Exam 8: The Creative Side

Which of the following is a step in the process of structural analysis as used by the Leo Burnett agency?

Carly saw a billboard for a local church that said,"CH_ _ CH-What's missing?" This is an example of which technique for creating original and unexpected ideas?

A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of the medication.Which of the following was most likely the objective of this ad?

In which stage of the classic creative process does the problem solver try to put his or her conscious mind to rest to let the subconscious take over?

Describe the creative person.

Which of the following creative techniques is used to convey new patterns or relationships?

Which of the following is NOT included in a typical creative brief?

Which of the following is a benefit statement that looks to the future and predicts that something good will happen if you use the product?

What role does an ad agency's environment play in the process of innovation?

In Ron Taylor's model,the ________ view is similar to the more rational "head" strategies.

An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain.The ad states,"There are places that are so awesome and so killer that you'd like to tell the whole world about them.But please,don't." This ad is most closely related to the ________ strategy of Taylor's Six-Segment Strategy Wheel.

According to Taylor's Six-Segment Strategy Wheel,strategies addressing the acute need segment are based on a consumer's unplanned and unanticipated need for a product or service.

What is a USP? When would an advertiser use a USP strategy?

Which approach uses emotional appeals or images to create a response based on attitudes,moods,dreams,and feelings?

Which of the following refers to intuitive,holistic,artistic,and emotionally expressive thinking?

Give a hypothetical example of a slice-of-life message execution style.

When Taco Bell used a Chihuahua,a small dog,to represent its product,which type of message format was being used?

Which of the following would most likely be used in a message that is intended to persuade consumers to change an attitude or belief?

A particular problem that Big Ideas face is that the message is sometimes so creative that the ad is remembered but not the brand.This is known as ________.

Provide an example of an informative ad.