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Exam 8: Creating Ads: Strategy and Process

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Question 31

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Explain the difference between informational ads and transformational ads.

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Informational ads promise benefits that ...

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Question 32

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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.

A) Artist
B) Judge
C) Mediator
D) Warrior
E) Liaison

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Question 33

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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?

What are the three components of the message strategy?

A regional magazine ad for Target lists the local stores in the area served by the magazine.This part of the ad would be classified as a support statement.

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

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

Creative blocking tends to occur when people in the agency start thinking like value-based thinkers.

Strategy is at the root of all great creative work.

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.

_____ thinkers tend to be linear thinkers and make decisions based on hard data.

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.

Any ad for Samsonite luggage must contain its slogan-"Life's a Journey"-and the Samsonite logo.These required ad elements are referred to as

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

The attention step is important to triggering a print ad's boom factor and may be accomplished with large headlines,dynamic visuals,or vibrant colors.

In a recent video ad for the Squatty Potty,a cartoon unicorn keeps viewers engaged by demonstrating and performing a number of funny gags as a spokesperson explains the product.The unicorn functions to create _____ throughout the ad.

Which of the following is recommended by Bruce Bendinger to improve a Warrior's selling power during a client presentation?

In the creative process,the big idea

According to creativity consultant Roger von Oech,which role in the creative process has to overcome excuses,idea killers,setbacks,and obstacles to bring a creative concept to realization?

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