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Exam 10: Creative Strategy and the Creative Process

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Question 41

Multiple Choice

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Who is ultimately responsible for the final form the ad takes?

A) The traffic manager
B) The creative director
C) The media planner
D) The account planner
E) The account executive

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Question 42

Multiple Choice

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Whose role would it be to tell the creatives that their idea of using a world championship rodeo bull rider to promote an HMO is not a good idea and will probably open the agency and its client to a great deal of ridicule?

A) The Judge
B) The evaluator
C) The referee
D) The liaison
E) The mediator

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Question 43

Multiple Choice

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In its ads,Imitrex,a prescription medication for migraines,shows how someone who suffers from migraine headaches can get back control of their lives by taking Imitrex.According to the creative pyramid,this type of problem-solving ad can be used to build an ad's:

Best Buy retail stores carry many brands and styles of television monitors.In fact,its slogan is "Thousands of Possibilities." You could almost say the ad has a "sea of televisions," which is why it shows a customer and his new TV rowing through hundreds of television sets.What technique did the creative director use to help the advertising be more persuasive?

The two general categories of theories of thinking are:

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 Roger von Oech,which of the following is NOT a strategy typically used by a good artist to manipulate and transform concepts?

The difference between a big idea and a strategy is that a big idea describes the direction the message should take while a strategy gives it life.

At the creation of the ad campaign designed to show the strength of the new Glad Forceflex garbage ads,the ad copywriter and art director met and wrote down as many possible creative ideas for an ad as they could think of.No criticism of any idea was allowed during the session even when the art director suggested showing a Glad garbage bag as an unbreakable pi-ata.The creatives were engaged in:

What are the four elements of an advertising strategy?

The copy platform for Palmer's cocoa-butter-enriched skin softeners would deal with all of the following issues EXCEPT:

A creative brief can contain all of the following EXCEPT:

Creative brief is also referred to as:

The ad for Absolut Vodka has the following headline: "Absolut Envy." The creatives who designed this ad were trying to create _____ for the alcohol with a play on words to imply that you will be the envy of all your friends if you drink Absolute Vodka.

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

Most theories of thinking fall into two general categories.What are they?

When the agency presents the ad concepts to the client,the client is suddenly placed in the role of the:

Radio commercials use sound to create _____ in the minds of listeners.

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

A creative brief should contain a(n) _____,advertising objectives,and the problem the advertising is designed to solve.