Question 1

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)   Artist
B)   Judge
C)   Warrior
D)   Explorer
E)   Researcher

Question 2

An ad for a tennis camp shows a background photo of tennis balls on which the camp's dates and locations are printed. Which of 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 3

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 4

An ad for Breitling watches describes the watches as "prestigious, professional-grade instruments that perform exceedingly well." The Breitling ad is _____ because it has a positively originated motive.

Accepted Answer

A)   transactional
B)   charismatic
C)   informational
D)   transformational
E)   functional

Question 5

According to Von Oech, Explorers should believe that good information is available and that they have the skills to find and use the information. Which term best describes this concept?

Accepted Answer

A)   Big idea
B)   Visualization
C)   Transformation
D)   Insight outlook
E)   Free association

Question 6

Another name for a creative strategy is a:

Accepted Answer

A)   copy platform.
B)   benefit strategy.
C)   creative action plan.
D)   communication strategy.
E)   marketing support statement.

Question 7

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

Accepted Answer

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

Question 8

What are the three components of the creative strategy used by Leo Burnett?

Accepted Answer

A)   Creative definition, creative execution, and creative implementation
B)   Informational, transactional, and transformational dimensions
C)   Verbal, nonverbal, and technical dimensions
D)   Objective, support, and tone statements
E)   Copy, illustrations, and layout

Question 9

What is a message strategy? Describe the components of a message strategy.

Accepted Answer

The message strategy is a simple descrip...

Question 10

When designing the new ad campaign for Glad ForceFlex garbage bags, one of the creatives asked, "What if we showed how strong the material in the bags is by showing it catching a charging rhinoceros?" Which of the following techniques for manipulating and transforming ideas was most likely used in this example?

Accepted Answer

A)   Compare
B)   Imagine
C)   Reverse
D)   Connect
E)   Parody

Question 11

In the creative process, the big idea:

Accepted Answer

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

Question 12

Which of the following is a 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 methodology

Question 13

Which of the following would LEAST likely be included in a creative strategy?

Accepted Answer

A)   Definition of the target audience
B)   Objective of the advertising
C)   The brand's personality
D)   Budget procedures
E)   Key benefits

Question 14

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

Accepted Answer

A)   persuade consumers to try an Asian Sensations snack.
B)   inform customers that Asian Sensations sells nutritious snacks.
C)   persuade customers to check the Web site of Asian Sensations.
D)   persuade retailers to carry more Asian Sensations snack foods.
E)   remind customers that Asian Sensations has been reformulated.

Question 15

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

Accepted Answer

A)   Artist
B)   Judge
C)   Warrior
D)   Explorer
E)   Researcher

Question 16

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 17

The print ad for 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 creatives who designed this ad most likely intended the photo to be a(n) :

Accepted Answer

A)   psychosocial consequence.
B)   copy platform.
C)   attention-getting device.
D)   credibility-builder.
E)   action-stimulator.

Question 18

In its ads, Dynakor states that you can take the Dynakor weight-loss formula and "eat all you want and still lose weight." According to the creative pyramid, this type of problem-solving ad will most likely build an ad's:

Accepted Answer

A)   desirability
B)   creativity.
C)   interest.
D)   clarity.
E)   credibility.

Question 19

List the five steps of the creative pyramid-starting at its top.

Accepted Answer

The five steps of the creative...

Question 20

In print media, colorful charts and tables have been shown to raise readers' perception of quality.

Accepted Answer

A) True 
 B)False

Exam 8: Creating Ads: Strategy and Process

What is a message strategy? Describe the components of a message strategy.

Correct Answer
verified
The message strategy is a simple descrip...
View Answer

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.

Correct Answer
verified

Which of the following would LEAST likely be included in a creative strategy?

Correct Answer
verified

According to Von Oech, Explorers should believe that good information is available and that they have the skills to find and use the information. Which term best describes this concept?

Correct Answer
verified

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

Correct Answer
verified

Another name for a creative strategy is a:

Correct Answer
verified

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

Correct Answer
verified

What are the three components of the creative strategy used by Leo Burnett?

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

In the creative process, the big idea:

Correct Answer
verified

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

Correct Answer
verified

Which of the following is a step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways?

Correct Answer
verified

An ad for Breitling watches describes the watches as "prestigious, professional-grade instruments that perform exceedingly well." The Breitling ad is _____ because it has a positively originated motive.

Correct Answer
verified

List the five steps of the creative pyramid-starting at its top.

Correct Answer
verified
The five steps of the creative...
View Answer

In its ads, Dynakor states that you can take the Dynakor weight-loss formula and "eat all you want and still lose weight." According to the creative pyramid, this type of problem-solving ad will most likely build an ad's:

Correct Answer
verified

In print media, colorful charts and tables have been shown to raise readers' perception of quality.

Correct Answer
verified

The print ad for 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 creatives who designed this ad most likely intended the photo to be a(n) :

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Exam 8: Creating Ads: Strategy and Process

What is a message strategy? Describe the components of a message strategy.

Correct AnswerverifiedThe message strategy is a simple descrip...View AnswerShow Answer

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.

Correct AnswerverifiedShow Answer

Which of the following would LEAST likely be included in a creative strategy?

Correct AnswerverifiedShow Answer

According to Von Oech, Explorers should believe that good information is available and that they have the skills to find and use the information. Which term best describes this concept?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Another name for a creative strategy is a:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

What are the three components of the creative strategy used by Leo Burnett?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In the creative process, the big idea:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is a step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways?

Correct AnswerverifiedShow Answer

An ad for Breitling watches describes the watches as "prestigious, professional-grade instruments that perform exceedingly well." The Breitling ad is _____ because it has a positively originated motive.

Correct AnswerverifiedShow Answer

List the five steps of the creative pyramid-starting at its top.

Correct AnswerverifiedThe five steps of the creative...View AnswerShow Answer

In its ads, Dynakor states that you can take the Dynakor weight-loss formula and "eat all you want and still lose weight." According to the creative pyramid, this type of problem-solving ad will most likely build an ad's:

Correct AnswerverifiedShow Answer

In print media, colorful charts and tables have been shown to raise readers' perception of quality.

Correct AnswerverifiedShow Answer

The print ad for 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 creatives who designed this ad most likely intended the photo to be a(n) :

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
verified
The message strategy is a simple descrip...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The five steps of the creative...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
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