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Exam 8: Creating Ads: Strategy and Process

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Question 41

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The big idea refers to a flash of creative insight that captures the advertising strategy in an imaginative way.

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Question 42

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An ad for Toshiba office equipment illustrates the problems of corporate espionage with an ad that shows a copier just after it has stolen a women's pocketbook. The woman is screaming, and the copier is rolling away with the purse. The comparison of a purse snatcher to corporate espionage is an example of how _____ can be used in advertising.

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

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Question 43

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Visual cues and metaphors can be used to help an ad inform consumers.

Creatives serving as _____ will most likely benefit from brainstorming.

Which term refers to a simple explanation of the overall approach to be used by the ad campaign?

What is creativity? What is the role of creativity in advertising?

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

Which of the following statements is most likely true about brainstorming?

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

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

A billboard ad for Carhartt rugged outerwear listed local retailers in the vicinity of the billboard. This part of the ad would be classified as informative.

According to creativity consultant Roger von Oech, which role in the creative process strives to evaluate the results of experimentation and decide which approach is most practical?

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?

The first task for Explorers is the long and sometimes tedious process of reviewing all the information they gathered when they played the Warrior role.

An Electrolux commercial features talk-show host Kelly Ripa juggling a busy schedule that includes cooking a meal, washing clothes, and cleaning dishes using Electrolux appliances. Which aspect of the creative pyramid is the advertiser most likely seeking to establish by using Kelly Ripa in the ad?

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

Negatively originated purchase motives provide the foundation for many informational ads.

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 advertising, the decoding of messages is the responsibility of the creative team.

The creative strategy addresses the most important issues to be considered in the development of an ad or campaign.