Question 1

Picture an ad for a radio station showing two distinct commuters in their cars listening to drive-time radio.One has a blissfully content smile on her face,while the other looks exceedingly concerned and stressed.The announcer says,"One of these commuters is relaxing to Soft Rock 94.Can you guess which one?" According to the creative pyramid,this type of comparative advertising can be used to build an ad's:

Accepted Answer

A) desire. 
B) awareness. 
C) interest. 
D) credibility. 
E) attention.

Question 2

The creative in the role of the Judge evaluates the practicality of the big ideas and decides whether to implement,modify,or discard them.

Accepted Answer

A) True 
 B)False

Question 3

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 awhile.Why?

Accepted Answer

The answer of Often the creatives will take an ad...

Question 4

A creative strategy is also referred to as a copy strategy.

Accepted Answer

A) True 
 B)False

Question 5

The creative strategy has several other names.What are they?

Accepted Answer

The answer of The creative strategy has several other names.What...

Question 6

In 2008,Helen's Foods,the maker of pre-baked and frozen meals,introduced a line of vegetarian Comfort Meals.When the art director was asked to create an ad for Comfort Meals,he needed to create a visual picture which illustrated how yummy and nutritious the meals were,as well as attract the attention of readers.What is the term used to describe this step in the creative process?

Accepted Answer

A) Message strategizing 
B) Free association 
C) Conceptualization 
D) Product positioning 
E) Brainstorming

Question 7

The creatives that are in the role of the _____ are most likely to benefit from brainstorming.

Accepted Answer

A) Intuitives 
B) Creators 
C) Mediators 
D) Explorers 
E) Collaborators

Question 8

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

Accepted Answer

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

Question 9

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) Originator 
B) Virtuoso 
C) Expressive 
D) Executioner 
E) Artist

Question 10

The attention step is critically important to triggering an ad's boom factor.

Accepted Answer

A) True 
 B)False

Question 11

According to creativity consultant Roger von Oech,there are four roles that every art director and copywriter has to personally take on at some point in the creative process.List and briefly describe each of these imaginary roles.

Accepted Answer

The answer of According to creativity consultant Roger von Oech,there...

Question 12

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

Accepted Answer

A) carry the concept into action. 
B) evaluate the practicality of the big idea and decide whether to implement,modify,or discard it. 
C) help the account manager present the campaign to the client. 
D) turn the agency account team into co-warriors for the presentation to the client. 
E) get the big idea approved,produced,and placed in the media.

Question 13

The print ad for the a new Clinique perfume shows a photograph with flames coming out of the sprayer and wrapping around the bottle to show how the perfume heats up passion.The creation of the burning bottle of perfume is an example of:

Accepted Answer

A) selective perception. 
B) memory files. 
C) creativity. 
D) the creative wheel. 
E) retention.

Question 14

The creative strategy is a simple written statement of the most important issues to be considered in the development of an ad or campaign.

Accepted Answer

A) True 
 B)False

Question 15

Every Sherwin-Williams paint ad is required to contain the stylized paint brush and the company's Web address.What is the name given to such technical requirements?

Accepted Answer

The answer of Every Sherwin-Williams paint ad is required to...

Question 16

One way that copywriters create interest in their ads is to:

Accepted Answer

A) use the word "you" frequently. 
B) write long ad copy. 
C) use unusual layouts and vibrant colors. 
D) write three-word headlines. 
E) use independent test results to substantiate product claims.

Question 17

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

Accepted Answer

A) persuade consumers to try the new snack food. 
B) inform customers that Asian Sensations is nutritious. 
C) persuade customers to buy multiple packages of the Asian Sensations snack food. 
D) persuade retailers to carry Asian Sensations snack food. 
E) remind customers that Asian Sensations was still available even if it was not carried by their supermarket.

Question 18

An ad for a tennis camp shows a background photo of tennis balls on which the camp's dates and locations are printed.Who amongst 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

Question 19

When the agency presents the ad concept,the client assumes the role of the Warrior.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 8: Creating ADS: Strategy and Process

The creative in the role of the Judge evaluates the practicality of the big ideas and decides whether to implement,modify,or discard them.

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 awhile.Why?

A creative strategy is also referred to as a copy strategy.

The creative strategy has several other names.What are they?

The creatives that are in the role of the _____ are most likely to benefit from brainstorming.

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

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 critically important to triggering an ad's boom factor.

According to creativity consultant Roger von Oech,there are four roles that every art director and copywriter has to personally take on at some point in the creative process.List and briefly describe each of these imaginary roles.

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

The print ad for the a new Clinique perfume shows a photograph with flames coming out of the sprayer and wrapping around the bottle to show how the perfume heats up passion.The creation of the burning bottle of perfume is an example of:

The creative strategy is a simple written statement of the most important issues to be considered in the development of an ad or campaign.

Every Sherwin-Williams paint ad is required to contain the stylized paint brush and the company's Web address.What is the name given to such technical requirements?

One way that copywriters create interest in their ads is to:

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

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

When the agency presents the ad concept,the client assumes the role of the Warrior.

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