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Exam 10: Creative Strategy and the Creative Process

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Question 61

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In the creative process,the Warrior's role:

A) is the easiest role to assume if the role of the Judge is minimized.
B) is the role that sometimes can be eliminated.
C) should help the client recognize and appreciate the big idea.
D) engages in the ad conceptualization step.
E) gathers information from external primary sources.

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Question 62

Multiple Choice

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In the creative process,the big idea:

A) is defined as a bold, creative initiative.
B) joins the product benefit with the consumer desire in a recognizable, familiar way.
C) allows the reader or the audience to stop, look, and listen if they want to.
D) is almost never expressed through a combination of art and copy.
E) describes the direction the message should take.

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Question 63

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

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

The creative strategy document is sometimes referred to as the copy platform.

Describe the four roles of creativity in advertising.

When the art director for the new 80 Series LCD Flatiron monitor from LG was asked to create an ad that emphasized how thin the monitor was,he visualized a picture showing how little space the monitor took when stacked on a book shelf.What is the term used to describe this step in the creative process?

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

Under which type of thinking style do people tend to concepts into components and to analyze situations to discover the one best solution?

_____ can occur when an agency has served an account for a long time and all the fresh ideas have been worked and reworked.