is in the _____ step of the creative process outlined by Graham Wallas.

Accepted Answer

A) preparation 
B) revision 
C) incubation 
D) illumination 
E) Verification

Question 11

Which of the following client representatives ultimately approves the creative brief?

Accepted Answer

A) art director 
B) financial manager 
C) auditor 
D) brand manager 
E) media planner

Question 12

According to Robert Smith, the two ways in which relevance can be achieved are

Accepted Answer

A) ad-to-brand relevance and brand-to-ad relevance. 
B) ad-to-producer relevance and brand-to producer relevance. 
C) ad-to-producer relevance and brand-to-consumer relevance. 
D) ad-to-consumer relevance and brand-to-producer relevance. 
E) ad-to-consumer relevance and brand-to-consumer relevance.

Question 13

Who among the following was responsible for identifying the major factors that could account for the ways divergence can be achieved in advertising?

Accepted Answer

A) Leo Burnett 
B) Robert Smith 
C) Rosser Reeves 
D) David Ogilvy 
E) Sigmund Freud

Question 14

The people who develop ads and commercials are known as _____

Accepted Answer

A) mnemonics. 
B) animatics. 
C) copy makers. 
D) creative types. 
E) media planners.

Question 15

Why are models of the creative process valuable to those working in the creative area of advertising?

Accepted Answer

A) The models enable the client to see what he or she is paying for. 
B) The models provide an organized approach to an advertising problem. 
C) The models provide an unstructured approach to an advertising problem. 
D) The models are usually developed based on the primacy effect. 
E) The models create heuristics needed to determine whether or not an ad will accomplish its goals.

Question 16

Positioning is not preferred by a firm that has multiple brands competing in the same market.

Accepted Answer

A) True 
 B)False

Question 17

Buffy is engaging product users to create an exhaustive list of things that bother them when they use the product and how often those situations arise, then asking the consumers to rate the list in order of importance and asking which brands are associated with the items on the list. She is using an approach called _____________________________

Accepted Answer

A) problem detection. 
B) ethnographic. 
C) focus groups. 
D) storyboarding. 
E) crowdsourcing.

Question 18

At the _____ stage of the creative process, the creative team attempts to find the best creative approach or execution style before moving ahead with the campaign themes and going into actual production of the ad.

Accepted Answer

A) incubation 
B) dramatization 
C) verification 
D) preparation 
E) Digestion

Question 19

At what stage of the creative process are various ideas evaluated and refined before actually being used?

Accepted Answer

A) preparation 
B) incubation 
C) illumination 
D) verification 
E) Verdict

Question 20

_____ research involves anthropologists or other types of trained researchers observing consumers in their natural environments.

Accepted Answer

A) Neuromarketing 
B) Out-group 
C) Questionnaire 
D) Focus group 
E) Ethnographic

Exam 8: Creative Strategy: Planning and Development