Question 1

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.

Question 2

Who is responsible for writing the words for a billboard ad for a new line of Carhartt Western wear for women?

Accepted Answer

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

Question 3

The color green when used in ads conveys health and freshness.

Accepted Answer

A) True 
 B)False

Question 4

An ad from National Peanut Board advises its readers that peanut butter is "like an energy bar with curves." The ad's illustration shows peanut butter thickly spread on a bagel to indicate how peanut butter can be used as part of a healthy lifestyle.In this example,creativity was used to:

Accepted Answer

A) remind customers that they should stock up on peanut butter. 
B) persuade bagel manufacturers to carry on-package peanut butter coupons. 
C) inform customers of the benefits you get from using peanut butter. 
D) convince customers to eat peanut butter even if they can find something more healthy to eat. 
E) persuade retailers to carry peanut butter.

Question 5

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

Accepted Answer

A) Warrior 
B) Referee 
C) Critic 
D) Judge 
E) Opponent

Question 6

Creative blocking may occur when people in the agency start thinking like a value-based thinker.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

The creative pyramid is a model that can 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 9

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.

Question 10

A creative strategy should have a ____,advertising objectives,and the problem the advertising must address.

Accepted Answer

A) policy statement 
B) corporate vision 
C) value statement 
D) definition of the target audience 
E) budget

Question 11

The _____ is the 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 method

Question 12

While the conceptualization step is important,the visualization step is the most important step in creating the advertisement.

Accepted Answer

A) True 
 B)False

Question 13

In 2008,Mars Snack Foods' Dove brand launched a line of dark chocolates called Dove Vitalize that support cardiovascular health.At the creation of the ad campaign designed to show the nutritional value of the new Dove Vitalize bars,the ad copywriter and art director met and wrote down as many possible creative ideas for an ad as they could think of.There was no criticism of any idea allowed during the session even when the art director suggested showing a Dove Vitalize bar as a substitute for broccoli.The creatives were engaged in:

Accepted Answer

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

Question 14

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

Accepted Answer

A) The Referee 
B) The Evaluator 
C) The Judge 
D) The Decider 
E) The Executioner

Question 15

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) the creative wheel 
E) reinforcement

Question 16

The term "creatives" refers to the:

Accepted Answer

A) people who work in the creative department. 
B) elements of the advertising mix that are used in developing the advertising strategy. 
C) roles played by all of the people within an advertising agency. 
D) stages in the integration of the visual and nonvisual elements of the ad. 
E) final presentation to the client.

Question 17

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 18

The _____ component of the message strategy would include budgets,scheduling limitations,and mandatories.

Accepted Answer

A) creative definition 
B) informational 
C) transactional 
D) technical 
E) transformational

Question 19

Why most ads fail to resonate with the audience?

Accepted Answer

The answer of Why most ads fail to resonate with...

Question 20

According to the creative pyramid,the first step in copywriting and art design is to:

Accepted Answer

A) get the prospect's interest. 
B) attract the prospect's attention. 
C) make the prospect aware of the product category. 
D) make the prospect aware of the brand name. 
E) create a communications medium.

Exam 8: Creating ADS: Strategy and Process

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:

Who is responsible for writing the words for a billboard ad for a new line of Carhartt Western wear for women?

The color green when used in ads conveys health and freshness.

An ad from National Peanut Board advises its readers that peanut butter is "like an energy bar with curves." The ad's illustration shows peanut butter thickly spread on a bagel to indicate how peanut butter can be used as part of a healthy lifestyle.In this example,creativity was used to:

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

Creative blocking may occur when people in the agency start thinking like a value-based thinker.

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

The creative pyramid is a model that can help creative teams convert the advertising strategy and the big idea into the actual physical ad or commercial.

The two general categories of theories of thinking are:

A creative strategy should have a ____,advertising objectives,and the problem the advertising must address.

The _____ is the step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways.

While the conceptualization step is important,the visualization step is the most important step in creating the advertisement.

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

The term "creatives" refers to the:

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

The _____ component of the message strategy would include budgets,scheduling limitations,and mandatories.

Why most ads fail to resonate with the audience?

According to the creative pyramid,the first step in copywriting and art design is to: