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Exam 8: Creating Ads: Strategy and Process

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Question 1

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Discuss the role of the Judge in the creative process.

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The Judge evaluates the practicality of ...

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Question 2

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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 insurance plan is not a good idea and will probably open the agency and its client to a great deal of ridicule?

A) The Artist
B) The Evaluator
C) The Judge
D) The Liaison
E) The Warrior

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Question 3

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What is the last step in developing an advertising strategy?

The creative in the role of the _____ would most likely state that a full-page ad for free checking accounts in "The Wall Street Journal" is a waste of resources for a community bank.

How do creatives establish credibility for an advertised good or service?

Why do most ads fail to resonate with the audience?

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

In 2008, Mars Snack Foods' Dove brand launched a line of dark chocolates called Dove Vitalize that support cardiovascular health. During 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:

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

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

An ad for Goldsmith tennis rackets, begins with the command, "Hit your best shots. More often." Which step of the creative pyramid is this headline addressing?

An ad for Snapple featured a retreat where the good fruit that makes up Snapple's drinks can go in order to avoid mixing with additives and preservatives. Which of the following techniques for manipulating and transforming ideas was most likely used in this example?

Value-based thinkers are typically better able to embrace change than fact-based thinkers.

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

An ad for Asian Sensations newest product line of snack foods encourages readers to "Thai something new." The creatives who designed this ad intended its headline to be a(n) :

An ad for Shiny Toothpaste states, "Nine out of ten dentists recommend Shiny Toothpaste to their patients. Why don't you give it a try?" This ad would be more likely to appeal to _____ than to _____ thinkers.

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

Who is most likely responsible for writing the words for a billboard ad for a new line of Asics running shoes for women?

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

What is it called when two or more people get together to generate new ideas?